Top Tips For Creating a Compelling Digital Commerce Offering: Part Two

Amblique has been creating award-winning websites for 18 years. We’ve learnt a lot during this time and have compiled our ‘Top 4’ tips on how to provide your customers with the best possible digital commerce offering, and help you sell more.

2. User generated content.
In addition to enabling a second opinion, social media is also a great way to encourage and extract user generated content (UGC). UGC has now become a standard feature in digital commerce and it deserves to be so with 65% of social media users between the ages 18 and 24 reported to consider information shared on social networks when making a purchasing decision.
Seed Heritage offer ‘The Style Feed’, which brings together the best #seedheritage images from instagram and enables them to be shoppable. Michael Hill Jewellers also utilise their customers’ love for social media with the hashtag #MyMichaelHill. Their site filters Instagram, Twitter and Facebook posts that use this hashtag and they then filter them into specific product categories like Engagement, Diamonds, Charms or Watches. This allows customers to view items they are interested in, being worn by real people, styled in different and unique ways.

UGC helps provide social proof, build trust in your brand and leverage your relationship with your loyal customers. Loyal and high-value customers already have a preference for your company and brand. Having your most passionate customers generate content for you is a great way to leverage the relationship and encourage more sales.

UGC can also help with SEO. People are naturally interested in what other customers have to say about a business or product, and being appealing to a broader audience is a huge plus for SEO. UGC help drive organic traffic to your page with rich snippets, increase your brand’s visibility with images, and improve your website’s search engine ranking by offering a constant source of fresh, relevant and unique content.

Having your most passionate customers generate content for you is a great way to leverage the relationship and encourage more sales.

3. Mobile first.
December 2015 saw Amblique’s customers’ websites reach a tipping point where over 50% of their traffic was coming from mobile devices. Mobile devices are now ubiquitous, moving from being primarily a communication device to almost replacing the PC for entertainment, research and even shopping. With around 40% of all eCommerce transactions being cross-device in nature, website designs that are device agnostic are now an imperative.

R.M.Williams, like all Amblique websites, was designed with a mobile-first approach, as was their Bespoke Bootbuilder. The Bootbuilder is also featured on a tablet in-store, giving retail staff the ability to design and order custom-made boots with the customer while utilising a full swatch station. Here they can touch and feel the leathers and components while building their personalised R.M.Williams boots.

Mobile responsive sites should take advantage of smartphone technology like GPS tracking to make the customer experience easier. Nielsen found that 60% of customers use the store locator when accessing websites on their mobile. Having your website responsive and GPS enabled allows the customer to find the store closest to them when they are on the move. Features like click-to-call and click-to-navigate make it easy for the customer to call or find your stores.

To ensure your mobile offering is as user friendly as possible make sure you use native controls on devices for forms, especially in the shopping cart and checkout. When you consider up 46% of mobile shopping carts are abandoned at the payment stage, streamlining the checkout experience is a must. Offering functions like saving addresses and credit cards and paypal express and generally making the process easier for the customer is going to offer you the best chance of them converting.

grow at 3x the average

Amblique is Australia’s industry leader in ecommerce and digital consulting, providing omni-channel strategies, retail practice and site optimisation services to help retailers and brand owners SELL MORE.
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