When was the last time you really examined your site? Odds are it has been some time since you’ve given your site some TLC. As we work our way through the second quarter of the year, there is no better time than now to think like your customers and shop your own site.
1. Every customer is different; they have different shopping preferences and different tastes. As you look at your site with a fresh pair of eyes, you will want to be sure you test on different screen sizes; think laptop, tablet, smartphone, and mini tablet/phablet. In addition, you will want to check out different browsers. Sometimes your site may look perfect in Chrome and be funky in Internet Explorer. By checking all variables, you can ensure customers have a seamless experience regardless of how they access your site.
2. Once you are confident with your site’s depiction on various browsers, you can slip into the role of a customer. Act as though you are a customer coming to your website for the first time. If you have a popup box, enter in your information and evaluate how follow-up email communications are.
Try your site’s search capabilities. Enter generic terms and see what pops up. Odds are, first time shoppers will not know the full extent of your product offerings and will search broad terms. If your search result offerings are less than ideal, you may want to alter your item tags and filters to make sure Google hasn’t made changes or updates to their algorithm.
3. In addition, you will want to test out the experience of abandoning your cart. What is the frequency of your follow up emails? Are you satisfied with your messaging? If you believe your messaging falls flat, odds are your customers feel the same way. By redoing your abandoned cart emails and setting an appropriate frequency for which they are sent, you have better odds of converting these seemingly lost customers. It is recommended that your first abandoned cart email be sent within one to two hours after the customer has abandoned their cart. Your second email should be sent within 12 to 48 hours after, and your final attempt should be sent within 48 to 72 hours. Be sure to include a clear call to action and a reminder as to what items are in the cart!
4. On the other hand, you will want to purchase an item and see how the communication around that is. Did you receive an email confirming your order was received? How about an email confirming your item has shipped with tracking information? These emails offer a level of transparency to your store, which fosters a sense of trust with your customers. These emails should be triggered shortly after the order has been received/shipped. You’ll want to make sure the emails are personalized as well, as your company will be viewed more favorably by your clients.
5. Do you know if your company is providing exceptional customer service? Reach out to your reps via chat/phone/email—any outlet you currently use. Ask them common questions and see how thorough their responses are. If you are not satisfied with your reps, it is time to call a team meeting to review best practices. To learn more about best practices in customer service, check out Desk.com’s infographic!
By shopping your own site and viewing it with a fresh perspective, you can make beneficial changes that should help increase your conversion rates. In addition, you can identify your strengths and commend yourself on a job well done. Keep our five recommendations in mind when you put on your consumer cap, and you can unlock the Ecommerce success you deserve.