After having recently presented 7 strategies to increase website conversions, we are now practicing a look at the future. Which strategies help your webshop to generate revenue and which growth hacks have already been successfully tested?
Here come e-commerce trends and proven growth hacks that will improve your online store in 2020!
TURN LEADS INTO BUYERS: INCREASE Session Length
On average, users stay on e-commerce sites for 5 minutes in 2019. On a smartphone it’s only 4 minutes. This figure has been steadily decreasing in recent years.
The longer the user spends in the store, the more likely it is that he will buy something. In order to increase the length of a user’s stay, it is first necessary to optimize all the small factors that could drive him away from the site.
It is therefore important to ensure that loading times are short, that UX/UI is appealing, and that user guidance is intuitive. But this is only the basic structure for a successful webshop. In addition, there are many interesting approaches to increase the time users spend in your web shop.
1. INCREASE CUSTOMER LOYALTY DURING THE SEARCH PROCESS
A trend that can be observed not only in e-commerce but also across all types of websites is a higher degree of interaction. Everyone now knows the, sometimes more, sometimes less, intrusive pop-up at the bottom right of the screen: “Hi, my name is Michaela, how can I help you?”
This question may have worked well 5 years ago when chatbots were still new and exciting. Today such requests are mostly ignored. Similar to how the same question in a shop is often answered with “Thank you, I’m just looking around”. Here we can learn from good salespeople in real life and convert their strategies to our online store.
One of many sales strategies is based on providing added value from the very first contact. This is mostly based on observation. “Are you looking at leather shoes? We have a special offer for this pair right now”. This shows immediately that you work on providing soultions for the customer without him having to ask for them.When you implement a chatbot, take the time to refine it, so that your customer quickly gets to added information without having to ask the question.
2. INCREASE THE SHOPPING EXPERIENCE IN THE ONLINE SHOP
Another way to increase both the time spent on the site and its interactivity is to use playful elements. It doesn’t matter if you can play Tetris with pieces of furniture or get points for ratings:
Gamification works and motivates users to be active on the site. Gamification works and motivates users to be active on the site.
The online and television seller HSN has implemented its own subcategory for games on the website. Under the menu item “Arcade” you can play for vouchers, win promotional vouchers or simply pass the time. The system works. The most played game “Spin 2 Win” was called almost 16 million times.
Since you can share the scores and winnings of the games immediately on social media, there is also an additional acquisition opportunity. And because a registered account is needed to play, an initial hurdle for buyers about the games has already been removed.
3. Increasing Sales
Do you have a bonus card for your drugstore? For your supermarket? Or maybe for your favourite coffee to go shack? Many companies try to strengthen customer loyalty through exclusive offers for loyal customers both online and offline.
Everyone likes a good deal and through discounts for returning customers you can easily and effectively control who should be rewarded for their loyalty.
The Starbucks Reward System is one of numerous examples of the implementation of such a system. It is very easy to implement. For purchases via the app, the customer receives points, which can be exchanged for free coffee as soon as a certain number is reached.
Starbucks has also added playful and social elements to the system to give it more depth. You can choose a day of the month when you get double points and give a friend a coffee via the app. But the main focus remains on the bonus program.
4. ENTICE CUSTOMERS to come back to your store
How do you manage to get one-time buyers back into your onlineshop? After all, they have already gone through the registration process, proven their willingness to buy and (hopefully) already had positive experiences with the service. Unfortunately retargeting is not always useful and not always easy. For example, if you have just bought a new mattress, you won’t need another one any time soon. To make things worse, most users will unsubscribe from the newsletter during the registration process:
[x] No, I don’t want to receive any information.
Here you can again try to create incentives in a playful way. One prime example for this practice is woot.com, which has introduced the “deal of the day”. Every day, a different product is offered in a limited edition at a greatly reduced price. FOMO (“fear of missing out“) is created by the strong limitation and the expiration of the deal after a few hours. If you log in at 4 P.M., you can still see a deal that was offered at the same day, but you missed out on now. Better log in tomorrow again at 2 P.M. to see what they got!
5. REACTIVATION OF ABANDONED Carts
In recent years it has become common practice for the user to receive an e-mail when he has started the check-out process but has not made the purchase. The user has already shown interest in the product and changed his mind for some reason. At present, almost 70% of all products that end up in the cart remain there.
Here one usually tries to dispel the last doubts with an e-mail. There are many tips and hints on how to write emails to users with an open shopping cart. Sometimes a small discount is offered to dispel the last concerns.
But especially for high-priced products, more labour-intensive methods can pay off. For example, there is the case where an entrepreneur simply called every customer to ask why the shopping basket was left lying around. In its niche with convincing results.
About the implementation
The methods mentioned here are no secret and are already implemented by many successful, and unfortunately also by some less successful, online marketplaces. The advice is to be understood as tools that need to be creatively implemented to give your e-commerce business an advantage. Often it’s the little things that decide whether a user decides to go for your shop or whether he’d rather go back to Google and start the search again.
By constantly testing, adapting and analysing your own shop system, it is important to create an experience for the user that convices him to make a purchase.
There’s got to be an easier way!
There are tools that can help shop operators bind users and increase the completion rate. One tool we recommend is called ALLstore. It is a browser extension that is designed to turn website visitors into buyers.
The tool is still in the test phase and should solve the above points in a simple way. ALLstore gives users credits when they interact with the website. As users scroll through the assortment, browse the blog or compare products, they receive ALL points. These points can then be exchanged for vouchers.
Thus the visitor of the website is animated to deal with the shop and its products and receives an incentive to actually make the purchase. The credits can only be redeemed in the shop in which they actually interact, and the reward system ensures that they are not bots.
If you would like to try ALLstore for your shop, you can register for the trial period at allstore.hackabu.com. We will take care of the installation and implementation for you!