At our digital marketing firm, we know that if you have an e-commerce website, your online business reputation can be greatly affected by it. Many times it will either bring your business new opportunities or turn people away.
Every year, e-commerce sales have been growing, however, they only account for around 7% of retail sales (according to the U.S. Census Bureau) and many of them have an average bounce rate of around 42%. These statistics could be the result of consumers researching products online and then purchasing them at a traditional store, or because there is a lack of creativity in the e-commerce design.
Elements of an E-Commerce Website
A typical e-commerce website usually contains an interface, descriptive content, a static presentation, and a shopping cart. Many tend to be mundane because business owners are worried about creating a confusing online shopping experience that could lower sales opportunities. However, this leads to cookie cutter e-commerce sites that don’t create customer excitement.
As the web moves towards technology that is more personalized, techniques are being used to provide a custom experience for every visitor. Their goal is to make the customer feel that your e-commerce site was built specifically for their use, so that they can connect with your business and your products directly.
These techniques stretch way beyond analyzing purchase history and suggesting products to future customers. New techniques depend on more intricate systems as well as information on psychological linguistics and behavior to decipher what a visitor’s preference is as soon as they arrive at your site. The end result is a site that delivers an instant, context-sensitive experience completely personalized to the customer. This lets you build a relationship with your customers.
How to Personalize Your Site
One technique you could use to personalize your e-commerce site is tracking how your customers interact with the features on your website. When you track their interactions, you can further understand what they are looking for in a personalized shopping experience. The information that is collected can be used to modify your site so that it is more directed towards what your customers want. For example: If a particular advertisement or call-to-action attracts more conversions than others, you can tailor your site to include more like it.
The same can be said about features or sections on your e-commerce site that aren’t drawing the attention of your customers. If you have things on your site that aren’t being used, they need to be placed in a lower traffic area to avoid confusion. The idea is that when your customers enter your e-commerce site, they should see the things that interest them highlighted and the things that don’t in a lesser focused area. This makes them feel like your site has been personalized to their liking.
You can also personalize your site by allowing your customers to create a user account to keep their purchase history, let them adjust the layout of your site, and/or give them the chance to store a list of products they would like to purchase from your business in the future. The end result is increased sales for your business and a more enjoyable e-commerce experience for your customers (and our digital marketing firm knows – user experience is important).