Simple navigation, stock availability and effective search lead the list to ensure continued eCommerce success, according to latest Tryzens research
The latest information from Tryzens’ Expert Research series reveals nine priorities where eCommerce retailers should focus their attention to drive online improvement. The research series tracks, analyses and forecasts the trends and preferences of ‘Generation Consumer’ based on detailed analysis of 1,000 UK consumers who were exposed to online shopping and had made at least one purchase in the past quarter.
Launched in 2015, the research series assists retailers operating online platforms to quantify current consumer behaviour preferences and more effectively evolve their eCommerce capabilities.
From the research, Tryzens, an eCommerce solutions specialist, has highlighted nine key areas where retailers should focus their efforts in order to improve their online sales:
- Intuitive shopping experience: ensuring the site is simple to navigate with effective search and logical presentation of results.
- Accurate key product data: notably ensuring that product description pages have all critical data, including sizing, and that stock availability is clear and presented as early as possible in the customer journey.
- Delivery and returns made easy: ideally offer free delivery to the consumer, as the cheapest options are more attractive than premium services. Make sure your returns process is simple, efficient and clear.
- Provide best price assurance: providing transparency on the price is essential, including visually demonstrating any applicable discounts, promotions or benefits. Guarantee best price where possible to avoiding shopping around.
- Deliver rich multi-media content: well shot photography and video adds depth to the consumer experience and increases confidence in the product. Therefore, having multiple pictures per product (i.e different angles and close up shots, zoom facility, and related options such as ‘Shop the Look’ all help to increase conversion.
- Make best use of influencers: encouraging and presenting real customer reviews, as well as professional recommendations, blog and social media integrations to highlight trending and positive feedback.
- Leveraging consumer relationships: make it easy for your ‘known’ customer to return and purchase more. Ensure any loyalty programmes offered are common across online and instore. Enable viewing of previous purchases, offer previews of promotions, flash sales or different delivery option to demonstrate you value customer loyalty.
- Personalisation: Tailor the customer’s experience based on their activity and interaction, with offers, recommendations and engagement.
- Payment options: The boom in payment options is increasing choice based on devices types used (e.g. ApplePay), leveraging accounts with online organisations (e.g. PayPal or Pay with Amazon) and even include choices such as Cash on Delivery or credit (e.g. Klarna, credit card). Presenting payment choices need to be relevant to your consumer at checkout, and in a mobile first environment need to reduce the amount of keying of data whilst protecting the consumer in a secure and trustworthy environment.
Of those surveyed, overall 71% said that a clear and easily navigable page was their number one factor with clear stock availability and effective search facilities coming second and third respectively (62% and 61%). This varied mix of results highlights the multiple areas that consumers see as important in their eCommerce experience.
“Understanding the key features that are going to keep your consumers engaged and coming back for more, as well as bring in new shoppers, is essential to the continued growth of any business,” said Andy Burton, CEO, Tryzens. “With eCommerce, retailers have much more knowledge, flexibility and control than in a purely in-store environment. But with consumers able to easily shop around online for the best deal, and still often seeing products in a store before purchase, retailers must ensure that the time a consumer spends on their site is relevant, engaging and intuitive.”
“Ultimately, eCommerce is an ongoing process, not just a technology, and retailers must continue to fine tune their overall presentation to adapt and evolve with the changing seasons, new product ranges, developments in social media and overall content management solutions. By prioritising the use of eCommerce features, retailers can create an overall customer experience that keeps them coming back for more,” concluded Andy.
The Tryzens Expert Series whitepaper “The impact of consumerisation and competition on online retail fashion” is available for download from here.