It’s the 21st Century – the age of technology and the internet. Unless you’ve been living under a rock for the past decade, you’d be aware that today more and more consumers are looking for everything they need on the internet. In fact, more than 90% of consumers get acquainted with local businesses via the internet. It has become integral for a business to develop a strong online presence to reach new potential customers and make them aware of (and hopefully try) their product/s or service/s. The internet has become a huge factor in the branding strategies employed by some of the biggest companies in the world – including Apple and Coca Cola. If you own a business in the 21st Century, it is vital that you have a well designed and easy to navigate website in place that will help attract the right customers. In this article, we break down some important tips you’re going to need to keep your e-commerce site as appealing and effective as possible.
Tip 1: Make your website mobile-friendly.
Today, most Australians search for information, products and services using their smartphones. There are currently around 19.3 million smartphone users in the country, which is almost 80 per cent of the population. This number continues to grow each year. If your website is not mobile responsive and is only compatible with PCs, you’ll be missing out on a huge chunk of potential customers who do not search for information, a product or a service on a laptop or PC. Having a mobile responsive website ensures you’re in touch with all the potential customers the Internet can offer.
Pro Tip: Some website features, like animation, work well on desktop but fail on mobile. Avoid this problem by rebuilding your website for a mobile-first experience. Doing so helps you avoid issues such as slow loading time and sizing problems. This is especially beneficial to your conversion and retention rates when most of your target audience prefer mobile over desktop.
Tip 2: Optimise your website for discoverability.
Make sure your website can be easily found by anyone looking to buy your product/s or service/s. Search Engine Optimisation (SEO) is an important factor, as it determines your placement on the most popular search engines and gives your site the maximum exposure available online. Your website content must contain all the right keywords and be relevant to your potential customers. The old saying ‘Content is King’ has never been more relevant than it is today for websites, as search engines look favourably on websites with relevant content. Additionally, having a strong social media presence can help a business. Twitter, Facebook and/or Instagram will redirect potential customers to your official website and expand the reach of your business beyond more than just one avenue.
Pro Tip: Research is the key to making the most out of your SEO strategy. This helps you find the best keywords to use for your website. Avoid keywords and phrases that are too broad or too competitive, so as to keep your bounce rate low and your conversion rate high. Additionally, consider optimising your website for local searches. This will improve your discoverability in searches that contain phrases such as “nearby” and “near me.”
Tip 3: Simplify the checkout process for faster transactions.
If there’s one thing that’s going to turn customers off and possibly away, it’s an unnecessarily long process that requires them to fill out an unnecessarily long sign-up sheet before they can proceed with their transaction. To counter this, look at incorporating a one-step checkout system into your website to make it as quick as possible for customers to make their payment.
Pro Tip: Usability is essential in ensuring a good user experience. This means developing a website that is easy to use, informative and fun. Conduct usability testing on your checkout process to determine which steps can be removed or which can be combined for a faster transaction.
Tip 4: Keep your web pages free of clutter.
No one wants to go through the unpleasant experience of scrolling through a website that is impossible to navigate, or has too much going on that isn’t required. Make sure that your website is simple and easy to navigate for anyone. Having a bad quality website won’t just turn customers away – it’ll also reflect badly on your brand. The focal point of everything on your website must be your product/s or service/s – and every link and button must redirect accordingly.
Pro Tip: Your website acts as your digital storefront. Designing it to be a reflection of your brick-and-mortar store creates a seamless transition from the physical to the digital. Aside from strengthening your brand personality, it fosters awareness in your target audience and loyalty in existing customers. Utilise your website as an essential factor in your digital marketing strategy to get the most out of it.
Tip 5: Use high-definition pictures in your website.
E-commerce is all about selling the appeal of the product/s or service/s. Since your customer is not going to be able to touch or feel the product until it arrives at their doorstep or experience your service until later, high definition pictures are the most effective way to give them a taste of what you’re selling. Shoddy and grainy pictures are not going to sell your product – and you must make sure that every image on your site is of the highest quality.
Pro Tip: Consider investing in a professional digital marketing agency. They offer several services that cover everything, from content optimisation to high definition product photos. Leverage their expertise and get a website that will improve your business performance.
Tip 6: Don’t be afraid to get personal.
You’re aware of your product/s or service/s, and you’re aware of your target audience. It’s now time to cater to them with content that is relevant to their interests. You’ll want to make sure that your e-commerce site actually has a personality and doesn’t look like any other generic website. Be it using blogs that feature relevant content, or having other relevant blogs sponsor your content: you must make sure you’re doing everything you can to cater to your target market’s interests. Getting personal with your audience allows them to see your brand as relatable and motivates them to try out your product/s or service/s. If you also incorporate the essence and vision of your brand into your website content, you will achieve a cohesive and well-rounded theme for your e-commerce site.
Pro Tip: Digital marketing has made it easier to determine who your exact target audience is. Use this information to create content that directly addresses their needs and wants. Presenting your products and services in this manner positions your business as the solutions provider your target audience is looking for.
With a well-designed e-commerce website in place, your target customers (from your local vicinity or from all over the world) will be able to find, navigate and purchase your products or services easily. Pair this with a strong presence on social media, and your website will be able to attract many more customers online than it could at any physical outlet. In fact, some of the biggest brands and corporations amassed a huge following online, before opening physical outlets and evolving into the businesses they are today.
If you’re looking to develop an e-commerce website of your own and aren’t sure how to do it – contact Media Crew! Our expertise extends to websites of all kinds. With Media Crew developing your e-commerce website, you can rest assured you’ll end up with an ideal website that is attractive, simple and easy to find.