Imagine you get in line with a product at your favorite store, and once you get to the register, they send you back to the end of the line; how many times would you allow them to do this before you just left? What if the credit card machine didn’t work for you, but the register next to you was working fine? I suspect that you would be extremely frustrated. Is your business ready for a surge of online sales on Black Friday?
Recently many retailers were tested with the first two massive preorders of the 2020 holiday season when Sony and Microsoft released new versions of their gaming systems. Both sold out extremely fast across multiple online channels. I noticed that they didn’t even try to retain customer information to remarket to the consumers once the devices are released. Not only did the presale fail to collect user information for ongoing marketing, but they also failed to make the experience unique or personalized. Instead, it was a FAIL, with multiple websites freezing, not loading correctly, continual payment failures, and much more. These are the exact issues that many of the websites were facing. It is not user-friendly at all.
Is there a better way to set up online holiday presales? If there was a way that you could retain the lost customers, wouldn’t you want to? In this article, we would like to look at how businesses can make the online shopping experience more user-friendly while increasing conversions.
Ensure your website is mobile-friendly.
Most large companies already have an app for users to view their stores on mobile devices. While that might not be in a small company’s budget, having a responsive (mobile-friendly) website can be just as useful for online shoppers. As of 2019, 37% of U.S. adults say they mostly use smartphones when accessing the Internet. WordPress websites are designed to be viewed on any device. Depending on your type of small business, you will not be able to compete without a responsive website.
Make sure your website is fast.
Page load time is crucial for anyone selling goods or services online. It has to be fast on desktops as well as mobile devices. Slow websites will immediately lose customers. What is slow when talking about page load time? A website that takes longer than 3 seconds to load will cause 40% of users will leave and shop elsewhere. The company that hosts your website is crucial as well. An excellent hosting company can handle a significant increase in website traffic, which is essential during this online holiday shopping season.
Your website should be easy to use.
Your website needs to be easy to read and navigate. Websites with many colors and colored text can cause visibility problems for people with sight deficiencies, such as colorblindness. Menus that are difficult to find or has dead or broken links, most people will leave your site. Also, for websites with a large inventory of goods or services, you should consider having a search option in the menu.
Your website should have clear CTAs (calls-to-action).
It should be simple for users to complete the steps to complete a purchase on your site. A good CTA will have a direct message and a button or link to the next step. For example, your website could have a banner with a message like “Have questions? We are here to help.” and links to call, text, or email (or all three).
Retain more customers, lose fewer sales.
When an item is on backorder or not available, a business needs to retain that customer to purchase the item when it is available. You can easily accomplish this by capturing the user’s email and sending an automated email once inventory is back in stock.
What does all this mean?
These are just some examples that will increase conversions. By adding some or all of these steps to your website, your customers can successfully make purchases and likely return to purchase more. When customers are satisfied, they will tell their friends and family to visit your website.