It may appear that online Ecommerce solutions have extended our reach to unlimited consumers but it is important to realize that these unlimited consumers are being chased by unlimited competitors.
Consumer psychology plays a significant role in online buying and if not addressed appropriately, may pose certain limitations to your online business. It is important to understand these limitations and their solutions to boost sales from your Ecommerce website.
1. Is your store visible to your consumers?
If you have an online store, you most likely expect Google to bring traffic to your site. But a single search like ‘online t-shirt store’ produces nearly 500,000 results and the probability that your new online store will appear in top search results is minimal especially since all your bigger competitors have adopted search engine optimization techniques (SEO) to increase their site’s relevance and popularity. How to cut through your competitors to present yourself to your prospective consumers?
Solution: SEO does not necessarily require expensive consultants. You can optimize your site by the correct use of meta tags and title tags and good site layout and relevant content. An important way to achieve this is to choose an Ecommerce platform that supports implementation of SEO techniques. This will provide you tools to effectively market your website.
2. Does your online store look professional?
Your website is your first contact with your consumers. A clean and user-friendly design can build trust in users that products and order fulfillment will be of high standard. On the other hand, poor design and layout can prompt users to look for other sites as they may feel unsure to make online purchase from a store, which seems unprofessional and not user-friendly.
A good design is a balance between looking professional and maintaining usability and can be a deciding factor for users to make their online purchases.
Solution: W3C guidelines can ensure easy navigation and easy accessibility of products for a user-friendly interface. Look for an Ecommerce platform that has built-in W3C specifications into its structure. In addition, ensure that the Ecommerce platform has few basic templates to produce a professional looking web store.
3. Can your customers find the products they are looking for?
Once customer is on your online store, his/her experience in first couple of minutes decides if he/she is going to buy from your store or not. Customers can easily grow frustrated if they can’t quickly find the product they are looking for and can abandon the website. If your online store has poorly laid out categories or lack of search facility, consumers are bound to wander away from your store.
Solution: Choose an Ecommerce platform that has ability to present products with nested categories and ability to support products belonging to multiple categories. This will present customers a range of choice that can be filtered in various ways. Quickly presenting the required information to your users can hook them to your web store.
4. Are you providing peripheral information to consumers? (Sales person of brick and mortar)
In a brick and mortar store, a salesperson suggests customers about other products that can enhance their purchase or complement them. Sometimes customers rely on salesperson for additional information like peripheral requirements of a product or best plan to buy the product or any other promotion on that product. Online stores may fall short of this kind of up-selling which can actually make a customer to come back to your store again and again.
Solution: Your Ecommerce platform should have ability to link products with related and complimentary products and present them automatically on products page. A sound promotional engine should be in place which can help you build promotions and present them prominently at appropriate places on your website.
There are few more consumer-psychology driven factors, which if taken care of in your online store, can definitely help increase sales from your Ecommerce website. I will write them in my next article. Till then Happy Sales.