For retailers and manufacturers eCommerce has been biggest disruptor in the history. Offering customers the convenience by allowing them to shop whenever and however they want to. However, this convenience comes with downsides. In traditional shopping settings, customers have the ability to see your products in person, experience them, interact, test out or try them on. This not only increases the likelihood of purchase but also eliminates a few reasons for returns. In online shopping customer’s miss out experiencing the products before buying them.
With $4 trillion worth of merchandise abandoned in online shopping carts this year, shopping cart abandonment can be a major issue for a retailer or manufacturer. However, 63% of that abandoned merchandise can be recoverable if brands can find unique and effective ways to turn on-the-fence shoppers into paying customers. Fortunately, leveraging the power of social commerce provides a better way for consumers to shop for those “experience” products. Adding Social Commerce capabilities to your website helps tackle shopping cart abandonment and convert shoppers by giving them access to the information they don’t get in an otherwise “flat” online shopping process.
Simplify the purchase process
When customers shop online, they want it to be as easy as if they were in the store. Ideally, they want to be able to search your products, pick the ones they want, and purchase them with very little hassle. Shoppers can easily lose momentum when the online shopping process has more steps than they would like, such as a lengthy account registration or sign in process. Social commerce tools can help minimize the steps needed to reach the payment page. Integrating login services, such as social login, enables your customers to easily create or sign into their accounts using their social networks. Allowing them to use their social networks to register and log into your website streamlines the checkout process, reduces password fatigue, and gives you valuable social data which enables you to better target your audience in the future.
Give them a community
New customers who may not be too familiar with your products or company are more likely to abandon their shopping carts. This is due to their lack of trust in your brand and products which makes them significantly less invested in making a purchase . Providing your customers a community that allows them to engage with their fellow shoppers and ask them questions about your products not only improves the shopping experience and strengthens brand trust, but also creates a community and builds buzz around your brand.
Let them see your products in action
Since online shopping prevents customers from seeing your products firsthand, it is hard for them to know if it is the right one for them. With significant and easy to reach competition it’s important that you offer your customers all the information they need to be confident that your product is the right one for them and keep them from considering other brands. Utilizing a social commerce tool like visual galleries enables your customers to see your products in real life settings. Visually compelling galleries that are easily collected, curated, and tagged from images your customers contribute and share, inspire fellow shoppers and show them how your products can fit into their lifestyle. Seeing high quality, contextual images entices them to purchase your products and even contribute to your brand’s community.
There are many ways to turn on-the-fence shoppers into paying customers and social commerce enables you to reach these shoppers in new and unique ways that excite them about your products, engages them with your brand, and facilitates their buying decision. As a brand, creating a more personalized shopping experience using customer’s social profile information and leveraging the power of a brand community, builds confidence in your products and increases sales.
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