Table of Contents
Modern Internet commerce is rapidly developing, competition in each niche is growing more and more, there are new sites for buying and selling. That is why marketers have to spend more time and effort to distinguish the company among competitors and increase sales in the eCommerce store. One of the most important points – is to study the psychology of online buyers and identify aspects that affect the decision to make a purchase. Having a unique product of high quality is only half of the success. The remaining 50% is a good e-store with a well-thought-out convenient structure, properly designed product cards and quality photos.
The number of eCommerce store users and their confidence in online services is increasing every day. Shopping online has become an integral part of everyone’s life. You need to understand that behind this is a huge work to address various problems and obstacles on the way to purchase. Let’s figure out how to increase the conversion of the site and sales through the Internet. More often than not, it pushes users away:
- lack of availability of the product that interests the visitor
- short supply
- lack of response when ordering
- delivery problems.
These are the most common problems in online stores, which need to be addressed first. If you do not know any of them, then you are on the right track to increase sales online. Now you need to finally understand how to sell more. Imagine yourself in the user’s place and decide what else can prevent you from attracting new customers. Let’s analyze in more detail the factors that are definitely worth paying attention to.
1. Correct function of the site and its ease of use
To make purchases through an online store, an attractive design is not enough. It must also be convenient and understandable for the visitor with the help of a shipping suite. Statistics show that 75% of users close sites and never come back if it is difficult for them to find the right product or any information. It is very important here to understand the psychology of visitors. Check whether all functions of the online store work correctly: no errors in registration, whether the button “In the shopping cart” works, whether emails come to confirm the order, whether some pages do not give 404 error.
The key point is also the “Buy” button. Place it correctly (not at the side or bottom of the page), but above the scroll line. The presence of any of these problems can lead to the loss of the buyer. If you are not a technical specialist, it is best to order a usability audit from specialists who research the site and give detailed recommendations for improving its performance.
2. Convenient directory
A visitor to your online store should not get lost in an endless array of products. Create separate categories and subcategories for each product group. If you sell furniture, for example, sofas, beds, cabinets, etc., you should create separate pages, and for each category, there should be subcategories. For example, if there is a category of “Beds”, there should be subcategories of “Double beds”, “Single beds”, “Baby beds” and so on. This will make it easier for your visitors to find the right products and improve the behavioral factors that affect the promotion of the site in Google.
3. Pay attention to the quality of photos (video)
Users of online stores are very demanding for visual information. It should be understood that product images play a key role. It is photographs that give the visitor the opportunity to visually get acquainted with the products. Use only high-quality large-format images that will allow you to consider any element of the product.
4. More informative content
Each page of the online store should carry useful information for the user and answer all his questions. If it is a section with a certain group of products, then let him understand what kind of goods he can find here and from what manufacturers. Do not forget about the importance of texts in product cards. The presence of selling texts in them increases the conversion of the site as a whole. Let’s be more specific for each product: detailed characteristics by composition, materials, weight, size, information about the manufacturer. A visitor who has entered a certain card should get maximum information about the product he is interested in.
5. Write content for people, not for search robots
Modern search engines are designed so that sites with readable and useful texts for people have more priorities than resources with pampered materials. In addition, spamming is a direct way to the “ban” of search engines. There are various filters that analyze the text composition and impose sanctions on such articles. And this leads to the disappearance of pages of the site from search engines. Write only texts that are understandable to people and that will benefit them.