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12 Tips for UX Design to Improved the E-commerce User Experience

It would be great if you could just change a bit of text, a headline, or a button on your site and see big changes. But you and I both know that isn't true. When websites were still growing and changing in the early 2000s, these small changes could have a big effect on the user. But because there are so many well-designed sites now, having a site that is easier to use doesn't really make a difference.   Our CRO method is SHIP, which stands for "Scrutinize, Hypothesize, Implement, and Propagate." The 4 steps make up the whole CRO process that our organization uses. In the end, the information you gather during the scrutinizing phase is put into one of four groups: something that needs to be fixed right away, something that needs to be looked into more, an instrument, or a research opportunity. Most UX fixes fall into the "fix right away" category because it makes no sense to test something like that.   Research opportunities, on the other hand, are basically "test ideas." Most of the time, these are places where you push the limits to try new things on the site that will get more attention, make more buzz, and get more people involved.   There are no easy ways to do CRO or best practices. Everyone is always on the lookout for the one thing that will change their conversion rates. But it's just not there. You can find research opportunities by doing research, getting to know your visitors, and being creative. You can then use AB testing to try out your ideas.   According to Michal Szwak 
“Regardless, UX is one of the most integral parts of making sure your e-commerce runs smoothly and is converting your users into customers.”  
Under the "S" for Scrutinize in the SHIP method, "competitive analysis" is an important part. We strongly believe that other websites can give you ideas for marketing and advertising campaigns. We don't believe in copying, but it's fine to keep an eye on your competitors and see if any of the ideas they use could work for you. These ideas broaden our own views and give us the courage to try new things and look into other possibilities that can keep site visitors interested.    Online competition is tough in every industry, but when it comes to e-commerce, it's especially hard to offer a unique, buzz-worthy experience that is also useful and easy to use.    Daniel Kahneman's book Thinking, Fast and Slow goes into great depth about how the mind works and how people think and process things. He talks about two systems. System 1 is fast, intuitive, and emotional, and system 2 is much slower, methodical, and deliberate. Fast thinking has some biases to watch out for, but when designing websites, things should be simple and easy to understand (System 1). Visitors shouldn't have to think about how to get around and find what they're looking for. It should be easy for visitors to understand (based on things they already know).   According to Pratik Dholakiya 
“Modern users expect every site to be mobile-friendly. If your site is not responsive, many users will bounce as soon as they see your site.Just as importantly, mobile-friendliness is a ranking factor.”
  So, there's that balance you have to find: create a unique experience while staying on track with System 1 thinking.     In the end, most sites want to make their sites easier to use and make more money. Is that enough, though? How does a site stand out and win people's hearts and minds in the crowded world of e-commerce?     In the next post, I found some tips on how to improve the experience. But everyone who reads this should know that these are in no way ideas for implementation. These are just ideas to think about. You still need to make sure that this is something that your visitors would be interested in.  

1. Say your goal with style

  We all understand how important a good value proposition is. But what if you can say it with your design? Your site does a great job of showing how valuable you are in every way.    According to Joanne Chong 
“Having great e-commerce website design can make all the difference when it comes to attracting customers.”  
The first step in optimizing an experience isn't to forget about the basics, but to build on them and have fun with them. Take the case of Asos:    user Source: ASOS   They don't shy away from bold images because their site is a fashion and style destination and that's what it's all about. That's the value they offer, and the fact that they ship for free all over the world and have more than 850 brands is a great bonus!    They give shoppers two options: Shop Women or Shop Men. The CTAs that look like labels are part of their brand. They make a clear statement and give the visitor an experience right from the start. They also meet expectations.    When you get to the category pages:    Source: ASOS   Again, the vivid pictures, unusual positions, and styles of clothing all show the value without the people saying it.    Last, the pages for the products:    Source: ASOS   They have a catwalk video, a few unusual model poses, and a section called "Buy the look" that sounds like a real fashion destination.     The value proposition is always presented as a statement, but when every element repeats the value in a fun and unique way, it becomes more than just an e-commerce transaction and more of an experience.   

