In order to stay relevant today, online stores must be extremely creative in their design, content and even their customer service. It’s important to stay alerted in this business since the trends of today may be old news by tomorrow. From the millions of online stores that are available we cherry-picked a few that stand out from their competition with their unique approach.
- We love freebies
The user experience is becoming more and more exciting. Some online stores have blogs that are constantly updated, while others showcase pictures that become gifs once you scroll over them. Others do contests and use giveaways to attract attention and get more exposure. And that’s what really gets us as customers; freebies! Some websites offer discounts if you subscribe, such as Rest that offers a $10 discount coupon, a good deal if you intend on buying their products. A creative freebie is what we see on the Hello! Lucky website. This store sells notes, and also offers the customers DIY project ideas and free printables as an incentive for the readers.
- Transparency for you, more sales for me
We know one of the biggest reasons for cart abandonment is a lack of transparency but there are a few online stores that got it right. Meet Molly & Me Pecans, a site offering a smooth navigation until the very end. Instead of being surprised at checkout, the site has a shipping calculator so that customers can see the exact shipping fee that their order will cost. Made, an online furniture store makes sure to give its customers transparency by offering as much information as possible including all product details, videos and lots of pictures, including customer pictures, for a more trustworthy experience.
- Reviews in Retail
Reviews are important for every product we want to buy and today over 77% of people only buy once they have read at least one review. Nordstrom is staying one step ahead of competition thanks to their “fit reviews”. Unlike most retail sites, they offer the option of seeing reviews from previous buyers about how well the items fit them. They also have a feature that allows the customers to find their “true fit”, which is extremely useful while shopping online and honestly, not enough retail websites have this option. Nasty Gal is another example for a great solution to a different problem. Sometimes shoppers don’t want to look through older items that they’ve already seen. So as not to “waste” their time, this website offers the “what’s new” tab to let buyers skip straight to the good stuff. They also have a live chat button that can answer questions but more importantly, can give fashion advice, which often makes all the difference between a sale and an abandoned cart.
- We want proof
Sometimes even when a customer is interested, they want extra incentive to convince that the item they’re interested in is, in fact, worth buying. Bellroy did this perfectly. Bellroy sells slim wallets, as a solution for the usually bulky wallets we carry around. The website features a scale which users can play around with to “fill up” the wallets so they can visually see the difference between a regular wallet and a slim one. They also simplify the process by helping the buyer start with one simple decision: do you want a wallet in which you can fold your bills or leave them flat?
- Keep it fresh with blogs
With trends changing constantly it’s hard to keep track and it seems that any time that we finally get the hang of things, the rules change and we’re left wondering what we should be doing differently. Well, there’s one thing that has been done correctly from the start: blogging. Search engines love new, unique content. The more the merrier in this case. So, when you think about it, how often does the information on your website really change? Probably not very often at all. That’s why it’s so important to keep a steady blog filled with new information at least every week (if not a few times a week). This way when customers are looking for companies like yours, the search will help bring up the freshest and most relevant content. Blogs are for everyone and can be created for any field. For example, Harry’s, who sell shaving goods, know the importance of a blog and keep theirs updated constantly. They also allow members to customize their order and choose how often they should get their products shipped to them. Oyster, an online book store, uses blogs as well as a lot of customer reviews to ensure they stay high in search rankings. Free People has one of the best blogs to date, writing about diverse topics and uploading 3-4 new posts a day, providing unique and fresh content to their users and for search engine optimization. Make sure to keep your site fresh, creative and trustworthy to keep your customers coming.
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