Are you adequately considering how and where customers use your mobile ecommerce site?

Piranha Designs - Friday, February 21, 2020

A key element of the website design process, is that of broadly assuming various ways, contexts and settings in which someone might use the site in question. But have you given enough thought to how these scenarios may vary when it comes to visitors to your mobile site?

Generally speaking, any given time someone visits your mobile ecommerce site, one of three scenarios is likely to be the case: they’re probably waiting for something to happen, on a break at work, or relaxing at home.

These different situations have varying implications for users’ experience of the site, why they are visiting in the first place, what problems they are looking to solve, and how you can capture them.

What do we mean by ‘waiting for something to happen’?

You’ve probably found yourself in this situation plenty of times yourself, when you’ve suddenly come up with an idea for something, and performed a Google search for a related term.

In this scenario, the user is only typically focusing for about five to 10 minutes, and isn’t interested in actually buying a product – or at least, not right now. Instead, they’re simply putting together a mental list of ideas, perhaps including potential stores and products for their given problem.

To appeal to these visitors, then, you’ll need to provide them with obvious opportunities to connect with you – via social media or email, for instance – in ways that don’t involve actually purchasing a product.

Then, once they have connected with you in one or more of these ways, you will be able to more easily reconnect them on future occasions when they are considering buying.

Then, there are those work break-time situations...

Many of us are familiar with those potentially dull break or lunch-times in the office. We want a bit of inspiration or escapism – something to lift the boredom after a tough work shift or conversation with a colleague. A person in this scenario is looking for something to excite them, and that they can follow up on later.

This type of visitor to your mobile site probably won’t have a specific goal in mind. So, you might engage these potential customers with something like a ‘new ideas’ or ‘discovery’ section of your site, regularly updated with new products or suggestions.

...and those idle moments at home

Finally, there’s the kind of visitor who ends up on your site during what may be the quietest time of their day. Think of those people who may be sat in front on their sofa at home with a football match in the background, but who’re also idly browsing ecommerce stores on their smartphone, looking for that product they may have been recently thinking about.

Now, this is the type of customer who is likely to be interested in actually buying in the moment. So for you, this situation may well be about completing the sale, instead of merely relieving their boredom or giving them some inspiration.

Such customers are likelier to ‘go in for the kill’ with a purchase if your site is quick-loading, responsive, informative and convenient to use. So, don’t just focus on optimising loading times – also make sure you have a facility for capturing and updating reviews, of both your products and your site in general, that will help to move the relaxed visitor closer to that ‘buy’ button.

When such reviews are further complemented by an easy-to-refer-to list of accepted payment methods for a purchase and the ability to ‘save’ a shopping cart, you’ll be maximising the probability of the chilled-out shopper at home actually buying.

Remember that if you have any other questions or concerns about how your brand can get the most out of its own mobile e-tail presence in 2020, the Piranha Designs team is always ready and waiting to provide advice from our offices in Gibraltar, London or Edinburgh. Or why not request a competitive quote for our complete ground-up mobile website design service?

Don’t neglect the importance of giving your customers a wealth of payment options

Piranha Designs - Friday, February 07, 2020

One of the aspects of the ecommerce industry that has arguably been overlooked by some in recent years, is the explosion in payment methods that many people use to pay for goods.

In particular, smartphones have continued to play an ever-more prominent part in online purchases. So, if the range of payment options that you present to your customers doesn’t reflect this change in people’s purchasing habits on the web, you could be missing out on sales.

What are the types of payments your store should be offering?

In 2020, your e-tailer should really be giving shoppers options from across the full range of popular payment methods online. And as we touched on above, mobile is increasingly at the centre of it all – so it’s not just your desktop site you should be fine-tuning for greater payment convenience.

Of course, there’s a strong chance that debit and credit cards will already be well-represented among your site’s payment options, but even here, scope for optimisation exists. It’s frankly a hassle for the customer to have to keep on entering their full card number, expiration date and CVV (Card Verification Value) code whenever they buy from you, so autofill functionality should be essential.

Next up in the list of the slightly more obvious online payment methods, is integrated express checkouts like PayPal and Amazon Pay.

