E-Commerce Best Practice

The user is looking for an experience. That intangible but unforgettable aspect, which makes the difference and makes an online store strategically cared for, by one left to chance, recognizable.
The customer wants to maximize earnings and minimize costs. The lowest price does not always mean cheaper, and is not always associated with the economic value of the product itself, what matters is, precisely, the overall experience.
To raise the user’s perception of having done not only a good deal, but of having experienced a satisfying shopping experience, it is necessary to first identify the type of customers we are addressing.

The Personas
One of the key points of marketing is to accurately identify the target you are targeting by identifying personas. That is, subjects with well-defined characteristics. It is important to ask immediately if the messages we send to users are relevant to the personas we have identified. If they are congruent with expectations, if they are specific and unambiguous. In addition, there are a number of techniques to be used to implement effective communication, whatever your target is:

• Begin the sentence with an active word such as “discover” or “enjoy”
• Eliminate all unnecessary words
• Integrate affirmations
• Write in the present
• Speak directly to the reader using words like “you” or “your”
• Change the messages related to the company into beneficial statements for the customer.
• Take the sale for granted

The purchasing process
The consumer’s purchasing decision-making process begins with the perception of need, followed by the search for information and the evaluation of alternatives. We then come to the purchase of the product and subsequently to the evaluation of the same after the purchase. To ensure that everything goes well, it is necessary to identify and eliminate the elements on the page that could divert attention during the purchase process.

In the decision-making phase, the opinions that other people have about your company are a fundamental component for the customer. People tend to look at the actions of others for clues as to how they should behave. And in situations where there is some uncertainty, they are particularly prone to copy the behavior of others.

Social proof, in fact, is one of the most applied techniques in e-commerce. In this regard, the solutions that can be adopted on the site are testimonials, the reporting of the best-selling items, and the number of “likes” on Facebook. The goal must be to increase the feeling of trust that the user perceives during the shopping experience on your e-commerce.