The numbers speak for themselves. 86% of customers are more likely to purchase when companies make the shopping process hassle-free. Check out how you can shorten the customer’s path, even last minute.
Enable buying without registration.
During the busiest shopping season of the year, buyers don’t have the time to register. Frankly speaking, they might think they’ll never come back to your store, so they don’t need to get your newsletters and give away all the information. Make sure that you only require obligatory data to finalize a purchase. Your e-commerce visitors came only to make the deal at that time – and they want to do it ASAP.
Optimize product pages.
Craft brief and easy-to-scan descriptions, but include essential information so that customers can make a decision right away without asking for details. Use bullet points and icons to highlight the best features. Make sure your CTAs are clear and visible – this way, the visitors will know exactly where to click. Add certificates, testimonials, as well as payment and delivery options to inform customers about the crucial aspects within the product page. As mentioned above, they’re in a hurry and they want all the information to be accessible right away.
Run social media campaigns that link directly to products.
How often have you clicked on an ad because you liked a jacket, but you’ve been redirected to the homepage of the store and couldn’t really find the desired item? It’s incredibly irritating, right? Avoid that technique, especially around Black Friday when you can only get a short moment of your customer’s attention. While creating social media ads, promote particular products and link to them directly. Use the store section and tagging feature on Facebook and Instagram. This way, you can minimize frustration and shorten the customer’s journey. Below you can see how Ecologic Cosmetics brand is using the shop section on Facebook.
Frictionless customer journey is a must-have for events like Black Friday and Cyber Monday. Make it as easy and pleasant as possible in order to increase sales.