5 minute read
When it comes to ecommerce, getting shoppers to your store is half the battle – the other half is turning curiosity into commitment. We’ve all been window shoppers at one point. Ever found yourself shopping because you were bored? Or comparing prices between different retailers?
Window shoppers actively research and price check. They’re interested in what you’re selling but aren’t quite ready to commit. In fact, 17% of shoppers leave empty handed because they were doing research for a future purchase.
Wondering how to turn more browsers into buyers? Here are three ways to get more window shoppers to checkout.
1. Reduce shopper anxiety
Imagine, you find a jacket online at a great price, but you’ve never bought from the store before. Instead of immediately checking out, you hesitate when you reach for your wallet because you start to think – will the jacket fit? Is the fabric durable? Will my payment information be safe? That’s purchase anxiety and to defeat it, retailers need to promote their online credibility.
Do they know what they’re buying?
When you shop online there’s always a small risk that you won’t get what you expected because you can’t physically interact with products before you buy them. To feel confident of their purchase decisions, shoppers look for assurance that they’re making the right decision.
Letting people share personal experiences can instill confidence in your shoppers. Nine out of ten shoppers who read positive reviews said it influenced what they bought. People trust shopper reviews because they’re a non-biased opinion. And it turns out poor reviews mixed with good ones can also help motivate shoppers.
Retailers can also lower anxiety by assuring shoppers if they don’t like what they bought, they can replace or return it. Warranties, guarantees, and return policies are great ways to let people shop stress-free. In fact, two-thirds of shoppers check the returns page before they buy.
Can shoppers trust you?
Shoppers want a secure shopping experience. Would you hand over your personal information if you didn’t know it would be kept safe? By displaying security seals, you can establish credibility and promote a safe shopping space. Look to position them near buy buttons or on homepages to greatly reduce shopper anxiety.
Security seals are a small element of a business’ website but can largely impact sales. Almost two-thirds of shoppers avoid buying from a retailer if they don’t have security seals. Minimize shopper anxiety and convert more browsers into buyers by promoting your store as a safe place to shop.
2. Create a sense of urgency
Urgency is a great way to persuade people to click the buy button. Limited stock and limited-time offers are commonly used tactics to stimulate conversions. If retailers want more window shoppers to buy now, they need to motivate them.
But it’s the last one left!
Showing shoppers when stocks are getting low can really boost sales thanks to the psychological principle of scarcity. This is based on the idea that objects become more attractive when they’re less available. If a shopper sees something they want but only a few are left, it increases the chances they’ll buy it.
By using words that trigger scarcity such as ‘only 1 left’ or ‘low stock’, retailers can encourage more window shoppers to buy now.
It’s only for a limited time…
We’ve all been influenced at least once by limited-time offers. Let’s face it, they’re extremely effective at getting people to act in the moment. What better way to create urgency than with a ticking clock?
Take Black Friday and Cyber Monday for instance. Why are they some of the biggest days for retailers? It’s not because people love waking up early to shop or enjoy battling others over items – it’s because the sales are exclusive to those days.
In fact, if there is a limited-time discount on a product almost 50% of shoppers would buy it. Window shoppers love searching sites for deals but if you show them a sale with a time limit, they’ll rethink waiting.
3. Make shopping easy
You need to offer a shopping experience that’s easy and efficient because window shoppers aren’t afraid to take their business to a competitor if they offer a better experience. Minimize friction in all aspects of your store so shoppers can browse fast and buy faster. There are two areas where shoppers feel the most resistance.
When they browse
Window shoppers are flying through pages trying to find the right product and even the slightest hiccup can cause them to leave. Did you know even a half second time delay can cost you 20% of your shoppers? Fortunately, there are many ways to make browsing easier:
- Adding a search button to a homepage
- Optimizing page load times
- Incorporating thematic filters
- Creating dropdown menus for product categories
If you make it easy for people to find what they’re looking for they’ll be more likely to buy, resulting in more sales. Guide shoppers through your store and to the checkout to make shopping feel like a breeze.
At the checkout
The easier it is for a shopper to buy, the easier it is to make a sale. The perfect shopping experience is when people can shop so effortlessly they don’t have time to second guess their decision.
You know what’s fun about shopping online? Searching items, comparing prices, and showing your friends items that you’re going to buy. You know what isn’t? Paying. So, let people avoid the checkout by allowing them to buy with the click of a button. Companies such as Amazon recognized the importance of checkout speed and introduced ‘buy in 1-click’ buttons to let people buy in seconds.
A final word.
Even the smallest change to a business can yield big dividends. Just imagine the additional revenue potential if you converted a small percentage of web-window shoppers.
The hardest part about being a retailer is getting people to your store, converting them from browsers into buyers is easy if you give them the experience they want. After that, the sales will take care of themselves.
Enjoyed the post? Check out How Much is Anxiety Costing You?