Just like in traditional retail, greeting your customers and making them feel welcome, comfortable, and ultimately open to purchasing is a vital part of operating an e-shop. Like the saying goes, “you only have one chance to make a first impression.”
When you consider that a huge chunk of your visitors will drop off without even proceeding to a view a product page it’s even more imperative that you put your best foot forward and try your best to make your offer shine as soon as they arrive.
To that end, we’ve put together our OPEN system (coincidental acronym), composed of 4 focal points you should make sure you're well acquainted and regularly working with to do your best to ensure your visitors are getting converted to customers.
Before your visitors ever arrive, you want to make sure your “shop” is ready and optimized for their visit. The mere ease and simplicity of shopping online is one of the core reasons why e-commerce is where it is today, but that ease also means the average shopper is much more fickle and apt to move onto the next e-shop.
Statistics show that if your page takes too long to load, only a few seconds, that you can lose almost 50% of your customers. Additionally, with the emergence of mobile e-commerce, if your shop isn’t at the very least responsive, meaning it displays well across all devices, then you’re putting yourself at an even greater disadvantage.
Some things you can do to optimize your page are:
These days, there's a really good chance that the first thing you'll see when you go to an e-commerce site is a pop-up for one thing or another, whether that’s a limited-time offer, subscribing to a newsletter, a free demo, etc. Why? Put simply, pop-ups give you an opportunity to get in the customer's face and effectively welcome them to your business by not only highlighting any key communications, but by building your brand with impactful visuals and copy.
We’ve found that this is an opportune time to do a number of things, including offering discounts, tantalizing with exclusive content or information, or getting them to subscribe to your email list, the latter of which Samba just happens to have an intuitive and automated solution for.
Try some of these strategies:
This part works hand-in-hand with the previous step and is as equally potent. Did you know that welcome emails have 86% higher open rates than other emails? Not only that, those welcome emails will generate more than 300% more revenue than other marketing emails.
It shouldn’t be a surprise when you consider welcome emails capitalize on those initial waves of interest and enthusiasm, are anticipated after the visitor has opted in, and can even capitalize on the product interests they've already shown, when it comes to automated personalized emails.
Strategies for effective emails:
Nothing can be more devastating than finally attracting a visitor and getting them to view your e-shop, only for them to be frustrated and confused by what they encounter and leaving just as quickly as they came. By optimizing your navigation, you can decrease your bounce rates and get your shoppers to where they want to be.
Some good rules of thumb are to try to make it possible to get to any page from any other page within 1 or 2 clicks; use high contrast to make sure your navigation stands out and is easy to read; and cut down the clutter, keeping the design as clean and simple as possible.
Some other things to be mindful of: