Your eCommerce website is the virtual showroom of your online store. Whether you sell products or services, the first impression your customers will receive of your company is the homepage of your website. Without the right functionality and design elements, you risk your customers doing the virtual equivalent of taking a quick look around, spinning on their heels and walking out of the door.
Don't launch before you’re ready
Not only do you only get one shot at making a great first impression, but you also only get one shot at launching your entire site. If your site isn't absolutely as good as it can be, any visitors you have in those early days are unlikely to return and worst still, will likely spread the word about your terrible site through social media and other channels, seriously damaging your business prospects before you've even got started.
If your domain is ready to go and you want to stir up interest ahead of the launch, offer discounts to customers who add their names to your mailing list as part of your "coming soon" page. Even if you have elements of your business ready to go, launching a half-finished enterprise will still damage your brand. One of the great advantages of a full-service marketing agency is that we can handle every aspect of your launch, from social media marketing to advertising and SEO, to ensure that when launch day comes, you hit the ground running.
Make your site mobile-friendly
You typically have just a few seconds to grab the attention of potential customers who visit your eCommerce store. Numerous studies show that if your site takes too long to load, users won’t hang around but will instead try sites belonging to your competitors. Our full-service marketing firm can show you how to create a site with instant visual appeal.
Not only does your site need to be as quick as possible, but it also needs to work every bit as well with mobile devices as it does with desktop machines. This means the size of the pages and images need to automatically adjust to the optimal size of the device being used to view them.
With more than more than one-third of all online shopping being conducted by mobile device, your sales will suffer dramatically if you don’t factor this in. By hiring the skills of experienced eCommerce SEO company reps, you can build a website that’s completely functional across multiple electronic devices, but also optimized for the best conversion against the target audience.
Put your security credentials on display
No one feels comfortable parting with their money is a site seems to offer anything less than absolute security. Nearly half of all Americans have been victims of credit card fraud at some point in their lives.
Creating a great eCommerce site is only part of the battle – you need to ensure your customers complete their sales. The experience of a full service ad agency suggests that the easier and more reassuring the checkout services and payment options are on your website, the more likely a customer is to complete their transaction. Make a point of displaying logos or explaining the high level of security you employ. After all, in the online world, even a moment’s hesitation can lead to a lost sale.
Concerns over payment safety can be one reason why a proportion of your customers place items in their cart but leave the site before paying for them. Encouraging such customers to return by upgrading security, offering a wider selection of payment options or sending email reminders about unpurchased items can significantly add to your bottom line.
Show, don’t tell
Having long product descriptions of a link to a blog post that tells customers more about your products is all very well, but if you really want them to engage with your site, consider including video in the form of tutorials or demonstrations.
In addition to your product pages, you could also include filmed content about yourself and your business philosophy. This can be especially effective if you operate in a crowded market as adding an element of personality to your site can sometimes give you the edge on the competition.
The more unique and original content you can provide, the longer your customers will remain engaged and the more likely they are to make a purchase. As one of the leading marketing firms in NYC, we can help guide you towards the best kinds of content to create for your site.
As the experts from our e mail marketing company Klaviyo will tell you, when it comes to selling online, credibility is everything. Testimonials from previous customers are a good way to build trust but they will be far more powerful if you can include pictures of the actual customers alongside. Not all your customers will agree, of course, but those who do will do a great job of convincing newcomers to the site that everything is above board.
Once you have built credibility, do everything you can to maintain it. Don’t pretend items are on sale when they are still selling for full price. Don’t encourage customers to purchase items by claiming they are almost out of stock where in reality there are still many left. Although such tricks may work if your business revolves around passing trade, an eCommerce store that is looking for repeat customers will eventually suffer as a result.