Should Retailers Copy Google Shopping Express' Expansion with Costco?
Do A/B testing
Consumers respond to certain call-to-action or web content differently. Some may react more strongly to a call-to-action on the top right-hand side of the screen while others may develop stronger reactions to a call-to-action at the bottom of the website. Hence, it’s imperative for you to conduct A/B testing to ensure your call-to-action or web content appeals the vast majority of your consumer group. To effectively conduct an A/B test, you have to try a variety of content for a relatively long period of time. For instance, you can test 5 different images for 2 weeks each. This allows you to attain a more comprehensive result of each image’s impact in terms of the click-through rate and revenue.
Shorten the checkout process
Having a long e-commerce checkout process is equivalent as waiting for a long time at a brick-and-mortar and it drives people crazy! And with digital mobility of online stores today, consumers can now leave your e-tail store easily and do their shopping elsewhere. To deter this undesirable event from happening, you have to shorten your checkout process. Chapters for instance, only has 2 steps in their checkout process. Amazon, an e-tail giant, only requires their customers to complete 2 pages of information in order to finish their order. After all, as a KISSmetrics article said it best regarding the relationship with e-tailers and online consumers, “ask for less and they’ll buy more.”
Use remarketing advertisements
Brands now have a myriad of remarketing tools to choose from to target customers who have abandoned their shopping carts. Companies can use Google AdWords to showcase remarketing display ads on content websites such as blogs and newspapers to remind consumers to complete their purchases. They can also use Facebook’s Custom Audience feature to showcase retargeting advertisements prominently on users’ newsfeeds. With these ads, businesses can highlight their product benefits to remind consumers why they wanted to purchase the items in the first place.