Even before the COVID-19 pandemic changed the way we do business, consumers had already shifted their buying habits to purchasing online. While traditional brick and mortar stores still hold their own, having the ability to purchase products online opens up your customer base to the entire country. With a fully functional e-commerce website, you can promote your products and services on social media and link directly to a purchasing page.

In the early days of the internet, e-commerce sites were rare and therefore the expectations were low. However, with the rise of Amazon, Wayfair, and other giants, consumers have come to expect your online store to include certain features and functions. If you do not have them, they will navigate to your competitors until they find someone who does. In today’s conversation we will provide the five must-haves for your online store.

 

#1 - Friendly User Experience

Today’s online shopper is all about speed. When they arrive on your page, they expect your images to load quickly and be able to navigate freely. If the shopper cannot do this, they will exit your page and move onto someone else’s. Furthermore, Google rewards sites with fast page times and penalizes those that are slower. You can use Google’s page speed tool to determine how your online store performs.

Your target customer also expects to be able to easily navigate throughout your site. If you sell different types of products, your menu should separate them out in an easy-to-read format. If someone is looking for a protein shake, they will not want to look through pages of free weights and workout videos to get there. Also, if you promote a certain product via social media or online ads, it must link directly to that product. Otherwise, your customer will get confused and annoyed and most likely exit your site before buying anything.

 

#2 - Detailed Descriptions and Images

Like we said, the modern day shopper moves quickly and does not have time to waste. They also require information before buying what you’re selling. Each product should have a detailed description that outlines what it is, what it does, and how it will benefit the life of the person who buys it. When applicable, be sure to list everything included in the purchase. If you are selling food, drinks, or something to be consumed, make sure to include the ingredients and potential side effects.

Customers also love to see exactly what they are getting before making a purchase. Each product should include one or more images that provide a clear picture of what the visitor is buying. This may include photographs of your product from various perspectives. If you are selling a package that includes several items, make sure each item has its own individual picture. If you are selling an item that requires some sort of set up or assembly, you may want to provide a video to ensure the customer will be able to do this when the product arrives.

 

#3 - Customer Reviews

All the marketing and sales tactics in the world cannot beat a glowing review from a past customer. These testimonials are living proof that your product or service does exactly what you say it will. Your product descriptions may be absolutely on point, but some customers will still be skeptical. However, if they scroll down and see the positive reviews of actual people whose lives you have helped in some way, this is exactly what can seal the deal.

Anytime someone leaves a positive review on your website or social channels, it needs to be cataloged and archived somewhere. If your sales process requires constant communication with the customer, you may want to ask for a testimonial once your sale or project is complete. At times, it may be beneficial to hold a sweepstakes for past customers to enter by leaving a review. Then you can comb through and find the best reviews to feature on your website.

 

#4 - Free Shipping

Everyone wants free shipping. Thanks a lot, Amazon. Like it or not, Amazon Prime has completely changed the way people look at shipping costs forever. Whenever possible, it is critical that you offer free shipping on your products. If you don’t, your target audience will attempt to find a similar product on Amazon sold by one of your competitors. When listing a product, see if it’s available on Amazon Prime. If it is, then you are most likely going to have to waive that shipping fee.

Now, we understand that not everything can be shipped for free. If you are selling a product that incurs significant shipping costs, it may not benefit you financially to eat the shipping cost every time. However, you might offer a shipping discount so the buyer feels they get something out of the deal. You may also want to consider setting up a rewards program that allows customers to earn points toward free shipping on future orders.

 

#5 - Follow Up System

The best type of business is return business. While new customers are great, repeat customers are what keeps your company going. This is why you must have a system in place that ensures each purchase will be followed up by future purchases. This starts by ensuring that the e-mail used during the checkout process is stored in a database somewhere. Each customer should have a profile that keeps a record of what they have purchased.

This type of system is valuable on a few levels. First, if the product you sell is something that runs out over time, you can set up a system that prompts the customer to place a repeat order in a certain amount of time. You can also e-mail certain customers when new, similar products become available and offer them a special price as a thank you for their past order. Lastly, all customers should be added to your monthly newsletter in order to keep your brand relevant in their minds in between purchases.

 

Conclusion

In 2020, a fully optimized, user friendly e-commerce site is essential for growing and scaling your business. Your target audience expects to be able to learn everything they want about your product or service and feel confident when making a purchase. It is your job to supply everything the consumer needs in order to become your long-term customer. By following these steps, your online store will become a cornerstone of your business for years to come.

 

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