Domov > Online marketing > DESET LEKCIJ, ZA KATERE SO NEKATERI SPLETNI PRODAJALCI ODŠTELI MILIJONE

DESET LEKCIJ, ZA KATERE SO NEKATERI SPLETNI PRODAJALCI ODŠTELI MILIJONE

7. 12. 2017

Učenje na osnovi lastnih napak je bilo vedno velik del razvoja zelo uspešnih spletnih trgovin.  Na srečo so nekatera največja podjetja že naredila te napake, zato je vse, kar morate storiti,  da te napake preučite! Največji spletni prodajalci so za učenje teh lekcij odšteli milijone.  Da jih boste lahko upoštevali, ko odpirate ali vodite spletno trgovino, sem jih tu zbral za vas.

Lekcija ena: Naj vaša stranka ne občuti tveganja.

Kupci se bojijo, da se jih bo ‘obralo’, še posebej, ko gre za nakup spletnih izdelkov. Če se bojijo vnesti podatke na vašo spletno stran, nikoli ne bodo kupili ničesar. Morate jih pomiriti. Če si na svojem spletnem mestu postavite zagotovilo o cenah ali dodate logotip za varnost podatkov, vaše spletno mesto postane bolj zanesljivo. Vendar ne prilepite teh logotipov ali obljub na vsako stran. Ob prevelikem ponavljanju dejstva, da ste vredni zaupanja, se boste zdeli le sumljivi in obupani. Stranke potrebujejo največje zagotovilo takrat, ko se zavežejo, da bodo zapravile denar, zato dodajte te obljube pri povezavah v nakupovalni košarici ali na spletni blagajni.

Lekcija dve: Prepričajte se, da ima kupec kadarkoli vpogled v svojo košarico.

Veliki trgovci na drobno so ugotovili, da so kupci manj verjetno opustili svoje spletne nakupovalne vozičke, če so lahko nanje kadarkoli kliknili in si jih ogledali. Če kupcem omogočite, da svojo miško usmerijo na ikono, ki nato prikaže nakupe, jim omogoča, da sledijo svoji porabi in jih opomni, kaj želijo kupiti. Vidni nakupovalni vozički lahko v vaših strankah povzročijo tudi občutek nujnosti. Če lahko potencialni kupec vidi, da je ostal samo še en izdelek ali da drugi ljudje gledajo isti predmet, ga bo zagotovo kupil hitreje.

Lekcija tri: Ponudite brezplačno ali pavšalno dostavo.

Čeprav to ni mogoče pri vsakem poslu, je brezplačna dostava magnet za stranke. Naslednja najboljša možnost je pavšalna dostava. Študije so ugotovile, da skoraj 50 % kupcev opusti nakupovalni voziček, ker so stroški dostave previsoki. Torej: če ponujate brezplačno ali pavšalno dostavo, poskrbite, da to dejstvo omenite čim prej in čim pogosteje, zlasti na vaši spletni strani. Veliko podjetij omenja svoje brezplačne dostave na vsaki stopnji oddaje naročila, da bi naredili vtis na potrošnike.

Lekcija štiri: Izberite najboljše možnosti plačila za svoje stranke.

Obstaja veliko načinov plačevanja na spletu, ljudje se oddaljujejo od vnašanja svojih bančnih podatkov v spletna mesta in izbirajo plačilne platforme, kot so Paypal, Google Denarnica, Apple Pay. Ko nastavljate spletno prodajo, preglejte, katere so običajne oblike plačila za vaše ciljno občinstvo. Nizozemci na primer uporabljajo plačilni sistem imenovani IDEAL, stranke iz Velike Britanije pa prej uporabijo metode, kot je Paypal. Torej: če nameravate prodajati Nizozemcem, ni smiselno, da ne omogočate plačila preko IDEAL-a, vendar to ne bo delovalo na trgu Velike Britanije.

Lekcija pet: Ne silite k ustvarjanju uporabniškega računa.

