For many online retailers, the January sales period will be more important than ever this year. Following the economic woes created by Covid-19, businesses will need to ensure they take advantage of every potential opportunity for a conversion, says Rich Chapman, conversion rate optimisation specialist at digital marketing agency, Impression
With coronavirus restrictions still in place across the UK, more shoppers may opt to seek a bargain online after Christmas than ever before. Those customers who usually buy in-store may take their business online into a less familiar buying journey. This can create user anxiety and it’s the retailers’ job to alleviate that anxiety and make buying an easy decision.
Making sure your website is clear and easy to navigate is more important than ever. Online shoppers browsing the sales will be looking through multiple sites (your competitors) and offers before buying. Here are some quick fixes you can do before the sales start to keep them flowing through your website:
Before you launch your big sale on Boxing Day, go through your website and make sure all of your headlines are appropriate and give users the correct information (let them know they are in the right place post-click) when they land on a page. Headlines are usually the first thing a user reads and can be the difference between engagement and a bounce off the page. Try using sales talk that matches your Ads that bought the user to your website. For example:
- “15% your next pair of [insert product name]”
- “15% get your pair of [insert product name] before stocks run out” (plays into the customers FOMO)
- “15% off right here, buy your [insert product name] now and get them by Xdate”
Make sure all of your calls-to-action have the positive instructional text within them. Text should describe what happens next and set an expectation to the user that is followed up after the click. Avoid terms in CTAs through checkout such as “Send” and “Submit”. These are negative and unengaging terms used by developers when making a site. Instead you could use:
- “Complete my Boxing Day deals checkout”
- “Buy my new shows”
- “Add my new shoes”
Get creative with them and stand out from the crowd.
Fittings and your returns policy
Make sure you have a very competitive returns policy for your customers this year, look at your competitors and either match their returns policy or even better, go one further.
More customers will be trying on their new clothes at home, some customers will buy two sizes to get the right one leaving one pair to be returned. Here is how to make sure your returns policy can get you more transactions – yes you heard that right:
- Make sure your policy is clear and obvious on the product page and during checkout.
- Don’t make your customers print off a return label and form, supply it with their order. This also helps repeat business.
- If you can, offer free returns. I hear you, and I know this makes a dent in ROI but the increase in sales and repeat business should outweigh the investment you’re making.
- Choose a courier that can pick up from an address, with lockdowns, customers may not be able to get to the post offices.
This is all about making it easy for your customers to do business with you.
From a personal point-of-view and with a knowledge of the tricks, I still regularly shop with companies that offer easy and free returns. Fashion retailers that don’t have free returns and make customers print out a returns form without an address on it will lose custom.
This year, retailers can maximise their returns proposition and supercharge the customer journey to match their users’ different needs. By taking the current situation into account, businesses can thrive against the odds and create a customer journey that is seamless and pleasant. By considering conversion rate optimisation on e-commerce sites and by following these simple steps and making the easy and actionable changes, retailers can make the most of their traffic, create sales and nurture repeat customers.