When you’re running e commerce sites, the goal is to be able to sell and sell some more. One of the main objectives of your site is to get visitors to whip out their credit cards and make a purchase on your store. As the web becomes a reliable place for consumers to shop, you want your online space to take advantage of the rising population of shoppers leveraging on the convenience of the internet.
E Commerce websites are faced with two primary challenges: consumers should notice your brand and they should also choose to purchase from your store. You probably know by now that competition can be tough for online stores. Unless you’re offering a completely unique niche product, you’re running the risk of getting your website diluted in a sea of websites offering the same product.
How do you build an e commerce web site that survives the tough competition? Here are a few tips.
1. Store design matters
People are drawn to good design. Consider the last time you visited your favorite online store. Design is probably the last thing on your mind because you were focused on completing your purchase. When building an e commerce website, good design means a design that is not disruptive or causes confusion. Users should be able to easily navigate around the website. They shouldn’t have to guess how to purchase your products or how to add to their wishlist.
2. Highlight the things that make you better than your competition
In a sea of websites offering the same products, what is your unique selling proposition? What special offers do you have? Highlight your competitive advantage when you build e commerce web site content. A no-questions-asked refund policy, free delivery service or a best-price guarantee are things that can sway a customer to complete the purchase. Add a feature list or a section dedicated to the reasons why it’s better for customers to buy from your site.
3. Add customer reviews and testimonials
Consumers tend to read reviews of an item before deciding on making a purchase. They like making informed decisions about the products that will cost them money. It is actually more important than a sales pitch and a powerful driver for sales conversions. Adding reviews on your product pages helps future consumers make the right purchase decisions.
4. Your social media icons belong at the footer
You are building e commerce websites expecting visitors to purchase from your website. Getting them to visit your social media pages, while good for your digital marketing campaign, is secondary to your goal of sales conversions. With that in mind, it’s best to keep your social media icons and links at the bottom of the page rather than put them on the sidebar or header.
5. Position your newsletter signup CTA wisely
When you create an e commerce web site, your newsletter signup should not distract your customer from completing his purchase. Serve the conversion stage of your marketing funnel first and encourage brand loyalty through a newsletter signup call to action by positioning it on your exit page. You can also add the same CTA at the bottom of the page.
6. Use high quality images
One of the limitations of purchasing online is customers do not get to touch or see the items in person before buying them. Make it easy for them to decide by providing high quality photos of the products you’re selling. Action shots or shots showing customers the item being used are also effective in attracting sales conversions. Bad photography and blurry images can make your site seem unreliable and unprofessional.