2. Use visual cues to point the user in the right direction 

  Visual cues help people find their way around your website, keep the order of things clear, and lead them to important parts of your landing page.    According to Christopher Meloni 
“Visitors to websites don’t prefer to remain on sites with poor navigation, so it helps to make them comfortable using your site with good navigational techniques.”
  Most of the time, the call to action is clear from what you see.    Visual cues come in a lot of different shapes and sizes, like big, bright banners or fingers that point. But the four most important types of visual clues are:   
  • White-space 
  • Eye-direction 
  • Arrows/Linear 
  • Encapsulation 
  In general, there are two kinds of visual cues or landmarks that help your visitors quickly find their way around your site and content:   

1. Explicit visual cues

  These kinds of hints are clear and easy to spot on the page. Landing pages can use clear visual cues like arrows, lines, pointing fingers, and the line of sight of a person.    Where a visitor looks on a page is quickly affected by clear visual cues. For example, you can point visitors to where you want them to go on the page by using arrows or lines.    Progress indicators are used on a lot of websites to help people know where to go and what to do next. On barkbox.com, they simply send visitors to the main call-to-action button ("Get Started"), where they are guided through a process of building the box the way they want, with few or no ways out of that funnel.   I will say, though, that visitors who want to learn more won't be happy if they are forced to go through a certain funnel. There is a fine line to walk before making that decision.   

2. Implicit visual cues

  Visual clues that are not obvious are not like arrows and pointing. These are parts of a design that don't directly point to something. Instead, they use images in a more subtle way to get people to do what they want them to do.    This is shown by putting the filtration, open, and this format is a very clear place (so that visitors will notice: USE THIS).    Source: Bellroy  

How to use visual clues to get more people to buy from you 

  • Use arrows to show people where on the page you want them to go. 
  • Keep the user on the page by using animation.  
  • Try different ways to navigate the page to get people to keep scrolling or clicking around.  
  • With encapsulation, you can make your CTA stand out by making a box with different colors. 
  • To make a landing page that converts well, use a mix of visual cues, both implicit and explicit, and persuasive writing. 
  • Make sure to split-test different landing pages to see which visual cues your customers respond to. 

3. Show contrast, vivid details, and examples

  Stay true to your brand, of course.    But using vivid images and visuals can really help people remember your brand.    According to Conor Cawley 
“There’s no denying that user experience plays a huge role in any companies success. After all, you can’t retain customers if they get turned off by your first impression.“   
Think about Zara.com as an example:   Source: Zara   Look at how they use contrast here, with the bright picture and the white to make the category stand out. What an interesting way to use white space!    Zara, on the other hand, doesn't have a single, static homepage. Instead, the image changes in a carousel to show more interesting pictures.    Source: Zara   And it keeps going for a few more screens.    Source: Zara   This imagery keeps the visitor interested and gives them that experience we keep talking about, rather than just a casual visit to an e-commerce store.    According to Christopher Meloni 
“It doesn’t matter how much time you spend on beautiful design, product images and landing page optimization; the customer’s overall eCommerce experience will falter if foundational elements such as the category taxonomy aren’t rock solid.“   
It doesn't end on the homepage but keeps going until the product page.    Source: Zara   Notice how strong the left navigation is and how the "add to cart" button is at the other end. As a conversion optimizer, I would say that they aren't putting the CTA front and center. However, for their purposes, they'd rather keep the visitor interested and give them all the product views they need to convince them to buy.    If you go to this site's category pages, you'll see that they use whitespace in a very interesting way. There are too many of them, but that can't be a mistake.   

4. Video and interactivity

  Video and interaction should be used when making an experience. Packwire.com's website comes to life with the help of interactivity.    Source: Packwire   Mulberry is also a good example. Take note of what the model is wearing. When you move your mouse over one of their categories and hover over a product, a picture of the product with a model carrying it pops up.   Source: Mulberry   The key to each of these sites is that they each offer a unique experience. In the process, each stays true to its brand and value.  

