Over the last decade, consumer behavior has changed drastically. Buyers are now more into knowing product beforehand, without even communicating to sales guy. Direct online purchases have broken the barriers between buyers and sellers, requiring no physical store or person around to make any purchase.
According to eMarketer, eCommerce sales rose 16.4% in 2013 over the previous year to 262.3 billion dollars and is estimated to climb to 440 billion dollars by 2017.
Cut Short, a buyer is more than happy sitting at home, knee deep in researching on various platforms for the product until and unless uncertainties of online shopping has been subverted i.e , paying for shipping, security risks and many more.
And now with the upcoming holiday season making through the busy schedules and hustle bustle of day to day life, impulsive shopping seems to be taking over due to attractive promotional offers.
Doors are flung open for retailers to make the most of this season. So, as a retailer how do you compel your buyers to buy the product?
Wear your social badge with honor
Wouldn’t you agree to the fact that it’s extremely important to have social presence, given the millennials you are dealing with? Well, assuming you already know how invaluable tool it is, allow me to ask you: How well are you using it?
IS your social media fetching you a recognition and buzz out there? Are you doing any of these?
Last year, Starbucks nailed at promoting and creating buzz around its most popular “holiday cup” design. Within two days of its launch, a photo of Starbucks holiday cup was shared every 14 seconds on Instagram. It took Instagram, by storm and millennials just went nuts.
And this much awaited tradition continues this year too, where Starbuck received more than 1,200 individual submissions from 13 countries. Many of the images were featured in an online cup collection. In the end, 13 customer designs were selected from six countries to represent the collective spirit of the holidays around the world. Their designs will be showcased on the holiday cups served in the more than 25,000 Starbucks stores in 75 countries.
Your product Video should be like Mjolnir
Product videos are extremely important and only a great, high-quality, informative video can help you get through instant conversion. It is suggested that 96% of shoppers rely on product videos when making a buying decision. Also, Consumers who watch a product video are 1.7 times likelier to convert.
For instance, Sephora makes beautiful videos and knows its way around to convert online shoppers. They are leveraging this technique for Christmas shopping 2016 they made videos gift guides, that were specifically meant for holiday editions of their most desired products to help shoppers in better purchasing. The video also features product bundle ideas, which further facilitate sales during the busy holiday period.
Let your Product image make an emotional connect with your buyer
Emotions are strong simulations, flashing vivid reasons why your customer would buy the product. Your product image should be so strong that it stands up to your customer’s perception and expectation. Choose images that send across strong and powerful emotions, that makes them feel proud of owning the product. Make it as real as you can.
For instance, Human touch has been facilitating for more than three and a half decade offering high-quality, innovative lifestyle products, massage chairs, and experiences that deliver indispensable, life-changing benefits to an ever-growing number of consumers. Their product images send across the ‘right feel’ to customer at a glance itself.
Customer reviews of products adds grace to above mentioned glory
Have you ever wondered what makes customers go bonkers over one specific product or brand? Is it because it’s their fav model in the dress, is it the fav color of the dress the model is wearing, what!!
Well, it’s the assurance and third opinion that matters the most. When they see someone like them up there, they feel confident and safe while buying. They are convinced of the decision and are likely to stick.
So if your website has pictures/ testimonials of happy customer your conversion is likely to grow. It’s pretty natural and psychological process which is consistent.
Zappos, a fast growing e-commerce brand has been nailing at review promotions like a boss.
Consumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturers, according to a survey of US internet users by online video review site EXPO. (eMarketer, February 2010).
According to Reevoo, reviews produce an average 18% uplift in sales.
Free shipping- The cherry on cake
After aforementioned temptations, free shipping is the last nail in closing the deal. It’s all needed. A part of promised, free shipping definitely boosts in e commerce revenue gradually.
Online retailers not offering free shipping may want to reconsider their delivery options. According to the Walker Sands Future of Retail 2016 study, nine out of 10 of the survey participants said free shipping was the No. 1 incentive when asked what would make them shop online more often.
Infact, you will find several case studies that suggests fast conversion rate due to free shipping:
- ComScore found that Free Shipping Day increased sales by 16%
- Red Door found that adding a free shipping threshold to NuFACE increased orders by 90%
- 2 Big Feet did a similar experiment on their own and increased orders by 50%
There seems to be a wide gap between the customers expectation and what they get.
Internet retailer reports, The projected online global consumer spending will double to $3.551 trillion by 2019, accounting for 12.4% retail sales. With the increase in online sales, it will now be crucial for retailers to offer customers a seamless shopping experience across an the purchasing process.
Lets not forget, there is no final cost-effective method for instantly improvising conversion rates. At the end of the day, it will all boil down to analytics. The above mentioned tactics can surely generate good traffic that are likely to be potential buyers. For a start, above are the best ways to make your brand look classy and products desirable.
After all, cognitive psychology works best. A fancy product image/ videos appeals strongly to buyers need and makes it feel more relatable. As a customer, one would look out for comfort and closure in your product and that’s exactly where you can hit hard.
The more appealing website, the more secure your customer feel, the faster will be your conversion rate. It all depends on customer satisfaction of friction less shopping experience, that ensure his/her long term affiliation with your brand.
Devarshi is an enthusiastic writer, active twitterati and educator offering creative content for effective e-commerce marketing and strategies. She brings along her experience in extensive research and branding. A passionate writer by day and an avid reader by night she packages for a blend of technical and creative write-ups.
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