We can’t overstate how important aesthetics are to successfully grow your business. Not only should your product be appealing and presentable to your target audience, but your website should act as a welcoming storefront. This could have come as an obvious statement, but among so many other things to keep on track while running an eCommerce business, this is often unintentionally overlooked. Setting up an online business is an incredibly demanding process and among everything, people tend to compromise with how their store looks because they are already satisfied with their product and operational setup.
Your website should not only look ‘good’, but it should be really easy to navigate through as well. There are some specific things you need to pay attention to if you want positive results from your eCommerce store.
Here are 5 tips that will help you optimize your online store and thus reach better sales numbers:
1. Reviews and Ratings
Let’s get this out of the way early. Detailed reviews and ratings are the most important and often times the only aspect that will lead your store visitor to trust you with their money. You can approach your family and friends to give you some reviews. A good way to do this is to send them some products for free to try out and ask them to jot down what they think. Get creative with how and where you display these reviews, Apart from donning your product page, these can also be included on your home page and dispersed throughout your website. This way, someone who might not necessarily be looking for feedback on your products/services can’t help but see what others think of you. And this little trigger might just be the thing to turn a prospect into a customer.
Enabling product reviews from customers on individual products is easy if you have an eCommerce service provider. Just like Abicart, most of the other popular software products provide this feature. Things could get tricky if you have developed your website on your own or via a third party. Optimizing how the reviews look on your product page is important as it should highlight what your customers say about you.
Trust provides shoppers with a sense of comfort to your website visitors. They feel like they can trust you because you allow the opinion of previous customers to be displayed on your site.
2. Reflect transparency in your policies
You might be willing to offer free returns and cash on delivery to your customers, but if you fail to highlight these features or mingle them with not so important pieces of text, your visitors get confused. Your store visitors need to be confident of not only your offerings, but also you as a company. The home page should make it easy for customers to identify what your store is all about from the moment they arrive there. Your efforts should range from optimizing the images you use to the descriptions and texts you write, it all should reflect your brand and illuminate your business in a single visit. On individual product pages, make sure the pricing information is easy to read and in a highly visible spot. Don’t make the customer scroll for it; keep it above the fold and visible at a glance.
It is a very good idea to create a resource section in your store. Place it in the top navigation menu and include FAQs and any other information you think would be helpful to your customers. It’s a good idea to include shipping information and rates, as well as return and refund details, in this space. Post helpful blogs related to your store and your product niche regularly. This is the perfect way to make store announcements and offer up discounts or coupons.
3. Fluid Navigation
We have covered a much-discussed topic, Abandoned Cart, in this blog. It says that about 70% of your potential customers leave your shop without buying what they intended to purchase, only because of minor issues with your website itself. One of these issues is the unclear navigation of the site. There are many steps that you can take to rectify any such mistakes, For instance, the primary navigation should always be highly visible and in a predictable place. Typically, navigation appears on the very top of a site or along the left-hand side.
It is also important to keep the menu as simple as possible. It shouldn’t be loaded with too many categories in tiny font size. Your website visitor only has a limited amount of attention to give to spare, and unlike what one might think, they struggle with multiple options for the same product as well. Unless your product is one of a kind, your customers can get it from at least some other place that would give them a more seamless experience. Thus, you need to keep the customer engaged and focused until they have ordered the product. The key is to keep everything accessible but not cluttered.
4. Featured Items
Organized navigational options is a good thing, but it won’t necessarily attract your customer’s attention. That’s why it’s important to feature some items on your home page to draw the visitor’s eye. This will not only increase sales. It will also give visitors a sense of what you’re about at a glance. Remember, customers don’t want to have to work to buy your products, so offer up a few options from the get-go.
A good way to handle this is to feature items that are seasonal or you’re currently trying to promote. Beyond that, you should also include a few featured items at the bottom of individual product pages. This can typically be handled with a plugin, too. Don’t worry — there’s no need to manually adjust these listings. What you feature at the bottom of a product page could be an upsell as well.
It’s important to think contextually here. What’s something that complements what a customer is interested in buying? Amazon Product Recommendations are a good example of this kind of upsell. You keep them on a specific product page, but offer something related to bulk up an order.
But what if you want to change a few details on specific product pages? Then you might find the WooCommerce Conditional Content extension useful. It makes it simple to display messages on specific products that are about to go on sale or out of stock. It also allows you to display messages on the user’s shopping cart when products you designate have been added to it. It’s another way to upsell, and a very sleek one, at that.
5. Edit your product images
One of the most important aspects of an e-commerce website is the way products are presented and whether the site visitors can comprehend them quickly or not. It’s a no-brainer that good product images are a must if you want good sales from your store. Now, of course, you might get your hands on stock images or maybe some good photos from your supplier, but these don’t help your on-site SEO at all. Photos that you click on your own that exist only on your website go a long way in improving the credibility of your shop.
How you take product images affects how your customers perceive your e-commerce brand. So try different angles, unleash your inner creativity and try to capture the important details about your product that can be crucial from the point of view of sales.
Showing a product from different angles also gives a more realistic impression of what it looks like in reality. Be creative with the product setup and use whatever necessary accessories are required to lift the product. For example, if you sell vases or pots, why not show how the customer can decorate them in their home?
Product images are what replace the customer's ability to feel the product. It is not always enough with just a few images that just display the product, the more photos you have the better.
While your primary concern when building an online store is offering a good product that people will love, you also need to think about the user experience. A major part of UX involves your design choices. How you present information can have a direct impact on how your customers perceive your store and whether they’ll add items to the cart and checkout. It will pay off then to take some time evaluating where you’ve placed featured items, how you’ve highlighted important information, and what you’ve done to bolster trust.