5. UGC on overdrive

  GoPro posts one picture from a customer every day with the #gopro hashtag. That's dedication, which is why they have a lot of fans and 13.7 million followers on Instagram alone.    Source: GoPro   Louboutin joined in on the UGC fun by starting a campaign called "something red." Customers started using the hashtag to post pictures that looked like they were made by the brand itself.    Source: Instagram   User-generated content (UGC) is any content that a site user or visitor makes, like a comment, review, uploaded photo, or blog post.    UGC gets people to interact with a site and brings it to life. It shows people who visit a site that the brand is tried and true.    User-generated content is being used by a lot of companies to reach more people and get more sales.    Starbucks held a "White Cup Contest," in which customers drew their own designs on a white Starbucks cup and sent in pictures of them. Almost 4,000 people took part and gave the brand new, interesting content.  

User-generated Content Builds Trust and Credibility 

  According to research from the marketing startup Crowdtap and the global research company Ipsos, Millennials and people of other generations trust user-generated content 50 percent more than other types of media.   
“84% of Millennials report that user-generated content on company websites has at least some influence on what they buy and where.” 
 
“43% of people are more likely to purchase a new product when they have learned about it through social channels or from friends and family.” 
  When UGC is used in Facebook ads, the click-through rate is 300 percent higher, the cost per click is 50 percent lower, and the cost per acquisition is also 50 percent lower (CPA).    UGC can boost a brand's credibility, reach, and brand awareness. It's a great way to get real fans of the brand more involved and involved with the brand, creating the perfect brand ambassador in the end.    Here are some ways to make user-generated content work for your brand: 
  • Searching for popular hashtags and asking people to interact with you can help you find content that is relevant to you. 
  • Make sure you get permission from people before you use their content.  
  • Make a place where people can share their content. 
  There are many kinds of UGC:   

1. Product reviews 

  Whether they're good or bad, reviews tell all potential customers what's good or bad about a product. Either way, everyone wins.    According to Manmay Mehta 
“Happy customers are your best marketers! Make a big impact and use your earned media to amplify engagement and optimize e-commerce experience. So why wait, make your customers the crowned star and your biggest advocate by making your e-commerce customer-centric.“

2. Contests

  People love to win stuff. Running a photo contest on Facebook or Instagram can get people excited and help spread the word. Marc Jacobs held a contest and gave the winner a job at the company, not just a prize. #Castmemarc was a way for the brand to try to find models and vloggers. In just 24 hours, 12,000 people used the hashtag.  

3. Videos

  Don't just look at reviews that are written. Encourage your fans and followers to send you videos showing how they use your products in their everyday lives. Amazon.com shows videos of the product made by customers, so you can see what it's really like.   

4. Specifically Product Videos 

  We've talked about videos on the homepage, but what about product videos? The truth is that video is pretty interesting, and if done right, you can't get much more interesting than that. It helps show off products, explain how they work and what they can do for you, and makes shopping easier to understand.     64–85% of consumers are more likely to buy a product after watching a video about it. But it's best if the video is "conveniently" close to the call-to-action button.    But when you make product videos, your goal is to teach your customers how to make the best decision about what to buy.    If you want to make your online store easier to use, you can't go wrong with visual commerce. This means not only using beautiful images and carefully curated user-generated content, but also adding product videos to the experience.     There are a number of clear benefits to putting videos on product pages.     We've all heard the story of Zappos, right? The online shoe store found that sales on product pages with videos were 6–30% higher than sales on other product pages.    Here are some encouraging numbers that show how adding videos to shopping can be helpful https://www.invespcro.com/blog/e-commerce-product-videos/: 
“Consumers stay longer on pages with videos: Product pages enhanced with videos see a lift in session duration of 340%.”  “Visitors browse more on e-commerce sites with videos: Videos contribute to an increase of 127% in pages viewed per session.”  “Videos help improve conversion rate: 73% of consumers say they are more likely to buy a product after watching videos that explain how it works.”  “Videos help boost consumer confidence: 44% say they would purchase more products from an e-commerce website that features product videos.”  “Product videos improve shopper engagement: Product pages with videos see 37% more add-to-cart conversions than pages without videos.”  “Videos enhance customer experience: Four times as many consumers would rather watch a product video than read product description.”  “Visual content inspires purchases and boosts conversions: 45% of consumers would re-visit online retailers if they have product videos on their pages.”  “Product pages with videos naturally get more search traffic: Pages with video content see an increase of 157% in organic traffic from search engines.”   
So, how can "video" be used to improve the user experience?  
  • Showcase Product Capabilities 
  • Instructional/Tutorial 
  • Selection Advice 
  • Added Value 
  • Simple Product/Features Video 
  Other advice:  Invest in good-quality videos.  Use videos on the pages for each product  Add videos made by users as testimonials.  Mix in different kinds of product videos  Video on the site lets you track how customers to act.  Optimize your videos for SEO  Try to keep your product videos between 60 seconds and 5 minutes long. They should be simple and to the point.  Check the autoplay settings   

