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Creating the Absolute Best Online Shopping Experience Anywhere (Part 2 of 2)

This is part two in a two-part series. You can read part one here.

In part one of this two-part series, we discussed ways to make your eCommerce site better, mostly by anticipating your customers’ needs and wants. Getting ahead of your market is certainly important for every business, but if you want to become a truly great online store, there’s a lot more you should be doing

These four tips will help propel your good online shop into a great eCommerce resource for customers of all types:

Absolutely offer free shipping. Whether you offer free shipping across the board or free shipping above a set price point, offer free shipping to really delight and impress your customers. A recent UPS survey found that 52 percent of shoppers will go as far as to add extra products to their shopping carts in order to qualify for free shipping. It’s absolutely a must-have for retailers.

Create a dedicated mobile app or site. A mobile app or mobile site can increase customer engagement, but only if it’s done right. A good mobile site or app is designed with mobile in mind, it’s not just a smashed-down version of your main site. Focus your mobile or omnichannel efforts on giving your customers the very best mobile experience and you’ll find your eCommerce order fulfillment skyrocketing.

Suggestive algorithms. Although many companies and people are highly resistant to the idea of upselling, many customers appreciate the concept when it’s approached in a thoughtful manner. When you don’t have a human operator to consider what items might make the most sense with your customers’ shopping cart, your algorithm will have to do it for you. Make sure it’s a smart one that can accurately predict needs, upselling can help increase loyalty, but only if that upsell is useful to the customer.

Self-service returns. Reverse logistics can be a huge sticking point for businesses of all kinds, but you can make your process simpler by making it easier for your customers. Instead of demanding they call you to get a shipping label or CMA number, offer them the option to do all this through your website. When customers can take control of their returns process, they’re much happier. UPS found that 47 percent of respondents named “an easy-to-print return label” among the top three most important elements of the best returns experience.

Creating the best online shopping experience anywhere may mean investing a little bit in hardware, software and specially trained workers, but in the end, your customers will appreciate your efforts. Appreciation in the form of increased ROI is always welcome, no matter what sort of business you’re in.

August 18, 2016
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