Buyer Journey: 3 Practical eCommerce Tactics for Converting Shoppers
Let’s talk about the buyer journey for your online store or eCommerce website.
Yes, I am referring to that elaborate maze of consideration, competition and brand awareness that shoppers navigate on the path to purchase. This might seem like a daunting task or a very complex concept best left to the most experienced eCommerce professionals.
And while growing sales and scaling business can be a challenge for even the most accomplished online sellers, creating a great shopping experience on your website doesn’t have to be.
To help visualize the path of a prospective customer, let’s start by understanding the 3 stages of the buyer journey:
Website shoppers don't want to be convinced or sold. These steps add zero value to their buying experience. Shoppers are looking for clear information on your site about products, pricing and shipping before making a purchase. Ask yourself if you’re putting yourself in their shoes and providing them the information they need at every point in their journey.
In the awareness stage, most shoppers don't know who you or your brand are yet – they are discovering that they have a need and are searching for the right product to solve it.
Since most of them use a search engine like Google to learn more about what the product they’re looking for, an effective SEO strategy is a crucial part of your business plan.
Optimize Product Page SEO: To make sure your product pages rank, think about what terms customers will use when looking for a product and include them in the description. Include all relevant keywords, including problems your product solves, product benefits, product specifications, and more.
Write Unique Product Descriptions: Make sure that you’re not copying and pasting manufacturer or supplier text. Your products won’t stand out to shoppers and search engines might penalize your pages due to duplicate content. In addition to keywords, write accurate and enticing descriptions that include all relevant features, specifications and benefits
Utilizing keywords and optimizing your online store will have a tremendous impact during the awareness stage. If you position your products appropriately to solve needs or problems for shoppers, you’re both building brand awareness and putting your online store in a great position to convert.
When shoppers move into the consideration stage, they begin to research, evaluate and compare all the relevant products that can solve their particular needs. At this stage, you need to invest in your product pages to deliver critical information to help site visitors understand the value of your product above others.
Display Your Best Images: Showcase products with enticing high quality product photographs or videos.
Share Customer Reviews: Include valid and authentic product reviews or testimonials to ease buyer concerns and help build trust.
Clearly List Relevant Fees: Provide details on any additional fees like taxes or shipping well before buyers reach the checkout page to avoid surprising them during purchase.
Because online shoppers can’t physically interact with your products or your business before they buy. Therefore, your website and product pages need to convince them that they want to buy your specific product over anyone else’s.
Finally, during the decision stage, shoppers are ready to take the final step in the journey and make a purchase. Here’s how to turn them into buyers.
Simplify Checkout: To increase sales, make your checkout process simple and smooth by eliminating as many steps as possible. Keep buttons big, text small, and remove any unnecessary fields.
Provide Payment Options: Offer the relevant online payment methods that customers prefer, like credit cards, digital wallets or mobile payment solutions.
Recover Abandoned Carts: Did you know that about 80% of customers abandon their carts just before checkout? Recover lost sales and remind customers what they left behind with automated abandoned cart emails. You can also use remarketing to target shoppers who visit your website – add a unique tracking pixel to your website so that site visitors can be served ads through channels like Google and Facebook.
Remember: The main goal of optimizing the buyer journey is to take a more customer-centric approach by positioning your brand and website to address the needs of shoppers.
Liat Karpel Gurwicz
Liat has led Strategic Marketing for Wix.com since 2014, including marketing efforts for Wix's creative, professional and business audiences. She currently leads Wix’s eCommerce marketing and business activities.