You bought the click. Now the customer needs answers.
More visitors help very little if they have to guess what they are buying, when it arrives and what it actually costs.
ORIGINAL EPISODE: Så ökar du konverteringen i din e-handel #109 · · Audio in Swedish
We take out our phones and go through Gårdens Mathantverk from search results to checkout. Can I have the food delivered? How do the boxes differ? When does the order arrive? Fredrik Ankarsköld and I find good solutions and things we want to test. Episode 109 shows the site at the time of recording; we present no test results demonstrating increased conversion.
Can I shop here at all?
Looking at search results and the homepage, we begin with something basic: do I understand what the company sells, why I should care and whether I can get the products delivered? It is easy to start with a prettier button. I first want to understand which answers the customer needs to even consider buying.
For a food store with a limited delivery area, the postcode is central. The food can look delicious and still be irrelevant if it cannot reach my address. Other categories have the same principle. Does this fit my model? Is my size available? Can it arrive before I need it?
The site needs to help me make those decisions. A certification or label that means a lot to the team may be completely unfamiliar to the customer. Explain what it means and why it matters, rather than leaving the entire job to a small symbol.
Listen at this point · 09:45Three similar products need more than three different pictures.
We repeatedly pause at product choice. If there are different kinds of eggs or several boxes with similar contents, customers need to understand the difference. Price, quantity, producer and features should be comparable without opening five tabs and building a table yourself.
That also applies to what is available to buy. A category with its first options out of stock can create a very different experience from the one you intended. A box containing several products can become unavailable if a single part is missing. We discuss possible solutions, but the right one must reflect how the stock and offer work.
During the review, I want to remove a navigation route Fredrik sees a purpose for. That challenge is needed. Test what customers use the feature for before clearing it away.
Listen at this point · 33:40You get no extra points because the customer can do the maths.
On the product page, we examine how much you get, how the product is described and whether the information adds up. If the quantity appears in one place but is missing in another, the customer must do work the store should have done. Apparently conflicting details need checking and explaining.
Images can do some of that work. Show how much is included, what the packaging looks like and who produces it when that helps the buyer. For this kind of store, the producer and farm can be an important part of why I should choose that item.
More text helps when it answers something. Anyone wanting to understand the product properly should be able to. A longer paragraph of generalities hardly helps if a specific question about contents or quantity remains unanswered.
Listen at this point · 59:00The review must concern the right product.
We see reviews with images and other details that make them interesting to read. At the same time, reviews of other products appear while we are examining a specific item. As a customer, I then have to work out which comments say anything about what I plan to order.
Good customer content needs the right context. A review of the whole store can be useful as a store review. A review of a particular product needs to be recognisable as such. Otherwise something intended to help me choose can leave me less certain.
I also want the product page to offer relevant next steps. More products from the producer may be interesting. A complementary item may be too. What helps the customer forward matters more than how many products we can squeeze into the same view.
Listen at this point · 1:12:30The search box should cope with a little imperfect Swedish.
When we search for hamburgers, suggestions appear quickly and show products before we finish typing. Then we try a misspelling. The preview and results page handle it differently. It is a small detail you notice when someone actually tries to shop.
Review what customers search for, which searches return nothing and which words they use for the same product. Try the common paths yourself. Search also needs to lead to an understandable choice. I want to see differences between the results and understand what the prices refer to.
We also discuss adding a product to the basket straight from search results. That may be convenient for some purchases. Others require choosing a variant or reading more first. Build on the behaviour you see, rather than assuming every search has the same job.
Listen at this point · 1:24:45The delivery information should not come as a surprise.
At checkout, we examine payment options, delivery and how information follows between steps. Are the same options available as those just shown? Is it home delivery or collection? On which day can customers receive the goods, and what do they need to plan?
Fredrik raises a particularly relevant question: what if I need to know the delivery day before spending time filling the basket? With food, the date may determine whether the purchase fits my plans at all. The same reasoning applies to many products with a clear deadline.
We also praise the site for carefully prepared information and good details. Choose a few questions from the review, correct inaccurate information and test the proposed improvements. The review produces hypotheses; results should show which help the customer.
Listen at this point · 1:30:00This article is based on the conversation and adapted for reading.