6. Create the Ultimate Omni-experience 

  Big brands and small business owners are both doing well by giving their customers an "omnichannel" experience. This means that customers can look at inventory and check it out on their phones at home or in the store.    Businesses that have put money into this kind of business have done well.    Of course, you can't do this if you don't have a real-world storefront. But improvements can still be made to make things better for users (like UPS pick-ups).    Businesses that do have the option, "Order online, pick up or return in-store" can bring in more customers and make them happier because it fits with how people shop now.    Also, this service helps customers get their purchases as quickly as they want without having to pay for shipping. When a customer picks up their purchase, if it's not quite what they expected, it's easy to send it back.   About 88 percent of the top 100 U.S. retailers have started using buy-online-return-in-store (BORIS) and buy-online-pickup-in-store (BOPIS).    Advice on how to use BORIS and BOPIS to increase sales: 
  • Put up big signs at your physical locations to let customers know about the service and let them know that they can shop online and pick up in-store. 
  • Give customers a reserved parking spot or area where they can pick up their order without having to go into the store. 
  • Show the option for in-store pickup in a prominent place throughout online shopping, including on the checkout page.
 

7. Use the newest technologies, such as voice and chatbots 

Voice technology and chatbots are changing the user experience by making it easier than ever to place an order.    For example, Starbucks customers in the US can now place orders by talking to the Starbucks iOS app or Amazon's Alexa.    Before using voice technology, Starbucks said that only 7% of all transactions in the US in 2016 were mobile orders. With the move to voice, mobile payments now make up 27% of all transactions in the US.   
“The messaging interface allows customers to speak or text just as if they were talking to a barista in-store, including modifying their beverage to meet their personal preference.”   
Amazon has also made use of voice by letting customers use their Echo products to order things directly from Amazon.    Chatbots are another great way to help customers around the clock with little or no long-term work. If you haven't jumped on the chatbot bandwagon yet, you should know that by 2020, 85% of all customer interactions will be handled by chatbots.    The key to success is to use these technologies in a smart way that fits with your brand and what you're selling.    Chatbots can be set up to answer the most-asked-questions (FAQs) that people have. When the chatbot can't answer a customer's question, it can be sent to a sales agent. But in the meantime, you (the company) won big: you increased trust and confidence, took care of something late at night that you couldn't have done otherwise, and saved a lot of money.    Adding voice is a bit more difficult. Although “Voice activated search may make up 50 percent of all searches by 2020. Moreover, merchants who integrate this capability into their digital strategy will be richly rewarded.” http://10ecommercetrends.com/    Still. Move carefully.    Steps to figure out if voice ordering is right for your brand and how to use the technology:    Step 1: Identify Value:  Before you decide to use voice technology like Amazon and Starbucks, you should ask yourself a few important questions:  Is this voice-to-voice conversation needed?  Is it better than using a computer interface?  Does the "use case" you're thinking of existing?  In your "use scenario," will the voice interface become the main interface?  If you said "yes" to one or more of these questions, voice ordering technology might be a good choice for you.  You should validate the need for a voice interface in the same way that you would validate UX problems.    Step 2: Compile Conversation:  Once you've decided what tasks the voice interaction should help the customer with, you need to think about the information flow that will be needed to do these tasks. Take the time to figure out how little information needs to be shared for the job to be done. What kinds of choices will users have to make? What will the voice interaction do in response to these choices?  The user can't talk while the interface is doing something. Also, they can't stop the voice conversation. When putting together the conversation, you will have to take into account the fact that people make mistakes.    Step 3: Explore Possibilities:  Now it's time to come up with ideas and find out what voice interaction can do. The goal here is to come up with all of the ways that users might be able to show intent. This can be complicated, and users may be able to say more than one thing at once. When these things happen, designers need to think of ways to help the user.    Step 4: Model Interactions:  Also, for this last part, designers must think like engineers. Instead of showing how to interact with linked hotspots, voice interface language must be used to make a flow. To make an interaction model, designers should link what users want to do with the language they use and what they want as part of what they want to do. Here is a great example of how to code for this kind of model that can be written by designers.  

