A Primer for a Successful Digital Marketing Campaign

A Primer for a Successful Digital Marketing Campaign

Whether you are a brick-and-mortar retail store or an eCommerce store — or have both, it is crucial to implement some form of a digital marketing campaign. As you know, a digital marketing campaign is an online marketing effort that companies use to increase engagement, conversions, traffic and revenue through one or more digital channels. Digital marketing campaigns usually tie in with the brand’s overarching goals and are extensions of and complementary to other more traditional marketing efforts. Given that eCommerce webstores indeed live on the internet, it is even more important to launch and optimize a successful digital marketing campaign to not only increase sales but to reach a larger, wider and more diverse audience. In this guide, we’ll provide several recommendations for you to get started with or add to a successful digital marketing campaign to increase sales for your apparel eCommerce store.

Engage in Email Marketing

Direct mail advertising decreases more and more every year with companies opting for the less expensive and fastest advertising route — email marketing. Email marketing is where your company sends emails of sales, information, and products to existing and potential customers. As an online brand, you are most likely to stick to digital advertising, so email marketing is one of the most effective ways to increase sales. By sending emails, you can efficiently inform your customers and prospects about your promotions, products, social media pages and any other relevant information. 

However, you want to be careful not to send too many emails. About 69% of users unsubscribe to companies that send what are considered to be too many emails. So how many emails are too many? Most companies send about two to eight emails a month. That’s a wide range — you’ll need to find out what works best for your business. But, as an apparel eCommerce store, you will most likely want to send about one or two emails a week to show customers a wide variety of products and promotions. Email marketing can be a long and tedious process. That’s why we recommend working with a marketing firm that understands the ins and outs of creating, sending and measuring the results of an ongoing email campaign.

Post on Social Media

No need to limit your brand to just email marketing, you can also expand to social media marketing. On social media, you can promote current sales and products for customers to purchase. While utilizing social media, you are opening your brand to a potentially wider and more diverse audience. A few social media platforms to post your business on includes Facebook, Instagram, and Pinterest. Posting on social media is not for every company, but we have a few social media tactics you can keep in mind if you do consider the notion of promoting on social media. To avoid the confusion of social media requirements and to make sure that you are posting the most appropriate type of content to each platform, we recommend partnering with an experienced marketing firm that is knowledgeable in social media rules and requirements.

Promote Sales & Deals

For most businesses to have a successful digital marketing campaign, there needs to be some type of promotion to tout; whether it is a sale, deal or event. Having one or more sales during your campaign can help gain customer traction and revenue. You can promote these sales or deals in emails, on your site’s homepage and on social media. These sales do not have to be huge, complicated or even happen every week. Many brands focus on a percentage off of a full purchase sale, a buy one get one (BOGO) event or a clearance event. Including sales and deals as components of your digital marketing campaign not only helps increase revenue but also helps you to understand and improve your webstore conversion rates.

Create Compelling & Memorable Content

In the digital marketing world, messaging is the main communication between the brand and potential customers. Since users only take a few seconds to lose interest and exit a website, it is critical to capture the user’s attention with compelling, memorable and efficient messaging. At first glance, you need to entice customers to stay on the page and continue shopping. This means you need to use messaging including pictures, videos and graphics that evoke emotion, creates a connection with your audience or encourages users to browse through the webstore. There are many ways to show a compelling story through incentives like free shipping, an additional percentage off purchase or short, memorable copy. And if that is not enough of a reason to focus on creating terrific content, here’s one more: Google and the other search engines reward sites with strong, meaningful, compelling content with higher search engine rankings.

Have a Cohesive Story

An aspect of digital marketing that many companies have a hard time achieving is keeping a cohesive story. You want all your creative and graphic assets including emails, verbal and photographic content, social media and ads to structurally and creatively coincide with each other. Whether it is your brand’s overall aesthetic or the specific campaign for the month, this effort to focus will help customers distinguish your brand from others. Creating assets that do not match your brand and the specific campaign can confuse users and cause you to lose potential sales. During your planning meetings, create the story or goal that you want your brand to achieve. For example, if it is a summer event include products, design, graphics and content whether it is video or written copy that customers can associate with summer while staying true to your brand guidelines.

