We’ve all experienced it, the allure of the latest model phone glistening at the in-store kiosk, or the adorable puppy pawing at the glass as we walk by the pet store window. It’s what makes us test drive the muscle car at the dealership or grab one of those delicious-looking free donut samples at the supermarket. It is the power of what we don’t have but suddenly want.The difficult task in e-commerce is converting the distraction of the shiny object into a new purchase, or perhaps several. So how can we turn that customer’s wandering eye into a sales advantage?
1. Help your customer accessorize
What’s a new smartphone without an eye-catching case, a Bluetooth headset, and an in-car charger? While you could display these accessories around a product in a brick-and-mortar store, there’s even more possibilities for suggestion in e-commerce. Recommend products that pair well with an in-progress buy, or promote items that seem to fit the customer’s past purchase preferences. It’s a great way to make the consumer see the utility of what he or she is already interested in buying, while opening up additional avenues for profit by giving them ways to compliment that shiny new toy.
2. Push your priority merchandise
If there are items you’re looking to clear from your inventory, make them as attractive as possible to your consumers. Display the discounts on these products with an expiration date, use bright colors, and make quick decision making a reality by having “BUY NOW” buttons ready to be clicked for easy impulse purchasing.
3. Make leaving your site empty-handed a crime against savings
If there’s a high-volume product you’re hoping to get rid of, offer deep discounts on a completely separate page, a digital clearance rack, if you will. A key here is showing, in as straightforward a manner as possible, just how much money the consumer is saving. Showing the retail price with the remarkable discount rate right next to it is an effective tool. The consumer must realize that by grabbing these items now, they‰Ûªre likely paying less than they ever will than if they decide to wait. The savings have to inspire quick action.
4. Give your visitors an easy ride
It’s the reason every kid is willing to climb the stairs to get to the slide at the playground: coming down is quick, easy and fun. Once the consumer has spent his or her time browsing and adding items to his or her cart, eliminating steps to checkout can increase satisfaction and eliminate time for second thoughts. Don’t make consumers navigate through hurdles and distractions like ads and banners when they’re nearly finished spending their hard-earned money on the products you’ve sold them effectively.