Creating a smooth e-commerce experience


Hi! So, you’ve started selling online and customers are buying
right from your website. Great! But are your customers
as happy as they can be? Is the shopping experience
and the check out process as smooth as possible? We’re going to look at how
you can use analytics to continually improve your customers’
e-commerce experience. We’ll cover optimizing
for different devices improving navigation and search,
optimizing your product pages and finally, using customer accounts
to enhance the checkout process. The first step to optimizing
the e-commerce experience is ensuring that the purchasing process works smoothly on all the different
devices that your customers might use.These days, that means more
than just laptops and desktop computers.
Now, say you look at your analytics data
and learn that plenty of people
visit your site from their mobiles
but they rarely make a purchase.
That’s a clue that shoppers on mobiles
or tablets may not see
your product pages properly, or even
move through the payment process.
You’ve got some work to do.One great option is to implement
a responsive design into your website
.This type of design
can adapt to different screen sizes.
Or, if you want to guarantee a more
consistent shopping experience
on smartphones, you could even
create a dedicated mobile website.
Ok, that’s got you covered
for all types of devices. Here’s another opportunity
for improving the shopping experience. Say your analytics shows that lots
of people visit your homepage but they aren’t taking the next step and actually looking at your products. You’ll want to make it easy
for your visitors to browse and find
what they’re looking for. This starts with navigation
that your costumers can easily understand and use. Typically you’ll use categories
and subcategories to organize your inventory
in any number of ways. Let’s use the example
of a furniture maker. You could start out with broad categories of, say,
different rooms in a home. Then you could add subcategories
of furniture pieces in each like bed frames,
or desks, or dining room tables. So, what’s the best way to go about this? Well, the answer is:
the one your customer like best. You can conduct formal testing
to see how your visitors react to different arrangements or you could simply survey
your friends, family and some of your trusted clients
to see what they prefer. No matter how you arrange
your site navigation there will always be people who prefer
to search for something specific than browse through
various categories and subcategories. That’s why it’s best to cover both options and include a search function
on your website. Your product pages are another great way
to optimize the shopping experience. What if, you see that a lot of people
are visiting your product pages but they don’t add any products
to the shopping basket? You might choose to add a video
of a craftsman in action or perhaps a gallery of photos
from various angles to help the customer get a closer look
at a particular piece of furniture. Make sure those photos are professional
in terms of quality and load quickly. You can also write up great descriptions
and provide all kinds of details and measurements. Whatever helps your customers
feel confident that they’re ready to buy. The last thing we’re going to look at
is how you can optimize the e-commerce experience
by using customer accounts. You might notice in your analytics data that customers shop on your site
and put products in their cart but then leave before
completing their purchase. Encouraging customers to create an account
can streamline this process so this happens less frequently
in the future. As a customer completes an online
purchase, you can allow them to store their shipping and billing information
and payment preferences in an account on your site. This will also make future purchases
that much easier. If you’re ready to get super advanced you can also use
a customer’s past purchases recent searches,
or recently viewed products to recommend specific items
that might interest them. If they purchase a dining room table,
for example, you might recommend the best sets of chairs to go
with that design and wood finish. And of course, you can always
reward your loyal customers with offers and discounts
tailored specially for them. Lots of shopping cart solutions
offer these features by default. To sum up, optimizing e-commerce
is an ongoing process that requires a consistent experience across devices,
smart site organization and smooth check out
using customer accounts. Taking this approach will help you
on your quest to provide current and future customers
the best service possible.

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