Are we going towards Slow eCommerce?

janvi24

The idea of ​​a 'slow' store in eCommerce may seem adventurous, but I think we should stop and think about our own behavior as buyers in eCommerce. When you enter an online store, do you always do so knowing what you want? How many times have you gone in to browse and after half an hour have ended up buying? This is especially important when we have an eCommerce in which there are many products that the customer must buy on impulse, such as in the fashion and accessories, sports, travel, decoration and home sectors... Going further, we can have a “fast track” to purchase using express checkout and designing “shortcuts” in the navigation. This way we would respect those who say that customers are in a hurry, but at the same time we can have a slow path. And what the hell is a slow road.

What is a heat map and how to use it to improve the conversion of your website The keys to managing dwell time The key to slow eCommerce is that there are predefined paths to jump from one product to another, and even implement the figure of the purchasing assistant . In the same way that a physical seller asks us questions about the use we want to give the product to guide us in our choice, an eCommerce website can and should do the same. Especially if the product catalog is large. It involves asking the customer questions , something that at first may seem like a waste Email Marketing List of time, and then being able to offer them the products that best suit their needs. Product catalog in eCommerce: Big or small? In this sense, the website of the Dell computer brand is a good example of the way forward. There are many other alternatives, from notifying the customer that they are in a "slow" version of our online store to working well in the category menu of our catalog, to product recommendations to seek cross-selling.



In any case, it is everyone's decision, but let's analyze well and make strategic decisions, without believing at first that customers are in a hurry.My idea is that those online stores that can afford it should carry out tests , such as an A/B study, to verify their customers' acceptance of slower purchasing models, which prioritize dwell time, inviting the customer to browse without rushing. It is about extrapolating the 'Ikea ​​model' of the store to eCommerce. One of the keys to the success of the Swedish giant is the structure of its stores. Ikea knows that the idea that customers are in a hurry when it comes to furniture and home items is not true. Therefore, exploit that certainty by designing a store that necessarily has to be navigated slowly, unless you know the shortcuts. Something that goes against the original concept of a large surface area but that maximizes the customer's exposure to the different products.