8. Shopping based on a picture is a thing 

  Image-based searches will become more popular in 2018.    Image-based searches are already being used by brands to improve UX. What better way to learn about this than to look at how companies already use it on their websites:   
“With the Kim Kardashian-backed ScreenShop, consumers can easily shop the looks they love on social media, online and on the street by simply taking a picture or screenshot, which is then converted to similar, shoppable items at a variety of price points and retailers.”   
The visual search tool on eBay lets people look for similar products on eBay that they saw on a favorite website or blog.    And let's not forget about Pinterest. With an image-based website, it makes sense for them to put a lot of money into visual search technology. They did it. Their technology turns the camera on a smartphone into a product search engine.    But now Target has joined the fun. They will use Lens, a visual search tool from Pinterest, as part of their online experience. Then, shoppers will be able to take a picture of any product, anywhere, and find similar items at Target.    Of course, let's not forget about our friend Google. If brands want to stay on top of this trend of shopping for images, they need to know how to rank in Google for images and use those methods.    Here are some things to think about if you want to improve your Google ranking for image shopping: 
  • If you have permission to use the duplicate image, it won't hurt your ranking. 
  • Check the size and speed of your images' compression. 
  • Make sure that all alt attributes are used and relevant. 
  • Make sure the rest of your page is optimized for traditional factors that affect web rankings. 
 

9. Same-day delivery (Or faster) 

Same-day delivery could make a big difference in the way we shop. It combines the ease of shopping online with the speed of shopping in a store.    Customers can get their orders the same day from Amazon, Google, and Target. This makes small business owners wonder how they can compete.    89 percent of shoppers say that two-day shipping is fast delivery. This means that other stores have to figure out how to compete with Amazon Prime.    In a recent survey, 49 percent of shoppers said that being able to get their orders on the same day would make them more likely to shop online.    But only 15% of retailers around the world offer same-day delivery.    Some stores are giving customers what they want, which is fast shipping, by making their own shipping service for members. For example, Macy's teamed up with Deliv to offer affordable same-day delivery. This has helped the company increase its online sales, even though it has closed some of its stores.   It's important to note that luxury brands with higher profit margins can easily cover the high shipping costs.    Same-day delivery is a great way for all retailers to improve their customer service, but it requires a lot of knowledge.    Major problems must be solved, like being able to see products in real-time across all warehouses, having high shipping costs, having very short lead times for fulfillment, and having flexible last-mile delivery. All of these problems must be solved while keeping costs at a level that consumers are willing to pay for.    Here are a few ways that same-day shipping can help small stores make more sales:    1. Run Local Campaigns Plan your social advertising campaigns around local events, like music festivals in the town where your store is located. During these events, if you offer same-day delivery, you have an advantage over your competitors and can deliver directly to customers' hotel rooms before they leave town.   2. Segmented Email Marketing You could also start email campaigns that tell specific groups of your current customers about your new fast service or promise free same-day delivery to get rid of your extra stock.   3. Promote the fact that you can ship on the same day Once you have a plan in place for same-day shipping, you need to let people know about it. Use paid advertising like Google Adwords to get the word out about your new service to people who might be interested in it.   

