There ain’t no party like an ecommerce website development party! Unless of course, that website isn’t converting. Ecommerce is a booming industry right now, but 95% of online retailers are not doing it right. The first of many flaws holding back small business owners, the conversion rate optimization of their websites.
So the question remains, how do you build an ecommerce website optimized to convert? The answer is multiple conversion options on multiple funnels. Shoppers these days visit a site from email, social media, paid search, display ads and regular ol’ organic search before they make a purchase.
Your new or existing ecommerce website needs a conversion strategy for every channel. The messages should align, but provide a variety for each user at each stage of their buyers journey. Here are three ideas for the design and strategy of your digital storefront.
Awareness Stage: The Value of Visiting Your Website
In the awareness stage, prospects are not searching for your product. They’re not in Google typing in terms like “black friday electronics near me.” These buyers are people we are reaching out to via programmatic display or social media.
For that reason, your landing page should offer a value similar to the user’s ask. Meaning, they didn’t ask you for pricing, or popular products. They came to your website at your request, so thank them with one of the follow:
- A percentage discount off their first order.
- Downloadable content that solves a pain point.
- A new article that outlines getting the most out of the product after purchase.
What do these things accomplish? First, this users first interaction with your brand is now a positive one. Second, you given your loyalty to your prospect before they’ve given anything to you. Third, you’ve now earned a chance to capture the user’s email address and nurture them into a lifelong customer.
Consideration Stage: The Value of Your Brand
In the consideration stage, users are considering your products vs other types of products. For example, if you sell trampolines your prospects may be considering your stock, water slides, batting cages or any other kind of backyard entertainment. In this stage, it’s important your website speaks to the benefits of trampolines versus the other alternatives.
How can your ecommerce website accommodate these users? Here’s a list of ideas below.
- Side by side comparison of your product versus theirs. Create a visual that easily displays the value of your product.
- Is your product digital? Offer a test trial and let users experience first hand the quality you offer.
- Create a video archive page. Let users view the product in use before making a final decision.
The reason for these ideas is the intent of the buyers. Buyers in the consideration stage know they have a problem that needs solving, but are considering different solutions. Many times, you can find these users via organic and paid search because they are researching their product options. These article provide answers to their many questions.
Decision Stage: Why Your Ecommerce Website is The Only Option
In the decision stage, buyers know they have an issue, know which route they’re going and are now deciding on a provider. The decision stage is covered by every channel, because you can retarget via search, social or display. When users search for terms like “best prices on laptops,” they’re showing the intent to purchase. Now is when your website needs to be optimized to convert.
Here are some strategies for your ecommerce website to convert these prospects:
- Product page optimization. This seems like an obvious one, but so many ecommerce websites have done it all wrong. Most products page fail to send trust signals and offer too many unnecessary distractions.
- Exit intent. You might have got their attention and even provided the best price, but this user is a little jumpy. Make sure you offer additional value before they can leave the page with an exit intent popup.
- Account automation. Don’t settle for one purchase. Let your website store user information and establish account pages. This way buyers can make repeat purchases with ease and you can email them when it’s time to buy again.
Remember, ecommerce website design is no easy task. In fact, even the perfectly designed platform will need continuous optimization. Whether you’re looking for a new build, or looking to optimize for more purchases, we hope this article helps you to enhance your ecommerce website’s conversion strategy.