10 Things Buyers are Looking for on E-Commerce Sites

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This presentation goes over 10 things that you can easily do to make your e-commerce website more appealing to shoppers. To learn more about opening your own, free e-commerce website, visit: www.vendio.com

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10 Things Buyers are Looking for on E-Commerce Sites

  1. 1. 10 Things Buyers are Looking for on E-Commerce Sites<br />Crystal Wells, <br />Marketing<br />Vendio Services, Inc. <br />@Vendio<br />
  2. 2. Founded in 1999, Vendio helps businesses succeed by offering them the solution they need to seamlessly and cost effectively manage their online sales. Each year over 90,000 merchants use Vendio's award winning multi-channel Platform to sell over $2 Billion of merchandise through their own stores and across the Internet's leading marketplaces.<br />Free Customizable Store<br />Multi-Channel – eBay, Amazon, Your Own Store<br /> Complete Sales Cycle Management (from Sourcing from AliExpress to Post Purchase promotions).<br />About Vendio<br />August 2, 011<br />2<br />10 Things Buyers Are Looking for on E-commerce Sites<br />
  3. 3. #1 It is all about..Trust<br />August 2, 2011<br />3<br />10 Things Buyers Are Looking for on E-commerce Sites<br /><ul><li>Everything is Trust. A buyer MUST trust your site, must trust you, must trust your product, must trust your website or they will NOT purchase.
  4. 4. Remember to walk in the buyer’s shoes!!</li></li></ul><li>Why Trust Counts..<br />On average, the conversion rate for ecommerce websites is anywhere between 1-2%. If you’re converting at a less percentage, there is something you need to address immediately to boost conversions. <br />August 2, 2011<br />4<br />10 Things Buyers Are Looking for on E-commerce Sites<br />
  5. 5. Customer Expectations: Influencers in Buyer Purchase Decisions<br />August 2, 2011<br />5<br />Usability Report for Bulk Editor<br />
  6. 6. #2 Show Your Professionalism<br />6<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />Show Professionalism on your home page by displaying “trust” logos. <br /><ul><li>Reputation (Better Business Bureau)
  7. 7. Privacy (Truste)
  8. 8. Security (SSL Certificates) </li></li></ul><li># 3 Upfront, Easy to Read Benefits<br />Above the Fold - Your Home page: <br />Will set your buyers expectation or cause them to leave immediately<br />Use Hero images for sites that have a clear message. They work great for fashion, products or a single, strong brand.<br />Do’s and Don’t<br />Careful with animations! <br />Do not get overly complicated<br />Do highlight your benefits<br />Don’t overdo the text<br />Do use a logo<br />7<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />
  9. 9. Hero Image - Sears<br />8<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />
  10. 10. Hero Image -Sears<br />9<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />
  11. 11. My Five Minute Hero Image<br />August 5, 2011<br />10<br />10 Things Buyers Are Looking for on E-commerce Sites<br />
  12. 12. #4 Easy Search <br />Let the customer quickly search<br />Make your search box easy to find.<br />Place above the fold.<br />Don’t use keyword if you don’t have the product (not only will search engines hate you, customers will leave in droves).<br />Visible “go” or “search” button.<br />11<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />Easy to find in the top navigation bar!!<br />
  13. 13. #5 About Us Content<br />About Us<br />Let the customer get to know your and your business by telling your story. <br />Many time humor falls flat or the customer will be put off. Unless your products are “funny” like gag gifts, it might be better to stay professional. Remember, you are not Jerry Seinfeld. <br />Use the About Us page to your advantage – <br />Use Images of your brick and mortar<br />Tell a story about your background and interest in your product. <br />If you have employees, a group photo shows “company strength”. <br />For the fearful….<br />My phone number is <br />650-293-3500<br />12<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />
  14. 14. About Us – The Five W’s<br />August 2, 2011<br />13<br />Usability Report for Bulk Editor<br />Who are you?<br />What do you do?<br />When did you start?<br />Where are you?<br />How are you accomplishing what you say you do?<br />
  15. 15. Most Interesting<br />Least Interesting<br />About Us – How to Present Yourself<br />
  16. 16. #6 Professional Images<br />Image Tips<br />If you can, use lamps/light bulbs that imitate natural light. Otherwise, your background will appear slightly yellow.<br />Always take the photos without flash <br />Use a light box<br />Use a white background. People do not want to see your couch (I promise)!!<br />Light box does not mean expensive!!!<br />15<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />
