How to Take Your Ecommerce Website to the Next Level
Another year has come to an end, and with it another holiday shopping season. Did your ecommerce site perform optimally, or is there room for improvement? Make it a New Year’s resolution to take a good look at your ecommerce site and see if it offers the best possible shopping experience. Because the better the experience, the higher the conversion rate. Here’s what your site needs to stand out from the ecommerce crowd.
Show your customers you care about their privacy and the security of their financial and personal information. Make sure you’re doing all you can to make your site a safe place to shop, including using the HTTPS communication protocol and a secure ecommerce platform, maintaining PCI DSS compliance, having strong firewalls, offering secure logins, encrypting customer data, using the latest software versions, and promptly installing recommended security patches. To show visitors your site is safe, consider adding trust seals such as those from Norton/VeriSign and McAfee to your pages—studies have found that trust seals can boost conversions and sales significantly.
Clear Product Pages
If visitors don’t understand your products, they won’t click “Buy.” Make sure your products are labeled clearly and correctly, with attractive photos and unique descriptions. Not only will thorough, precision descriptions give your customers a better understanding of what they’re buying, it will also help with SEO.
A Streamlined Checkout Experience
More than 68% of online shopping carts are abandoned by shoppers before checkout. More than half of those abandonments happen because the shopper was just browsing or not ready to buy, but of shoppers who were ready to make a purchase, 27% of them abandoned because the checkout process was too complicated. To encourage visitors to complete their purchases, make the checkout process as simple as possible.
Easy-to-Reach Customer Service
Hopefully your product pages give your customers all the information they need. If not, giving them an easy way to contact you to get their questions answered is crucial to closing the sale. Display your phone number prominently on your product page and provide clear instructions for returns and exchanges. Consider offering live chat as well—in a study by Forrester Research, 44% of online consumers said having questions answered by a live person at the point of purchase was the most important feature a website can offer.
No matter how well-organized your products are, some customer will want to find something specific as quickly as possible. For those customers, make sure you have an ever-present search box to get them where they want to go.
Google Trusted Store Status
Google Trusted Store is a free service that sends users a review survey after purchase, helps resolve issues, and protects their purchases up to $1,000. When you become a Google Trusted Store you can also display your seller ratings on Google AdWords and Google Shopping, and the Trusted Store badge on your site.
Customers are more likely to purchase when they can read reviews—more than 88% of online shoppers say reviews influence their purchasing decisions. And don’t be afraid of negative reviews. Not only do bad reviews give you an opportunity to address problems and show your excellent customer service with a courteous replay and a swift resolution, 57% of consumers are suspicious of companies with only positive reviews. Don’t be afraid to ask for a review—according to a recent survey by BrightLocal, 7 out of 10 consumers will leave a review if asked.