Example UGGugg
2. Many web shops use too many categories
After the search, the consumer gets different options. For example, at UGG you get 72 results via 'slippers', which should be filterable quickly and easily. For example, by color. After a color filter, there are still 3 results left. Make sure you only show the most important, best-selling products and categories.
54% of the sites suffer from over categorization. Only include the most important, or highest selling categories. Design simple, make the navigation accessible.
It is also important that the product detail page, in this case a slipper, is really well put together. If you scroll down on this product page, you can see reviews, but more importantly: you can put the product directly in your shopping cart without having to search too much. Make it as easy as possible for the shopper.
Also add convenient payment options, such as Apple Pay & Google Pay. With these payment options, the percentage of people who actually checkout their shopping cart has increased significantly.
4. Enable easy registration
But the shopping experience doesn’t end after a purchase! Ask the consumer to create an account right away. If someone has paid with Google or Android Pay, various details are already known. All this information can be loaded. Often, you only need to ask for a password.
Vibram & a cross device strategy
Vibram is a company that makes the famous rubber toe shoes. This brand had the problem that all websites, marketing activities and sales were set up differently per country. Not at all handy if you want to put the consumer first. Vibram wants to offer the same customer experience everywhere, both in the store, webshop, but also via e-mail, marketing and customer service. Quite a job to get that done.
By the way, if you don't know Vibram by switzerland whatsapp number name, take a look at the Instagram post below, there's a good chance you'll recognize it!
A changing shopper journey
Why is it so important now that the customer experience is the same across devices and channels? Giuseppe Grandinetti explains: “Today we have all these connected shoppers. It is more important than ever that shoppers have a single view of a brand, no matter where they are shopping.”
Ilana Goddess (marketing of commerce cloud at Salesforce) sees the shopper journey changing: “It is revolutionary! Consumers buy wherever they are and end up on webshops via Instagram, Facebook and more. Goddess indicates that these are difficult times for many organizations. Why?
Many organizations have to deal with different systems in the backend. They do not talk to each other. As a result, organizations cannot switch as quickly as they would like.