These latter platforms are known for their speediness and convenience, given the little data that needs to be manually inputted compared to debit and credit card payments; even the delivery address and contact information are typically already provided to the merchant. These are also hugely trusted services that your customer will be reassured to see if they are unfamiliar with your ecommerce site and aren’t entirely sure whether to purchase from you.

But mobile is also coming to the forefront in today’s online payments

If the above express checkout services sound slick, though, mobile payment wallets such as Apple Pay and Google Pay might well be even more so. These platforms typically only require a thumbprint, passcode or face scan from the user, and that’s it – the payment is processed.

Finally, another payment option that has risen in prominence in the last few years is the ‘pay later’ one – think services like PayPal Credit and Clearpay. The idea behind these methods is that the user can get a product now and pay for it in subsequent instalments.

While you can expect to have to pay a fee to accept transactions on a ‘pay later’ basis, the funds will be deposited when the order is placed, and studies have suggested average order values for this type of payment are often considerably higher than the average across all payment options. These services can be especially attractive to the buyer when interest-free payments are offered.

It’s not about overwhelming your customers – it’s about giving them options

Many ecommerce store owners are understandably hesitant at the prospect of adding more payment methods to those they already present to their customers, out of a fear that this might ‘overwhelm’ or ‘confuse’ the shopper.

There’s no need to fret about this, however, when you present even a wide range of payment options well – for example, by grouping different types of payment method together.

If you are unsure about any aspect of how you can improve your online retail offering as a merchant, why not give our ecommerce design experts here at Piranha Designs a call today, or send us an email? We’d be delighted to outline the key steps that you may need to take with your store in 2020 and beyond, in order to bolster the user experience, sales and revenue.

Cross-selling could be key to increasing your brand’s online sales in 2020

Piranha Designs - Friday, February 07, 2020

Not all of the ways in which your store may improve its results in the year ahead need to involve methods that are new and sparkly – especially when there’s one old, tried-and-tested practice in particular, that many e-tailers are still failing to make the most of.

We are, of course, referring to cross-selling, which is simple in concept, but proven to help online sellers of all shapes, sizes and sectors to increase average order totals and cultivate customer loyalty.

So, what is cross-selling?

In a nutshell, cross-selling entails successfully offering customers complementary products on a purchase that they may have made, whether they add such products as part of the same order, or make a subsequent order.

You are likely to have experienced cross-selling on previous visits to brick-and-mortar stores – for example, if you bought a digital camera and the sales representative at the counter also suggested you buy a memory card. Or perhaps you’ve purchased a vinyl record or two lately, and the staffer at your chosen record store also pointed out that they sell clear plastic sleeves for protecting them?

We could go on and on listing examples – it’s the classic “do you want fries with that hamburger?” sales move. However, it does manifest slightly differently when it comes to online sales. The obvious examples of this are the suggestions that Amazon makes for products related to the one you’re considering on a given product page, under the headings “Frequently bought together” and “Customers who viewed this item also viewed”.

Why is this old-school marketing method still worth the effort?

The short answer to that question is: it still works. Statistics have long shown that it’s much more expensive to acquire a new customer than it is to retain an existing one, as well as that if you do retain an existing customer, they’re likelier to spend more and buy from you more often.

Successful cross-selling has been linked to such benefits as higher average order values, increased profit margins, boosted average lifetime customer value, and a heightened number of packaged sales. The latter, by the way, are packaged sales of items that it is typical for the customer to purchase together, which – of course – can be beneficial for the online store selling them, too.

Get in touch with us for all-round assistance with your brand’s ecommerce presence

Cross-selling is such a deceptively simple technique that it can be easy for some e-tailers to overcomplicate it, to the point of customers becoming confused and ultimately not placing orders for additional products at all.

So, our advice on that is: don’t overcomplicate it. In particular, it’s a good idea for small and medium-sized stores to keep the number of extra items they offer low, and to ensure the items they do suggest are the most logical possible add-ons for the main product being bought.

Would you like to discuss with seasoned online marketing professionals, the possibilities for revamping or refining your brand’s ecommerce presence for the best possible results in 2020? In that case, you’re welcome to get in touch with the Piranha Designs team about our highly rated ecommerce web design and related marketing services.

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