The statistics on the typical British customer’s relationship with offline and online shopping makes increasingly ominous reading for the high street. Whereas in 2013, only about one pound in every 10 was spent in online rather than offline stores, this has since risen to about one in five pounds.
With the news headlines indicating that even many of the UK’s biggest high-street names are still struggling to keep afloat, it seems the aforementioned proportion of online expenditure could be on the up for many more years yet.
This also presents a real opportunity to ecommerce website owners – not least given that it isn’t only the ‘big’ conversions of actual sales that matter. Even all manner of smaller conversions can count, given their role in the lead-up to bigger ones.
So, it’s well worth investing the time and effort to boost ‘micro conversions’ such as the below.
Signing up for emails
Email may be one of the oldest means of making contact with others online, but it’s far from archaic or irrelevant in 2019. Indeed, you probably check your own emails several times a day, and the average customer does so, too.
Registering for rewards
Even the most rudimentary rewards, loyalty or VIP scheme can make a big difference to an ecommerce site. After all, it’s just one more way to encourage larger conversions and make the customer more likely to choose you as their go-to store for certain staple products.
Saving for later purchase
The customer may not have the most pressing need for your product right now, or they may be waiting to get paid before they will be in a position to do so. A ‘save for later’ function on your site, though, can be another effective way of capturing customers and heightening the likelihood of repeat visits.
Following, liking or sharing on social media
Embedding social media into your ecommerce site – including through the incorporation of actionable ‘share’ buttons on your product pages and even blog posts – can go a long way to deepening the relationships you enjoy with current customers and connecting to new ones.
Using online contact forms
If your customer has gone as far as manually getting in touch with you via the contact form you have provided for them on your site, you can be confident that they are very receptive to making a purchase from you – even if there are certain matters they need to resolve before doing so.
The accumulative effect of micro conversions like the above across your target customer base can be extremely powerful as you look to maximise your brand’s prospects online, including by encouraging repeat purchases. As online spending continues to account for an ever-greater proportion of the UK’s retail spending, you could be sitting pretty if you take the right steps to optimise your site.