In this article we explore five of the most critical site elements in your customer's journey, using online retail examples to see how we can create a more engaging experience that drives conversion.
Most site visitors aren't immediately ready to purchase. In fact, the average conversion rates for ecommerce fall between 2-3 percent according to our data. Creating a memorable site experience will leave a lasting impression that encourages visitors in the browsing phase to return in the future to purchase.
A thorough search functionality is also a must. Using keywords and meta data tags mean that customers can find what they are looking for both on, and off, your site. But The Knobs Company takes search a step further by allowing visitors to search by an uploaded image, which helps visitors navigate the site when they're not sure what they're looking for.
Customer reviews also build trust on product pages. StoreYourBoard encourages customers to leave on-site reviews and real-life imagery to give potential customers a clear idea of how each product would work in their space. The site has more than 2,000 product reviews and 1,300 user-submitted Q&A responses. The result? User engagement has driven an increase in sales and StoreYourBoard found that 25 percent of customers who submit a question end up making a purchase.
In today's mobile-first world, it's just not acceptable to maintain a site that does not look great on all devices. Not to mention, the tools offered through many ecommerce platforms today enable merchants to build a fully-responsive, beautiful online storefront without requiring the skills of a developer. What was once available to only the largest retailers is now accessible for sites of all sizes, ensuring that everyone has the ability to provide a superior site experience wherever their customers are.
Deniz Ibrahim serves as principal, product marketing at BigCommerce, where he is focused on the company's international expansion efforts, as well as introducing new pricing, storefront and checkout features to BigCommerce merchants. He has more than a decade of experience in a variety of product and marketing roles, and has previously held positions at American Express and Seamless.