Is your e-commerce website helping you grow sales? Your website is more than an online version of your brochure or catalog. An effective website works for you – engaging, convincing, and converting web browsers into customers. If your website isn’t pulling its own weight, try incorporating a few of our website tweaks to convert visitors into customers.
Convince + Lead
You cannot turn browsing site visitors into buyers without a clear and concise value proposition supported by a descriptive call-to-action (CTA). We know – we sound like a broken record, but it’s an extremely important step that so many websites skip. The same way diet and exercise is the age-old mantra of slimming down, your value proposition and CTAs are the time-tested principles of a website that sells for you.
Regardless of how aesthetically pleasing your website is, your site visitors need to instantly know why you’re more awesome than your competitors and what action to take next. Your value proposition tells visitors why your products and services are valuable and worth purchasing. Your CTA directs them to their next step in the purchasing lifecycle. The best CTAs specifically tell visitors exactly what to do, like “Shop Kids Apparel,” or “Get Patio Furniture on Sale.”
Without these guiding principles, site visitors stumble around your website like toddlers learning to walk. Don’t leave site experience up to chance – make sure your value proposition is immediately understood and your CTAs are effectively guiding visitors through the shopping experience.
Make sales easy and upsells easier
Upsells are the best, plain and simple. Our value props and CTAs are working hard to guide our customers towards the shopping cart, so it’s always a bonus when customers purchase MORE product than originally intended. Build upsells into your website design – it’s easier than it sounds!
An easy way to guide both initial sales and upsells is to group products into complementary groupings. Allow users to not only shop by product type, but also by collections.
For example, West Elm allows you to shop all products in the mid-century line. This makes it easy for customers to visualize how items go together and in turn, compels them to put an extra item in their cart.
Another idea is to show glamour shots and allow shoppers to purchase the individual items shown in the image. Banana Republic features “Outfits We Love.” When you click on an outfit, you can purchase each of the items in the outfit.
You can also use recommendation engines to automatically categorize and display products (like “Similar Products” or “Customers Who Bought ABC, also Bought XYZ”).
Whereoware client MudPie sets the tone for upsells by offering “Related Items,” “Recently Viewed,” “Customers also Bought,” and “Customer Reviews” on their product pages.
Categories, glamour images, and recommendation engines are win-win: you make it easier for customers to shop your products and improve their experience on your site.
Add testimonials + product reviews
A study by Reevoo found that nearly 90% of customers consult a product review before purchase. Make sure customer testimonials and/or product reviews have a prominent piece of real estate on your website where they cannot be missed by customers. Both customer testimonials and product reviews help alleviate customer anxiety, by extending confidence that other people endorse your brand and products. They lend your website authority and credibility; an imperative since customers have so many shopping options online.
Another bonus is that it helps boost your SEO. Search engines love credible and fresh content regularly posted to your website.
Your compelling value proposition and CTA’s, upsells, and product reviews will ensure site visitors have a great user experience on your site – putting you miles ahead of any company with a pretty website that’s impossible to use. Incorporate a few of these easy tweaks to increase sales and turn aimless browsers into repeat buyers.