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Most companies are in business to make money. They spend lots of time and funds to create a highly efficient eCommerce website, and then focus on the big picture to create revenue. However, while focusing on the big picture you should always remember that it’s the small stuff – the little details – that can make or break your transaction conversions.
Listed below are my top 5 tips how to improve your eCommerce website.
1) KISS- Keep It Silly Simple. Customers need to be able to find your products. That being said, make sure your navigation is set up logically, your product detail pages contain breadcrumbs to allow your users to back up easily, and that your site search is quick and serves up recommendations if nothing is matched (or an item is misspelled) with a query entered. Also, try to incorporate a site search feature that allows for auto-completion of words to help users that can’t remember the exact product name they are looking for.
2) While most will disagree on online dating sites, looks are so very, very important. Make sure your product image is flattering. Don’t have a lot of distractions, and having clothes on a body instead of laid out flat on white table tops allows users to have more confidence in the items they are reviewing.
3) Show me the money…I mean details. Including sections on the product detail tabs like online reviews, fabric components, and how items are shipped leave users with a better feeling. They will also not feel the need to bounce to another site (where they could be easily distracted) to try to find product reviews about your products and brand.
4) Don’t be shady. Provide any easy and accessible link to your privacy and shipping policies for customers to find. Exhibiting and practicing easy return policies will allow users to feel like they aren’t being backed into a corner. A friend of mine has an online store on Etsy (who I believe has one of the best site policy pages because they give the added bonus of showing the date the policies were last updated). Also make sure you have obvious ‘contact’ call outs for customers to get in touch with you as needed.
5) Don’t guess, let the data drive you. You should all be using some form of analytics to watch your traffic flow through the site to see where they are bouncing and dropping off. Knowing what sites they are coming from can prepare you to how to market to them. You can also learn the number of users on mobile devices to make sure your site is user friendly for them, too.