Going One Step Further: Videos
When it comes to generating an emotional response and telling a story around your product, nothing works better than a video. According to Neil Patel, customers are 64-85% more likely to purchase after watching a video.
If you are interested in creating a video for eCommerce, we recommend checking out BigCommerce’s blog on the industry’s best examples of product videos.
The phrase “eCommerce personalisation” is a rather trendy term being used a lot nowadays, but it is certainly not one without value and meaning.
Creating a personalised customer experience is one of the key principles of eCommerce UX. This is because, once again, it is key to building an emotional connection with your consumers. It will help you capture their attention for an initial purchase and ensure that they come back.
Here are two examples of eCommerce personalisation:
The ability to “favourite”, add an item to a “wishlist”, or “save for later” gives the customer autonomy. It gives them the freedom to return to complete a purchase at a more convenient time.
Most importantly, it is a much-needed feature in a world where customer journeys span across mobile and desktop.
Related Product Sections
Another way you can go about personalising your buyer’s journey is through related product sections. This can be framed as “People also like…”, “Customers also viewed” etc.
Equally, if you are selling a power drill that requires batteries, a related product section should include batteries. When you cross-sell products in a way that is helpful to the customer, you will be rewarded with sales.
Asos is a great example of an eCommerce site that has built cross-selling into the UX of its product pages. As any related product section should be, it is unobtrusive and located below the important product information.
Trafiki Tip: Customers will not respond well if they feel as if you are pushing for extra sales. For instance, they click “add to cart” and another suggested product pops up and takes up their whole screen.
Rather than just “similar products”, Asos has creatively named this section “Buy the Look”. They are not just pairing similar items, but items that complement one other. It is a feature utterly tailored to the customer.