Some people are just born lucky. You know the ones. It doesn’t matter if they are at a garage sale, flea market or thrift store, they are going to find exactly what they are looking for every time. It’s going to be the perfect size, the hottest color and an outrageously good deal. Their natural good fortune seems to be the only help they need.
Good for them, I say. But luck is not everyone’s lot in life.
What about the unlucky ones. The ones who can’t find a parking spot let alone a pair of Jimmy Choo’s for a screaming discount in the exact right fit and shade.
Yes, I know this is a first-world problem. But life is hard enough for the I-never-catch-a-break crowd. Shopping shouldn’t be a burden too. I can hear them muttering, “Why bother looking for a new dress. I never find anything I like anyway.”
Online retailers, you have the power to make even your most unlucky shoppers feel like they’ve won a million bucks.
First of all, I’m going to assume that if you are reading this blog you value site search. Hopefully, you are already delivering amazingly relevant search results based on what shoppers are most likely to buy. (If you have any questions about this, feel free to call us.) OK, moving on.
Give good recommendations. Almost every site has recommendations these days. That doesn’t mean they are any good. Don’t clutter the shopping experience by displaying random products. Smart recommendations provide a personal shopping experience. For instance, people who bought that lipstick also bought this blush. It’s like a knowledgeable salesperson is walking your shoppers through your store, and that makes shoppers feel cared for and understood.
Build buyer confidence. If you think you are unlucky, you might be hesitant about making an online purchase. After all, you might want to see the product in person before deciding to buy. Help shoppers overcome this mental hurdle by showing them every angle of the product in easy-to-view photos. In addition, catwalk and customer videos provide that almost in real life experience. This can be helpful when selling everything from clothes and accessories to dirt bikes and motorcycles.
Provide a seamless experience from any device. Don’t even try to ignore this one. We are a society addicted to our phones and tablets and phablets. Make sure your shoppers can shop at any time from any device. In addition, if your site is not mobile-friendly, it will hurt your site’s ranking in Google’s organic search results. (By the way, you’re invited to the upcoming Internet Retailer webinar: Mobilegeddon: Not Over Yet.)
The bottom line is this: The smarter your site is, the luckier your shoppers will feel. And who doesn’t like feeling lucky?
For more tips on improving your shopping experience, check out our Big Book of Site Search Tips.
