Running an e-commerce task is not a simple task. From conversion rate strategies to figuring out which referrers drive you the best traffic, it involves a series of processes and certain mastery of marketing tools to be able to successfully run an online shop.
If you want to take advantage of establishing an online presence, this article should give you a heads-up into some of the opportunities available to you as you enter the online market. In this article, we will be discussing certain visualization tools, product page tips, check out tips, and some testing tools you need to get your hands on. Keep in mind that this article only serves as an introduction to what you should expect in establishing and running an e-commerce website. Hopefully you find this useful.
If you want your website to be as successful as your offline store, you need a good product page. When designing your website, ensure that you always have your customers in mind and that you direct them when they land on your site. Here are some few tips to improve your product pages.
Tip 1: Make sure your Call-to-Action buttons are obvious enough.
Ensure that your CTA button is in a prominent place and that it’s not too small. Make sure that it’s also well-designed and that you use contrasting colors. Keep in mind that the color of your button should contrast with the text color on your button as well as the background color it’s on.
Tip 2: Delivery information
Give out the necessary delivery information and do not withhold until the very last minute. Remember that transparency is very important otherwise people will doubt your business. If an item is out of stock, make sure to state before a customer places his order. Inform the customer about the delivery lead time and how much the shipping cost is. Do not hide anything from your customer. Doing so will just encourage ill feelings toward your website.
Tip 3: Progressive Disclosure of information
Not all people are the same with the way they want to consume information. While others prefer to trust social reviews, some prefer technical specifications. The point is that your site should give the information your customers want to know. You may want to group information under several tabs or just provide a “more information” link.
Tip 4: Copy is king.
We cannot stress enough how important originality or uniqueness is. There are too many online shops that just copy the manufacturer’s description. A copied content will just harm your site instead of bringing it any good. First, expect that your rankings in Google will drop and your overall Search Engine Optimisation (SEO) will be rendered useless. Second, by just copying the manufacturer’s content, you are not giving any reason why your customers should buy your products. Keep in mind that a sales copy should be able to inspire confidence in you and your product hence building your site’s credibility. If you don’t have a talent writing good copies, then hire a copywriter who can write on your behalf. Trust us it’s worth the investment!
Tip 1: Make sure guests can check out.
Customers should be able to purchase your products even if they are not registered customers. Just think about offline shopping. Do customers need to register before they can buy clothes? Of course not. Give your customers an option. Ask if they want to check out as a guest or as a customer.
Tip 2: Enclose the check-out process.
If someone wants to check out, ensure that your check out process is fast and secure. Don’t put in distractions such as ads and unnecessary offers that might just distract or annoy them from what they are trying to do which is to purchase. Though some may say the check-out process is a good opportunity to upsell, we really don’t think so and we think it’s not worth the risk. Don’t encourage the visitors to check out your other products when they are about pay. You don’t want them to abandon their cart.
Tip 3: Solicit feedback after visitors have submitted their orders.
Once a visitor purchased, instead of showing them a standard confirmation page, it would be better if you ask for some feedback regarding their experience when it comes to purchasing on your site. Feedback is important to site owners in making sure that they continuously improve for the benefit of their customers.
Tip 4: Handle errors gracefully.
Let’s face it problems are inevitable especially during the check-out stage. Cards get declined and people enter invalid email addresses and zip codes. To cover all these errors, make sure that you display messages that are contextual, useful, and conventional.
If you want to know what is going on with your website and how many visitors on average you get, then you need to start using Google Analytics. By using this tool, you will be able to study your site metrics and find out how you can further improve your website.
Tip 1: Advanced Segments
With this feature, you will be able to compare your visitors from different countries in terms of buying habits, website usage, searches, quality of traffic, etc.
Tip 2: Custom Reports
Though the default reports in Google Analytics are not that superb, you can still customize the reports and add metrics that matter to you. For instance, you can see a report of the referring websites and their average per visit value, bounce rates and the time spent on site.
Tip 3: Advanced Filters
If you want to know which referrers are the best then you can set GA to filter out what you don’t like. Just click on the “Advanced Filter” and you should be able to exclude the referrers that don’t matter to you.
Tip 4: Intelligence
With this feature, you will be able to notice traffic patterns without needing to set up reports for all the metrics you want to track. With Intelligence, if your bounce rate goes up by 10% you will immediately see an alert so there’s no need for you to spot it.
Technologies are getting more and more advanced each year. Who knows what businesses will be using to track information and metrics across certain platforms. No matter. The key to being successful in the digital world is through customer insight and engagement. Find out what your customers want and give it to them. Make sure that you constantly monitor every element of your website, business, and industry and utilize the current available technology to help you grow your business and achieve your goals.