So, what\u2019s stopping them and what can you do?<\/p>\n\n\n\n
1) Lack of choosing support<\/h2>\n\n\n\n
It\u2019s a common perception that having a large assortment of products is key to online domination. However, psychology experts<\/a> suggest that choosing between a large number of products can be physically exhausting. Offering too many choices without any choosing support is\u00a0a source of great consumer frustration that you have to be mindful of. Once your shoppers are stressed out, there\u2019s every chance that they won\u2019t choose anything at all.<\/p>\n\n\n\n Solution:<\/strong><\/p>\n\n\n\n It\u2019s crucial to always consider the mind and purchase path of your customer. Many consumers, especially millennials, shop online not knowing what they want exactly, but they know they want it fast. It\u2019s your chance to step up as passionate and knowledgeable expert<\/a> who helps them discover products they\u2019ll love\u00a0and offers them ways to easily and intuitively pick the product that\u2019s right for THEM.<\/p>\n\n\n\n Example<\/strong>: Sons Speaker Selector.<\/a><\/p>\n\n\n\n Digital Advisor at Sonos \u2013 By offering an interactive product advisor, Sonos makes it easy for shoppers to figure out which sound system is best for them in a few steps<\/p>\n\n\n\n While shoppers are attracted to complex-looking sites, they are increasingly frustrated by complicated site navigations, overwhelming options and irrelevant details.\u00a0Studies by Forrester Research<\/a> estimate that approximately 50 percent of potential sales are lost because your visitors can\u2019t find what they are looking for. Your visitors\u00a0shouldn\u2019t have to learn how you want them to\u00a0navigate your site, it should come naturally.<\/p>\n\n\n\n Solution:<\/strong><\/p>\n\n\n\n Is your navigation and site structure simple, yet informative? You can use\u00a0heat map tools<\/a> to understand what your shoppers are trying to do and reduce the number of clicks it takes them to find the products they\u2019re looking for.\u00a0Remove all the clutter that can distract your visitors and allow them\u00a0to get a good feel for your company and the products you\u2019re selling.<\/p>\n\n\n\n Source: www.eyeproved.com<\/em><\/p>\n\n\n\n An effortless and intuitive navigation not only reduces shopper frustration, it\u2019s also a great confidence builder. Simply put, make them fall in love with you and your store on first sight.<\/p>\n\n\n\n It may come to you as a surprise, but the attention span of an online shopper isn\u2019t any shorter than that of any other shopper on the high street. The key difference: Once online shoppers are distracted, uninspired or bored, they\u2019re gone.<\/p>\n\n\n\n Solution:<\/strong><\/p>\n\n\n\n Create rich, enjoyable adventures that resonate with today\u2019s impatient shoppers. Integrating approaches and technologies that make shopping more interactive and engaging, such as:<\/p>\n\n\n\n are great ways to sustain your shopper\u2019s attention.<\/p>\n\n\n\n And, remember to always design your website with speed in mind. Not all customers have access to the same high-speed Internet. Kiss metrics reports that 25% of visitors will abandon your site if it takes more than 4 seconds<\/a> to load.<\/p>\n\n\n\n Example<\/strong>: Bonobos<\/a>\u00a0found success by launching an online\u00a0Easter egg hunt\u00a0campaign. The retailer hid male models dressed in their signature khaki pants on several partner sites. The first 50 people to find the images each day were awarded with a $25 \u2013 $100 credit and free shipping. Bonobos was one of the first to marry\u00a0gamification and shopping in a compelling way.<\/p>\n\n\n\n Consumers hate dealing with returns just as much as retailers or brand manufacturers do. They refuse to buy a product online, if they cannot capture it mentally or cannot imagine how it will look like once unpacked.<\/p>\n\n\n\n Not offering detailed product information that address the shopper\u2019s questions about a product is a crucial mistake. It reduces your trustworthiness and triggers your visitors to leave your store in a hot second. According to a Forrester report, 45% of US customers are likely to abandon an online purchase<\/a> if they can\u2019t find a quick answer to their question.<\/p>\n\n\n\n Solution:<\/strong><\/p>\n\n\n\n To avoid ticking online shoppers off, help them assess your product properly and give them all the information they need to feel comfortable purchasing your product. Use the same structure and spec labels for similar products to help your customers compare and decide. Remember: Consistency is key.<\/p>\n\n\n\n Example<\/strong>: Experience-based descriptions<\/a>\u00a0and Specs information<\/a>\u00a0of iPad Pro\u00a0at apple.com<\/p>\n\n\n\n Humans are tactile beings and sensory experiences are a fundamental part of their shopping experience. Not being able to physically try out and touch a product is probably one of the biggest cons of online shopping. To make up for this disadvantage, online retailers have to go the extra mile and sell an experience, not just a product.<\/p>\n\n\n\n Solution:<\/strong><\/p>\n\n\n\n Entice your shoppers with compelling product descriptions that highlight the benefits of each feature and appeal to their imagination. The best product descriptions go beyond telling shoppers what the product is and instead explain why it\u2019s great for them. Describe how the product feels, how it helps them solve a problem, save time, or how it makes them happier. Complement the text with photos, graphics and videos. Entertain, not just inform.<\/p>\n\n\n\n Example<\/strong>: Fashion juggernaut ASOS<\/a> allows shoppers to watch<\/a> unique \u2018catwalk\u2019 videos to to better understand how long the garment is, how it is cut, how it fits, and how it moves \u2013 ultimately, helping shoppers make better purchase decisions.<\/p>\n\n\n\n![\"\"](\"https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/02\/generate_image_for_my_blog_post_post_title_is_t-5.jpg\")
<\/figure>\n\n\n\n2) It\u2019s #complicated\u2026<\/h2>\n\n\n\n
![\"\"](\"https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/02\/generate_image_for_my_blog_post_post_title_is_t-6.jpg\")
<\/figure>\n\n\n\n3) Boring experience<\/h2>\n\n\n\n
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![\"\"](\"https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/02\/pants.jpg\")
<\/figure>\n\n\n\n4) Missing product information<\/h2>\n\n\n\n
![\"\"](\"https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/02\/generate_image_for_my_blog_post_post_title_is_t-7.jpg\")
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<\/a> <\/p>\n\n\n\n5) \u201cDo not touch\u201d<\/h2>\n\n\n\n
![\"\"](\"https:\/\/www.guided-selling.org\/wp-content\/uploads\/2024\/02\/asos-product-description.jpg\")
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