Nowadays, anyone can put up a website and start up an eCommerce business in minutes. But to thrive in eCommerce, Super-Sellers don’t just put up items for bids with traceable address and window dressing, they create an online identity that makes their authenticity and professinoalism easy on the eye. And that, surprisingly to many, starts with the founding story that got the ball rolling in the first place. Then comes the hindsight vision and mission, along with the core values to get the business there. The latter, the most popular of all being Passion: why it’s not just another survival of the fittest!
The look and feel of your website is paramount. It’s the first impression viewers get and form a mental image of the business from it. For firsthand impression, brick and mortar shops can physically put up conducive in-store environments for tactile marketing where a product becomes tangible for the first time through exploration of texture, heat and pressure that are only percitible by touch. Online experiences, on the other hand, not only are customers tactile deprived, the impression of the brand is contingent on one entirely different intangible sense: the viewer’s perception, i.e., of authenticity upon indirect interaction with what is being presented. Let alone campaigns that don’t have a story to tell, empty bids can come across as untested whether big Singles Day promotions are offered, or not. A website thus needs 10 big extra kicks to make things happen!
Site Optimization is the answer. Not only does it make your website work the way it should, it also reduces unnecessary processes that may cause customers inconvenience. In order to maintain site appeal for viewers with short attention span and get the right clicks going through the next pages long enough to commit a purchase, you must be able to create a good experience that is convenient and user-friendly navigation at the same time. Site optimization can help you do exactly that.
But how, then, should you go about optimizing your eCommerce website? You don’t have to be a computer programmer to understand and apply the following 10 site basics to your website.
1. Appropriate design
Of course the home page has to look trustworthy. But, how do you perk it up and, more importantly, avoid handicaping it with poor design? Here are 4 key tips :
- Unclutter the home page
- Use uncluttering banner
- Use high quality images
- Use user-friendly infographics to walk viewers through the steps
2. Prioritise SEO
Search Engine Optimization is paramount to how your website populates on Google. Thus, both On-Page and Off-Page SEO techniques must be thoroughly understood in order for strategic application that increases the right traffic to your website.
On-page refers to both the content and HTML source code of your website that can be optimized for higher ranking and to get the right traffic on Google. Off-page refers to backlinks, external signals and promotion methods that can be used to rank your website higher in Google’s returned search results. Both techniques must be balanced to maximize sales opportunities with an increased number of viewers that enter your website.
3. Blog: Quality Content Marketing
Blogs can be your best site optimization and marketing tool as it can draw the most viewers to your website as they seek shareable knowledge and quality content. A blog contains various information of products or services, including insights into related sources, techniques and how they can be produced or provided at home. Coinciding the second basic (2.) regarding SEO techniques, blogs also give your website what’s is called quality content: the relevant key words that need to be there to match Google search enquiries.
4. Use Shopping Carts
When talking about online shopping, how inconvenient would it be when you have a long shopping list but can only purchase one item at a time? A shopping cart allows customers to shop multiple items with a single purchase procedure or holding the shopping cart for decision making and updating purposes for a period of time. To expedite the shopping cart check out and shipping process, on the other hand, a user profile is necessary. Without it, a customer will have to go through a lengthly process of filling out the same information every time they revisit and make a purchase. Once the user account is created, however, the customer profile data can be used for future promotions and marketing campaigns.
From a marketing perspective, the more customer profile data the more effective campaign targets, planning and implementation. To get it, however, well, how exact can it be obtained without putting customers through lengthly forms that asks for all sorts of information, let alone redundancy that ultimately leads to abandoning the website to never return. First of all, customer profile information is best obtained, once, when creating a membership account. A membership, on the other hand, needs to grant special privileges that non-members cannot access, such as points accumulation, promotion or Guest Log-ins that simplifies site navigation and, most importantly, expedites purchases and shipping. In addition, the purchase process has to be simple and transparent in order to keep the right clicks going long enough to warrant more purchases.
5. Fast Loads
Of course, the fastest loading content has the best shot at getting the most views. The images and infographics thus need to have the right pixels and resolutions for loading purposes. Slow loads also deminish the ranking on Google. The lower the ranking, the lower the position on the Google search results and the lower the number of clicks.
6. User Interactive Features
Try applying User Interactive features to either banners or images to set time conditions for offering additional benefits to viewers that have been on the website for over 30 seconds. The banner can then populate with special privileges, discounts or free trials that will become available once an account is created directedly through the banner. This can encourage spontanious purchasing decisions as well as a sense of membership and continued communication and involvement.
7. Customer Review: The key measure stick of authenticity!
While a seller’s overall review rating is one of the key masure sticks customers use to evaluate a seller’s performance and authenticity, a product’s review rating, along the same lines, reflect the number of customers that have purchased the product and the associated satisfaction of using it. It can have a big impact on the products that you sell as it allows customers to express their experience with a product and share and interact with other customers with either similar of different views. Doing so automatically highlights the products with positive reviews and respond to negative ones for the sellers. Products typically become more popular as the number of satifactory reviews increase to a significant levels. Customer reviews thus boost the viewer’s confident in the quality of both the seller and the products being offered, which ultimately leads to making an informed purchase.
8. Prioritize Mobile
The world trend for online shopping is heading away from desk top PCs, and directly towards mobility. Most online purchases are done through the mobile smart device. User-friendly feature and aesthetic pleasures on the computer screen that doesn’t work the same magic from mobile devices, thus, is an investment in vain. As such, online providers need to prioritise mobile utility first when creating a website, including the loading speed, page layout and, most importantly, user-friendly navigation that allow customers to interact and perform various activities easily, e.g., with visible buttons, navigation panes and search features.
9. Clear Shipping & Return Policy
Having a clear shipping and return policy that is easy to read, understand and follow with 1 2 3 steps, is a fantastic way to put authenticity and professionalism on the seller’s banner. Clear shipping and return policies can be listed on the same page with FAQ (frequently asked questions) to make it easier to find. Of course, apart from significantly boosting customers’ confidence in the purchase, it also prevents unnecessary customer complaints or misunderstandings.
10. Use Analytics
Google Analytics is very of paramount importance. It help you bring otherwise inconspicous, yet invaluable consumption patterns, be it the number of viewers to the website or which pages and products are the most popular. In other words, it is your access to feeback on a macro level after testing the water. With that, you can get a sense of what the majory customer likes and dislikes, the best places to list product or service information, or even where most customers come from. It also allows you to conduct a more accurately SWOT analysis, and, by knowing your strengths weaknesses oppotunities and threats, design data-driven strategies to make more things happen through the website. With effective analyzing comes effective planning, based on insightful consumption behavior, as well as effective marketing.
The 10 basics above can give a sense of how important site optimization actually is to business success in the age of the IoT, and why brick and mortar venues are taking the back seat. As more and more customers go online, mobile-friendly websites with effective SEO techniques will see better Google rankings and Analytics that can lead unimaginable things. The good old saying, “keep your friends close, and your enemies closer” was true in a business context up to the third industrial revolution. Today, it’s “know your customers, first”, period.
Complied by : Blog.SCGLogistics
Reference : easyship.com, freepik.com