10. Try shopping with photos and images 

  In 2018, many people will use image-based search for the first time instead of typing words into a search bar.    In fact, 10ecommercetrends says that:    By 2020, a voice-activated search may be used for half of all searches. Also, merchants who use this feature as part of their digital strategy will make a lot of money.    First, the return on their investment in product information management will go to new heights. Second, they will be able to get into new markets based on the quality and number of pictures they post of their products. This is because language and wrong or unknown product attributes are no longer barriers to discovery.    Image-based searches are already being used by brands to improve UX. Here are some companies that are ahead of the curve when it comes to photo searches: 
  • ScreenShop, which is backed by Kim Kardashian, makes it easy for people to buy the looks they like on social media, online, and on the street. All they have to do is take a picture or screenshot, which is then turned into similar items that can be bought at different price points and retailers. 
  • Visual search tools on eBay let people use their own photos or photos they find online, like on a favorite blog or website, to look for similar products. 
  • Pinterest has put a lot of money into visual search technology so that the camera on a smartphone can be used as a product search engine. 
  • Target will add Lens, a visual search tool from Pinterest, so that shoppers can take a picture of any product and find similar ones at Target. 
  • Visual Match on Houzz looks at photos on the platform and finds similar products in the Houzz Shop, which has more than 8 million items for decorating your home. 
 

How to get your pictures to show up in Google Image Search? 

  Brands must use ways to rank in Google for images to keep up with the trend of image shopping. About one-third of Google searches are done through Google images, so you can't ignore Google search ranking.    According to Joanne Chong 
“Your web page is the face of your company, and it’s important to make sure that image is consistent so that when your users think of a certain aesthetic, they think immediately of your brand.“ 
  Here are a few things you can do to improve your rank:  
  • If you have permission to use the duplicate image, it won't hurt your ranking. 
  • Check the size and speed of your images' compression. 
  • Make sure that all alt attributes are used and relevant. 
  • Make sure the rest of your page is optimized for traditional factors that affect web rankings. 
 

11. Divide Visitors Into Groups Based on What They Do, and Use What you Learn to Sell More Products to each Group 

  Segmentation is the process of dividing your audience data into parts (or segments) that can be defined, accessed, acted on, make money, and have room to grow.    Companies can now keep track of every step of the buying process because they have so much tracking data.    From heat maps that show what parts of the page customers interact with to analytics that shows what kind of people they are. There's no doubt that brands have a lot of data they can use to make their products better. With all the data we have now if you don't segment your audience, you're missing out BIG TIME and leaving money on the table.    In fact, B2C says the following: 
“73% of eCommerce store owners do not use customer segmentation.”  “74% of online consumers are frustrated by content not relevant to their interests   
Visitors to your website come from different places, use different browsers, buy different things, and have other important differences. It doesn't work to send a general message or offer a product to all of your customers or audience.    When store owners tailor their marketing messages to each different audience segment, they find ways to engage shoppers and increase sales that they hadn't thought of before.    For example, Netflix gave up on geographic segmentation and now divides its 93 million users around the world into 1,300 "taste communities" with similar tastes in movies and TV shows. Based on what's popular in these "taste communities," Netflix makes recommendations for its 93 million users.   

How to Divide your Visitor Base into Groups:  

