The ways consumers are now interacting with brands and making purchases is a world away from where we were just a few years ago. The quality of the online shopping experience can make or break a business, but the standards are rising all the time. If you have an eCommerce website but have not made any changes to it in the last couple of years, it’s likely that some of your competitors are ahead of you and offering a better user experience. So, if you own an eCommerce site and are concerned about a decline in performance, here are the key factors to consider when upgrading your site.
Poor imagery can make a huge difference when it comes to eCommerce websites. If you are not showing high quality, appealing and detailed images of your products or service, your customer is unlikely to feel confident enough to part with their money. If possible, you should include high-level views, as well as multi-angled shots and close-ups. Ideally, the imagery should be consistent with the style across the website.
Your website should include all the important information about each product, which will help customers to decide whether or not to purchase. It’s also a good idea to categorize products into groups, to give visitors a more well-ordered and efficient shopping experience.
In addition to product merchandizing, your website should be organized in a way that makes it easy to navigate and understand. If it is difficult for users to find what they want, they are likely to move on. Calls-to-action should be used throughout the website to signpost users to take specific actions on specific pages. Professional testers, like those at Digivante, can help you by carrying out a usability study on your website. Usability is also a ranking factor in search engines, so there are multiple reasons to ensure it is optimized.
Exceptional Customer Service
The quality of a brand’s customer service is often what sets them apart from their competition, and your website should support customers at every stage of their journey. For example, you might want to consider including a chatbot or instant chat feature to respond to customer queries in real-time or improve your after-sales service with follow-up emails.
Search Engine Optimization (SEO)
Search engines help people to find the best content or websites for their queries by analyzing websites and choosing what it believes to be the most relevant, reliable and user-friendly source. The better the quality of the content on your website, the more likely it is that a search engine will show your website on the first page of results, which increases your visibility. SEO is a constantly evolving topic, but the key is to create original, engaging and informative content on subjects related to your business, which also covers relevant keywords that people use in their search engine queries. Other digital marketing tactics include pay-per-click (PPC) advertising, social media marketing and email marketing.
The copy you use in your website, social media and email marketing should be consistent and should represent your brand’s voice. Writing sales copy that persuades the reader to take action, rather than simply describing the product or service, is a specific skill, and what works for one business will not necessarily work for another. The copy should convey not just features but benefits to the consumer too, without being too overtly ‘salesy.’