This is no small feat but don’t worry - we’re here to help.
In this article, we’re going to discuss 7 of the best tactics you can use to impress shoppers from the moment they visit your page, right through until their purchase is complete.
If you're an online shopper yourself, you must have experienced this: You see a cool Facebook ad online. You click through. Immediately, you’re slapped in the face with a bold font pop-up. You dodge, hastily clicking “x”, only to reveal the home page. Now, the home page is in attack: CTA buttons everywhere, chatbox popping up from the right bottom corner, notifications wizzard from the left upper corner, social media widget silently slides out, countdown clocks and banners scream out that the offers you haven’t even seen yet are ending in 1.7 seconds.
What are you meant to do? Where are you meant to click? Run!
First customer impressions are a lot like first dates. Don’t mess it up by coming on too strong.
No matter how tempting it may be to capture customer data immediately and force a sale, resist the urge to pummel site visitors with pop-ups. Sure, they work some of the time, but they’re also super annoying.
If lead capture is integral to your store’s marketing strategy, don’t worry - we’re not telling you to totally cut them out. All we’re saying is there are better ways to do it. Software like Recheckit can help you to pitch online customers with pop-ups that, well, pop up, when the time is right, instead of all at once.
The golden rule of good impressions is this:
Don’t throw everything you’ve got at your customers immediately. Build curiosity first and then capitalise on it.
Start small, and build up gradually. By doing this, you’ll have a far easier time guiding your shopper to a purchase.
Only a very small percentage of your site visitors are there to buy right away. Research suggests that number could even be as low as 3%.
The 97%? They’ve got questions.
And they’re either getting the answers from you, or they’re heading for that “x” button.
Don’t let them cave. They want your product, and it’s your job to handle any objections they have. Whilst you can’t be there to directly guide them to the checkout, there are 2 tricks you can have up your sleeve to get as close to that as possible.
Your customers’ questions won’t all be unique. As more and more ask them, you’ll start to notice patterns. Common questions customers ask surround topics like return policies, delivery times, where you ship to, size guides, what’s included in the order, ingredients, discounts, and how to use the item.
Once answered, your customer's question accompanied with your reply can be published in a Q&A section right next to the product in question for other shoppers to see.
You’ll see a boost in conversions and a drop in support emails.
The saviour of online cart abandonment. Online chat has come a long way in recent years. Not only can it now be a portal for customers to discuss issues, concerns and queries that aren’t answered by your Q&A section, you can also set the chat box to pop up at crucial points in the user journey where customers are most likely to drop off. Not to mention, they can already respond to questions when you’re not even around. Check Kindly for some amazing AI chat bots!
Visiting a webshop with no reviews is like looking at an empty restaurant. An immediate suspicion that there must be something wrong with your product/food, service/staff, is inevitable. Ratings and reviews don’t only tell your customer how good your offer is. In the first place, they tell them that your webshop is not fake and that someone is actually making purchases in it.
Reviews are absolutely crucial to improving the experience your customer has on site. If they click a link through to your store only to find very few or no reviews on your products, any interest they had before is going to turn into distrust of the quality of what you’re selling.
If you want to see the sales boost you deserve, you need to focus on attracting high-quality, authentic customer reviews. However, we get that might be easier said than done - especially with the awkward catch-22 that you need reviews to get sales and need sales to get reviews.
The golden rule here is:
If you don’t ask for reviews, you don’t get them.
If you want your customers to share their experience of your product, ask them to do it.
Integrate with a customer reviews platform (you're more than welcome to check our solutions here ;)) to send automatic on-brand email or SMS invitations to your customers after they make a purchase. If they don't leave their feedback after the first request, it's perfectly OK to give them a second chance by sending a follow-up message. In fact, our customer who use both the first review request and a follow-up request, achieve the highest response rates.
You’ll be surprised at the uptick you see in reviews.
Now, once you’ve generated feedback that you’re proud of, it’s time to start showing it off. First and foremost, if you haven’t already, be sure to add your reviews to the respective product pages. Other great places to include reviews include your homepage to help drive people to your store, check out process, and any landing pages you use for advertising purposes.
All of the effort you’ve put in so far will be wasted if you don’t nail the checkout and payment stage. We mean it - this is both art and science, and the conditions have to be perfect if you want to see sales.
With the rise of clean, crisp checkouts offered by site providers like Magento, WooComerce or Shopify, your customers will have an idea of what they expect to see when they click that “Checkout” button. If your checkout page looks clunky, isn’t laid out in a clean, easy-to-read format, and doesn’t use a payment gateway well-known in your country, you’ll lose customers by the hundreds.
This part is crucial - you need to keep your checkout as simple and safe as possible.
If the customer leaves before completing a purchase - which most will even if you perfect your checkout - you’ll still have their name and email which you can use to reach out to them and gently remind them that they have some unfinished business with you but you made it simple for them to come back and continue, by for example saving their cart in your webshop.
You can thank Jeff Bezos and Amazon for this one. Since the rise of the world’s largest eCommerce platform, customers have grown increasingly used to fast, free shipping.
If your margins allow it, we recommend you offer 2-3 day shipping for free as a standard across your whole store. You might not think it, but that $40 purchase a shopper is about to commit to could be completely sabotaged by a tiny $2.99 shipping charge.
However, the problem that store owners face is that fast shipping doesn’t come cheap. So, offer standard shipping free, then give your customers the option to pay a little more to get their goods sooner. If you’re open to it, you could even offer next-day shipping free for orders over a certain amount.
The sales process doesn't end when the customer's payment goes through.
If you want to win the hearts and minds of your shoppers and inspire repeat purchases, loyalty and referrals, you need to go the extra mile.
The best part? You can make a huge impact on a customer’s perceived value/reaction to your product without breaking the bank. Something as simple as a product insert with a quirky message that thanks them for their business will work wonders for you. You can even capitalise on their positive reaction to this pleasant surprise by seizing the moment and asking for them to leave you a review. Two birds, one stone!
Your customer may probably use a few communication channels throughout their purchasing journey and each touch-point has to be a separate, great experience. If you hired the right people to be your customer service team, it will not take much for them to charm your shopper every step of the way but here are a few good practices we'd like to draw your attention to.
We mentioned it earlier and what's crucial about is it to answer the customer where they are. The fact that the shopper used the "Ask a question" button means that they are considering a particular product but are uncertain about something and your answer (or the lack of it) can make or break the sale. If you are quick enough not to let the shopper leave the product page without your answer, you may score an immediate sell. Be quick, concise, to-the-point, and friendly.
As the name suggests, Live chat should be the fastest way for your customer to get answers online. The customer may use the Live chat for a number of purposes, one of which can be product recommendation. Put your heart into it - participating in a real-time conversation with an online shopper puts you in a unique position where you can advise them almost as effectively as you could do it in a physical store. Your friendliness and personal assistance can have a powerful selling and relation-building effect. Provide links to the best matching products from various price categories.
Asking for a review is step one in the feedback-related conversation. Acting on the received feedback is the second step and can be a priceless part of your customer win-back strategy if something goes sideways, or in the relation-building strategy if your customer is happy. If only your resources allow it, make replying to reviews and following up on negative feedback a part of your customer experience strategy.
Right now, there’s a customer ready to leave you a glowing review for your product or service. Lipscore can help you get it. Find out how your business could benefit from using Lipscore - book a free, no-obligation demo now.
Picutre source: Freepic