I would hazard to bet that the majority of people who shop online don’t give a second thought to the experience except for when things go wrong. One of the many secrets to being a successful online retailer is to continually test the usability of your website with members of the public. Fundamentally, as an online retailer, what you want to test is that people who are unfamiliar with your brand have confidence buying from it. In order to achieve this your website has to run smoothly and look great.
Showing posts from: eSpares Updates
We hold our hands up and say that carrying cleaning tools that are considered ‘generic’ or ‘universal’ has been a real struggle for us. We carry them for our customers who own vacuums where the genuine tools just aren’t made any more. On our landing pages we do our best to explain within the product description what you need to do to ensure that the tools will fit. Regardless we still encounter a higher than desirable return rate on these items with the reason being that the tool didn’t fit the cleaner.
As a retailer one of our business objectives is to increase customer satisfaction by ensuring that you get the right product every time. In the world of spare parts we acknowledge that it can be a bit confusing to find the correct part the first time around.
Since launching our product reviews functionality in November 2008 we’ve had 22,951 reviews left on our website. Every day it’s my job to read all the new reviews on our site to see what our customers are saying about us. We’ve learnt a lot from our customers through the reviews they leave; they’ve told us what we can be doing better and which help videos we should shoot next. We’ve made changes to our business based on the feedback we’ve gotten, it’s been truly invaluable.
The weather in London has been slightly less abominable in the last few days, people have been venturing outside with little more than t-shirts and the odd sunbather (perhaps misguided) has been spotted in green areas. Spring must be upon us.
It’s now nearly a week since the biggest night of the retail calendar and I’m only just getting over it. We were short-listed for the Best Online Retailer gong, so we donned our DJs and best frocks and headed up to the West End for a lavish bash at the Grosvenor House Hotel. All of the leading figures from the UK retail sector were there and a good night was had by all.
Undeniably as a company we love it when eSpares gets name checked in a blog, who wouldn’t? Aside from the mention I enjoyed the recent blog post by @robram, because he highlights how the web keeps products going for longer. The post explains how Rob used the resources available online to diagnose and fix the broken door lock on his dishwasher. The Internet allowed Rob to fix his dishwasher himself, spending only £10 and 30 minutes of his time.
And so I find myself preparing my first contribution to the new eSpares blog with heavy eyes, a headache and a general sense of weariness. Alas, last night I overindulged and today I am paying in kind. There is, however, a good reason for my sorry state today; last night, I went to the Econsultancy Innovation Awards Winners’ Dinner to collect the Most Innovative Digital Marketing Team Award. Now, I’ve never been to anything even remotely awards-related before. The closest I’ve come is watching the 2005 Brit Awards on TV, so it was with slight trepidation that I accepted the invitation to collect the award on eSpares’ behalf. My uncertainty was compounded when I found out the do was being hosted at the Park Lane Hotel – a place so swanky I thought I mightn’t even be allowed in.