Lifecycle marketing is one of the most common ways for online stores to use visitor segmentation. You can divide your customers into groups based on how often they buy or where they are in the buying process. So, here are seven ways to think about your list of customers:   
  • Potential customers or prospects 
  • First-time buyers or one-time buyers 
  • Repeat customers 
  • At-risk repeat customers 
  • Top purchasers with high cart value 
  • Visitor Tiers (Logged In vs. Guest Users, VIP Status, Repeat Shoppers vs. First-Time Visitors) 
  • Users that have (or have not) completed an order in the last 30 days 
  • Visitors with a minimal interest in the products (visitors with no visit to product pages)
  • Visitors with moderate intent (visitors with clicks on add to cart) 
  • Visitors with high intent (visitors with clicks on add to cart, visited the cart, started the checkout but did not place an order) 
  There are many more ways to divide customers than by how often they buy or where they are in the buying process. You can divide customers into groups based on where they live, what kind of device they use (desktop, mobile, or tablet), and personal information like their income, gender, style, age, etc.    How you divide your customers into groups depends on what you sell or provide.     So, using segments to learn more about who you're marketing to can help you choose the right products and messages to promote to each person.    Also, you will waste time and money if you don't pay attention to how your audience is divided and try to market to everyone in the same way. It's important to divide your customers into groups and market to each of them separately.    For many people who run an eCommerce business, segmentation is an afterthought. But many studies show that even small efforts to divide your audience into smaller groups and tailor your marketing message can have a big effect on your marketing performance and sales.   

12. Link What People do Online to What They Do in Stores 

  "Cookies" are great for retargeting customers, meeting their needs, and making things fit their tastes.    They can give customers the creeps, so be careful and use them in a smart way to get offline data and connect it to the right point of a real sale. Here are some examples:   

QR Codes

  QR codes are unique barcodes that can be found on product packaging, advertising posters, and other printed materials in stores. They are a great way to keep track of how your offline marketing and browsing habits affect your online sales. It also makes retail customers more likely to buy online from you instead of one of your competitors.    How can they be used? Give customers a reason to scan the QR code on their phones if you have a store. For example, you could say, "Check out the product online for more savings," and then offer more deals on the page linked to the product.  

Coupons

  If you are running a pay-per-click (PPC) campaign and want to see how it affects in-store purchases, give out a special code that can only be used in-store. Try to come up with codes that people will remember so they can use them easily in the store.   

Call Tracking

  Adding the contact center to your multichannel strategy means using call tracking software to create online numbers that are unique to each call. This means using different phone numbers for each person who searches and clicks on your ads.    Once they call, you can find out what keywords they used and what ads they clicked on. You can also find out what they did after the call (did they buy over the phone or on the site)?    According to a report from ResponseTap, a call tracking provider: 
“This is one of the most difficult offline channels to integrate, as 52% of marketers say they don’t have a complete view of how their online and offline marketing activity is driving phone sales.”  

Loyalty programs

  At Invesp, we are big fans of loyalty programs. Of course, if it's done right. When customers come back, a business can make a lot more money. Customers who have bought from you before are 50% more likely to buy from you again. It is 60–70% more likely to sell to an existing customer than to a new one, which is only 5–20% more likely.    Well, loyalty programs can change a lot. They are also a great way to show who did what. They are a way to link a member's online activity to sales made in a store (if the customer is encouraged through incentives to stay logged in).    So let's step back and ask: how is this possible?    When a customer signs up for your program, downloads your app, etc., they get a unique ID number that can be scanned at the point of sale. As long as the visitor is logged in, all of this will be linked to anything else they've done on the site (which means you need to provide incentives and bonuses).   

Beacons

  Make Beacons that talk to each other via Bluetooth when a customer walks into one of your stores. This is a smart way to keep your online and offline worlds connected. Most beacons can be seen from 70 meters away.    SO, what can you do with this?    The shopper can get buying incentives in real-time,    Marketers can figure out how many online customers visit a store in person.    Mannequins with beacons were made by a company called House of Fraser. When a customer was 50 meters away, these models would come to life. Nearby customers' phones got push notifications about the clothes on the mannequin, including the price, more information, and links to specific product pages on the website.  

Never Stop Testing!

  The likes of Amazon and Facebook test at rates that are hard to understand. The more you test, the more likely you are to come up with new ideas, think outside the box, and really meet customer needs.    Most companies don't test nearly enough, and when they do, they test a lot of different things.    What you should do instead is see how it works first.    Also, having a way to increase your conversions will give you a long-term advantage over your competitors.    We recommend either AB testing or user testing when it comes to testing on the site. Before a full rollout, prototypes can be tested with user testing. 
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