In all great eCommerce websites, there are three important stages involved in a sale. The first stage is promotion of the website, the second is persuading them to browse products and the final stage is converting them into a customer.
1. Carefully plan your budget
No eCommerce website can achieve a vast number of sales without first attracting traffic. However, it is a common mistake for eCommerce businesses to invest most of their marketing budget on the first stage of the sales process and spend excess money on promotion.
Many businesses are so confident that people will buy their products that they forget the need to persuade visitors to make a purchase, turning them into conversions. It is important that, before investing budget on one aspect of the website, careful planning is carried out to make sure each stage of the sale gets the right amount of budget allocated to it.
2. Improve your conversion rates
As experienced eCommerce website designers, we recommend that you should focus your marketing efforts on the persuasion and conversion stages. There is no point spending your budget driving traffic to your website if it is not functioning well and converting visitors into sales once they are browsing your site.
To calculate how well your site is performing you can look into the conversion rate. This is the number of conversions, such as sales or enquiries, divided by the amount of unique visitors to your site. This is then multiplied by 100 to give you a percentage figure telling you how effective your website is.
3. Remember the importance of design
A high conversion rate depends on great design and there are a number of important features your website will need. Most importantly, your website should be responsive, so that it will display and function on all mobile devices. The website should be simple to use, with features such as a search bar and breadcrumb navigation through obvious product categories.
One of the biggest mistakes on product pages is poor calls to action. If you want visitors to make a purchase, you need to add obvious calls to action that encourage potential customers to ask for more information or make a purchase.
It is also important to bear previous customers or visitors in mind when designing the site. Cookies can help you track your visitors, so that they are shown specific products that they have viewed on past visits. The more times a visitor is shown an item, the more likely they are to make a purchase.
4. Provide important information
Try to anticipate what visitors may want to know when they are looking at the various areas of your website. Your business should be easy to contact – provide clear contact details in the header, footer and on a designated, easy to find page. If you are running a specific promotion and have promoted these products, try to put them on their own page or category.
5. Make the checkout process easy
One of the most common drop off points for eCommerce website visitors is checkout. This area should be as quick and simple to use as possible, with options like purchasing without joining available. Make sure you include any postage costs here, so there are no hidden extras.
If you would like to find out more about our eCommerce website design and how we can boost your business, please contact us at Net Efficiency today.