Window shopping is a concept that is as old as the start of time. People walk into brick-and-mortar stores intending to look around without planning to buy. However, have you noticed how these stores treat everyone that walks in, irrespective of their goal? There’s always a salesperson to guide them, inform them of sales or discounts, and try to convince them to buy.
Usually, these salespersons are jovial and converse freely with these customers. Sometimes they could even get these window shoppers to actually buy something.
So, how can you replicate these traditional stores’ practices in your online store? How can you turn window shoppers into customers? There are quite a few features to watch out for.
1. Have a Great Website Design
Your website design can be likened to the aesthetics of a traditional brick-and-mortar store. When window shoppers are looking for a store to window shop at, they look through the windows first. If the store seems quite good, they can then step in.
According to research, images tend to stick with people more than any other type of content. If your website has a great design, it gives a feeling of authenticity to visitors to your site. Make sure your design is aesthetically appealing. Use pictures with high resolution for products to provide window shoppers’ perception of high quality. Also, group your products well to make them easily discoverable by window shoppers. You should enlist the help of top-notch designers if you can’t do it yourself.
2. Your Home Page is Your SalesPerson
Remember how we talked about the salesperson that escorts window shoppers around the store? Your online store’s homepage does that for you. Your home page should not be clunky and unorganized. Imagine the shopping sections in a traditional store were muddled up like a maze. The visitor will definitely leave after a few seconds.
Once a visitor lands on your homepage, there should be easy-to-find pointers waiting to direct them to different product sections. Also, you should include various video clips and testimonials from previous clients to make them feel secure.
3. Make Sure Your Website is Optimized for All Devices
Over the years, website traffic has gradually evolved from coming from only desktops to coming from different devices. While this seems like a piece of obvious advice, you’ll be surprised to find out how many e-commerce sites are still optimized for different screens. However, allowing visitors to use any device of their choice is important to their shopping experience.
Statistics have shown that three out of every four dollars spent on e-commerce transactions is paid using mobile devices. Therefore, make sure your website design is responsive and can fit various screens. If you use WordPress, Shopify, or Shoplazza, etc., they will automatically optimize your website for mobile devices, saving you time and money for other features.
4. Use Breadcrumbs at the Top of Your Page
Have you ever noticed those banners at the start of each section in a store telling you what products are in that aisle? Those banners help easily identify where you need to go to find what you need.
You can also incorporate these ‘banners’ into your online store. This is where breadcrumbs are helpful. They can easily return to the previous page they were on without hassle. Besides, breadcrumbs help the SEO of eCommerce sites as it makes it easier for search engines to crawl these sites.
5. Add Product Suggestions
Most window shoppers are indecisive. You can hold them in your hand to help them decide to buy it. One way you can do this is by using product suggestions. Through product suggestions, visitors could find another product that suits their needs better than the one that brought them to your website.
Moreover, you could cross-sell or upsell other products to them through your suggestions. You could also offer them products that come with free shipping, personalized recommendations, and many more. These different suggestions could help them purchase an item from your store.
(Contributed by Oluwafemi Adedeji & Hermes Fang)