10 years ago, brick-and-mortar stores were the only option for customers who were on the hunt for products; regardless of where they lived or worked, they would travel the distance to find and purchase whatever they wanted. And, in most cases, if the product or service was vital to their lives, they would travel across the country to get their hands on it. Today, however, retail businesses face a different reality – the online store.
A transition that is now considered strategically imperative, especially when you consider longevity, a retail business can quickly become obsolete if it overlooks the benefits and growth opportunities of moving to an online format. But, how does one remain competitive if everyone can now be found online? The answer is quite simple, and lies in the format of a website, the layout of a checkout page, and the speed at which a customer can pay for their order. In an effort to ensure that you thrive online, we’re sharing five of our top ecommerce tips:
1. Checkout and pricing summary placement
Abandoned carts are every online retailer’s worst nightmare and, unfortunately, happen more often than not. However, one way to ensure that shoppers do not abandon their carts is to offer up as much information in the most concise way. One example is the placement of the pricing summary during the checkout process. The placement of this content allows customers to review their orders, ensure that they have what they need, and proceed to their payment without getting distracted. Ideally, the pricing summary should be placed on the right-hand side of the page, in a peripheral text box that, followed by the call to action to checkout and pay.
2. A clear call to action
When shopping organically, in a store, a customer naturally progresses to the checkout line. However, when you don’t physically have a product in your hands, it’s easy to abandon a purchase and exit a website. In order to ensure that customers make it all the way to the checkout, you need a clear call to action that drives them to the checkout and payment portal. Ideally, the call to action should be placed under the pricing summary, and should be highlighted in a colour that encourages action like green or yellow. ‘Proceed to Checkout’, ‘Pay Now’, or ‘Checkout & Pay’ are strong messages that encourage shoppers to take the next step.
3. Top navigation
During the checkout phase, it is important to eliminate any distraction. One of the best ways in which to do this is to remove to the top navigation on the checkout pages. This encourages shoppers to complete their purchase cycle instead of clicking on the navigation and moving away from the checkout page. However, if you’re experiencing an impressive number of customers who checkout and complete their purchases, we suggest that you avoid this step as it can be costly to remove.
4. Alternative payment options
Gone are the days where online stores only offer one payment option. Today, with various payment gateways and credit offerings, it is important to ensure that your online store offers alternative payment options for various kinds of customers. A cash-on-delivery option is also worth investigating as South African customers may have access to your online portal but may not have means of online payment. Not only will this ensure that you cater for all of your existing customers, but it will also ensure that your online store is accessible and appealing to potential customers.
5. Promotional Banners
Sales, discounts, and deals work best when they are communicated with your audience. One of the best ways in which to do this is to create a promotional banner that is featured at the top if your website, on the homepage, and in the checkout cycle. Not only will this allow customers to take full advantage of your promotion, but they will also ensure that customers return. You could also consider adding promotional banners to emails, or investing in Google Search Advertising where your banner will appear when customers search for certain keywords that apply to your products or services.
One way in which to thrive online is to ensure that you have the right partner who can guide you on what works best for your business and your goals.
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