The Online Shopping Experience
As you build your D2C store, we recommend drawing out the different steps the shopper needs to go through from landing on your site to making a purchase. Write each step out on a post-it and map them out on the wall. Then go through each step and work out if that step is really necessary. Is it adding value to the shopper experience or getting in the way?
Your aim is to create the minimum amount of clicks required to complete a purchase. Research shows the more ‘clicks’ it takes to complete a purchase, the more likely a shopper will NOT complete the purchase.
In particular a couple of things to watch out for. If you are a new D2C store, you will want to capture information about your shoppers so that you can re-target them in the future. So you may be tempted to force an account set-up or sign-up to a membership e-mail or registration. Recent research however, showed that if new shoppers are give the option, about the guest check-out is chosen about 20% more than the logged in check-out when both options exist.
By all means, offer subscriptions and memberships. But think very hard about where they come in the shopper experience. To maximise online sales, you want to eliminate friction points in the process. We highly recommend once you have the first draft of your store ready, ask friends and family who are not involved in the site to test place an order.
Things that you thought were obvious will not be to shoppers who come to the site cold. You can easily refine and smooth the experience pre-launch to increase the likelihood of sales.
The selling proposition, content and branding
If you build out your site on a platform like WooCommerce or Shopify, you’ll likely complete a standard set of templates / pages which are common to most e-Commerce sites. The home page with access to a product catalogue. A product information page for each product. The check-out page to complete the order. And a ‘basket’ page.
There are ways to refine each of these steps which we will be covering in a future article. But we wanted to close off this article by referring back to the ‘marketing experience’.
The content including the imagery and wording should relate back to your brand identity. If you are selling premium ice cream, you want the design to reflect the premiumness of the product and show people enjoying your product. If you are selling fashion items, then you want the style to come though and show people actually wearing your items. And if you are a service, lets say a coffee shop or a hairdresser, you want to make sure the points of difference about your service are conveyed through the online buying experience for your shopper.