Schuler Shoes provides an excellent example of keeping a cohesive story during their seasonal summer sale. All digital assets including graphic elements, written copy and images focus on giving the offering a summer feel:

Conclusion

As consumers transition more into online shopping, planning and implementing a digital marketing campaign is the best way to increase sales for your apparel eCommerce store. These are just a few tips on how to start and add to a successful digital marketing campaign. For more information on how InteractOne can help your brand create a successful digital marketing campaign, contact us today.

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Best Practices to Make Your Apparel & Accessories Webstore Mobile-Friendly

Best Practices to Make Your Apparel & Accessories Webstore Mobile-Friendly

The mobile age is here and more people are turning to their cell-phones for their shopping needs. Almost 230 million people purchase items online with that number only expected to increase each year. To meet customers’ needs and make their viewing experience easier, having a mobile app or mobile version of your eCommerce store will give customers a better, smoother overall experience and can help drive sales on your webstore. But while mobile native apps and PWAs can be costly, there are actions you can take today on your existing eCommerce store that will make it more mobile accessible to your customers and profitable for your business. Keep scrolling to learn the best practices to make your apparel and accessories eCommerce store mobile-friendly.

Include Simple Navigation

If you want users to enjoy visiting your site on their mobile device, you need to have an easy to use and simple navigation. Navigation directs your customers to where they want to go or to find what they are looking for. Due to limited screen space on phones, your content must not look overcrowded on a mobile device. An overcrowded navigation can cause disconnect, confusion, frustration and lead to the user exiting the site. Navigation menus on both mobile devices and desktops have the option of having dropdown lists. Multiple dropdown menus may structurally fit on a desktop but will take up the majority of space on a phone. Avoid this issue by keeping your mobile navigation to a few dropdown lists and all in a single column or row. 

Fawn Shoppe has an excellent example of simple, clean and mobile-friendly navigation on their homepage and landing pages:

Limited-time sales and discount codes

Why do you think your inbox is constantly flooded with limited-time sales and discount codes? Because they work! These time-sensitive initiatives are a no-brainer for creating a sense of urgency in your customers, and almost seem to create a ticking clock in their minds. If someone is interested in your product or service and sees an end date or expiration date for a discount code, it’s a trigger that compels them to make up their mind on whether or not to purchase. A deadline is a powerful incentive to action. Help your customers make up their minds by giving them a time limit.

Create Easy Registration

For every store, easy registration is a must. It is where your brand gains customer information to send future emails, newsletters, messages and fulfill orders. Most people do not want to spend longer than a couple of minutes inputting their information just to browse a store. Plus, a small screen with a complicated registration may deter people from continuing to purchase. Instead, stick with the option of an easy registration at checkout that involves limiting your required fields to an email or phone number. You can ask for additional information like shipping or billing addresses and payment information later when the customer is at the end of their checkout process. Another option would be to allow users to register using their Facebook or Google account. Even on mobile, this is a simple 1-click option that will collect all the necessary data fields without requiring customers to enter the fields one by one.

Position CTAs Properly

Trying to click on specific buttons and tabs can be hard enough on a mobile device, so placing call-to-action (CTA) buttons incorrectly can make the user experience nearly impossible. In most cases, the user will leave the page and most likely never return if they can’t find the navigation and purchasing links they’re looking for. You can avoid this from happening by strategically and correctly placing your CTAs and making them easy to find. And it’s especially important to make sure to place key CTAs like Add to Cart and Checkout front and center.

Accept Guest Checkout

When people use their phones to make any purchases, they are expecting a fast checkout process. And in many instances, customers prefer to skip registering during checkout or altogether. Phones have made information fast and accessible, so the checkout process on a mobile device needs to be the same way. The best way to achieve a fast checkout on mobile (and desktop as well) is to accept guest checkout. This option allows your business to sell to a more diverse audience because it encourages one-time customers to purchase as well. While setting up your checkout page, make sure to include a CTA that states checkout as a registered user or guest checkout. This may limit some registration fields; however, it gives your brand a wider possibility of new customers.

