When it comes to web design, there are a few different paths you can take depending on what type of website you have. Corporate, e-commerce, and informational websites all have different goals so each design will vary quite a bit.
In this article, we’ll go over e-commerce websites and what you can do to optimize your e-commerce website in order to increase your conversions and sales.
Web Design Optimization for E-commerce
So what can you do to increase the conversions of your e-commerce website? We’ll go over a few different actions you can take.
Differentiate Your Business from Competitors
This one might be pretty obvious, but you’d be surprised how many e-commerce website owners leave this part out. You need to show your potential customers why you are a better choice than your competitors. Why should your users purchase your products?
Differentiate yourself from the industry by showing your true strenghs. Does your store have a better BizRate, BBB, or Google + rating than your competitors’ websites? Do your products perform better or last longer? Are your prices lower than rest of the industry?
There’s so many things you can do to differentiate yourself from the industry and only you know what you’re best at. Just be sure not to hide the good stuff from your potential customers.
Make Buying a Simple Process
Making the entire purchase flow simple is crucial. From viewing products, to adding them to cart, and then checking out. Every step of the way needs to flow smoothly and be devoid of any confusion.
Your add to cart buttons need to be big, bright, and obvious. The checkout page needs to be helpful by showing your customers the total price as well as shipping and tax prices, if they apply. Try to keep input forms as simple as possible by eliminating all unnecessary fields. Only require that your customers fill out the crucial fields such as name, shipping address, and payment information.
If you have any awards, accolades, or guarantees, then it would be a good idea to add those to the checkout page to make your customers feel more comfortable in completing the purchase and reinforce your reputation.
Focus on Your Product Value
This is a general web design rule that applies to all websites, but especially e-commerce ones. Focus your marketing message on your product value. If you have a weight loss product that really works, then amplify that messanging with proof. Show your potential customers how it works, why it works, and how it can work for them too.
Do a few demo trials, take photos, and record numbers. These are all useful in proving to your users that your product is the real deal. Don’t make up fake data if you cannot back it up as that is just asking for trouble later down the line.
Give Your Customers Financial Incentives
A great way to increase your repeat customers base is to offer them financial incentives such as coupons, discounts, or free bonus products.
Depending on your profit margins, you might be able to offer 10% coupons to your customers and still make a great return. Whatever the case may be, you should implement some sort of reward system for your customers to entice them to return. A repeat customer is much more valued in the business world than multiple one-time customers.
Many businesses establish a contact with their past customers through email, in which they’ll send those customers latest offers, news, as well as coupons. This is a great way to increase your sales without spending more money on advertising or promotion.
Never Stop Experimenting
If you’ve never done split testing before, then I suggest you start as soon as possible. Split testing is a great way to make changes to your website that are calculated and backed by statistical data.
Stop relying on your personal opinion in how to design your website. Let your users guide you towards the final design. Your users are your customers and they’re the ones your website should cater to.
By continually split testing, you are always finding ways to improve. Whether it’s minor things like call-to-action button colors or sizes, or even drastic changes like creating totally separate landing pages, split testing will teach you what works and what does not.