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The growth of overall ecommerce is spectacular. In 2017, it reached $2.2 trillion and it expected to grow to a more improving number $4.4 trillion by 2021. (Statista, 2017). In UK alone ecommerce’s trades represents approximately 17 percent of the retail sales. (Centre of retail Research, n.d).
There has been a massive increase in the rise of amount of ecommerce stores on the web, with that influx of online stores its makes online competition more intense which gives customers the ability to be choosier over which retail website they wish to shop at, which makes the expectation for your company “ABC Sport Clothing” to be able to hit the ground running.
As this is your first ecommerce solution we cannot manage to loss any customers after launching the ecommerce solution. Customers expectation for an ecommerce website can varies depending on the business itself, but as “ABC Sports Clothing” is a clothes retail specifically in sports we have to have an appropriate high standard level of ecommerce solution in order to be able to competitive in the sport retail ecommerce market which includes Nike, Adidas, Puma. Size and other small or medium sized companies are also looking to gain from that market share. We will break down customer expectation from visiting your ecommerce website, to the very end through checkout.
There are certain things customers expect or are used to when visiting a ecommerce such as dynamic design, fast loads, product image and description etc. which will be discussed further on below in the report. When customers visit any ecommerce website they need to be able to feel unvisited from seeing just the homepage without browsing.
“ABC Sports Clothing” being an expanding business should be able to have a high standard ecommerce website design from the onset. Design matters, think of a physical store like “Sport direct” and how the brick and mortar store is designed and if you can picture the shop floor which is a bit chaotic, when you visit their ecommerce solution it is similar to their physical store not structured properly, a good website design signals that there’s a solid company behind the screen. When you decided to design to your ecommerce website, every pixel, every picture and every word matters. Hire a good UX designer if the company can afford it and should make design a priority. The saying Speed kills, is very much so when focusing on customers’ expectation. There is no point in designing an amazing website and having better prices and amazing pictures if the ecommerce website is too slow to load the homepage within a few seconds.
Everything feels different when pages takes no more than a second to load, all the information displays sooner. That helps your customers feel better when navigating through your ecommerce site. While webpages are getting bigger and most average ecommerce sites takes 10 seconds to load and among leading ecommerce site it take them 4.9 seconds to be able to serve usable content. ( Laja, 2017). After 10 seconds, the user will start thinking of other things, making it harder to get their brains back on track once the computer finally respond( Nielsen, 2010).
When the company decides to implement an ecommerce later down the line, the user also expect the the same level of speed that they receive on their desktop or laptop. To invest in good hosting and coders who are able to code a clean and efficient code for speed that is also a major factor. The power of speed should not be underestimated a second might not seem like a big deal but it can lead to the loss of thousand of revenue in lost sales for your business. Being able to match big companies like Amazon or Aliexpress product selection at this early stage of developing an ecommerce solution will require an reasonable amount of capital , so focusing on product selection, which including Accurate and useful product image, description and navigation menu. Having an enormous range of selection is not always the case it can even cost you more sales when providing an enormous selection menu. There ways to be able to maximize limited selection menu. It allows customers to instantly find what they are looking for. Keep customers focus and stop them from having “decision paralysis” in other over-thinking their choice. It can also increase conversion rate by limiting the number of click to checkout. Most ecommerce solution tends to let users decide to shop either by brand or category.
I do think that same method should also be implemented within your company’s ecommerce solution because it gives the user who are not sure what brand to look but they are aware of what they need, they are able to search and buy quicker.
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