Write Short & Catchy Content

With the limited physical viewing space on a mobile device, it is important to keep your content short and catchy. Lengthy product descriptions, long blog posts, or too many images cluttering product pages divert many mobile device customers. Make the shopping experience easier by using short, catchy, and essential content on product pages. To help keep your content short and memorable, we recommend working with a marketing firm that knows how to create concise yet impactful content, including photos, graphics, video or written copy.

Size Images Correctly

Mobile screens and computer screens are two very different layouts. An image that loads and fits for a desktop website could take up the entire screen on its mobile counterpart, take too long to load or create pixilated or low-quality images. To avoid these scenarios, you need to correctly size your mobile images or partner with a marketing firm that knows how to format images for desktops and mobile devices. Even though there are no set sizing requirements, it is best to keep mobile images as small as possible to balance image quality against mobile networks download speeds and file size against mobile data caps. Generally, images range from 240 x 320 to 2560 x 1440 in size.

Always Upsell

Just because there is a lack of space on a mobile device does not mean you can overlook the opportunity to upsell your products. Upselling on product pages and shopping carts introduce customers to new purchasing opportunities. Think of it as the impulse items that many brick-and-mortar stores use to entice customers at checkout. After the product information, show off more of your webstore’s inventory by including links to items that other customers who bought this also viewed this or people also viewed. Studies show that 61% of customers say they are more likely to buy when companies include upselling that matches their preference. Many stores recommend other products that complete an outfit or are similar. An apparel eCommerce store that partners with InteractOne, Kabaryare Fashion has a simple way of upselling similar content with an analogous style and price when customers view their products.

Conclusion

Shopping through mobile devices will become more popular as technology continues to advance. Have a step up from other competitors by following these best practices to make your apparel and accessories eCommerce store optimize mobile shopping. Contact us today for more information on how InteractOne can help your webstore become mobile-friendly.

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How Digital Fashion Brands Can Create a Sense of Urgency and Increase Sales

How Digital Fashion Brands Can Create a Sense of Urgency and Increase Sales

Urgency can be a powerful tool when attempting to convert visitors to your fashion eCommerce store into customers. How many times have you talked yourself out of buying something? The longer a shopper spends mulling over a product, the more likely they are to abandon it. On the flipside, when there’s a sense of urgency, and a feeling that the deal is finite, the more likely the customer is to click “purchase.” 

This doesn’t simply mean putting “buy now” banners on your fashion webstore or doing a social post promoting a sale. In this guide you’ll learn seven tactics for increasing your conversion rate by creating urgency in your customers.

Cart abandonment emails

Shoppers abandon their carts for many different reasons—often it’s unexpected shipping costs, a faulty discount code or a slow-loading page. While you should try to mitigate all of these things in an attempt to decrease your cart abandonment numbers, you should also always follow up with customers who do abandon their carts. Because more often than not, they are still interested in your product. A well-crafted cart abandonment email can be the difference between closing the sale and having that incomplete order remain. Convey urgency in a short and friendly email, with a subject line like “Get your favorite top before it’s gone!” or “<Name>, you forgot something!” Avoid anything that pushes too hard or is too vague, like “Limited time only” or “Last chance.” You can also instill some curiosity in your subject line and email copy—“I think you left something…” is a good example. Shorter is better, and a little personalization goes a long way to developing great relationships with your customers.

Limited-time sales and discount codes

Why do you think your inbox is constantly flooded with limited-time sales and discount codes? Because they work! These time-sensitive initiatives are a no-brainer for creating a sense of urgency in your customers, and almost seem to create a ticking clock in their minds. If someone is interested in your product or service and sees an end date or expiration date for a discount code, it’s a trigger that compels them to make up their mind on whether or not to purchase. A deadline is a powerful incentive to action. Help your customers make up their minds by giving them a time limit.

