Having good products and even better prices is a good start, but in an increasingly competitive eCommerce landscape, it’ll be your ability to wow your customers that really sets the foundation for long-term success.
And happily, landing this kind of impact is easier than you might think. It’s not about adding one show-stopping addition to your business, but rather about subtly improving various different elements. In this post, we’ve put together a bunch of effective, easy-to-follow strategies which, when all combined, should very much leave your customers with a positive impression of your brand — and make sure that they come back for more in the future.
Invest in Excellent Web Design
Investing in web design services can seem, on the face of it, like a waste of money, especially when there are so many great eCommerce templates to choose from. However, there are good reasons to put in a little extra effort to get the web design that’s right for your business. Not only will it help to set you apart from your competitors, but it’ll also allow you to have a website that’s fully in line with your ethos and branding. Plus, a visually stunning website gives first-time visitors the belief that they’ve landed on a website that means business.
Offer As Much Product Information As Possible
Some customers will know all about the product they’re planning to buy from your website, but the majority won’t. By adding as much product information as possible, you can ensure that they can make the right purchasing decision (which will also reduce the number of returns). It’s also worth remembering that different customers will have different requirements from the products they buy. For example, some might need to know the dimensions of the product (both the box dimensions and the product), while others will need to know the type of batteries/connections it uses.
In other words, you won’t know exactly what information your customers need, so the best solution is to simply present all of it.
High Quality Photos and Videos
People like shopping online for the convenience it offers. They like shopping in real stores because it allows them to see the product up close before they decide to buy it. As an eCommerce business, you can offer convenience (and many other benefits), but you can’t offer customers the chance to inspect the item before they make a purchase. You can, however, offer the next best thing by including high-quality photos and videos of your products. This will allow your web visitors to get a good sense of the product, and will also demonstrate that you care enough about your business to invest in professional photographs for your products.
Offer a Variety of Payment Options
eCommerce payment options have progressed a lot in recent years, and, as such, consumer expectations are higher than ever. Online shoppers expect to be able to pay their preferred way, be it via PayPal, Apple Pay, credit card, or any of the other common eCommerce payment methods.
You’ll impress your customers if you make the payment process as straightforward as possible. Plus, ensuring your customers can pay for their items as quickly as possible, ideally with just a few clicks, should also boost your sales. Remember: cart abandonment can really eat into your profits, and smooth payment processes simply make it easier for a customer to complete a purchase before they think twice.
Easy Returns and Guarantees
No business wants its customers to return their products, but the fact is, it happens. Customers greatly appreciate having the option to return unwanted items as conveniently as possible, so it’s best to adopt a no-quibble returns policy. Giving your customers thirty days to return their items simply makes their lives easier, and if there’s one thing that consumers like, it’s when a business works with them rather than against them.
You could also consider offering a product guarantee (for example, the item will work for two/five/ten years); it’ll give your customers peace of mind that you’re not just trying to make a quick buck.
Impressive Postage and Packaging
The product that the customer buys will be the biggest influencing factor when it comes to their overall experience, but other factors, such as the postage and packaging, also play a role. For instance, an easy way to impress your customers is to offer fast, affordable (or even free) postage. And as for the packaging, it’s best to shop custom mailer boxes that you can adorn with your brand’s colors and logo. That’ll work to make your customer’s product-opening experience as memorable as possible — and it might even prompt them to produce an unboxing video that they then post on social media, which can help to increase brand awareness.
Customer Support
Customers hate when it feels like a business doesn’t want to hear from them. All too often, eCommerce websites offer limited contact options (say, just an email address) that can cause customers to develop a subtly negative image. Brands that offer as many contact methods as possible, on the other hand, get a thumbs up from customers even if they don’t need to get in touch. Knowing that they could, be it via phone call, live chat support, or social media, simply gives them confidence that it’s a brand that can be trusted.
Adding Product Lines
Modern customers like to know that they’re viewing the latest, best products on the market. You can impress your website visitors by continually updating your list of products to include the latest items. You might still stick to the tried and tested, popular items that your customers already know and love, but a ‘new products’ section can demonstrate that you’re staying on top of industry developments.
Of course, you’ll need to ensure that any new products you add to your offering are of the highest quality, so make sure you’re trying them yourself before making them available to your customers. Think of your new products as a way to demonstrate your expertise, which is another good method for building customer trust.
Ongoing Sales
Even in an era when there are plenty of innovative, modern ways to impress customers, the tried and tested strategies still pack a powerful punch. In the old days, people loved sales and deals, and it’s exactly the same today — and will be the same many years into the future, too. Rather than just waiting until the main sale periods before you make deals available to your customers, look at offering ongoing sales. This will give your customers a reason to always come back to your site, plus, it’ll make it appear — not entirely incorrectly — that your brand is generous, and in a competitive age, that’s a surefire way to make a positive impression.
Reviews and Testimonials
Your customers may well be impressed by what you have to say about your brand, but they’ll be even more impressed by what other people have to say. Social proof, such as reviews and testimonials, has become increasingly important for brands, since they offer reassurance to the consumer that an eCommerce business is the real deal. Look at encouraging your customers to leave a review (gently) and then subtly incorporate their positive words into your website.
Conclusion
Impressing your customers doesn’t guarantee that they’ll come back for more, but it does increase the chances. Take the tips we’ve outlined above on board, and you’ll have gone a long way towards ensuring that your customers have a happy experience with your brand from the first step to the last.
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