Top Tips for an E-Commerce Novice This Holiday Season
This holiday season, you might be browsing online and surprised to see your favorite downtown boutique offering their wares on the internet.
Earlier this year, Lightspeed surveyed more than 700 independent retailers and found that the number of them with an online store was expected to double over the coming year.
Just because you build an online store doesn't mean shoppers will buy, however. The average online shopping conversion rate is a mere 2 percent to 3 percent. To capture a share of the growing online sales this holiday season, independent retailers have to take what they know about great experiences in-store and apply that to the digital world. Ready to get started? Here are a few tips for creating an online store that will inspire consumers to convert from browsers to buyers this holiday season.
Merchandise and Stylize
Many products have become a commodity, and retail is all about merchandising. Tell a story with your goods to help consumers not only easily navigate your store, but create an emotional connection with what's on the shelf. Moving online, you're already starting at a deficit as shoppers can't interact with your products hands-on, making it even more important to create a compelling, life-like experience in your digital store. And without a physical space, your biggest asset is imagery.
When uploading photos, choose crisp and clear high-resolution versions that can be easily enlarged without pixelating. And wherever possible, offer images from multiple angles so shoppers get a full view of the product. Think of a shopper zooming in and clicking through as the equivalent of holding up a dress in the mirror. Her interest has been piqued, and the details will inform her decision. You don't want to lose her because she can't see them.
Make the Cart Experience Feel Real
Its easy to think about e-commerce linearly: a visitor browses the store, hits "add to cart" and then moves to the checkout page when they're ready to purchase. However, similar to shopping in-store, many consumers use the virtual basket as a holding area for items they're considering, with a plan to compare and contrast before making a final decision.