Timers or countdown clocks for deals or carts

While on the topic of time limits, let’s discuss countdown clocks. Provide a striking visual element that ties in nicely with your limited-time sales and discount codes by adding a timer to carts, or countdown clocks on your product pages. This reinforces your deadline, and provides a strong prompt for action. As time ticks by the sense of urgency to buy is only going to increase. Your timers or countdown clocks don’t have to indicate end of sale times, either. They could also be used to indicate cut-off times for next-day delivery, or a more personalized offer.

Tap into shoppers’ FOMO

People assign more value to things that they perceive to be in short supply. Shoppers can be enticed into acting fast if they think there’s a chance they’ll miss out. Tap into this FOMO, or Fear Of Missing Out, by creating a sense of scarcity. High fashion naturally does this by producing smaller runs at higher price points, creating a limited range and therefore competitive market for their product. But brands with larger runs or less-limited ranges can still create urgency by releasing smaller batches at a time. A message on a product page conveying the limited nature of stock available can be enough to drive more conversions, as the sense of urgency to buy is increased. “I better buy it now, while my size is still in stock!” they’ll say. No one wants to be the one who missed out on a coveted item because they took too long to make their mind up. The same can apply to a service, as well, if you communicate that you can only take on a certain number of clients at a time.

Ensure your offer is relevant

Urgency will only work if the product or service in question is one that people want. If your customers are expressing demand for particular styles, sizes or products, be sure to highlight these on your homepage. Trying to repeatedly push old products that haven’t moved well will only make your brand look tired and defeated. Give your customers what they want and remind them why they were interested in you in the first place! The same applies to special offers—pay attention to what customers are saying in your reviews and social media. If there are requests for cheaper or easier shipping or bundle deals, consider offering that as a way of increasing urgency. Shipping costs being too high was shown to cause 63% of cart abandonment in a study by Statista. So give your customers what they want, because after all, urgency is about amplifying existing feelings of wanting something, not creating them out of nowhere.

Make returns easy

One of the number-one concerns for online shoppers is that they’ll be stuck with something that doesn’t fit or isn’t exactly what they were expecting. While you can’t always make everyone happy all of the time, you can certainly try by being as upfront and honest about your products as possible, and by providing an easy way for items to be returned for a refund or for store credit. Whichever of those options you choose, it’s imperative for you to make this clear before your customer well in advance of the checkout page. Get your customer on your side and have them quickly clicking “purchase” by making returns easy.

Use warm colors

Green doesn’t always equal go. Sometimes you need to opt for a different color scheme, and those times are when you need to increase urgency. Red, yellow and orange have all been said to help in this instance. A study by Hubspot found that a red call-to-action button performed 21% better than a green button. Of course it pays to test this theory with your own website and audience, and not all audiences are created equal—perhaps Hubspot’s audience had a personal preference for red. It should also be mentioned that customized colors are key. Work with your brand’s existing color scheme, and if red doesn’t suit it, try something else similar.

Conclusion

Ultimately, urgency is a tactic to be used in moderation. Don’t employ every trick in the book all at once, or you’ll risk driving your customers away. Help them take you and your offers seriously by employing a measured approach. Through trial and error you will find the urgency tactic that works best for you and your customers. To learn more about how to improve your onsite promotions and messaging and other eCommerce marketing tactics, contact us today.

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Building an Apparel & Accessories Webstore That Matches Your Retail Space

Building an Apparel & Accessories Webstore That Matches Your Retail Space

eCommerce is having a moment. We’ve always known brand websites are important for extending your business’s presence and reaching more customers. But with the uncertain future of experiential retail due to COVID-19, now it’s more important than ever. 

But it’s not enough for your brand to simply be online. Your eCommerce platform needs to accurately reflect your physical store. This means translating the positive experience customers have in your shop into a positive user experience, or UX, on your webstore. Google Search recently announced it will be favoring websites with great UX, so now is the time to shape up. 

Fortunately, regardless of whether you’re a consumer or a provider, we are now in “an environment where imagination and technical ability, not wealth, are the only barriers.” Meaning, if you have the drive and commitment to succeed online, you can.

Here are six actionable tips for how to better reflect your fashion brand’s physical store online.

And don’t forget to check out Part 1.

