More and more people are shopping online. In fact, a staggering 96 percent of Americans are now making purchases with the click of a button, mainly due to the convenience factor.
What does that mean for your lingerie store? It’s increasingly crucial to your lingerie business’ success that you employ certain strategies on your website to provide a smooth online shopping experience. And we’re not just talking about the obvious, like making sure your site is visually appealing and proving to shoppers that it’s secure.
Follow these five tips to create an experience that keeps online customers excited and coming back for more.
1. Simplify navigation
The key to making your website user-friendly is ensuring that shoppers can find what they’re looking for with minimal effort. This includes providing a search bar and a well-organized dropdown menu that separates bras, panties and other intimates by cut/style, as well as potentially categories for sale/clearance items, new arrivals, etc. Ideally, products will also be searchable by size and color. When browsing your site, are there any unnecessary clicks visitors have to make? Eliminating any possible steps like these minimizes inconveniences, and reduces the risk that shoppers lose interest or become frustrated. There are features you can add that mimic the presence of an in-store salesperson, such as offering a list of recommendations based on the lingerie a customer has been viewing (for example, more plunge bras if that’s what she’s perusing, or a matching boyshort panty to go with the bra she’s looking at). A list of recently viewed items can also be helpful, as a customer may end up deciding to splurge on a piece they were previously on the fence about if it’s right in front of them.
2. Streamline checkout
The checkout process should be as seamless as possible. Allowing customers to store their information (such as address and payment) with a login will help them to save time whenever they shop with you in the future. You should also consider allowing shoppers to save items in their carts. They may not be ready to purchase today, but it will make their lives a whole lot easier when they return to complete the transaction and don’t have to go searching for them again. Try to minimize how many steps the customer must go through to complete the purchase.
3. Allow for customer reviews
Here’s an interesting statistic: 88 percent of online shoppers trust customer reviews from strangers just as much as personal recommendations. There’s only so much information you can provide about a product, and your customers may be able to impart some wisdom that inspires a shopper to buy. For example, if a particular T-shirt bra worked well on one full-busted customer, that’s a helpful detail for other large-breasted women to know. Or, if customers are noticing that a particular demi cup bra runs a tad small, it’s useful for shoppers to know they may have to go up a size. Enable your customers to make informed decisions by letting your other clients do the talking.
4. Help customers help themselves
Giving online shoppers self-service options for answering questions and solving problems on their own is crucial to making them feel empowered, while also lowering the chances that they give up on their shopping experience or are inconvenienced by having to reach out to you. At the very least, include a FAQ (Frequently Asked Questions) page that covers the basics such as shipping charges and returns/exchanges, and organizes questions in a logical way so that customers can easily find the answer to their inquiries. You’ll definitely want to include a size chart somewhere on your site, and ideally, a guide (whether a written blog or video) on how to measure yourself at home. One of the biggest concerns for online shoppers is fit, so the more info you can offer to help them find the right size, the better.
5. Don’t forget mobile
Since most online shoppers are now doing their browsing from a smartphone as opposed to a desktop computer, it’s imperative that your site has a mobile-friendly version to avoid the dreaded cart abandonment. Make sure, for example, that text and buttons/icons are an appropriate size, high-res product photos translate well, and scrolling is easy when the site is opened on a small screen. Your best bet is to choose a responsive technology framework, as they can shift elements based on the screen size — meaning your site looks stellar and offers an optimal experience, regardless of whether it’s being viewed on an iPad, laptop or phone. An additional benefit of using these frameworks is that they can make your website easier to manage and update, as well as improve SEO.
It’s difficult to entirely recreate the in-person shopping experience online, but there are ways to make the digital customer journey more personalized as well as more pleasurable overall. Take the aforementioned tips into account to offer customers an easy breezy, enjoyable shopping experience, boosting their loyalty and thus benefitting your lingerie business.
Tags: E-Commerce Marketing