Posted on 02/22/2017 at 08:00 AM
Getting people to come to your website is one thing, but getting them to buy something from your website is another. If you sell products online, whether you are a large or small business, customers expect a quick, hassle-free experience. So how can you make sure your website presents products and services in a way that prompts conversions? Read on.
With many customers making shopping decisions and browsing products on their phones and tablets, having an easily navigable ecommerce website is crucial. Slow load times, difficult submission forms, or poor navigation will drive potential customers away. Using a responsive website will save the hassle of updating two websites (mobile and desktop), and maintain a consistent look between devices to increase brand equity. In addition, Google’s mobile first-index may crack down on lower-content mobile websites – an update which favors responsive websites.
Streamline the Checkout Process
The more steps in a checkout process, the more likely a customer is to abandon their purchase. For example, requiring a customer to create an account before making a purchase is an unwanted extra step that decreases the likelihood that they will complete their order.
Optimize Product Descriptions
Different products appeal to different kinds of people. Ensure the copy you write stays relevant to its target consumer. What kinds of common problems does this product address for this audience? Are you using the words that the consumer uses to reference the product? Are you highlighting the benefits of the product? Finally, are you making use of product reviews? All of these items have a huge impact, not only in the experience a user has but on the likelihood that the experience will end with a conversion.
Incorporate High-End Product Images
The idea that you should use quality photographs of your products might seem like an obvious must for your ecommerce website, but there are SO many websites that are guilty of using low-quality images.
Unlike the in-store shopping experience, shoppers cannot pick up a product to inspect it from multiple angles. For this reason, photos of your product should give a high-level view of a product, in addition, to close up or detail views. Make sure you include shots from various angles as well to help the visitor see as much as possible.
Whether in time or in money, using quality photos on your website will likely be an investment, but it is one well worth it. Images that put your products or services in a favorable light can encourage people to browse your offerings and buy. Ensuring each of your products has appealing images can mean the difference between earning a customer or sending them to a competitor.
A large benefit to shopping in-store over online is that shoppers can usually find help if they need it. While you can’t physically be by the side of your shoppers as they browse your website, there are still many ways to provide top-notch customer service to your visitors. Be it through the usability of your website (keeping it fast and making it easy to navigate) or by providing them helpful resources, like live chat or email support, be creative and think about the needs that may arise at every step of the sales process. Good customer service is a surefire way to stand out from your competition and create loyal, lifelong customers, so invest some time in inventing ways to take better care of your customers as they browse your website.
Want to increase your website conversions? Contact our web experts to get the conversation started!