Improving out of store experiences for customers - How to impress online shoppers

When the Covid-19 crisis hit, the unexpected closure of stores and a sudden shift towards home working forced retailers to be creative and to exercise agility and flexibility.

While footfall may be lower than usual, there are opportunities for businesses to thrive during the pandemic. Online sales have soared, and more and more people are using the Internet to buy products and discover new brands. For retailers, improving the out of store experience is key. Here are some tips to impress online shoppers. 

Spruce up your website and improve functionality and customer experience

If you’re selling products online, or you’re aiming to encourage buyers to take a trip to a physical store, it’s crucial to ensure your website looks the part and it delivers a positive experience. Test your website, make sure pages and images load quickly and analyse data.

Look at figures related to page views, conversions and traffic flow. Ensure that your site is mobile-friendly and consider developing an app if you’re targeting mobile sales. Vary the content you produce and share and make landing and product pages engaging, visually enticing and informative.

Provide useful information about your products and services and make sure the process of buying a product, getting in touch or subscribing for email updates is quick and simple.

If your buying options are too complex, descriptions are vague or the images are poor quality, you may find that people abandon their carts at the crucial point. Use high-quality photographs and video clips to showcase every product in its best light, provide detailed, succinct descriptions and additional guidance, such as size guides. Delivery options and prices should be clearly visible. 

Put your brand on the map

If you have a fantastic website, it’s vital to ensure that people can find it. If your site is ready for an influx of visitors, the next step is to increase traffic and put your name on the map.

If you’re not getting enough attention, you’re failing to make a splash on social media or you’re struggling to improve your search ranking, it’s a good idea to consult marketing experts like those from agencies like Global Search Marketing.

If consumers are searching for items that match the products or services you offer, you want to be at the top of page one. Improving and enhancing your marketing strategy can help you target audiences, direct them towards your website or store and maximise the chances of converting leads. 

Customer-friendly features

Online shopping is a very different experience to walking into a store, meandering through the rails and trying products for size, but it doesn’t have to be less enjoyable or fulfilling. Adding features to your website and social media posts can make a positive difference and provide a fabulous shopping experience for web buyers.

For a clothing brand, for example, you can offer personalised recommendations and sizing advice, put together new purchase ideas based on previous orders and use interactive content to help customers get a better idea of what will suit them.

Add video clips, as well as images to product pages, provide information about the size of the model wearing the outfit and suggest matching or complementary items. It’s also vital to prioritise communications and support. Offering a live chat option is a great way to provide rapid responses to questions and queries. 

Many shoppers have embraced online retail therapy. As a business owner or retailer, you can capitalise on the popularity of internet shopping by providing a fantastic experience for customers and catering to new consumer trends.