Most business owners tend to get elated upon seeing heavy traffic to their website. However, they frown when they do not receive the expected sales.
What many business owners fail to realise is that a website's mission does not end in attracting as many site visitors as possible. The most important aim is to transform these visitors into clients, commonly known as a conversion.
In a previous blog post, we have defined a conversion as the number of customers that make contact with the business owner (through email or phone call) for every 100 website visitors, or in the case of an e-commerce web design, make a purchase. We will stick with this definition for this article.
If you are one of these website owners, it is time to assess your e-commerce web design as to whether it is effective for your business. To help you with that, you can follow some tips we have outlined below.
1. Understand your customers. What type of people will benefit from your product? Assure your website visitors that they are on the right place as soon as they land on your site. You can use compelling content and/or quality to design to help them get what they want quickly and easily.
2. Think usability. Strategically structure your website so that it is inviting to target customers. Successful e-commerce web design is more than just pretty pictures. Here are some tips:
a. Minimise your website's load time as visitors tend to get impatient.
b. Succinctly write important details at the top; some users might not scroll down.
c. Increase your font size so that it can be read with ease.
d. Use only one column layout to avoid confusing users as to which column to read first.
3. Make your customer's life easy. The buying experience should be as easy as possible. Ensure that it is not difficult to order, subscribe, or find a price. Provide different payment options and a clear returns policy.
4. Breed confidence. Announce yourself as a legitimate business by displaying your contact information. Ensure a risk-free business and explicitly show your concern for their security.
5. Encourage customers to buy. Place top-sellers in pages where you have the greatest impact. Give them reasons to choose you over your competitors by announcing promos, offers, better service, etc. Using a content management system (CMS) can help in changing parts of your website to suit your clients' needs without bothering your website design company.
6. Honour thy word. If you claim that products will reach buying customers in a week, make sure it does. Enlarge your photos so people get to see your products up close and make them look as close to the actual product as possible.
7. Use testimonials. Use your customers as your sales agent. Provide testimonials, reviews, and other reports from your consumers. Customers believe in legitimate testimonials coming from other consumers.
All in all, the key driving factor in increasing conversions lies within the web design of your business. By following some of these tips and making your site easy and simple, all we can hope is for you to start experiencing success.
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