It’s no secret that shoppers have quickly embraced online retail as the coronavirus pandemic lumbers on. Even now, with most non-essential retail stores open, many consumers are sticking with online ordering rather than venturing out. Part of this comes from a fear of the virus but, the ease, convenience and sheer choice that comes with shopping online is also a strong draw.

If you followed our step-by-step guide to getting your business online, you might now be wondering how you can build on the basics and improve your e-commerce performance further. Even if you’re a well established online brand, there are always opportunities to refine performance, make more sales and increase basket values. Here are three easy tactics to employ now.

1.    Incorporate user-generated content

User-generated content has been proven to aid conversions and can increase the average basket value too. It is vital to the user journey, in fact and this is because it provides context and validation for the online shopper who can’t touch, see or try the item itself until the purchase has been made. Embedding product reviews or star ratings on product pages and displaying user-submitted images of the product in use can lead to as much as a 175% growth in conversions and 214% uptick in revenue per customer in some sectors, according to the Shopper Experience Index.

2.    Leverage your social media

Social media is an important part of the discovery process for modern consumers – especially when it comes to very visual products and services such as fashion, food, beauty products and travel. We’re also seeing a move towards social media as a sales channel in its own right, meaning there’s lots of potential to use your presence on platforms such as Instagram and Facebook to drive traffic through to your e-commerce landing pages. Live videos and the Stories format for example, along with sponsored posts and product demos can all be used to increase desire for a product and bump up conversions.

3.    Add video and 360 images to your product pages

As we touched on earlier, the online shopping experience is different to the traditional in-store experience in one critical way; the consumer can’t physically experience the product before check out.

Adding video to your product pages is a smart way to counteract that limitation and allows the consumer to more fully experience the product, see it from all angles and in the case of items such as clothing, observe the fit on a real person rather than basing a decision on an image alone. Video isn’t just useful for apparel e-commerce sites though, travel brands can use video to take viewers around a resort or give a detailed look at each accommodation option while car dealerships could use the medium to take viewers around and inside a vehicle.

Author Rebecca

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