Eliminate clutter

Think of your eCommerce storefront like your physical retail store: both work best when they’re clean and minimal. Clear out the cobwebs by streamlining your eCommerce storefront. Make your offers immediately apparent. Don’t confuse your customer with lots of information—keep it simple, and focus on your central product(s) and ethos. If you’re a sustainable brand, such as United By Blue, put that information on your homepage, with a link to click through to another page with more detail. By sticking with basic information, you ensure your homepage is not only user-friendly, but that it also loads quickly.

Ensure your logo is front and center and easy to read

You have your logo pride of place on your store’s front window, door and sandwich board; that same approach needs to be taken with your web store’s homepage. Ensure your logo is high resolution and scalable, so that it is mobile-friendly. Test that it displays well on both desktop and mobile, and try visiting your website on different mobile devices to minimize any bugs. It may sound simple, but by branding your eCommerce store correctly, you ensure it communicates the same level of professionalism as your retail store.

Keep a consistent visual language

Use the same colors, textures and themes that you thoughtfully chose for your retail store in your online store. And if you don’t have colors or textures? Keep that same simple palette online. Whether they’re online or offline, all of your customers should be reading the same visual language from your brand. This consistency is key to creating a harmonious experience and gives returning customers the assurance that they’re in the right place. New customers will also feel confident when they see this cohesion across your website, social media pages and in photos of your retail store. What’s more, they’ll trust that this same commitment to quality translates to your products.

Mimic the layout of your physical store

Make it easy for people to find what they’re looking for by ensuring your online store’s layout echoes that in your physical store. That means if you generally greet shoppers with new season items, then show them special ranges or collaborations, followed by older items and accessories, or sale items, this same customer journey needs to be replicated online. You can also carry this product hierarchy over to your navigation bar and/or dropdown menu. Keep it cohesive to avoid confusion.

Have clear, high quality photos

You wouldn’t leave your products lying flat and lifeless on a display cabinet in the front of your store, so why would you have low-quality, lifeless product photography on your webstore? The key is to have clear, high-quality mannequin or display photos, as well as high quality flat-lay photos. Plain white backgrounds allow your products to really shine, and won’t distract your customers. The more your photos accurately represent your product and show people exactly what they’re buying, the more likely they are to click “add to cart.”

Make it mobile-friendly

More than half of online shoppers make purchases using a mobile device, so while you spend hours making sure your desktop site is beautiful, ensure you also pay attention to how it scales to mobile, and remember to optimize each page. Think of it like how a shopper takes a glimpse of your retail store through the window—they might click on it for a second, and if it loads badly, they’ll click out. First impressions are crucial, and these are increasingly happening on mobile. Users who have a negative experience in your mobile store are said to be 62% less likely to purchase from you in the future. So make sure your eCommerce site is up to scratch. Progessive Web Apps (PWAs) are all the rage in the eCommerce industry. They replicate the app experience on a mobile browser for a fraction of the cost and commitment of a Native App. Now is the perfect time to implement a PWA to your digital offerings. To learn more about PWAs you can check out our recent blogs here.

Conclusion

By taking the same care with your eCommerce storefront as you do with your physical storefront, the greater your chance for success online. Represent your range online as you would in-store—with your unique style, care and attention to detail. For help on how to make your webstore better reflect your retail store, click here to speak to a member of our team.

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Giving B2B Customers What They Want, 6 Apparel Webstore Strategies & Best Amazon Magento Integrations

Giving B2B Customers What They Want, 6 Apparel Webstore Strategies & Best Amazon Magento Integrations

April 2020 ORANGE REPORT

For this month’s Orange Report, we’re sharing a few of our best and most recent blogs that speak on all things Magento, eCommerce, and Digital Marketing. Like always, we encourage everyone using Magento to make the most of its functionalities by incorporating the very best Magento extensions and news.
B2B clients are beginning to look more and more like B2C clients. But as a B2B company, how do you rise to meet their needs? Find out in our latest blog.

Six Apparel eCommerce Webstore Strategies for 2020

If your apparel and accessories eCommerce site has hit a bit of a lull and here are six strategies to boost your site visits and get more conversions.

