| 5 min
February 9th, 2016
So, you’ve done hard the work; built your E-commerce website, promoted it and created a strong SEO strategy to ensure you’ll rank high in search results, now you have a high traffic of visitors, job done! Right? Not so much…
Have you ever found the website you were looking for, and then instantly been put off by the convoluted, slow paced user experience that greeted you on the other end? We’re guessing most of you have, so we’re going to divulge on how to avoid putting your visitors through the same pain and more than that, how to nudge them a little further and convert them into returning, happy customers.
Quality Product Copy
Product descriptions matter. The role of product copy is to provide enough information so that the customer trusts your product and isn’t left asking questions. Ensure you remain both concise and informative and don’t be tempted into using lots of adjectives, this can appear overzealous which can turn customers off.
- Here are some general guidelines for writing product descriptions:
- Offer both long and short descriptions – offer both a short description and an alternative in-depth detailed description. Your short description should summarise the fundamental details of your product for someone that may not have the time, while your long description should cover every single detail of the product eliminating any questions the customer might have.
- Make sure your detailed description still looks visually appealing and breaks down information with sub-headings, bullet points and imagery. For more information on this read Subheadings provide a solution to page length.
- Explain how the product features will benefit the customer without being too sales orientated you can casually make the customer aware of the various benefits of using your product.
High Resolution Photography
This is without a doubt the most important aspect of selling a product online. When we go into a shop to buy a product we have the advantage of touching, feeling, and seeing the product up close and personal. This is the biggest drawback of online shopping, but we can employ as many tactics as possible to convince the buyer; by showcasing the product in the best lighting, at various different angles, and by having large, high resolution images and offering zoom functionality.
There’s a variety of ways to increase the visitor’s chance of buying through persuasive product images that work differently depending on your industry. Laying out the image strategically with well labeled product details, highly visable call to actions and using angles to draw in the eye – have a read of What Nike.com (and Others) can teach you about building persuasive product pages.
As with product photography, videos are another key component that help recreate the same experience as one would have in a physical store.
If the work involved seems too extensive, why not create a few videos of your top 5 products; and then watch the conversion rates increase!
Create a Special Offers Page
People love to feel like they’re getting something for nothing and the moment a product is labeled with an offer sign, the consumer is instantly more engaged. In a world of savvy money saving apps like Groupon, the buyer is used to getting a ‘special deal’ on almost anything they can buy.
‘Today, everyone is trying to stick a thumb in the daily deals pie. After Groupon reportedly rebuffed Google’s buyout offer in 2010, Google launched its ownlocal deals service.’ (Huffington Post, The Story Behind Groupon’s Spectacular Success )
So, why send them elsewhere? Make it loud and clear that your site has the best deals on offer. Create your offers page and make sure it stands out and remains visible at all times with sticky navigation.
Online customers like fast and easy checkouts, therefore they need to see where the process is going to have an idea of how long it’s going to take. Without some sort of progress indicator, there’s no way of telling how close to the end they really are; which increases the risk of basket abandonment. With a progress indicator, they are more likely to remain patient and follow through ‘til the end of the purchase.
Really think about your visitors user experience from the beginning through to the end, user test your site imagining you’re the customer. What would you like to know at what stage, and when? The best way to avoid any confusion is to have each step of the buying process laid out at the top and highlighted as this stage is being completed.
Well Implemented Search Tools
One of the most important elements of running a successful E-commerce site is ensuring your search tools are easy to find and intuitive. We love AO.com the moment you hit the search bar you’re greeted with multiple ways to find what it is you need: tagged searches, drop down bars, and sub categories.
It then breaks down how many products of that description are currently available and gives you the option to ask a question on a live chat – just in case you couldn’t find what you needed the old fashioned way! This ensures the visitor will find any available product on this site, ultimately giving the best chance possible of conversion.