All in one basket? Ecommerce vs the ‘real’ world

2 Minute Read

We use plenty of real-world terms to refer to ecommerce websites, from ‘shopping basket’ to ‘store front’ to ‘check out’, but are they more than just analogies?

Some aspects of ecommerce are more closely related with bricks-and-mortar retail than you might think, creating opportunities to apply decades of research and experience to even the most modern ecommerce site.

1. Test and test again

Ever walked into a store only to discover everything has moved? Changing the positions of products is a way for retailers to test what works best – but they can only test one layout at a time.

Online, A/B testing allows you to test multiple configurations at once, with clear reports of what works; Bunting personalisation tools offer this capability, whereas many others do not.

2. Peer pressure

Word of mouth has always had a strong influence on buyers, whether in a formal sense – ‘9 out of 10 dentists recommend it’ – or simply recommendations from friends.

By integrating social media trends into your page, you can flag up products that are gaining positive word of mouth online, while a ‘recommended products’ section can show what items are typically viewed and bought together by real shoppers on your site.

3. Who’s buying?

Shops are often laid out in a way that suits different types of customer – snacks by the door for the lunchtime rush, bread and milk at the back because people will walk further for the true essentials.

Personalisation software can adapt your website in a similar way, from something as simple as a gender split, to the customer’s location, search keywords, and whether they have bought from you before.

4. Buy-buy, not bye-bye

From huge ‘pay here’ signs, to armies of checkout staff who will open an extra till the moment you face queuing, the best bricks-and-mortar retailers leave you with no excuse to abandon your shopping basket – so why do we let 70% of people slip through our fingers online?

You can retain more of these customers with gentle reminders and incentives to come back and complete the checkout process without having to add the products back to their basket.

5. Who’s buying again?

Many stores will offer coupons tailored to your buying history – a small incentive to come back and buy the same products again, rather than getting them elsewhere.

Online, you can do the same, with personalised recommended products in your email newsletters to drive higher clickthrough and purchase rates.

Firm Foundations

New bricks-and-mortar stores are built from the ground up to drive sales, and ecommerce sites should do the same, combining the best in old and new retail philosophies.

A personalised service has always been a good way to get customers on-side – and with Bunting’s ecommerce personalisation software, you can customise the shopping experience more and more, the more you get to know your site’s visitors.

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