The holiday season is one of the most important and most profitable times of the year for ecommerce businesses. During the 2018 holiday season, customers spent an estimated $122 billion with ecommerce retailers, and experts predict this number will be even higher this year.
With so many shoppers buying online during this time of the year, ecommerce businesses tend to pull out all the stops in order to stay competitive. From providing incredible discounts to offering free shipping, many ecommerce businesses rely on deals to gain new customers, especially during Thanksgiving, Black Friday, Cyber Monday, and Christmas.
While offering deals is an effective strategy, it is not enough to guarantee that consumers will choose your ecommerce site over your competitors. In addition to saving money during the holidays, customers are also looking for a positive, hassle-free online shopping experience.
Show your customers that they are more than just a number to your business by using your website to provide value, build trust, and make their experience with your website as easy and pain-free as possible.
This Thanksgiving, give your customers something extra to be thankful for by incorporating these four features into your ecommerce website:
1. Clear navigation
When shoppers visit your website, they should be able to find the products they are looking for quickly and with ease. If they cannot navigate your website or find your products, they will get frustrated and leave your website without making a purchase.
You can prevent this from happening by offering clear website navigation:
- Put your site navigation in a location that is easy to spot
- Create accurate page headings that provide a clear picture of what your website visitors can expect when they visit that page
- Use active links in your headings so that shoppers can click on a heading and go straight to the desired page
- Make sure your category hierarchies are accessible for both desktop and mobile users
- Simplify your navigation so that consumers do not have to click more than three times to get to the specific page they want to visit
When you use these tips for your website navigation, your customers will be thankful that you value their time enough to help them access your products and services as simply and as quickly as possible.
2. Personalized product recommendations
You can show consumers that you are dedicated to providing them with the products they need by including a personalized product recommendation engine on your website. These engines use algorithms to suggest products to website visitors based on their viewing history, account profile, or purchase history.
Considering that 75% of consumers are more likely to buy from online retailers that recommend options based on past purchases, and 74% of customers are frustrated when website content is not personalized, your business has a lot to gain from offering personalized product recommendations.
As the holidays draw near, your customers will appreciate that you are suggesting the relevant products they need.
3. Live chat
When it comes to running your ecommerce business, the customer is key. This means that it is crucial for you to address any of your website visitors’ needs as quickly and effectively as possible.
Unlike traditional stores that have staff and salespeople roaming the floor to help guests, your ecommerce store is unable to have assistants physically available to help online shoppers. This is why you need a live chat feature to step in and help you take care of your customers.
With live chat, you can provide instant customer service to your customers, showing them that you value their needs, questions, and concerns. Live chat features allow you to communicate with your customers immediately, offering them personalized recommendations and solutions, and helping answer the questions that will influence their shopping decisions.
With 44% of online shoppers claiming live chat is one of the most important features a website can provide, you cannot afford not to include this feature on your website.
As you prepare for an influx of traffic this holiday season, make sure to incorporate live chat. Your customers will be grateful that you are able to guide them when needed, making their shopping experience pain-free.
4. Useful content
In addition to offering high-quality products and services, your customers want to know that your business is able to add value to their lives. One of the best ways you can demonstrate to your website visitors that your brand has more to offer than high-end products is to provide them with free content that they will find both useful and relevant.
Create blog posts for your website that contain helpful tips, the latest innovations or rising trends within your industry, and solutions to problems that your target audience will typically face. As the holidays approach, try incorporating a holiday content marketing plan that will give your customers engaging and meaningful content.
When you do this, your customers will appreciate your content and the value that your business adds, increasing the likelihood that they will subscribe to your blog or email newsletters and otherwise engage with your brand.
This Thanksgiving, incorporating the website features necessary to provide your customers with the best possible online shopping experience. When you use each of these four features on your website, your customers will be as thankful for your business as you are for theirs.
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