But that shouldn’t be the case. In reality, there’s no such thing as a finished eCommerce site, your website should continue to evolve along with your brand and customer. And in the early stages of your business, it is crucial to identify problem areas and make improvements that could potentially affect your business in the future.
Photos are vital in building trust with your customer. Having high quality product photos or lifestyle imagery sends visual confirmation to the customer of the product they are looking to purchase and perhaps the uses for it. Filling your site with unrelated Stock images isn’t going to add benefit to your pages but only devalue them. Achieving great product shots doesn’t have to be costly, you can take high quality images through a smartphone, it’s as easy as that.
Video is becoming increasingly popular on eCommerce sites, as it can be a talking point for customers. You may want to use them as a marketing tool for advertising campaigns, how to guides or even product launches. They can also help to convey your brand message in areas that perhaps you can’t through current content or imagery.
Email or newsletter sign-ups are an easier way to keep connected with your customers or even past customers who haven’t made a purchase in a while. Email marketing offers you a platform to promote your business, through latest news updates, product related content and special offers. This encourages your customer to revisit the site without having to make a search.
If you’re seeing a decrease in sales you might want to look at your page navigation for any glaring issues. They don’t need to be major changes you just need to ask yourself…can my customer find what they are looking for? And if the answers no then perhaps revisit your CTA’s, do they need to be clearer? Could you move your search bar into a more prominent position? It’s these features you need to draw attention to for your customer to shop with ease.
Google analytics provides you with crucial data on your website performance, in particular, customer interaction. You can see your most popular pages, where your customers get stuck and what point they might abandon a purchase. You can generate reports, make comparisons to previous years and highlight areas of improvement. Signing up for a Google Analytics account is free and it’s easy to use.
For more information on Analytics use Google’s ‘Get started with Analytics’ guide.
Adding customer testimonials to your site is a great way of boosting customer confidence. It shows your willingness in problem solving, customer service and product quality. By allowing your customers to leave a testimonial or review on your site, you open yourself up to new customers, by answering any initial questions they might have.
You must have descriptions on your products that much is obvious, however, making them unique is something that companies don’t always do but can have a huge benefit to your business. Usually, a product description mentions the features of the product, but the key is to mention the benefits. For example, if you are selling gym wear, instead of just naming the top, colour or strap style, why not mention words like breathable, performance fabric or moisture-wicking effect, this will help your site with SEO.
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