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From the perspective of a consumer, a lot of brand messaging tells you all about a product and the brand, but when you’re ready to take the next step and buy, the company leaves you hanging. You don’t see where to purchase the product or you have to take several steps to get there. The company gets you excited but doesn’t guide you through the sales process.

As a company that wants to sell online, it’s important to see the online experience from the customer’s perspective. When a customer visits your website, blog and social media channels, will they easily see how to purchase your product? Do you offer a clear way to purchase or do you leave your customer to figure out what to do next?

To improve your sales and make the sales process as seamless as possible for your customers, you really need to create an intuitive online experience. Make it easy for a customer who’s visiting your company to know what to do next — both on your website and beyond. Ecommerce hosting can help you achieve this.

Creating an Intuitive Experience

What’s an intuitive experience all about? Basically, it’s just about making it as easy as possible for the visitor to figure out what you want them to do. This sounds easy, but unfortunately, way too many companies get it wrong or haven’t caught up to the latest methods available, such as ecommerce hosting. But that won’t be you, right?

You have many opportunities to interact with customers online: your website, your blog and your social media pages. Don’t have your webstore be the only place to buy your goods. Instead, create easy opportunities for your visitors to purchase your products right where you are interacting with them.
Maybe…

  • You’re reaching a reader with informative and valuable content about yoga poses through a blog post, mentioning a yoga mat you want to sell within the content. (Insert your own product and relevant content.) Allow your reader to purchase that product right from that blog post.
  • You crafted a product page on your website that covers the features and benefits of a product. The customer reads your page, and now what? They’re interested in the product, so what do you want them to do next? Guide them by having a way to buy it right there on the page.
  • You connected with someone through social media and they’re interested in your brand and product (success!). Now make it easy for that person to take the next step and buy the product right at that moment.

Try to turn the interest or connection you have created into a sale by offering ways to purchase your products right there on your website, blog and social media channels.

Why an Intuitive Experience Helps

Sure, you could use links and comments telling visitors to head to your webstore, but these methods won’t always be effective. And in many cases, web pages and blog posts I’ve visited haven’t given clear direction on how to purchase a product. Some really ineffective pages don’t offer the reader any next step at all. They simply end the content without links or a call to action. And it can be easy to lose someone through social media — when you’re trying to connect with an audience in a genuine way, not every post will necessarily have a link.

If the customers are left to find the product for themselves, they might be savvy enough to find the webstore or search Google for the exact specifications of the product. But there are some other possibilities. Having customers search on their own leaves room for them to:

  • lose interest
  • become frustrated with the extra work
  • have trouble finding the correct version of the product
  • decide to look later and then forget
  • become confused by different ways to purchase the product or different sellers
  • get taken by competitors promoting similar products

If your customers perform a Google search to find the product, it’s all too easy for another company to come up in the search results and scoop up your potential customers. But you already had them on your page! They discovered the product through you! So make sure you don’t lose customers needlessly by quickly and easily guiding them to the products while you’re holding their interest. This is beneficial to your company and it also provides an easier process for the customer. By creating a seamless experience, you can build a fanbase that finds it enjoyable to do business with you.

Using Ecommerce Hosting to Guide Customers

When you use ecommerce hosting, it’s easy to accomplish an intuitive experience. You don’t have to tell your customers to visit a separate webstore by adding links or comments saying, “Head over to our webstore.” Instead, you’ll take their hands and guide them right to your products. With ecommerce hosting like Selz, you can add a buy button or widget to allow the customer to easily buy the product right then and there. Once a customer finishes learning about a product, show them the way to buy the exact product.

You can add buttons or widgets to an online catalog right next to each product description or within a product page. You can put the buttons or widgets within blog posts referring to specific products. You can also make it easy to purchase directly through social media channels. Selz offers numerous features to accomplish this. You can embed buttons and widgets in your social profiles, use built-in social sharing to quickly share products with your audiences and even add a full store to your Facebook page.

In addition to directing a visitor to the product, a widget can help encourage a visitor to purchase. The widgets through Selz can show a picture of the product, the price and methods of payment right there, leaving no uncertainty that might discourage clicking. Nonetheless, you have the ability to customize the buttons and widgets to fit the needs of your business and each channel.

These methods provide ways of creating a more intuitive experience for your customers. Nonetheless, ecommerce hosting like Selz can still give you options. For instance, Selz makes it so you can link to your free store page when it makes more sense to do so or when that is simply your preference.

The main lesson here is to think about your company’s shopping experience through the eyes of your customers. In every area that you communicate with customers — web pages, blog posts and social media posts — see how easy it would be to take the next step and buy the product. If you’re frustrated, your customer likely is too. So when you create new marketing messages or update the current ones, always think about creating an intuitive experience that leaves your customer knowing exactly what to do next.

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About the author

Molly Corless

Molly Corless

Molly has been marketing for small startups for over 5 years. From marketing automation to Facebook ads to copywriting, Molly has figured out the key to growing a business from the ground up. She lives in rainy Portland, Oregon with her dog named Hamms.