Consumer expectations for small business e-commerce
Let’s face it, large online retailers have made it extremely easy for their customers to order products, and do a great job of fulfilling every order. They have an immense amount of data to learn from and have mastered the online shopping experience. They have developed a loyalty within their customer base because of it.
Since customers have access to large online retailers that make online shopping so easy (and sometimes rewarding), small businesses are put at a disadvantage. Consumers have high expectations for all online shopping experiences, including when they shop from your small business.
We are here to prevent the disadvantages from holding small businesses back. There are many tools available that small business owners can access and use to get ahead, it just takes time and knowing how. We’re here to connect you with those tools and help you to get the most out of them.
We can start by explaining all the expectations that customers have when they shop online. By knowing and understanding these expectations, your small business can work toward meeting them in order to create a loyalty within your customer base.
Here’s what consumers are expecting when they shop online:
Consumer Expectations for e-commerce Websites
Searching for your website
Consumers expect to find your business, content, and products through Search Engines. They should be able to type a few keywords into Google and see your website immediately, otherwise they will most likely lose interest and decide to purchase from your competitor instead.
The top search results get the most engagement and is something that small businesses can absolutely compete for. Search engine marketing and optimization is the key to meeting this consumer expectation.
Navigation
Your website should be clear and extremely easy to navigate.
Navigation begins with a simple website map that makes sense as visitors explore your website, and continues with calls-to-action and internal links that connect each page seamlessly.
Products should be organized in an intuitive way for customers to easily view.
If you have many pages or products, consumers will expect to use a search bar at the top of your website to quickly find exactly what they are looking for.
Accessibility
Consumers expect to be able to access and use your website. Period.
One in four users have an impairment that impacts the way they view and interact with websites.
Impairments that can prevent users from using your website include both visual and motor impairments.
You can hire a coder to update your website to be in compliance the WCAG and ADA guidelines. This option gets expensive depending on the size and functionality of your website.
Quickly meet consumer expectations for accessibility using our accessibility widget. It is a simple solution: one line of code that provides options for those with impairments to safely and effectively view and use your website.
Payment options
Consumers have differing preferences as far as payment options go, so be sure to have as many as you can.
Payment security is not an option, it’s required. Make sure your website has a Secure Sockets Layer (SSL) certificate.
If you sell expensive products, an option for payment plans may increase the amount of products purchased on your site. Depending on your audience, consider alternative payment methods such as cryptocurrency or bank transfers as well.
Digital gift cards
Customers expect to be able to use gift cards for both online and in-person shopping.
Although physical gift cards are sometimes preferred, digital gift cards will benefit your business in a multitude of ways. Not only do they offer an immense amount of data for your marketing research, but they are easily shareable and can give your business the opportunity to turn new customers into loyal ones.
Digital gift cards are purchased by your small business’s biggest fans, so make sure their experience is positive and seamless.
Plus, more often than not, customers spend more than the balance of the gift card.
A personalized, retention-based experience
Allowing customers to create an account on your website, for easy repurchasing, will help to develop loyal customers. You can also set your website up to show customers recommended and/or recently purchased products as they browse through other products on your site. If you feel limited by the features on your website, be sure to reach out to someone who can help (like us!). The possibilities to increase customer retention through your website are limitless, so use your industry knowledge and imagination to create something your website visitors won’t forget. Setting your website up to increase retention will be worth the time, as a 5% increase in customer retention correlates to a 25% increase in profit.
Rich Product Information
Photos and videos
Product photos need to be of high quality, with a neutral background, accurately displaying all angles of the product. Photos, on an e-commerce site, are a given, but videos can take your sales to the next level. A product-specific video will help your customers decide to purchase your product. Optimize these videos for search engines and tie them into your social media strategy.
Size and material specifications
Customers should know exactly what they’re purchasing, which will help to minimize returns in the long run. The description for each product on your website must include detailed specifications.
