Many retailers have been hit hard by the pandemic this year. In response, more businesses are turning to e-commerce to regain lost sales in 2021 as their customers move online to conduct their shopping.
The unprecedented events of 2020 have caused a significant shift in consumer buying habits, and online sales are likely to continue to be a lifeline for many businesses over the coming year. Andy Bojko, Director at Hidepark Leather, offers three essential tips on how businesses can successfully implement small changes to their website to succeed in 2021.
1. Focus on the personal connection you have with customers
Amazon dominates the e-commerce market with its competitive pricing and rapid delivery options. The service is particularly popular among students who can sign up for a student Prime account for just a small fee each month.
To compete with this, your business must focus on its unique selling point if it wishes to set itself apart from competitors and retailing giants like Amazon.
Although young generations are keen to capitalise on speedy delivery, they also seek more interpersonal connections with brands in a sea of faceless corporate giants. With the pandemic putting many businesses at risk, consumers are looking to help out local firms.
Ensure that your business is on the radar of the local community. Providing vouchers or discounts can be a great way to instil loyalty and help conversion to sale.
2. Use the data available to you to improve customer experiences
When planning for 2021, e-commerce retailers should take the time to analyse their Google Analytics traffic from previous years during periods that are expected to be busy. Identify which products have previously received the most interest or performed best.
You can use this data to place these products as readily available through paid social or present them as hero products on the website so customers can easily find the product.
You must also ensure the way you engage with your customers is seamless if you wish to stand out from the sea of communications that your audience will receive.
Consider offering special offers through targeted email marketing or creating a series of paid adverts that re-target customers who have previously engaged with your brand.
By using a sense of repetition, you can work to instil loyalty in your customers and attempt to create a unique brand experience for your audience.
3. Ensure your website design is flawless
With the vast array of competition which businesses are facing online, it’s important to have a user-friendly website. To avoid losing customers to a competitor’s site make sure your e-commerce site is simple and easy to use and navigate.
Having strong calls to action on your site can ensure users are not lost along their journey and that they can check out efficiently. Your website should also have clear contact details or a contact form so that customers can easily get in touch with any queries they may have when using the site.
Online security is incredibly important to customers who are wary of their personal information being stolen whilst they pay for a product or service. To ensure customers feel comfortable when using your site, you should ensure your business has the latest secure financial technology to help reassure customers that their money will be safe once they have handed over their details.
Services such as PayPal and the new ?buy now, pay later” offerings from Klarna can act as trust signals to customers when they are looking to convert, so businesses should consider adding a section to the site, perhaps in the header or footer which shows the payment options available to consumers.