Stranke seveda niso nagnjene k zaupanju posredovanja podatkov preko spleta. Dovolite jim, da kupujejo kot gost. Vključite možnost nakazila gostom, kadar koli je to mogoče. Lahko predstavite možnost, da se prijavijo po nakupu, vendar dovolite svobodo izbire.

Lekcija šest: Zagotovite številne fotografije izdelkov.

Ena fotografija vašega izdelka ni dovolj. Stranke želijo videti izdelek iz vsakega kota, želijo povečati podrobnosti in videti vse barve, velikost in druge možnosti. Ko prodajate na spletu, so te slike pogosto vse, kar kupec vidi. Spletni trgovci na drobno zdaj ponujajo 360-stopinjske posnetke s funkcijami lebdenja. Uporabljajo se tudi videoposnetki s prikazi izdelkov v uporabi. Če vidimo izdelek, kako se uporablja v “resničnem življenju”, to kupce spodbuja k nakupu.

Lekcija sedem: Fotografije izdelkov morajo biti opremljene s prilagoditvenimi možnostmi.

Stranke ne želijo ugibati, kako bo izdelek izgledal na koncu. Če ponujate en izdelek v več barvah, dodajte slike izdelka v vsaki barvi. Te vključujejo tudi možnosti velikosti in izbire personalizacije. Če obstaja izbira za prilagajanje izdelka, si stranke želijo videti svoje ustvarjanje, preden zanj zapravijo svoj denar.

Lekcija osem: Uporabite stil mreže.

Preizkusi so pokazal naslednje: če vidite več elementov v eni vrstici na strani, stran bolje deluje, ko gre za prodajo. To pomeni, da predstavitev izdelkov v obliki mreže (namesto stolpca z enim izdelkom) daje boljše rezultate. Ta pristop se bolje uporablja na računalniku, kot pa na mobilni napravi – zaradi velikosti zaslona.

Primer stila mreže pri spletni trgovini.

Lekcija devet: Izogibajte se neprestanemu pomiku.

Kaj pomeni neprestani pomik? Ko po vrsti gledate izdelke, ti pa se vam vedno znova nalagajo. To je napaka. Uporabite raje strani ter možnost pomika po straneh. Tako bodo stranke vedele ali so na prvi strani, drugi ali na deseti. Recimo, da jim je določen izdelek všeč. Precej lažje si bo zapomniti, da je na drugi strani v tretji vrstici, kot pa da je nekje sto izdelkov nazaj! Nekoč neverjetno popularen neprestani pomik zdaj samo zmede stranke. Stranke lažje uporabljajo nogo vaše spletne strani kot obliko navigacije. Če imate stran s pomikanjem, navigacije nikoli ne najdejo.

Lekcija deset: Ponudite možnost sledenja naročilom.

To je hiter in preprost način, da še povečate zaupanje strank, ter da jih obdržite na vaši spletni strani. Ljudje bodo obiskali vašo spletno stran in videli, kje je trenutno naročilo. To vam daje odlično priložnost za nadaljnjo prodajo tako, da jim ponudite nove ponudbe vsakič, ko se vrnejo na stran.

Avtor: Simon Coulson

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Author

  • Simon Coulson

    Simon Coulson je bil 14 let zaposlen v stresni službi v podjetju British Telecom (sam pravi, da je bil to vzrok za pomanjkanje las na njegovi glavi). Ko se je naveličal običajne službe je šel v podjetništvo – internet podjetništvo. Od takrat je ustvaril že pet sedemmestnih internet podjetij, ki so generirala 12 milijonov funtov dobička. Prva 2 mio je zaslužil s podjetjem, ki je v celoti delovalo iz njegove hiše! Njegova podjetja uporabljajo različne internet poslovne modele – od prodaje informacij, članskih spletnih strani, prodajo izdelkov, prodajo izobraževanj, … Simon je v zadnjih letih postal tudi svetovno znan javni govorec na temo internet poslovanja in je predaval na najrazličnejših seminarjih po svetu.

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