When it comes to e-commerce, your online store should be an extension of your brick-and-mortar one, with the same kind of quality and service a customer would find if they walked through your front door, says David Peters, Jewelers of America’s resident education and management expert.
In this three-part Tips Series, he shares the real reasons users take the plunge from browsers to buyers. He provides the features that cause people to purchase from a particular website:
- The Level and Quality of Service: There’s plenty of talk about price online, but with so many options these days, service is king.
- On-Time Delivery: Once you eliminate the immediacy of an in-store purchase, it’s critical to get the product to a consumer in a timely manner.
- Product Representations: Just as in your store, you need to present your online product in the best light. Make sure your product is organized intuitively and is easily searchable with high-quality images.
- Extra Tip: “High Quality” does not mean high-resolution. Keep your image file size (kilobytes) small enough that they do not take ages to load.
- Dependable Shipping and Handling: Nothing says “never shop with me again” like lost or damaged goods.
- Posted Privacy Policies: Although consumers have become much more comfortable with online shopping -- even when it comes to high-ticket items, Internet security is extremely important to them. They need to be assured that you will not misuse their information.
- Extra Tip: Make sure that any part of your site that requires transactions or exchange of personal information is a secure section (HTTPS:).
Take The Tip:
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