  17. 17. Professional Images Do’s and Don’ts<br />Make sure the entire product is shown<br />With a light box<br />16<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />
  18. 18. Professional Images<br />Make sure the product is clearly visible<br />Product removed from box<br />17<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />
  19. 19. Professional Image Don’ts <br />Don’t make your customer dizzy!!<br />Don’t you wonder what’s in the box???<br />18<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />
  20. 20. #7 Product - Selection<br />Number of Products<br />If you have four $5.00 items, your store may lack credibility. <br />Would you buy from a store that had 10 items?<br />Determine the “norm” for your product line. For example, a baseball card seller is too small if he has 100 items, but a lamp seller can easily run a store with 100 products. <br />Mixed Pricing<br />If you have ONE $20,000 Rolex in your dollar store, it may make buyers uncomfortable. <br />Be careful when the very high with the very low priced items, buyers may think that it is a scam. <br />If you are selling high dollar items, surround those items with other higher dollar items. <br />19<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />
  21. 21. Products - Mixture<br />Mixed Products <br />Some items are not suited to be sold together. (baby toys and knives). <br />Eclectic can work if it’s a sensible mix of products<br />New and Used can also work if it done correctly (careful separation)<br />If you have a product outside your theme, label it as a “special purchase”, vs. trying to fit your fishing caps in with your Tupperware. <br />20<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 5, 2011<br />
  22. 22. #8 Product Description<br />Spelling Counts!!!!!!!!<br />21<br />Usability Report for Bulk Editor<br />August 5, 2011<br />
  23. 23. Product Description Tips <br />1. Make sure you mention what the product is. Users search by keyword and if they type in “Buffy the Vampire Slayer” and you are selling a Video Game..you should probably mention it’s a Video Game somewhere in the description.  This is really important when selling items where keywords can bring up multiple categories of products.<br />2. Type out abbreviations. If you use abbreviations, type it out in the description so a user understands what you mean. Not everyone knows NWT means New With Tags.<br />3. Make sure you don’t put in distractions. Don’t use a black background with yellow text or so many flashing animations that a user is unable to read the description. You do want your buyers to be able to read your listing so keep it clean.<br />4. Keep on topic.  Answer the question, how much information does a buyer need in order to purchase this product. If you are selling a coffee cup, detailing the history of the coffee bean may be interesting, but does it sell your product?<br />5. Include multiple images when needed to show additional details. A book may not need more than one image. However, a china set may need multiple images (always include an additional image of makers marks).<br />6. Use the appropriate font. I ran into both ends of the spectrum here. Very large font and very small font (sometimes in the same listing), both made the listings difficult to read.<br />7. Don’t hide the flaws. When selling an item with a flaw, include it as one of the first points. It will save you unhappy buyers.<br />8. Eliminate negativity. Remember you are trying to gain a customer – be nice,<br />9. Format your description so that it is readable. Bullet points are helpful. Again, remember, you are trying to sell this product and only have eyeballs for a short duration.<br />10. Re-examine disclaimers. How much do you really need? <br />August 5, 2011<br />22<br />Usability Report for Bulk Editor<br />
  24. 24. #9 Clear Return Policy<br />Writing a return policy<br />Do not make your return policy impossible or complex.<br />Protect the Business – do what is best for the longevity of the business.<br />Simplicity – keep it simple for the customers and staff<br />Policy Example<br />We will gladly accept your return within 7 days of you receiving the item, unless otherwise stated.<br />If you are returning your item for a refund, a 20% restocking fee will apply.  Any outbound shipping costs will not be refunded.<br />No refunds will be given on items that have been opened or used.<br />Return items must be in the original box and include all of the original contents.<br />Buyer is responsible for all return shipping costs<br /> Shipping service must include tracking information.<br />23<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 5, 2011<br />