The Best Magento Amazon Integration

There is no shortage of Magento marketplace integrations available but we’re going to tell you which one is best for your eCommerce webstore.

5 Reasons eCommerce Reviews Maximize Revenue Opportunity

Use this guide to learn how to make customer reviews play a more impactful role in the success and online presence of your eCommerce store.

COVID-19 & eCommerce: Buyer Behavior & the Apparel Industry

COVID-19 & eCommerce: Buyer Behavior & the Apparel Industry

There is new information and stats being released daily regarding the COVID crisis and its impact on economies world wide. We are continuing to closely monitor the situation so that we can provide our clients and the rest of the eCommerce community the most accurate and up-to-date information available.

In this update we’ll be taking a look at larger, national trends as well as taking a closer look at the apparel industry.

COVID-19 and the Apparel Industry

While we have seen a surge in the digital sales of ‘essential’ items like non-perishable goods, cleaning products, even camping equipment, apparel has taken a solid short-term hit. Notso has revealed that fashion sales slid 30% in March compared to the same period in 2019. It’s not just sales figures that took a hit, overall sales revenue plummeted by 32% and visits by 24%. Average order value fell by 6% and conversions by 9%.

But since the worst of the numbers were reported on March 20th there has been a bit of a rebound. The global head of marketing at Nosto, Matt Levin stated, “Since that low-point on 20 March, the data shows some signs of a recovery beginning with sales revenue and visits recovering somewhat in all countries, while conversion rates are staying relatively the same. Increased traffic with stable conversion seems to mean these new shoppers are still buying at typical rates, which could be a result of merchants reacting with discounts and merchandising shifts, or consumer behaviour simply stabilising.”

The current situation  also provides an opportunity for apparel eCommerce retailers to shift their strategy to meet the current unique needs of customers. Highlighting and featuring products/collections that are more relevant to our current ‘stay at home’ lifestyle can go a long way in alleviating the stress customers feel when shopping for items they didn’t even think they needed just a few weeks ago.

Buyer Behavior and Online Shopping Survey Results

As suspected, online shopping is increasing as the Pandemic spreads. Retail Systems Research published a piece on April 2nd 2020 that shows 93% of all respondents expect to use eCommerce the same amount or more frequently than they have before COVID spread.

RSR’s report also shows that online shopping will be vital to customers for the indefinite future.

We’re also beginning to learn more about shoppers’ current behavior. A survey released by Yotpo this week saw some interesting, but not unexpected results.

Conclusion

Consumers are looking to spend less (56.75%) rather than spend more (23.65%) during this time, or they’re aiming to maintain their typical spend (22.80%). Almost a third (31.7%) are shifting to buying online more than in physical stores.

We’ll continue to monitor the situation and report the most interesting and pressing facts and figures we can find regarding the COVID crisis and its direct impact on eCommerce. Until next time, stay safe and stay healthy.

 

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Six MORE Apparel eCommerce Webstore Strategies for 2020

Six MORE Apparel eCommerce Webstore Strategies for 2020

Last week we began sharing  ways you can improve your apparel eCommerce website that are both unique to the needs of that industry, and appeal to the eye of apparel customers. The more we got to thinking about it, the more we realized that there were well over six strategies that you consider implementing. Which is why we’re back with part 2 on this topic. In this blog we’ll be breaking down six MORE apparel-focused eCommerce  strategies you can implement to improve the user experience and ultimately improve your conversion rate. 

And don’t forget to check out Part 1.

Question and Answer

Much in the same way that Customer Reviews add transparency  and authenticity to your brand and products, so does a Question and Answer section. You’ve no doubt seen the Q&A section on Amazon product pages and it’s there for a reason; they work. No matter the product description or reviews on your product page there will always be very specific questions potential customers will have about your apparel or accessories. Their questions could be about fit, material, shipping, user experience, anything at all. The Q&A section gives a platform for these questions to be posed and for yourself as well as customers to answer them. For questions posed to your company, this is a great opportunity to showcase your customer service capabilities, product knowledge and openness. For questions posed to current and former customers about their experiences with your product(s), think of it as another form of Customer Review. Getting a fellow customer’s honest feedback about your product will make potential customers more secure in their purchasing decision and less uncertain about engaging in business with you. Making room on your product pages for a Q&A section is a must.

