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Today’s time savvy customers aren’t always looking for an
experience when they choose to purchase via the web, in fact most are looking
for convenience. In this busy world we live in time is valuable and therefore
when it comes to deciding who we choose to purchase from, most customers are
now saying convenience trumps “the experience”.
the effort and increasing the convenience factor encourages customers to use
your website and keeps them coming back. The simpler the whole purchasing
journey is the more likely customers are to purchase your products and the more
likely they are to recommend your website to others.
Usability is the key. Customers don’t always
wanted to be “marketed” too. They just want to make their purchase as quickly
and efficiently as possible with the least amount of fuss.
a checklist of website features which can make life easier for your customers:
find products by category or brand
search which looks up relevant products
obvious basket where items can be viewed easily
to make lists and label “favourite” items which are easy to find again and
simple to order from
to order from previous purchases at the click of a button (easy to find Account
views for looking at products which
allows customers to see as much or as little information about the product as they wish
checkout – no logging in prior to purchasing on B2C sites
customers be a guest user should they wish on B2C sites
variety of payment options
email marketing – let your customers know what’s available now (e.g. new
New Products and Specials tabs making them easy to find
Featured products scrolling on your homepage
surveys and no pop up advertising getting in the way of purchasing
Make sure your website is quick and easy to navigate, simple
to purchase from and simplify the purchase decision. Consider the convenience
factor and you will be on your way to creating lasting loyalty!