According to research from the National Retail Federation, 73% of consumers ranked “sales and price discounts” as top factors for deciding where to shop. In the heyday of brick-and-mortar retail, it was common for stores to attract these prudent shoppers with highly-publicized mega-sales (typically held on a “Sunday, SUNDAY, SUNDAYYY!”). With the instantaneous nature of internet shopping, today’s ecommerce equivalent would probably be “flash sales.”
Like their predecessors, flash sales are great for attracting consumers’ attention, driving brand awareness, and boosting sales. However, the surges in traffic to your site and order volume can strain your internal resources and hamper customers’ experience. To ensure a successful flash sale that satisfies your customers, use the following tips to prepare.
Get the word out
Besides good deals, flash sales are known for their hype! Take the time to analyze your target audiences and develop a marketing strategy to stoke those fires so your flash sale is truly effective at engaging consumers and driving business.
A good flash sale quickly cycles through lots of different discounts, which engages shoppers who stick around to see what deals come next. Your assortment should be large enough to entice the widest variety of customers.
Flash sales foster a sense of competition to seek and find deals faster than other consumers. If your site search bar is ineffective at finding products, you stand to lose the many mobile users who are accessing your flash sale throughout the day. Make sure your ecommerce site's search functionality has mobile-friendly features, such as autocomplete and search refinements (e.g. brand, color, size, price, etc.) with tap-friendly dropdown lists.
Ease of Transaction
The checkout process should just as speedy as your flash sale. Make sure to eliminate as much checkout friction as possible. The longer it takes to checkout, the more likely that shoppers' excitement from scoring a deal will wear off and they'll abandon their carts.
From the perspective of customers, the checkout process is the most tedious part of shopping online. With that mindset, it's no wonder that many ecommerce sites struggle with cart abandonment.
The less time and actions your checkout requires, the more likely users will be to complete their orders. While looking for ways to streamline the design of your cart and checkout pages can be very effective in this regard, there are other strategies you can deploy to improve your checkout process to make it more convenient for customers, such as:
Alternatives to account creation
If your ecommerce site requires account creation to complete a purchase, you may want to consider alternatives like Guest Checkout and/or social media login functionality. While account creation helps you collect information about your customer base, the process adds more steps to what should be the simplest part of your ecommerce site.
More convenient payment options
Alternative payment options are designed to shorten the checkout process by eliminating the multiple form fields required for credit card payments. Additionally, the more payment options you can accept, the more customers you can serve. However, there are many systems to choose from – so consider surveying your customers to find out which alternative payment options are most popular for your target audience.
Autofill form fields (even for coupons)
By streamlining the process of inputting information, you can speed up your checkout while demanding less effort from your customers. Incorporating autofill features into your forms accomplishes this while also reducing the amount of errors that come from manual user input. By autofilling the coupon field with your latest promotion, you instantly show customers your best deal so they don't have to shop around – perhaps the most common motivation for abandoning the cart.
The number of users shopping around and completing purchases using smartphones and tablets is bigger than ever. An ecommerce site designed exclusively for desktops, no matter how well done, is no longer a viable strategy in ecommerce. For starters, the user interface for mobile devices (a small screen with touch-based inputs) makes it cumbersome for users to navigate desktop-only sites. This inconvenience alone contributes to increased bounce rates and abandoned carts. In addition, search engines now use “mobile-friendliness” as a factor in deciding how well a website ranks in search results (especially for searches done on a mobile device). In this post, we'll cover the most important changes you can make in order to provide your users with a convenient shopping experience that makes it easy to place an order from anywhere, on any device.
At the basic level, taking an existing desktop site and optimizing it for smartphones and tablets entails using existing sections of content from the desktop site and organizing them in a mobile-friendly layout by leveraging scan-able content (with large-size font for smaller screens), intuitive navigation (think: thumb-friendly), and clear calls to action.
Additionally, the conversion paths on your mobile site should be as short as possible. Generally – the fewer steps it takes to buy something online, the higher the chance of conversion from mobile users. Look for ways to declutter your site's navigation, consolidate product categories, streamline checkout forms, etc.
Finally, use A/B testing to test as many elements of your site as you can to determine which variables perform the most successfully. Part of doing well on the mobile front is collecting data and putting it to use on your mobile site. As mobile consumers engage with your ecommerce site, collect data and adjust your strategy accordingly:
- time spent on a page
- number of returns to that page
- average page views before making a purchase
Shifting your site’s focus to mobile will require time and resources. But, as the number of mobile shoppers inevitably grows, redesigning your site for mobile usability now may set you up for greater success in the future.
It's common for businesses to obsess over customer satisfaction levels – after all, it's true that happy customers are key to long lasting success in retail and ecommerce. However, it's only part of a larger picture: the customer experience.
A good customer experience comes from consistently meeting the individual's expectations during ALL touchpoints with your business. Things like the user experience of your website, the content you post in your social media channels, your returns policy, customer service interactions, the unboxing experience, and many other factors are all cumulative to the customer experience.
Someone who was able to find and purchase products they wanted from your site, and received them on time, is a satisfied customer. However, that's not a difficult bar for your competition to clear. That's why focusing on the customer experience your company offers is critical for standing out from competitors and earning customer loyalty.
In ecommerce, abandonment rate refers to the difference between the number of initiated transactions and completed transactions. For example, if you had 100 users reach your site's checkout page, but only 30 finalized their orders, you'd have an abandonment rate of 70%. The majority of lost sales in ecommerce can be traced back to cart abandonment. The abandonment rate for individual e-tailers varies, but averages to about 69%.
There are several reasons why a shopper abandons a cart. Aside from all the users who are just window shopping or researching products (which you can't really control), most carts are abandoned due things like:
- Complicated checkout process
- Multiple steps and loading screens
- Info collection forms that are too lengthy or numerous
- No option for guest checkout
- New information
- Prices that aren't revealed until checkout, like taxes or shipping costs
- Inflexible return policy
- Inconvenient delivery timing
- Limited payment options
- Privacy or security concerns
As you can see, most causes of cart abandonment boil down to simplicity and convenience. Fortunately, there are many features and preventative measures you can implement to reduce abandonment rates and improve your customers' experience.