So, you created a website. Now what??? Where are the promised riches? Where is my pot of gold at the end of the rainbow?
Well, it’s not that simple.
Despite the millions of videos and tutorials explaining little “gimmicks” to increase the profitability of a website, the truth is that it does take a lot of work. Especially when it comes to visual and technical aspects.
Even if you are a great businessman who had the incredible vision to put together an appealing product, you are still not immune to making mistakes in the eCommerce field.
We at PERTO, have decided to share some of the most common issues we have encountered while providing our top-notch services:
Looks matter! “You only get one chance to make a first impression”.
If you have an eCommerce website your sales will rely heavily on the first minute the visitor spends browsing.
There is no “one-size-fits-all” solution. The aesthetics of your website need to be in harmony with the product(s) you are offering. The typography, colors, icons are all part of this high-resolution puzzle that you need to solve before launching the website. They all need to blend seamlessly not only to boost your product but also to ensure that the first impression is a pleasant one.
People want to feel that you have a very broad knowledge of the product area you are offering. Above all, they want to read engaging content. They want to know not only the characteristics of the product but also the effects of said product.
Some of your customers will prefer more data on how your product will increase their sales, improve work efficiency, increase their company’s visibility, etc. While others will favor less material factors. It is your duty as the website owner to provide this engaging content based on your target demographic.
So, how can we do that?
First, you need to know who you’re targeting.
If you’re selling technology products and don’t have a blog or links to Youtube video reviews, then you are definitely dropping the ball.
Are you selling shoes? Invest on expert articles for your blog. Set up flawless photo gallery, not to sell the product (cause you already have that feature on the website), but rather to showcase your product while being used by normal people.
Stay up to date! Provide information that matters NOW! Nobody wants to read posts from five years ago.
SEO is right up there in the requirements for a profitable website.
Instead of boring you with yet another technical explanation about SEO; meet Joe Ades, the potato peeler seller, and also the embodiment of SEO.
Joe was somewhat of cultural icon of the streets of New York. He made a fortune selling potato peelers on the sidewalks of well-populated NY areas. For decades, potato peelers were somewhat of a “brand” associated to Joe. People would even buy the peelers just to own one that was sold by Joe.
Good SEO seeks to promote your product in a qualified fashion and improve your visibility when people look for a product that you may be selling.
When you type “potato peeler New York” on Google’s search bar, all you see is Joe. This is what you ultimately want for you and your products.
One of the biggest buzzkills when visiting a website is when it is riddled with flashy things, and pop-ups and banners and…everything! Just stop! Tone it down a notch. Sometimes, less is more.
Your website needs to be user-friendly and easy to navigate. Don’t go too heavy on the aesthetics. Keep it clean.
Enhance its final purpose as well. Shopping. You need to optimize navigation with consistent pagination, relevant sidebars, a clean user interface, accessible carts, etc.
Navigation needs to be enjoyable but, ideally, a quick affair. No one wants to spend 10 minutes looking for a certain product and even more paying for it.
Minimalist designs are smart and easier to maintain.
You have a full-fledged eCommerce website and that bad boy has seen it all.
Throughout the years your website has received a plethora of products, descriptions, images, addons, plugins, etc. That sucker needs a nip tuck.
You need to strip down everything that’s unnecessary and obsolete.
Implement measures to address speed issues, such as a cache features.
People HATE slow websites!
If your website takes longer than 30 seconds to load, chances are the visitor is already elsewhere and, needless to say, your chance to make money is gone.
Do we really need to state the obvious? If your website doesn’t run on a specific platform you are actively hurting your chances of making money.
Your website needs to be available from android, iPhones, tablets, desktop computers, etc.
In this day and age, if your website is not mobile-friendly then it definitely isn’t user-friendly. It is just part of the package and when you don’t offer that compatibility, you will likely be losing potential clients.
The layout of your website needs to be able to recognize and adjust to all types of screens without compromising the quality of the website. The mobile version needs to look, feel and respond just as good as the desktop version.
“I want it NOW!”
We’re now living at the pinnacle of instant gratification. These days we don’t have to wait for anything. If we want to see a TV series we no longer have to wait for the next episode, we simple binge watch it. Want to find a date? No need to charm your way in, just get on Tinder. Don’t feel like cooking? Uber eats!
Businesses have to follow, or at least understand, the general mindset of the population with buying power.
When someone visits your website, chances are they are interested in the product and can buy it immediately.
As the business owner, you have to capitalize on that.
Make sure that you have your “buy now buttons” strategically placed and that the client can access the add-to-cart option at any time. Offer “flash discounts” to bait that impulse-buying mentality.
When you reward the client for impulsive decision-making, he will be getting his instant gratification fix. They love it!
When you don’t, (or when the buying process is too long and complex), you are merely pushing the client to look for the product on other websites.
Interact with your customers in a beneficial manner. Send them links to content that was created as a way of interacting with you and your business. Don’t just spam their inboxes with never-ending promos of this and that. You can’t simply treat your customers like ATM machines. Give them content that is engaging and entertaining, but also useful.
Bad costumer care is, by far, one of the most frequent reasons that lead to the loss of customers. Your approach to queries must be a professional one that leads to a satisfactory result.
Be mindful of your use of language in posts and emails as it needs to be adjusted to the age, gender and other demographic characteristics of your customers.
While online shopping is not necessarily a recent phenomenon, there is still a certain “fear” – and a very rational one to be honest – when making a first purchase on a website. Your website must instill trust in your customers.
Having a platform ask you for your bank details for the first time is a very impersonal experience for customers. More often than not, their “spidey-sense” kicks in and the customer simply runs off to another website that inspires more trust. What can we do to prevent this?
Your website must include positive reviews, ratings and testimonials. This has a twofold purpose; 1) to let customers know that there is a record of service/product sales that actually took place, which will alleviate their fear of being scammed, and 2) it will show new customers that other people loved your service/product.
If you have high-profile customers – and provided they are ok with it – mention your partnership in your website. This will strengthen the notion that your website is a solid and trustworthy business.
Let people know what you are all about. Use the “About us” section to introduce your team, the work environment, what you stand for, etc. People need to know that there are humans behind an online business.
Unless you are actively pursuing a strategy focused on ad revenue, avoid having too many ads on your website.
The name of the game is exposure! People don’t know you if you don’t approach them. In a society where people always want to be connected to each other, social networks have become the most powerful marketing tool in the world.
You need to have some presence in this huge online world. You don’t need to be a famous Youtuber or streamer, but you need to be connected!
Make sure that you have social network links on your website and posts. Drop a like or a comment on someone that mentions your product.
You would be surprised with the reach of a single Facebook post.
It’s a dog-eat-dog world out there. Websites continue to improve at an exponential rate, which means that so do your competitors. Fortunately, we are here for you and we hope this article has helped you understand where exactly to focus to improve your website.