With the start of 2018; a whole new season of fashion trends, recreation opportunities and a desire to get out. In the following blog, we focus on the strategies and tactics that can be useful to the user onsite and content used to attract consumers.
The first strategy, which is about consumer travel, is something useful when working with our customers and is useful in determining what is and is not essential on your website.
Satisfy these three steps of consumer travel:
When creating an e-commerce web design, many designers take into account the different target audiences that clients may have. While typical means of differentiating users based on demographic statistics may be helpful, another perspective that can be taken is differentiating the users depending on the stage of purchase travel in which they are located. To simplify things, you can divide the buying trip: inspiration, information and intention. Let’s say your customer is a retailer who sells a variety of clothing from different brands on their own website. Below, we’ll look at how each of these three people may require a different user experience.
1. Inspirational stage
Consumers in the stage of inspiration, whom we also refer to as discoverers, are at the beginning of the purchase process and arrive at your client’s website more than for a specific reason, out of curiosity. In the above example, this may include someone who likes fashion but has no particular product in mind. It is likely that this customer reaches a page through the article of a blog or social content of an influencer in the fashion industry because the user is aware of fashion trends. Since users are browsing the web page of your client to explore, you need to customize your user experience around elements that will inspire them to take action.
This type of experience can be generated by editorial content such as catalogs, blog articles, shopping guides, collections collected and any other elements that show products. In terms of conversion goals for those at the stage of inspiration, you can have more success in concentrating secondary objectives, such as follow you on social networks or joining a mailing list. This gives you the opportunity to capture leads in the tunnel marketing your client and continue educating them until they are ready to make a specific purchase.
2. Information stage
Those at the stage of information, we can refer to as browsers are in the middle of their buying process and go to your website to see what products have to offer. This user may be someone who knows you need a leather jacket, but you are not sure of the style, brand or color you want. You may come to the website after reading recent trends or while searching for brands you like on Google. Given the right product and offer, there is the possibility that you can make a purchase when you reach your website, but you are more likely to look for different product options and general information about your company.
As they seek to know more, we need to customize their user experience around items to help them find the right products for them. This type of experience can be generated by product search features such as filters, topic tools, and comparison or by educating them about your shipping, return and promotion policies. In terms of conversion goals for those at the stage of information, you can guide them towards a purchase, but you should also focus on making add products to a wishlist, share in their social networks or subscribe to a list in exchange for a discount code. This will give you the opportunity to start building a profile around the users and use tracking tactics such as ads or email campaigns.
3. Intention stage
Those at the stage of intent, whom we do not refer to as search engines, are at the end of their buying process and come to your website to make a final purchase decision. These users may be people who know they want a black jean jacket, for example. They are likely to come to your website because they searched for that specific product on Google or saw it in one of your ads after visiting your website in the past. Your goal is to have confidence in your purchase decision and pull the trigger on the purchase.
Since they are looking to take action, we need to customize their experience to find the right products as quickly as possible. This type of experience can be generated by advanced search tools, facilitating them to meet the right product and helping them to remove any “barrier” that can avoid their purchase decision. In terms of conversion goals, it’s all about selling. If the sale does not materialize, you should concentrate on the management of abandonment of shopping cart and continue with encouraging the user to make the purchase.
Add social evidence:
Humans are social people by nature. We love interacting with others, and often many of our beliefs, tastes and decisions are based on the influence of others. In the world of ecommerce, this relates to a strategy called “social proof”.
The idea of the social proof is that consumers are more likely to make a buying decision when they see other people make that same decision or believe in the same brand. When designing a web page, there are a number of specific tactics that can be explored to enforce social test work.
Qualifications and coverage
One of the most common methods for creating social testing web ecommerce is the use of product ratings and testimonials. This could be in the form of scores with stars, collected customer appointments or qualifications other web pages. The overall goal is to cultivate customer trust by showing you how many people have trusted the product or brand in the past. You can also live press coverage and awards received. They are similar in some ways to product ratings, but they simply come from a source with more authority, generating much more credibility.
User generated content
Create a tactile-responsive experience
With mobile traffic now represents 50% of visitors to web pages for most web ecommerce , there is no doubt that having a responsive website is essential. However, many brands of ecommerce just have a look at the basics when it comes to the experience. Changes in the size of images, collapse of navigation and placement of content, these are all good practices that should be used, but the web design responsive not have to stop there. To create a good experience responsive , you should consider navigation, sliders and layers.