In recent years, online retail has become a primary way of shopping, and the desire for instant access and comfortable delivery is the new norm.
Brands are constantly optimizing their websites to fit changing audience preferences and account for the rising digital intelligence of online shoppers in order to stay in business.
There are many issues that can cause roadblocks on the path to higher revenue—for instance, your site may have too many menu options or a layout that’s not so comfortable to browse. It’s possible to increase conversion rates by just by making minor changes to the UX of your website!
Over the years we have collected a few best practices for how to optimize your site easily and effectively in just a few steps.
1. Get rid of the clutter
Cleaner website design correlates with lower bounce rates and increased interest in the website content. The reasoning behind it commonly is information overload for today’s consumers.
As we are constantly bombarded by ads and low-quality copy, we stop paying attention to the valuable content.
On eCommerce websites, clutter can come through in many ways: too many menu options, broken links, and even unnecessary steps in the check-out process.
By eliminating these components you can clean up the web pages make the shopping experience more pleasant and fruitful for your customers.
2. Unify your content strategy
Define what your sequence is going to be, identify the messaging points and stick to the schedule. There is nothing more annoying to a customer than a brand that seems out of tune.
A unified content strategy that speaks to the same message and provides value to your readers is the key to gaining customer trust and loyalty. While there is no formula for what your content production should be to be successful, it can start with a simple sequence like email marketing, social media management and regular blogging about relevant topics.
In the end, remember that every piece of content you produce should be based on an educated observation of existing data about reader interests.
3. Stop selling and tell your story instead
The age of “Mad Men” advertising is long behind us, and consumers are looking for knowledge and relatability from the brands they shop.
To achieve this, brands have turned their content marketing strategy to storytelling—a new form of honest and transparent marketing that helps build long-term relationships with their audience.
National Geographic, for instance, uses powerful visual storytelling to invite readers. Moreover, each photograph is credited to the original photographer and doesn’t include a logo. This lack of corporate branding and promotion encourages audience engagement with your brand. So, instead of trying to convince your visitors to buy every product on your site, try making conversation.
4. Be available
Every person wants to be cared for, and your website visitors are not an exception. Customer service is one of the most valuable factors in the eCommerce industry and can include anything from offering free shipping to 24/7 help.
So if you haven’t yet, make sure your help services are easily available and accessible to your site visitors. Answer your customers’ questions and complaints in the review sections honestly and be transparent in your caring relationship.
5. Analyze your data and check your ROI regularly
Similar to a scientific experiment, you always want to check what’s working and not across your eCommerce site. While taking a look at the overall website can help with the general feel, it’s important to evaluate your revenue and return on investment (ROI) regularly to avoid any losses. Having a clear set of data to look every month can help you catch opportunities and issues sooner, thus stabilizing your revenue.
