A lot of factors need to be considered carefully in order to make an eCommerce website work. From the website design to the showcasing of products, everything should be in order to ensure that visitors are converted into customers. I’ve discussed in length why you need to have a website with call-to-actions and how to improve your website with user testing.
If you have an eCommerce website that isn’t working as well as you expected, here are eight enhancements you should consider making to ensure positive performance outcomes:
1. Make Search Easy and Reliable
The first thing you should focus on is your search. The most common reason why people leave eCommerce sites without making purchases is because they can’t find what they are looking for. Make sure your search bar is visible on the site and that suggestions are provided as visitors type their queries. Below is a fantastic example from Amazon.ca, it auto-completes your search with relevant messages.
2. Build a Large Encrypted Fence
Security is the biggest concern when people shop online since they can’t see the actual products. Therefore, make sure you satisfy them through proper refund and return policies and by using security verification programs like the one from VeriSign which is now powered by Symantec. You should highlight these on your website so that people won’t have to look hard to find them. Highly recommend using Verisign. If a website is powered by it you’ll see a logo like below (usually in the footer or on checkout pages):
A lot of eCommerce websites allow people to zoom in photos using a small quadrant. If yours has this feature, it’s time to change it with something more responsive. For example, you can design your site to show an enlarged version of the image in another tab or a pop-up screen.
4. Clearly State Your Price
Be very clear about the prices. Before a customer adds something to their cart, provide them with a very concise figure of what exactly they would be paying. If there are shipment charges or any others costs, consider providing a calculator at the right side of the page where they can calculate the final price before adding products to their carts.
5. Add Amazing Testimonials
People are more likely to make online purchases if there are testimonials to ensure them that the retailer provides quality. Make sure reliable and honest testimonials are included on your product page with the name of the customer who wrote it. To get these, you can ask your customers to provide a testimonial via email after the delivery is made.
DeoVeritas.com below does a terrific job selling custom dress shirts. They also have testimonials on the homepage, well technically reviews but both are similar.
6. Streamline Your Checkout
Create a one-page checkout system to ensure that the deal can be closed in the shortest time. If customers are required to fill long forms spanning over several pages, they might get frustrated. Also, connection issues can create trouble between navigating pages.
7. Instant Chat
Include an instant chat option to your site and have a sales rep get in touch with the visitor as soon as they arrive on your site. This way, if they are looking for something specific, they can find it with your help more conveniently while you get the chance to up-sell or cross-sell.
It’s a simple image that is on the bottom of the site (or with the scroll) just promoting people to chat with you. Live Chat, Bold Chat, Live Person & Kayako are some of the most popular Instant Live Chat services.
8. Incentives Individuals to Register
Websites that require people to register before making a purchase see more unfinished deals than those which don’t ask. Most people are reluctant to register. However, the scenario can be turned around in your favor with the help of incentives. Offering a discount or reward to customers on their first purchase after registering can give them the right motivation to register at your site.
Make these simple design changes to your eCommerce platform and see how its performance improves in a short time.