You need to make sure your site is easily accessible, as well as having an eye-catching appearance. A lot of sites have trouble either getting traffic to the website or visitors dropping out when it comes to checking out. Here are some ideas for little changes you can make to improve your website and to help customers commit right through the purchasing process.

Imagery and content

When shopping online, customers biggest qualm are that they are unable to have physical interaction with a product. Relying on the images your store provides, along with matching descriptions. If you have poor quality photos or offer limited descriptions, you’ll lose sales. Always offer photos that display the product from multiple views, using only high-quality images,
and be sure to include unique detailed descriptions. Don’t use generic product descriptions from the supplier.

Customers Trust and Loyalty

A new infographic by Skilled highlights that live chat on eCommerce sites can lead to increased levels of customer satisfaction and loyalty. Studies show that 63% of live chat users said they are more likely to return to the site as a result. Showing your contact details doesn’t seems like a big issue, however not displaying this information can be a major trust barrier for potential customers. Before customers buy from a site they have not used before, they will look for this information.

 

Product Reliability Reviews

People are more likely to buy a product if the customer reviews are high. This gives users the assurance that if the product is up to standard for them it will be for the user. This means reviews have to factor heavily into the page. It helps to let the visitors rate the other reviews themselves, for example ‘was this review helpful to you’ or some option of it. If you have a lot of reviews going on, the most informative reviews rise to the top and get flagged as being the most helpful, and they will be of more use to more people.

Pricing is a huge factor online.

As with online shopping, people can compare your pricing in seconds. If you are too low, customers may think your products are low quality. If you are too high, they’ll feel like you’re trying to rip them off. Shipping is a very important as well, you should keep that as low as possible, and offer free shipping when possible, or on orders over a certain amount.

Instant Buy

The main difference between shopping at a store in person and an online is instant enjoyment. Customers want products available now and often choose to buy from physical stores because of the limited selection and the static price. Online you have a much wider choice of products and prices to choose from. Major brands like Amazon and eBay now offer same day shipping, which is a great way to secure a purchase. People now want to be able to know if the product is in stock, and how long the expected delivery time is. Some customers are willing to pay extra just to ensure that the product gets to them quickly.

Optimising Cart and Payment Usability

User experience is key to the process of checkout, this makes some motivated shoppers from completing their purchase. You can choose multiple payment options so that visitors can transact with you the way they normally transact. You should remove any unnecessary distractions such as survey, newsletter, ads and pop-ups can wait. Check regularly where your visitors are going off to learn possible reasons why they’re unable or unwilling to go through with the transaction.

Use social media to your advantage

Instagram is a great way to get people to buy your products – it also helps with a community of more than 500 million people. A study published by L2 Think Tank found that Instagram gives brands 25 percent more engagement than any other social platform out there, including Facebook, Twitter, and Pinterest.  It is a great way to drive traffic and awareness for your store – especially if you know how to target influencers. For example, by looking through Instagram for the popular accounts – these could feature your products to their hundreds of thousands of followers. If a popular account has contact information, like an email address in their bio, it usually means they are open to product placements, partnerships and advertising opportunities.

Twitter is a great way to interact with people. There are a lot of ways to get on peoples’ radars as a new store. You can generate follow-backs by following select people on Twitter who will be interested in your company. Search Twitter for keywords related to your business and then look for chances to help people or add value in a way that isn’t a sales pitch.

Journalists and Bloggers

You can reach out to bloggers, vloggers, and press. The size of some audiences varies, but most of them have large followings, and the process of reaching out to them is quite similar to reaching out to Instagram influencers. You may have to change up some keywords to find the people who are interested in your product. There are people who review products on video part-time or for a living. It is unlikely to get covered by very big newspapers and sites, you may have a better chance of getting press from local news sites and community papers. Using a unique story, either about your product or company will get their attention, make sure you have an eye-catching title.

Family and Friends – what are they there for?

Reach out in a targeted way to your friends and family, they are more likely to share your success than a stranger. If you have a friends group chat, it doesn’t take long to ask if they will help you and share your site. You could offer them to try sample products for free, it is always good to get feedback.

Mobile Optimisation

If your online store hasn’t been properly designed for mobile, you will be offering clutter, poor navigation options and an incredibly difficult user experience for mobile users. Make sure your site is mobile responsive.

What is Mobile Optimisation and why is it important?