Before ecommerce became a thing, there was only one type of common consumer: shoppers who would go into brick-and-mortar stores to buy what they needed.
With the popularity and proliferation of online stores, two new types of shoppers have emerged: webroomers and showroomers. In a nutshell, webroomers are known for doing their homework online by checking out the things they want on websites before buying them in a regular store. Showroomers, on the other hand, will browse in brick-and-mortar shops and then buy the items on the internet.
Today’s online business owners are interested in finding ways to court both of these shoppers and entice them to make their purchases online. Here are five to consider:
Offer a mobile-friendly website
You may have a great selection and terrific prices, but if shoppers need a magnifying glass to see your product images and descriptions, you’re not going to win over consumers who are determined to buy things in person. That’s why it’s imperative to offer a user-friendly site that is easy to see on a mobile device. If you sell on multiple sites or through retailers, be sure their product copy is clear and up-to-date as well.
Match online prices with in-store prices
As Conversion Conference notes, ensuring that there is equality between brick-and-mortar and online prices will help drive sales. If you can, offer free shipping whenever possible and bonuses for shopping on the site, like a free product with every purchase over a certain amount. If you’re a brand selling at multiple retailers, you may not have control over this.
Make the online shopping experience as seamless as you can
To tempt webroomers to make their purchase, spend some time making your site as eye-catching as possible. Eliminate clutter, including numerous videos, texts in different colors, and pop-up ads, and clearly display what’s important, like your where to buy. If your webrooming customer feels like she can easily go to one of your retailers’ sites to purchase, she might do so.
Harness the power of social media
A great way to increase your online presence is to promote your online shop through social media sites like Instagram. As IQMetrix notes, Instagram is an especially useful tool that allows you to showcase your items with effective photos. For example, if you sell clothing, instead of posting shots of your different t-shirts and pants, use Instagram to show your amazingly comfortable and stylish clothing “in action” on everyday people going through their day. These lifestyle image photos will illustrate to webroomers how great your items fit and give them ideas on how to incorporate them into their wardrobe. Instagram, Facebook, and Twitter can also introduce potential shoppers to not only your products, but also your people; you can post funny anecdotes about yourself and cute pictures of your pets. This will help take away some of the anonymity that online businesses may have, and allow shoppers to feel like they really “know” you and your staff.
Consider an all-in-one content management system
If you’re responsible for updating all your product copy on your retailers’ websites, you know it can be a harrowing experience. To make this process as easy as possible and keep your product pages looking great all across the web, consider using an all-in-one ecommerce content management system like Content Analytics. This easy-to-use software allows brands to update all their retailers from a single platform. It can even provide analytics that are useful in determining what is working and what needs to be updated, revised or optimized.