Are you launching a new eCommerce business this year or looking to improve an existing website? Research from Statista indicates that the total market share for online sales rose to 18.1 percent in 2021 alone, with projections of a 76.8 percent growth in eCommerce sales for retail businesses. As the market grows, so should your robust online marketing plan. Optimized web experiences are a key component in driving these conversions—and you might be missing out on some key best practices. Here are eight tips you’ll want to implement to help improve your eCommerce website this year:
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1. Always test and re-test for QA.
It seems obvious, but you’d be surprised how often site “bugs” drive away consumers. A broken link, slow-loading page or 404 errors can decrease your credibility with visitors and deter them from purchasing. Constantly evaluate your website for bugs; if you’re frequently updating products or content, we’d recommend making this a monthly task.
2. Provide high-quality product imagery.
Imagery plays a large role in a consumer’s motivation to purchase. The more high-quality images you can provide, the better. Consider thinking beyond the standard 360-degree shots and include images that help a consumer understand the product’s use cases or dimensions. For example, if you are selling a make-up tote, include an image of the tote in a bathroom space with common makeup tools inside the product. This will help the user understand the scale of the tote and imagine what items from their own make-up collection would fit inside.
3. Include UGC content with your product details.
Most eCommerce websites include a number of customer reviews—but are they valuable to your consumer? User-generated content (UGC) is often one of the first places consumers look when making a purchase. Consider leveling up your website’s review section by including a live feed of Instagram posts of users with your product. This type of initiative makes the review feel more legitimate and useful to consumers.
4. Optimize for mobile.
Experts from 10x digital shared that roughly, “45 percent of all shopping includes some form of mobile interaction…we help our clients capitalize on this mobile traffic by optimizing their site for mobile device functionality.” A mobile-first strategy often involves thinking “small,” or condensing your existing content to ensure that it fits on a phone screen and only displays the most relevant information.
5. Supplement your site with high-value content.
It’s not just about the product page. A robust library of high-value content will help visitors feel more confident in their purchases. It’s recommended that you create a mix of content types, from FAQ pages to blog posts or even video tutorials about how to use your product. Some of this content can even exist or be linked directly from your product page.
6. Find ways to make the purchase process easier.
Review your entire customer journey and ask yourself: Are there parts of the process that feel difficult? Are there steps in checkout that could be combined or eliminated? Evaluate your entire consumer journey with an eye for making the process easier.
7. Display security badges and policies.
Check-out processes can leave consumers wary of potential scams or security risks. If you have policies or technology in place that protect the users on your website, share it! A simple button or badge can help individuals feel like your organization values identity protection and safe transactions.
8. Monitor your website through Google Analytics.
Finally, don’t rely on just the sales numbers to understand your website’s performance. Use Google Analytics to monitor where you traffic is coming from, what pages your users land on and what content is driving conversions.
