Repeat after me: I must understand my customers.
Now adopt that as your mantra and meditate on it every morning…
Okay maybe that’s overkill, but I’m serious when I say understanding your customer is the single most important factor in e-commerce success.
E-Commerce has revolutionized retail – and even though it’s differs from the traditional brick & mortar stores, the fundamentals are similar.
Think of it like this: by the time you finish reading this, the E in E-Commerce should mean “empathy” to you.
So what do you need to do to climb inside your customers head?
Glad you asked. Here are five basic steps that will help you understand them better:
1.) Before Anything, Do the Research
Like anything in life, a little preparation goes a long way.
Put your self in the customer’s shoes – how did they get to your page? Where will they look for reviews on your product? What steps will they take before buying?
Anticipate where your customers go to get informed on your product, and how they arrived at the decision to check out your product.
Knowing that will allow you to customize your funnel to the customer experience. The more easily it flows, the more likely your customer will be to buy.
2.) Market to Men & Women Differently
Men and women may both be interested in your product, but statistically speaking they will go about buying it in very different ways.
That’s why you need to account for this as much as possible.
Here are the easiest way to separate the two:
Men like simple, straightforward shopping. They will stop searching once they find what they need, and they usually buy when they need something immediately.
Women will take more time, consider more reviews and competition, consider buying for future needs instead of present ones, and will continue shopping even when they found what they want – just in case they find a better deal.
Generally you can hold these as reliable tendencies. So change up how products are sold. If one product appeals to men, streamline it. If it appeals to women, try to prove why it’s better than other choices (use the priceline model here…)
3.) Account for ANY Device
More and more people are buying on different devices.
This step is simple to understand, more complicated to implement and absolutely indispensable.
Make your store look great on desktop, mobile, tablet – check it on literally ANY device you can think of, because chances are someone will visit your store using it.
Remember – 9/10 customers use more than one device to shop, and 65% of purchases start on a smartphone.
It’s a diverse world, and you’ll need to adapt.
4.) Make Checkout Shorter
No matter how long it is right now, you can probably make your checkout shorter.
Allow for guest checkout. Make sure it’s simple on mobile. And take as many steps out as you possibly can.
The shorter the checkout, the more likely you’ll convert.
Btw – that’s why you should be signing up to Shopify.com, they are optimized for shorter checkouts as well for mobile. Two birds, one stone, etc.
Also – avoid springing extra costs on a potential customer. Try to be as upfront as possible with everything, from shipping to tax, because if the price jumps 25% right at the end, they’ll probably be turned off of the purchase.
Test. Then test again. Then redesign EVERYTHING and test that against what you think is your best version.
I was once told that good marketers don’t exist – there are only good split testers.
I believe it’s true because at the end of the day, if you design a beautiful e-commerce store that doesn’t convert, it’s worthless.
Use what sells best, and then try to optimize.
That’s how you understand your customer’s preferences best.
Start with these 5 steps, and if you want more just sign up for my newsletter or contact me directly!
I’m always willing to offer advice to my followers.
One more thing…
There’s something big coming. It’s been in the work for years, and it’s finally about to break through.
And it’s going to change the way we make money online.
More on that soon!