7 Effective Ways to Impress Online Shoppers

In this article, we’re going to discuss 7 of the best tactics you can use to impress shoppers from the moment they visit your page, right through until their purchase is complete.

I denne artikkelen diskuterer vi 7 av de beste taktikkene du kan bruke for å imponere kunder fra det øyeblikket de besøker nettsiden din og til de fullfører kjøpet.

E-commerce is a large and complex domain, where there are endless ways to impress your customers. We have identified seven areas that we feel can make a difference.

1. Keep it simple

If you’re an online shopper yourself, you must have experienced this: You see a cool Facebook ad online. You click through. Immediately, you’re slapped in the face with a bold font pop-up. You dodge, hastily clicking “x”, only to reveal the home page. Now, the home page is in attack: CTA buttons everywhere, chatbox popping up from the right bottom corner, notifications wizzard from the left upper corner, social media widget silently slides out, countdown clocks and banners scream out that the offers you haven’t even seen yet are ending in 1.7 seconds.

What are you meant to do? Where are you meant to click? Run!

First customer impressions are a lot like first dates. Don’t mess it up by coming on too strong. No matter how tempting it may be to capture customer data immediately and force a sale, resist the urge to pummel site visitors with pop-ups. Sure, they work some of the time, but they’re also super annoying.

If lead capture is integral to your store’s marketing strategy, don’t worry – we’re not telling you to totally cut them out. All we’re saying is there are better ways to do it. Software like Kindly can help you to pitch online customers with pop-ups that, well, pop up, when the time is right, instead of all at once.

2. Give your customers the answers they want – where and when they want them

Only a very small percentage of your site visitors are there to buy right away. Research suggests that number could even be as low as 3%.

The 97%? They’ve got questions.

And they’re either getting the answers from you, or they’re heading for that “x” button.

Don’t let them cave. They want your product, and it’s your job to handle any objections they have.

Your customers’ questions won’t all be unique. As more and more ask them, you’ll start to notice patterns. Common questions customers ask surround topics like return policies, delivery times, where you ship to, size guides, what’s included in the order, ingredients, discounts, and how to use the item.

Once answered, your customer’s question accompanied with your reply can be published in a Q&A section right next to the product in question for other shoppers to see.

You’ll see a boost in conversions and a drop in support emails.

3. Work on your customer reviews

Visiting a webshop with no product reviews is like looking at an empty restaurant. An immediate suspicion that there must be something wrong with your product/food, service/staff, is inevitable. Ratings and reviews don’t only tell your customer how good your offer is. In the first place, they tell them that your webshop is not fake and that someone is actually making purchases in it.

Reviews are absolutely crucial to improving the experience your customer has on site.

If you want to see the sales boost you deserve, you need to focus on attracting high-quality, authentic customer reviews. However, we get that might be easier said than done – especially with the awkward catch-22 that you need reviews to get sales and need sales to get reviews.

The golden rule here is:

If you don’t ask for reviews, you don’t get them. If you want your customers to share their experience of your product, ask them to do it.

Integrate with a customer reviews platform to send automatic on-brand email or SMS invitations to your customers after they make a purchase. If they don’t leave their feedback after the first request, it’s perfectly OK to give them a second chance by sending a follow-up message. In fact, our customer who use both the first review request and a follow-up request, achieve the highest response rates.

Now, once you’ve generated feedback that you’re proud of, it’s time to start showing it off. First and foremost, if you haven’t already, be sure to add your reviews to the respective product pages. Other great places to include reviews include your homepage to help drive people to your store, check out process, and any landing pages you use for advertising purposes.

4. Employ safe checkout and payment gateways

All of the effort you’ve put in so far will be wasted if you don’t nail the checkout and payment stage.

With the rise of clean, crisp checkouts offered by site providers like Magento, WooComerce or Shopify, your customers will have an idea of what they expect to see when they click that “Checkout” button. If your checkout page looks clunky, isn’t laid out in a clean, easy-to-read format, and doesn’t use a payment gateway well-known in your country, you’ll lose customers by the hundreds.

This part is crucial – you need to keep your checkout as simple and safe as possible. If the customer leaves before completing a purchase – which most will even if you perfect your checkout – you’ll still have their name and email which you can use to reach out to them and gently remind them that they have some unfinished business with you but you made it simple for them to come back and continue, by for example saving their cart in your webshop.

5. Offer express delivery

You can thank Jeff Bezos and Amazon for this one. Since the rise of the world’s largest eCommerce platform, customers have grown increasingly used to fast, free shipping.

If your margins allow it, we recommend you offer 2-3 day shipping for free as a standard across your whole store. You might not think it, but that $40 purchase a shopper is about to commit to could be completely sabotaged by a tiny $2.99 shipping charge.

However, the problem that store owners face is that fast shipping doesn’t come cheap. So, offer standard shipping free, then give your customers the option to pay a little more to get their goods sooner.

6. Provide a great unpacking experience

The sales process doesn’t end when the customer’s payment goes through. Nor when the item is delivered to the customer.

If you want to win the hearts and minds of your shoppers and inspire repeat purchases, loyalty and referrals, you need to go the extra mile.

Something as simple as a product insert with a quirky message that thanks them for their business will work wonders for you. Maybe you also want to add a little surprise, for example a little chocolate. You can even capitalise on their positive reaction to this pleasant surprise by seizing the moment and asking for them to leave you a review. Two birds, one stone!

7. Offer an excellent customer service, pre- and post-purchase

Your customer may probably use a few communication channels throughout their purchasing journey and each touch-point has to be a separate, great experience. If you hired the right people to be your customer service team, it will not take much for them to charm your shopper every step of the way but here are a few good practices we’d like to draw your attention to.

God produktinformasjon, bilder, video og produktanmeldelser er en selvfølge, men vurder også å legge på en løsning for spørsmål og svar, særlig om du selger komplekse produkter. Good product information, photos, videos and product reviews are a matter of course, but also consider adding a solution for questions and answers, especially if you sell complex products.

Live Chat: As the name suggests, Live chat should be the fastest way for your customer to get answers online. The customer may use the Live chat for a number of purposes, one of which can be product recommendation. Put your heart into it – participating in a real-time conversation with an online shopper puts you in a unique position where you can advise them almost as effectively as you could do it in a physical store. Your friendliness and personal assistance can have a powerful selling and relation-building effect.

Ask the customer for feedback after the purchase: Asking for a review is step one in the feedback-related conversation. Here we are talking about product reviews, but also reviews of theoverall shopping experience and reviews of the physical store.

Acting on the received feedback is the second step and can be a priceless part of your customer win-back strategy if something goes sideways, or in the relation-building strategy if your customer is happy If only your resources allow it, make replying to reviews and following up on negative feedback a part of your customer experience strategy.

Let’s help your business get more ratings and reviews!

Lipscore is the most effective platform for gathering and using ratings and reviews. We help companies become more profitable and access important customer insight, product insight, and purchasing power.

We’d love to see how we can help your business get more ratings and reviews and how you can use this to increase your turnover.

Get in touch with us, and we’ll contact you in the way you prefer — no strings attached.

Fill the form, and we’ll contact you within 24 hours.