Save the date on your ecommerce calendar because Valentine’s Day is fast approaching. This year, U.S. consumers are expected to spend an average of $143.56 as 55 percent of the population celebrates the special day (an increase according to NRF’s annual survey). The holiday is a key opportunity for retailers to lift conversions and leave starry-eyed shoppers with butterflies in their stomach. As the most romantic day of the year approaches, here are our top tips for ensuring that your customers are head over heels for your brand.
Give Your Site a Makeover
Sprucing up your store for the holidays is a great way to remind shoppers that a special day is fast approaching. It also puts them in the mindset to shop, and you need to be ready to serve them the perfect gift. The color red is synonymous with Valentine’s Day, and, according to Kissmetrics, it also builds energy, increases heart rate, and creates urgency. As it is often used in sales, it is also a familiar trigger when it comes to making a purchase. On the same token, the color pink is seen by US online shoppers as romantic and feminine, and particularly associated with women’s products. Be sure to include these colors in your marketing materials to encourage customers to shop.
Don’t Force Sign-Ups
Finding that perfect gift, adding it to your basket and then realizing that you need to create an account in order to complete the purchase is a huge cause of frustration. Instead of making this an essential step, we suggest making it optional, and offering a guest checkout so a shopper that has little time on their hands won’t be put off going through the purchasing process.
Set The Mood
Personalization is a term that has been floating around for a while now, but while some retailers do it well, others still haven’t attempted to personalize their customer experience. Everyone wants to feel special, especially on Valentines Day. In a physical store, shop assistants will likely approach a consumer, offering suggestions based on the consumer’s style, size and age, and this makes the experience personal. Since online shopping is done behind a screen it’s not as easy to personalize your offering. In this case, tailoring your messaging has been show to have a great impact on sales, and according to Hubspot, targeted calls-to-action have a 42% higher view to submission rate than generic messages.
Reduce Form Fields
Arriving at the checkout can feel like a relief – until you’re faced with a long, complicated form. A recent study found that 61% of customers would most likely abandon their order if faced with difficulties entering their address, so it’s vital that retailers do their best to cut form fields back to the bare essentials. Think carefully about what information you need from your customers, and if it isn’t crucial, remove that field. If you do need to ask for personal information such as date of birth, be sure to state the reason you require it.
Our recent study Fixing Failed Deliveries: Improving Data Quality in Retail discovered that a third of online shoppers would abandon the checkout if they experienced issues entering their address. A great way of combating this is by implementing a type-ahead address validation tool that autosuggests as a shopper begins to type. This greatly reduces the number of keystrokes required and allows shoppers to flow through the checkout quickly and easily. Not only does it create a better UX, it also improves the quality of address data in your database, which leads to better delivery successes.
So, don’t break shoppers’ hearts this Valentine’s Day because of poor UX. Make them fall head over heels in love with your brand.
Find out how Addressy can help you provide a user experience shoppers will adore.