Through many years of trial and error, brick and mortar retailers in tow truck industry perfected how to capture sales by building engaging in store experiences. Just like any other business, physical location matters. Many retailers found out that window displays were very effective at brining customers in. Once customers get in, what matters next is exceptional customer service to close a deal. Marketing was way simpler with partnerships and events increasing visibility. Additionally, word of mouth was priceless. Things didn’t change from traditional to digital that fast. Online shopping didn’t change all aspects of brick and store, but there were couple noticeable changes. Customers have continued to change their expectations. They are now on their phones more than ever; they are buying from the comfort of their places and they are obsessed with convenience.
When it comes to customer expectations, there a couple of things customers don’t want. There are three main things leading to high bounce rates from online stores. Customers certainly don’t want to pay for shipping, they want to test for products prior to buying them and don’t want to experience any hiccups in checkout process.
Paying for shipping
Many online brands have to factor shipping costs into their budget as a marketing expense, because it can really make a huge difference in whether or not a customer makes a decision to convert or not. Paying for shipping is a turn off for many consumers. Additionally, not having a wide range of shipping options can deter customers who need your products delivered to them asap. It is good to set up a minimum purchase amount so as to qualify for free shipping, especially if you are fiscally unable to provide free shipping all the time. Additionally, it encourages customers to buy more to reach the barrier entry to get free shipping, and this helps offset the cost of free shipping.
Not being able to test a product
Nealy half of all online shoppers cite the fact that they are not able to touch, feel or try a product as one of the things they don’t like when doing online shopping. This explains the reason why some consumers are hesitant to pay for shipping and returns, in case they get a product they didn’t like. Some of the brands that best compensate for this problem go ahead to offer videos and other content that show a product in action, and by doing so, they have a better chance of winning the sale.
Bumps along buying process
More and more shoppers are now turning to their mobile devices to make a purchase. The more customers choose to shop online, they have less patience for a difficult or slow shopping experience. Consumers have listed difficult return policies and having to wait for orders to be delivered as two of their biggest pains when it comes to shopping online. They also not so quality onsite experiences such as poor navigation and tedious checkout processes to be a major pain that deters them from finalizing a purchase. Some businesses are now offering free shipping and returns and are also proactively displaying customer service numbers at home page.