User expectation has drastically changed over the past several years causing businesses to do everything they can to evolve and adapt to the constantly changing demand of the consumer. Changes such as web redesign, brand extension, and even buyer persona development are implemented to optimize the user experience (UX). But there's one change most businesses tend to ignore: enhancing their e-commerce stack for the contemporary consumer. With the clever use of features, tools, and gadgets, UX can elevate conversions and revenue growth to broaden your brand's reach by giving your user's what they really want: an easy-to-use platform. From keeping your consumers in mind to understanding the elements of an efficient stack, here's everything you should consider when picking the best e-commerce stack for your business.
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Keep Your Product In Mind
A business is only as strong as the product it sells (and the warranty that comes along with it.) This is why your product should be at the forefront of your mind with every choice you make, especially when picking the best possible e-commerce stack. The tools and features that make up your stack depend entirely on your business model, product portfolio, and even your brand. Knowing your product inside and out will help you understand which features you need for your stack and which ones you won't. Because most consumers find the extra purchase of a product warranty time-consuming and useless, you would want to develop your stack with features and kits that would streamline this process and make it quick and efficient for your consumer. This will give your consumer base more incentive to go the extra mile with purchasing a warranty for the product they've just bought. Keeping your product in mind will also help you understand what features of the product you should implement into your stack (i.e., showing why a warranty is necessary for specific products.)
Understand Your Audience
Most e-commerce heads think of their e-commerce stack as simply a state-of-the-art piece of technology that will help increase sales and improve revenue. These stacks should be regarded more like an essential puzzle piece that helps produce the best user experience for your consumer base. But in order to give your customers what they want, you first must be able to understand them and their needs. The entire goal of an e-commerce stack is to attract new customers to your brand while retaining existing ones with a proficient and pleasant UX. In 2019, Fit Small Business claimed that a whopping 48% of all e-commerce transactions occur from existing customers. Conducting customer and market research is an excellent way of tailoring your stack to the needs of your specific demographic
Elements Of A Successful E-Commerce Stack
Most business owners mix and match elements and features when developing the stack they want for their business. And for a good reason too! Every business is built differently, so it should be understood that every stack is built differently, too. Understanding the different elements of a stack is an excellent way of developing your own to increase the number of warranties sold. Consumers already find the purchase of a warranty to be a waste of time, so don't make it any worse with a convoluted and extensive UX to bore them anymore. Developing and implementing user-friendly landing pages with the sole purpose of securing the purchase of a product warranty is a clever way of marketing these warranties without the user ever even realizing it. Another successful element of many e-commerce stacks is user-generated content (UGC). This sort of content can range from anything like a quick user-reviewer to an extensive testimonial. UGC makes other users comfortable in their choice of brand because they don't feel like the only ones buying your warranty. Integrating quick snippets of past customer experiences into your stack can help show new users why a warranty is needed and the benefits they can hold.
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