Recommended Accessories or Pairings

No eCommerce site should ever miss an opportunity to upsell and the apparel industry is certainly no exception. Whether you’re selling a dress that pairs with a great pair of shoes and earrings or you’re selling a sports jersey with a newly available matching team hat, customers are often searching for a complete look and you should be prepared to give them the option to purchase it. How you present these recommended accessories and pairings is up to you (and perhaps the niche you serve). They can exist on the product page, you can offer them in a pop-up, or they can be presented just prior to checkout. If customers pass up the opportunity to purchase your product’s accessories and pairings then these recommendations would make for a perfect follow-up email offer. 

Customer Reviews

We broke down the benefits of customer reviews and shared our favorites in great detail back in January’s blog but this has become such a hot topic and powerful tool that it’s worth repeating. Customer Reviews will benefit your apparel site in numerous ways. For one, they reaffirm your brand. Even the greatest product description ever written can’t compete with a customer review. A customer review makes your products and your company more authentic and accessible. Shopify has revealed that 63% of customers are more likely to convert after seeing reviews. Reviews give your brand transparency and build trust with your customers.  Good reviews, bad reviews, no problem! Even if you only had exclusively positive customer reviews the modern apparel customer is too savvy (or maybe cynical) to believe they are all legit.

 The Greatest Product Description Writer ever.

So, even negative or average reviews add authenticity to your brand and page, and serve as useful tools to your merchandising and customer service teams (particularly if you have taken the time to thoughtfully respond to negative reviews – which you absolutely should do).. Customer Reviews are shown to increase conversions by as much as 63% and research shows that 70% of customers look at reviews on products and stores before making a final purchase. To take a deeper dive on customer reviews check out our recent blog.

A More Mobile Friendly Website

Is your webstore as responsive and as mobile friendly as it can possibly be? If your answer is anything less than, ‘absolutely’ then now’s the time to upgrade it. Mobile eCommerce accounted for more than 67% of all digital sales in 2019. And improving the mobile capabilities of your site could have a direct impact on your brick and mortar location too. 65% of all US shoppers look up price comparisons on their phone mobile device while in a physical location. So not only could your unresponsive mobile site be costing your sales digitally, it may be costing you sales in-store.

Free Returns

As a merchant it’s your job to remove as much uncertainty about your brand and product as possible. We discuss Transparency in greater detail in Part 1 of this blog and this topic is related to that. The greatest uncertainties associated with purchasing apparel online comes from the worry, ‘will this fit me?’ and, ‘will this look good on me?’. And while no product description or customer review can answer that question for an individual, you can remove doubt as to whether that individual will be stuck with a purchase they are unhappy with. By offering customers a no-hassle, free return policy, you’re showcasing your own belief in your own brand and products and improving their overall experience. Whether the customer ends up keeping your apparel or returning it, either way they will be much more likely to continue doing business with you if you have made this process as easy as possible.

Free Delivery

As a merchant it’s your job to remove as much uncertainty about your brand and product as possible. We discuss Transparency in greater detail in Part 1 of this blog and this topic is related to that. The greatest uncertainties associated with purchasing apparel online comes from the worry, ‘will this fit me?’ and, ‘will this look good on me?’. And while no product description or customer review can answer that question for an individual, you can remove doubt as to whether that individual will be stuck with a purchase they are unhappy with. By offering customers a no-hassle, free return policy, you’re showcasing your own belief in your own brand and products and improving their overall experience. Whether the customer ends up keeping your apparel or returning it, either way they will be much more likely to continue doing business with you if you have made this process as easy as possible.

No matter your kind of apparel and accessories and no matter your target audience, if you’re looking to improve your conversion rates, traffic and your customer’s shopping experience these webstore strategies are a great place to start. 

Check out some of the apparel and accessories work we’ve completed for Medals of America, Fawn Shoppe, and Massif and let us know if you’d like to schedule a conversation.

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