Are you wondering the key to optimizing the top customer touchpoints during an online sale? Knowing how to make the purchasing process better for potential customers will get you more sales in no time.
In this article, we’ll map out the essential customer touchpoints during an online sale and show you how to optimize them to encourage more sales.
What Are the Customer Touchpoints During an Online Sale?
If you remember last week, we discussed how to start the customer journey on your website to initiate online sales.
There are 3 main customer touchpoints that happen for potential customers before they decide to buy from you. They include word of mouth, social media, and email.
That said, once the customer journey starts, potential customers in the midst of making a purchase will experience several more important customer touchpoints including:
- Product pages
- Customer service contact
- Shopping cart or checkout pages
Now, let’s take a look at ways for optimizing the top customer touchpoints during an online sale so more people get to the end of the checkout process and finalize their transactions.
1. Product Pages
Product pages are where all the sales happen, unless you make it easy for people to purchase from you using an online order form with WPForms.
That said, optimizing the user experience on your site’s product pages will boost sales in no time:
Focus on Site Speed and Performance
Make sure your website loads quickly, since 40% of people will abandon your site if it doesn’t load within 3 seconds or less.
Consider enabling lazy load so only content that customers access loads, use a CDN to deliver content to global customers fast, and make sure all your links and buttons work at all times.
If you sell physical or digital products using a WordPress form, you can follow this tutorial on how to test your forms before launching to make sure they work right.
Work on Product Images
Use high-quality images showing all angles of your product, like Manitobah Mukluks does, since people cannot physically touch what you have to offer.
In addition, add alt attributes to improve your site’s SEO, choose the right file type for each image, and even consider adding video content so people can get a more realistic idea of what they’re buying.
And don’t forget to add color and size variations, clear pricing, and an easy to use Add to Cart button so people can buy immediately when they decide your product is worth their money.
Add Social Proof
91% of people read online reviews as they are making a purchase, and 84% of people trust online reviews as much as personal recommendations from friends and family.
Luckily, WPForms makes it easy for you to create testimonials from form submissions, collect star ratings from previous customers, and even let happy customers leave actual reviews right on your website. This added social proof will help turn an undecided site visitor into a paying customer.
The product page customer touchpoint is one of the most important in the customer journey.
When a person interacts with your brand and wants to make a purchase, showing them what you have to offer in its best light is the only way to go.
2. Customer Service Contact
No matter what part of the customer journey your customers are at, being able to get in touch with you, like customers can at Lionways, is crucial to the success of your business.
That said, there is no time more important than in the middle of the purchase process that people should be able to reach out to you. After all, if a potential customer has a question or concern and can’t get in touch with you, there’s a good chance they’ll abandon your site and go elsewhere to buy.
Here are some of the best ways to make sure people can get in contact with your while making an online purchase:
- Add an AI-driven chatbot to answer simple questions for people when you can’t be online 24/7
- Create a standalone contact page, complete with contact information like your company name, address, phone number, and email. And don’t forget to add a simple contact form here for people to fill out when their questions aren’t urgent
- Use a popup contact form on your site to grab people’s attention before they abandon you site
- In addition to adding a contact form to your website’s footer section, make sure to include your basic contact information there too
- Create a designated support ticket form for people with sales specific, technical, and general inquiries
No matter how you want potential customers getting in touch with you when they need help, the important thing to remember is to make it visible so people don’t leave before getting to the checkout process.
3. Checkout Page
The last customer touchpoint we’ll talk about today that occurs during a sale is the checkout page.
Just because someone gets to your site’s shopping cart, checkout page, or the end of your order form, doesn’t mean they’ll finish the transaction.
In fact, in 2017 it was estimated that the average cart abandonment rate for eCommerce sites was nearly 79%.
The truth is, there are many reasons why people abandon their shopping carts before finalizing their purchases. Take a look at this infographic from the Baymard Institute and see for yourself:
By optimizing this point of contact with your customers by keeping it simple and fast, like Threadless does, you can save thousands of dollars in annual sales.
Here are some easy ways to optimize the checkout process for users so they’ll be less likely to abandon their shopping cart:
- Provide a Guest Checkout option for those that don’t want to create an account to pay
- Enable wishlist functionality so if people do leave, they can come back and start where they left off
- Include trust badges to show people their sensitive data is secure
- Make the checkout process as simple as possible, using a progress bar if possible so people always know where they’re at in the process
- Calculate shipping and total costs at the start so there are no surprises
Adding to that, here are some neat ways to combat order form abandonment so you can increase sales:
- Use the WPForms Form Abandonment addon to capture partial entries and follow up with those that abandon your site
- A/B test your forms using MonsterInsights and Google Optimize to see what people like and don’t like
- Create mobile responsive forms
- Enable smart conditional logic so people only see the form fields that apply to them while making a purchase
- Use an SSL certificate on your website for added site and form security
Battling cart abandonment, whether on your website or your site’s forms, can be challenging. But customers react well to the above-mentioned strategies, and will appreciate that their point of contact with your brand in this part of the customer journey is as seamless as possible.
And there you have it! You now know the best ways for optimizing the top customer touchpoints during an online sale.
If you’re interested in learning new ways to promote your business in hopes of boosting site traffic, conversions, and sales, be sure to check out this helpful guide to marketing your small business with the help of WPForms.
So, what are you waiting for? Get started with the most powerful WordPress forms plugin today.