Online shopping has quickly gone from something millennials were doing for convenience to a demand from consumers of all age segments. In addition to being a convenient option, online retail has the opportunity to reduce overhead costs of a brick and mortar location, improve security and increase the likelihood of a sale.
All of this is dependent of course, upon user experience, also known as UX. Your e-commerce site must be easy to use, functional and have the latest technologies in place if you want consumers to trust your brand and complete the checkout process.
Cart abandonment rates are something the industry has been grappling with. One thing about online shopping is that it’s far too easy to get all the way to the last payment screen and then close out of the screen. A better deal, second thoughts or a distraction can all lead to a sale failing to be completed.
To combat this issue, it’s important to focus on improving the customer check out process. Understand what elements can make friction in the checkout process and find smoother methods to get them through to completion is key.
Loyalty incentives while a terrific way to drive sales, should be revised today to allow customers to use discounts and gain rewards regardless if they are shopping online or at a brick and mortar location. Another great tactic today is using personalization and gearing offers towards shoppers based on their past purchase history. The only way to achieve this is to have technologies in place to gather and extract relevant data.
To take things a step further, most online shopping is happening on consumer mobile devices. Your site should be optimized for that channel and take into consideration how difficult it can be to click through tiny menu options with a finger. Tailor the shopping experience to a mobile user’s needs. Quick, easy transactions will not only help push more sales through completion but also bring shoppers back for more trips.
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