Up-to-date inventory availability
Canceling an order due to lack of inventory is not an option. Letting your customers know what is out of stock can lead to an increased sense of urgency to purchase whatever is available. If your items are out of stock, we recommend adding a “sign up for email updates” option for when the product is back in stock.
Reviews
Evidence of successful purchases and happy customers speaks volumes about your product and business. 93% of customers decide to purchase a product based on the reviews. Make it easy for customers to see how awesome your product is, by featuring reviews on the product page of your e-commerce site. Thoughtful responses to all reviews helps to establish credibility and a willingness to resolve any potential issues. Plus, 70% of customers leave a review when asked, so be sure to ask customers to do so after the delivery of their product.
Product options
Personalized details
Product personalization is high in demand, but not always feasible from a business perspective. Simply giving customers options for your product, such as a couple of colors to choose from or different size options, can lead them to feel more connected to your product.
Pricing and sizing options
A variety of prices and sizes allows for a variety of customers. Having a healthy mix of both can help you to capitalize on the highest profit possible. List product options in a clean, organized way for best results.
Shipping details
Shipping options
Unexpected shipping costs are the number one reason customers abandon the items in their cart. Amazon Prime has set precedent for people to shop without considering the cost of shipping since it is free for Prime Members. The reality is, your website visitors may be Prime Members. We suggest setting a minimum order amount that triggers free shipping. This allows you to compete with larger corporations while increasing the average order amount for your business.
If you don’t offer free shipping, be sure to list a range of shipping options. Shoppers want to see options for shipping speed based on cost.
Return policy
Amazon, for another example, makes returns incredibly easy for their customers. We know what you’re thinking — economies of scale. Small businesses can compete with large corporations’ return policies by managing expectations ahead of time. Be sure to clearly state what the return policy is for your business before the purchase is completed. Studies from Deloitte show that 36% of shoppers consider return policies when purchasing gifts for others.
Order tracking/shipment updates
It is safe to assume that your customer is anxiously awaiting the arrival of your product after purchasing. Let them know when you’ve shipped the item, and give them a tracking number to follow. Timely email marketing is key to guiding the customer through the last step of the buyer’s journey, and gives your business the ability to provide excellent customer service along the way.
Responsive Customer Service
In the age of impatient consumerism, the longer you take to answer a customer’s question, the more time they have to research alternative products. By responding quickly, your business will build a reputation of accessibility which, in turn, makes the customer feel valued.
Clear information about satisfaction guarantee or product warranty
When purchasing a product, your customers want to know what happens if they aren’t satisfied or if the product is defaulted. By simply stating how your company will address unsatisfied customers, you build trust.
Product support throughout the buyer’s journey
Customers need and expect assistance throughout their experience with your product, before and after purchasing. Make sure your e-commerce site lets them know how to contact you, and be sure to
Active Social Media
Customers want to find business on the social media platform of their choosing, but Instagram and Facebook are expected. Your social media accounts should direct customers to purchase from your website, not a third party platform like Etsy or Facebook Marketplace. By being active on social media, it adds credibility to your e-commerce site while simultaneously driving organic traffic to it.
Share products with friends
Customers want to share products with their friends and family. Make it easier for them to do so by providing social links on each product’s page.
See products in use
Your social media is the perfect place for your customers to gather more information about the product, and it helps customers to visualize the product in their own home by seeing how other customers have it in theirs.
Brand interaction
Your customers are essentially walking advertisements, especially when they talk about your product on social media. Take advantage of (and stimulate) this by interacting with the post from your business’s account. People get excited when brands share their content, so why not “like, comment, and share” organic testimonies from your customers?
In Conclusion
Consumers have many expectations for e-commerce websites. Knowing the expectations, and setting your e-commerce site up to fulfill all, will help your small business to capture as much revenue as possible. There are many ways to meet these expectations, so frequent analysis and updates can help you to become a competitor in the e-commerce realm.
We understand that most of this is easier said than done. Need help meeting consumer expectations with your e-commerce site? Our goal is to be an affordable resource for small business owners. Sign up for email alerts when we post blogs in the future, or reach out to schedule a consultation with us any time.