Electrical products – strong growth
We recently reported that online sales in July rose by 15.7% compared to June with a sales volume of £4.2bn. This was the equivalent to a 16.8% year on year rise, early indications that consumer confidence is increasing, certainly online. High street retail however continues to struggle.
Electrical sales were one of the most impressive with an 11% month on month growth and a 19% year on year growth.
Legal compliance
It would appear that electrical product sales are performing well but electrical good e-retailers need to be aware of EU monitoring of the industry. A recent report headed up by an EU watchdog highlights that up to half of websites selling electrical goods are breaking European laws established to protect consumer rights.
The main requirement that electrical good sellers are failing to comply with is that the right to return a product within seven days is not being made clear. 66% of the companies surveyed were failing to highlight this.
Additionally the report concluded that:-
- Extra delivery charge information for bigger items was either missing or hard to find on a website
- Full disclosure about the trader was not available. Traders must publish their trading name, address and email contact details
- Of the 14 UK websites analysed, 6 failed to comply
- Any website continuing to break the law will face fines.
Optimising you website – draw the visitors
- Content is King, leave no questions unanswered and provide a huge wealth of information. Research shows that consumers are researching products in increasing depth, if they can’t find the answers they will bounce straight away from your website.
- Be human. Offer plenty of ways for customers to contact you, ideally by phone, not only will you comply with legal requirements but consumers need to be reassured that they can contact you. Electrical products are typically high ticket price and purchases are not made flippantly.
- Make navigation clear and group products together ensuring that you build functionality such as “Customers who viewed [this] also like [that]”.
- Pass on some of the “brick and mortar” costs savings to your customers, let them know you are passing on discounts but steer away from words such as cheap or bargain
- Make sure delivery costs and terms are clearly placed on your website.
- Try varying the positioning of key aspects such delivery terms, offers and contact options. Our M-VAP product can help convert visitors into customers by making subtle site design changes.
- If you sell high ticket products let customers build wishlists so that they can plan and budget ahead.
Overwhelmed?
The WebMarketing Group do all of the above, not just do but excel. We are experts at increasing your website’s visibility and online presence
Contact us now to talk about your website requirements on 0845 555 5040
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