Are you feeling frustrated with the lack of engagement you are getting on your ecommerce website? There may be several reasons why customers are not buying your products, leaving reviews, signing up for your email list, or otherwise engaging with your website. Fortunately, however, you can turn that around with just a few simple steps.
Today, I will show you seven ways to increase customer engagement in ecommerce websites. Whether your engagement rates have recently stagnated or you never had satisfactory customer engagement levels in the first place, this article is for you. Let’s get started.
Mobile ecommerce already makes up almost half of the entire ecommerce market. In the coming years, the mobile ecommerce market is expected to grow at a compound annual growth rate of 25.5 percent, according to Business Insider. If your ecommerce store is not optimized for mobile devices, you are losing out on a large share of customers.
There are a number of ways to optimize an ecommerce store for mobile devices. Here are some of the quickest ways to do that:
All too often, ecommerce websites that have low engagement rates provide a poor user experience, especially on mobile devices. A poor user experience is one of the top SEO mistakes to avoid.
Your product descriptions need to be convincing if you want to convert visitors into customers. There are several things that go into a persuasive product description, but one thing is sure - it must be concise. If your product description is too wordy, your conversion rate will go down. Make sure you make your description to the point and clearly address the benefits customers will get by using the product.
The most important thing is to look at it from the reader’s point of view. Instead of focusing on how good
your product is, focus on what is in it for your customer. What problem does the product solve? How will it alleviate their pain or bring them pleasure?
Use bullet points to lay out all the benefits of the product. You should include technical specifics but include them later in the description, not in the beginning, as most customers don’t have enough knowledge about small technical details like the make or model.
People are visual by nature, especially online, when they are merely scrolling through sites that pop up on Google. Most people who visit your site through organic search will be landing on your site for the first time. They’re just looking around, and it is your job to catch their attention with high-quality, eye-catching images.
Product images can really make or break your ecommerce website. You may be able to find great photos from the manufacturer, but it is often better to take your own photos. The manufacturer’s images might not give you the best conversion rates, and they’re usually not unique either. Hire a professional photographer who is skilled at taking product photos.
Your goal should be not just to show the product but to show it from different angles. For example, if you are selling clothing, don’t only include photos of the actual clothes. Include pictures of people wearing those clothes. Those people need to be relatable to your target audience, and the clothes should make them look good. After all, that’s what people are often looking for when buying clothes online.
While this might seem obvious to you, it is a point that most ecommerce store owners tend to forget about. You must make the customer journey quick and easy, from when the customer lands on your website for the first time until they check out.
To start off, make sure the product description page is clear, without unnecessary clutter that can distract them. For example, instead of putting ads all over your page in an effort to make more money, remove the ads and focus solely on adding calls-to-action to get customers to buy the product.
The next step is reducing the steps customers need to take to check out and purchase a product. You may want to offer a quick-buy or “Buy Now” option for customers who are logged into their account and have a payment method on file, just like Amazon does. This way, they can make purchases instantly, without filling out the checkout page form.
You should focus on reducing the number of fields customers need to fill out on the checkout page. Some information may not be necessary for you to collect, and it will only cause customers to abandon their cart.
Talking about abandoned carts, makes it easy for customers who did leave their carts to return and complete their purchases. You can do this by using an abandoned cart email plugin, which will send emails to customers who didn’t complete their purchases and encourage them to complete the final step. These emails will take them back to their cart, with all the products they selected already added to the cart. You can set up abandoned cart reminder emails by using a free plugin on WordPress or Shopify.
I can not stress the importance of social proof enough. When people see that other customers enjoyed a product, they will be more likely to purchase it themselves. Did you know that 84 percent of people trust online reviews as much as a personal recommendation from a family member or a friend? Customer reviews can increase engagement by 270 percent. That’s why you need to allow customers to leave reviews.
If you don’t let customers leave reviews, two things will go wrong. Firstly, visitors will think that your product is not popular and that nobody is buying it. After all, they are accustomed to seeing popular products having tons of reviews, and if a product has no reviews, it often means not enough people bought it yet.
Second, some customers will actually go to Google and type in “X product reviews,” to see what comes up. They may land on Amazon or another website that does have reviews and make a purchase there. You are losing out on those customers if you don’t let people read reviews on your own website.
Make sure to let real customers leave reviews. It is not enough to include a review from the manufacturer. Customers trust reviews from other customers 12 times more than they trust a review from a manufacturer.
There are various plugins on WordPress and Shopify that will allow you to let customers leave reviews.
Loyalty programs help you get repeat customers. People love the positive feelings that earning points and rewards gives them, even if that does not translate to a lot of money in real life. There are several types of loyalty programs you can set up.
You can offer bonus points for every purchase the customer makes and then let them use those points to earn prizes. For example, perhaps they can use those points to earn a free product or get discounts.
You can also give people special perks, like free shipping or expedited shipping, if they make a certain number of purchases. These not only help to optimize your website conversions, they also increase future conversions.
Cash back programs are also trendy. You can make different levels, in which customers earn more cash back per purchase the more purchases they make.
There are various plugins that let you set up loyalty programs, both on WordPress and on Shopify.
Finally, it is essential to provide excellent customer service. If you provide excellent customer service, people will trust you more. The more people trust you, the more likely they are to buy from you. Just demonstrating that you provide a way for people to contact you, like a phone number or live chat, can help you get new customers. In addition, you will get a lot more repeat customers if customers get excellent customer service after they purchase something the first time.
Be proactive about your customer service. Don't wait for customers to contact you. After a customer makes a purchase, contact them first via an automated email and ask them to reach out to you if they have any questions or complaints about your product. Promise to resolve any questions or complaints right away and/or give them a refund if possible.
So, there you have it: seven simple ways to increase engagement on an ecommerce website. I recommend doing all seven of these tips to get the maximum level of engagement possible. However, even if you can just do one or two of these tips now, you will still see your engagement levels increase.
Robert Portillo is the founder of Nimbus Marketing. Nothing satisfies him more than expressing his thoughts well. He lives in Los Angeles with his wife and two sons. He can often be found at local farmer’s markets, hiking trails, and the beach.