Shop Usability Attracts More Customers and Sales
What will be the trends in digital commerce in 2016? What topics will online merchants be concerned with in the months ahead? The Handelskraft 2016 conference on digital success in Berlin provided insight into the trends and best practices in all areas of digital commerce.
Using the relaunch of Lensbest.de as an example, 4Care GmbH CEO Bernd Behrens demonstrated how improved shop usability can attract more customers and more sales. Lensbest, winner of the 2015 Shop Usability Award, scored on many fronts after the relaunch. The shop has a responsive Web design that permits shopping via any mobile device. Today, a third of all devices accessing the site are smartphones or tablets. Lensbest acts as an interactive tour guide for its customers and uses innovative service tools and interactive customer consultant videos to make shopping for eyewear a unique experience. The result has been strong growth in eyewear sales. Lensbest has also benefitted from the introduction of a fashion blog written by celebrity stylist Janina Cüpper, and from increased traffic as well as interactions with new target groups whose interest in fashion and beauty lead them to Lensbest.
The new front-end design and the lessons from optimal shop usability are easily transferrable to all shops that 4Care successfully operates. This is another advantage that facilities additional sales and earnings potential.