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The Top 7 Questions about Shoppers Conversion

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You’ve done everything so far you can think of, thought about possible reasons on why your e-commerce store doesn’t accomplish your monthly revenue goals. But still, nothing has come to your mind that can fix the situation.  

These are seven questions that you need to ask yourself if the online sales figures are not going up as you’ve aimed for, and you are not aware of the reasons.

This post will ask the questions for you so you can use it as a reference for your e-commerce site and use it as a boost to change some strategies in your company.

Question #1: What makes your online shop better from your competitors?

This is the first question your online shoppers are most likely asking themselves when entering your site. Is there anything that sets your shop apart from the rest such as any better features you offer or a unique layout of your website?

A great differentiator is integrating user-generated content (UGC) to the website.

User-generated content (UGC) is quickly excelling other methods of marketing when it comes to influencing purchase decisions.  UGC considered being genuine, and reliable content since brand fans and influencers create it.

Why is UGC can be compelling to your online shoppers?

Most online shoppers trust people, not brands. When they see how other people using your products online (uploading images or videos) – it’s social proof.

Especially for fashion e-commerce companies, this is a way to establish a name and to promote new products without actually having to create content themselves. User-generated content correlates together with the word-of-the-mouth marketing strategy.

Integrating user-generated content will make the shopper invest more time in you and thus will be more likely to buy from the store. It boosts the customers’ imagination which can be crucial for fashion e-commerce companies.

Fashion requires a sense of imagination and know how especially if customers see a piece but are unsure about how to wear or integrate it into his wardrobe. Seeing an image of someone wearing a bit already makes the shopper engage more with the product than an unattractive picture of it. Thus it will leave a mark in his brain even if he decides not to buy it.

For home decor e-commerce companies it is essential to keep a bright display, so it doesn’t get too crowded and overwhelming for the shopper.

Instead of the shopper having to scroll through the entire product range he can choose the topics of his interest and still get exposed to a wide variety of issues and be more engaged.

Question 2: Are you sending the right message?

This is more about the values your company shares. Tell your shoppers your branding story and your values; you will meet the shopper at a more personal level. This will give the shopper even more of a reason to buy or return to your store.  

A shopper is more likely to return to a fashion e-commerce company that makes every woman feel special and accepted no matter what shape or size. This is also important when using user-generated content.

For example, a more curvy shopper goes through the user-generated content and only sees skinny women it won’t give her a message of being welcomed on the site and is, thus, more likely not leave the shop.

Home decor e-commerce companies can apply this also and take advantage of this. Sharing the values will give the shopper a more positive feeling towards the company.

Question 3: Do you understand exactly where in the sales funnel your shoppers are exiting?

Are you aware of which phase of the sales funnel your shoppers are exiting?

Once there is more insight on the different stages of your funnel you can understand why people don’t buy. A shopper goes through various stages, from landing on the first page until the checkout. It’s crucial to know when you want to do page optimization.

Is this the checkout page? Installing a live chat to improve the sales situation can clear of any problems the shopper may have during his experience.

Maybe it’s on the product page? Consider changing the images and copy. Perhaps even adding an incentive that associated with urgency (e.g., only a few more in storage, daily discount).

Back to fashion e-commerce where a live chat can be helpful for the choice of the right sizes. Often the sales process fails because the shoppers are not sure if the size is a good fit for them. This can be solved with a live contact person or a chatbot.

This also applies to home decor e-commerce companies since home decor can be expensive and can become costly, so the shoppers want to be 100% sure of their decision. In this case, as well, a live chat is very helpful.

Question 4: Are you engaging with the shopper on a personal level?

Offering a website that is tailored to each shopper need will give him the feeling of his personal experience on the site. Support the needs of the costumer and help and guide him with is the decision. Whether it is offering extra products that he might be interested in or welcoming him back on the product page will change the entire experience.

If the shopper is drifting away don’t let that scare you. Starting a retargeting advertising campaign and emails (if possible to know the shopper’s email) will create a return path for the shoppers hasn’t bought yet. Don’t leave the shoppers alone. Often it can be a little nudge.

Fashion e-commerce companies can advise their shoppers with a personal shopping assistant. The same also applies to home decor e-commerce companies. They might find another product that they didn’t know they needed until now. Everything should be correlated to the shoppers’ interests rather than offering random products.

Question 5: Do you offer your new shoppers incentives to buy now?

Approximately 95% of e-commerce shoppers say that shipping cost impacts their buying decision.

36% of shopping carts are being abandoned because of those costs. This is money you are missing out on unless you offer free shipping (preferably based on their overall cart value).

Sometimes a little incentive is missing to push the shopper into action. For example, offering 20% on the first order or providing an extra item for free if the shopper purchased two similar items (price range or product category).

Fashion e-commerce companies can push into action by offering their shoppers either free shipment for their first and for returning buyers shipping costs according to their shopping cart value.

For home decor e-commerce this can be important for the return of buyers. Sending a brochure of the new collection with the first shipment will already make the shopper engage with products for which he would return to the shop.

Question 6: Are you using the best product-images you can have?

High-quality images, especially in user-generated content is more pleasurable on the eyes than low-quality content (e.g., just showing the item with a price tag).  Compellingly describe your products so you won’t miss out on information that may be important for the shopper.

Using high-quality user-generated content in fashion e-commerce companies can make a huge difference. The better the picture, the more it is closer to reality, the more the shopper is persuaded.

Back to home decor e-commerce companies, where the smallest details can be the most important ones. Describing every aspect of the product will ensure the shopper not to miss out on information that is crucial for him and might throw him off from ordering.

Question 7: Are you using social proof?

Show your shoppers that your customers are satisfied with your products. This is something you can be proud of so take advantage of that. Invite your happy customers to post about your products and request from them to sharing it on your social media channels.

“Word of Mouth” marketing is still the most reliable form of marketing. Allow your buyers to invite their friends to look at a specific product from your shop. The chances of selling a product will increase when your shopper’s friends give compliments or positive feedback.

For fashion e-commerce companies, this is a way to promote your new products. Start working together with your most loyal influencers to create a tight bond and to achieve success together. They will help you promote it on different channels and helping with social proof.

In consideration of home decor e-commerce companies, social proof is a great way to show new shoppers that other customers are happy with the quality of the products and the service your company offers.

But don’t forget to also look at your negative comments. This is the best way to learn from your mistakes and to improve your shopping experience.

Final thoughts

To sum it up, if you realized that some of these questions were too hard to answer then start working on them in your company and you will see an immediate improvement of the situation.

Ask these question whenever you are seeing that your sales numbers are meeting your revenue goals (monthly or quarterly).

Putting what you’ve read here into practice can have a significant impact on your monthly revenue results.

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