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Videos are a powerful way to showcase products on an ecommerce website, and savvy online retailers are discovering ways to get the best return on their investment in video.
For example, videos can help improve SEO campaign results, and user-generated videos can help boost conversion rates.
Almost every type of website you visit these days features video prominently, since website visitors and shoppers have a growing appetite for video.
It’s more engaging for website visitors, and tells a brand or product story in a more immersive way than text and images do.
We have to go undercover into shops, speak to sales staff, buy and try products and speak to customer service teams to uncover the objections our visitors face online.
When we delve into the offline world and go beyond surveys and analytics we can find out the hidden causes of abandonment online, remove them and improve our conversion rates.
Here are four simple techniques for finding those hidden gems...
Over a third of shoppers increased the amount of online shopping they did over the last year, so it is more important than ever for retailers to provide an outstanding ecommerce experience.
When an online shopper clicks ‘checkout’ they generally have the intention to buy, yet drop-off rates at this final stage can be high with three in five abandoning their baskets.
Consumers aren’t afraid to go elsewhere if they encounter issues at any stage in the checkout process though, so it’s vital for retailers to get it right.
As it's one of Australia’s most successful grocery retailers, you may expect Woolworths to have an excellent e-commerce site.
In other markets major retail brands such as Tesco and Walmart have proven that online shoppers are integral for continued sales growth in the digital age.
But for reasons unknown, Woolworth’s doesn’t seem to have kept its site up-to-date.
To highlight some of the more obvious usability issues, we asked WhatUsersDo to run several user tests using its Australian panel.
Here are some of the findings, as well as my own observations...
Designing product pages is a fine art. There needs to be enough in there to help customers decide on a purchase, yet there is a risk of overdoing it.
Here are some tips from Econsultancy's newly-released E-commerce Best Practice Compendium, looking at some essential features and things to try on product pages...
With an increasing number of retailers turning to the web to grow revenues and acquire customers, e-commerce competition is fiercer than ever before.
When online shoppers are browsing with intent to buy, retailers need to do everything they can to make the process informative and enjoyable, so offering the best possible browsing experience is crucial to keep customers spending.
We recently tested today’s digital highstreet by surveying 1,000 consumers about their attitudes and personal experiences before benchmarking these findings against the performance of the UK’s top 25 retailers.
Designing product pages is a fine art - sites need to make sure they include enough information to inform the customers' purchase decision and encourage a sale, while also making sure the page isn't cluttered and unusable.
We've previously looked at 10 great e-commerce product pages, and here we examine 10 features that have proven to either increase conversions or improve the user experience.
Obviously cramming all these features onto a single page could make it difficult to navigate, so in reality it’s down to each retailer to test each one and see which work for their site.
If a particular feature isn’t helping to improve conversions then there’s probably no use in having it on your product pages, but in general all of these tools enhance the user experience and help to encourage sales.
If there are any you think I've missed off or that have proven to work on your site then let us know in the comments section...
Telecoms selling wireless devices and services face unique conversion challenges.
Supporting customers through a complex sales decision made once every few years that often includes a bundle of phone and tariff plan, add-on services and accessories requires attention to nine key areas from home page to shopping cart.
Nothing is more frustrating for e-commerce sites than seeing hundreds of customers abandon their basket for no apparent reason.
All the hard work has gone into improving search rankings, driving engagement through social and working out the best PPC strategy, only for potential customers to lose interest once they arrive on-site.
To combat abandonment, one of the key areas that retailers need to focus on is the product page. These need to include a huge amount of product information without appearing too cluttered.
Lingerie retailer Bravissimo was one such company. Using QuBit analytics, it found that 29% of people were exiting the site on product pages, and as many as 30% of users were not navigating below the fold. This meant customers were not seeing the cross-sell or matching items.
With this in mind, here are some best practice tips for product pages...
Call to action buttons need to jump out at the shopper and leave them in no doubt about the next step they need to take to make a purchase.
Visitors can have low attention spans, and an effective call to action which catches the customer's eye can make it clear what the next step should be.
There is no definitive answer on which buttons work best, so it is important to test different combinations of colour, button size, wording and placement to see what is most effective.
As a general rule though, if it doesn’t stand out clearly on the page, there is room for improvement.
Here are some tips on designing and displaying calls to action...
While product page design has improved in the past few years, an often neglected area is sales copy.
A common mistake is to simply place the manufacturer’s product descriptions on pages. While this approach is easier, a more personal touch and unique tone of voice can help your product pages stand out and really sell the benefits of products.
I'm going to explain why good sales copy is so important, and look at some examples where retailers are getting this spot on...