Anyone who operates an ecommerce venue knows that the secret to success (and profits) is optimizing their venue and product pages in order to appeal to their target audience.
The trouble is, not everyone knows how to accomplish this goal.
And that’s where we come in!
Video: Conversion Rate Optimization Myths | Conversion Conference West 2012
Three Easy Answers for Optimization
A we’ve scoured the internet looking for different things that can be done to help get the most out of each visitor to your website, we’ve come across three tips that anyone can put into action very quickly and easily. These tips can be used as starting points from which you can expand your reach and continue to develop and improve your website.
- Focus on user-friendliness – In other words, don’t make the people who visit your site have to work for what they want, which is to find out more about your products. The path of least resistance is the one which is most often traveled by the average web user. This means that the websites that are easier to use and the shops that are easier to navigate and buy from are the ones that will receive the most attention. Use this to your advantage and actively consider each element of your website for how user-friendly it is, and how it could be changed to be even better. An example would be a search bar with auto-generated suggestions, much like Google’s search features. This way users have only to enter a few characters in order to receive suggestions.
- Provide plenty of product information – The minute someone arrives on a product page they should be presented with as much information as they could ever possibly need about your product. Or at least that information should be available to them, whether they choose to access it or not. Images, videos, and text-based descriptions and information are excellent places to start when including information that shoppers can use. This information should not be throw in a user’s face, but instead made accessible through a menu of some kind. Do not neglect mobile shoppers, and include alternatives for them so that they can enjoy the same benefits that desktop or laptop users do.
- Don’t go overboard – As difficult as it is, you must resist the urge to go above and beyond what might seem like the minimum requirement. Of course you’re excited and looking forward to the benefits that your changes and improvements will bring, but you must also stop and consider how these changes might impact the way people view and use your website. If you are adding too many images or videos to your product pages, they might take longer to load than a user is willing to wait. This can also be a problem for mobile users who are working on very limited bandwidth usage plans in many cases. Instead, carefully consider each change or improvement to your website in light of the first two tips we’ve offered here. Your goal is to find the balance between user-friendliness and providing as much information as possible in order to aid shoppers in making a decision about your product. Our third piece of advice is a recommendation for moderation in all things.
For more information, check out these great posts!
- How to Design an Ecommerce Site to Maximize Sales – by Daniel Alves
- 3 Tips to Maximize the Sales Potential of Your Ecommerce Website - by PLAVEB
- E-commerce Best Practices: How to maximize the online sales of your products and services – by Jen Hickey
- Maximizing Ecommerce Conversion – by ShoppingCart.com
- Four SEO Tips for eCommerce Category Pages – by Simon Habtemariam
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If you could change one thing about your ecommerce venue, what would it be?