  25. 25. Clear Return Policy - KISS PLEASE<br />Easy Returns By placing an order on this web site, you indicate that you have read and agree to the following return policies and conditions. Click here to read our web site Terms and Conditions. Returns Must Meet ALL Applicable Criteria.  If your returned product does not match all applicable criteria listed below, it will be rejected by our Returns Warehouse and returned back to you at your cost. Consequently, your RMA will be nullified, any credit request will be denied, replacement orders will not be made, and you will be charged for all shipping to and from our Returns Warehouse that may be incurred by us. By requesting an RMA and/or shipping a return in violation of this policy you hereby agree to accept our shipment of the return back to you and to the payment of all shipping costs to and from our Returns Warehouse. Our arrangements with our suppliers and manufacturers allow us no room to make exceptions.<br />Basic Return Policy -  Unless otherwise stated below, you have 45 days from the date your product left the warehouse (regardless of when you actually took delivery of the product) to get a valid RMA from our website and get your product to a shipper to return back to us. It does not have to be back in our warehouse within 45 days, but it does have to be in the possession of the shipper (along with the valid RMA). RMAs must be valid, unexpired, and issued for the product being returned. Only one RMA is issued per return. When it expires, you may no longer return your product. •  If you are ineligible for an RMA, contact the manufacturer directly or check any applicable warranty you might have. See the Manufacturer Contact List at the bottom of this page. •  Except as provided for verified defective products (See Special Returns Policy for Defective Products below), you will be responsible for all shipping charges for returns sent to our Returns Warehouse.  Upon our acceptance of the merchandise in like new condition in strict conformance with the basic criteria and basic returns policy, the purchase price will be credited to the credit card used for the original purchase. For merchandise purchased with a gift card as the sole payment method, we will refund the balance due to you back to a new gift card unless the balance is less than $5 or prohibited by law.  Please allow up to fourteen days from shipment for your return to arrive at our Returns Warehouse, delivery times vary based on shipper selected. Your return will be processed within 5-7 business days (excluding Saturdays, Sundays, and holidays) after receipt of the item. Many of the items we sell have Special Return Policies. See the appropriate policy below to see if items you purchase are affected. The risk of loss for the product being returned shall be with you at all times during the shipment of such product to the returns center and with respect to any shipments from the returns center back to you, the original distributor or manufacturer, or any buyer through the liquidation process. Title to the product being returned will remain with you at all times and transfer from you to the original distributor, or a third party in the case of a liquidation of the return, only upon receipt of the products by such distributors or buyers. Special Return Policy<br /> Defective Products   -  Defective products can only be returned in exchange for the exact same product, the purchase price will be credited to the credit card used for the original purchase (or, if possible, through the original payment method such as PayPal). Defective products may only be returned within 45 days of the date your product left the warehouse (regardless of when you actually took delivery of the product). Once your return is processed, and is verified to meet the basic criteria above and to be defective, your replacement order will be sent to fulfillment. How quickly your replacement product ships after that depends on product availability. <br />For products that we verify to be defective, we will reimburse you for your original shipping expenses, provided that your defective return must be shipped via ground shipment only. If you return your product via a faster, more expensive shipper, you incur the expenses yourself and any request for reimbursement will be denied. <br />August 5, 2011<br />24<br />Usability Report for Bulk Editor<br />Stop me when you think this is too long<br />
  26. 26. #10 Shopping Cart Comfort<br />Checkout<br />SSL Certificate (the shopping cart URL starts with https://<br />Privacy Policy <br />Same store theme<br />Carry through your trust logos.<br />Easy Navigation<br />25<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 5, 2011<br />
  27. 27. The BIG Thanks!!<br />THANKS FOR ATTENDING!!<br />If you’d like to attend a free webinar, please visit our Education & Training section: http://www.vendio.com/ecommerce/training<br />For more tips, find us on Facebook: www.Facebook.com/Vendio<br />26<br />10 Things Buyers Are Looking for on E-commerce Sites<br />August 2, 2011<br />

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