E-commerce marketers can be sure of one point -- browsers aren’t necessarily buyers. Even if visitors are planted in your shopping cart. Many will abandon, leaving merchandise woefully un-purchased. How can you minimize this risk? By creating irresistible brand appeal before the cart is accessed. Once shoppers are in, brand-pumping options are virtually zero.
One known brand booster is the product video. Properly presented, this showcase can stimulate soaring shopper interest. It’s hard to resist a well-crafted video that displays a brand in all its glory. For sheer impact, this is the ultimate strategy. Unless --
You muster up ample generosity and offer free shipping. With this cost shaved, purchase resistance is knocked to the ground. Only monumental willpower can overcome freebie power. Few people are sufficiently fortified.
Along these lines is the special discount. Popular varieties include the buy-one, get-one (bogo) incentive, the 50% price chopping, and convenient e-coupons. Should the mood strike you, carve out a special discount section somewhere on your e-commerce site, giving people clear directions to a world of instant savings.
On the performance side of brand boosting, fast-loading web pages are a guaranteed plus. True, speedy pages don’t save money or improve products. But they do enhance website experiences. Sufficiently enhanced, the experience can light up your brand and stimulate deep buying impulses.
Finally, e-commerce marketers should offer shoppers a variety of pay options. But don’t overdo. Excessive choices waste time and divert focus. In a world where every second counts, just enough is the right amount.
If you have questions or comments about improving ecommerce sales, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.