The most successful eCommerce websites thrive as a result of two different factors. First and foremost, they’re thoroughly tested, and therefore the final product is bulletproof in way of glitches or potential malfunctions. Second, they demonstrate a comprehensive understanding of the psychology of the user, and consequently prioritize the experience of the user.
An eCommerce site serves a different purpose than a traditional site, which primarily serves its audience in way of viewership. By this I mean that eCommerce sites don’t merely function as a place to read an article or stream a new TV series—these sites are inherently designed to engage their audiences in such an interactive way. As such, consider it a best practice to allot time in your schedule to reflect on how your eCommerce site serves the scope of needs your user may have. This includes things like how consumers browse products, place items in their digital shopping cart, and how the host processes payment and shipping information. Whether you’re launching a new site or looking for ways to keep your current site in tip-top shape, be aware of these common mistakes that may compromise the impact of your site altogether.
Do you know the worth of your proposition value??
It’s no secret that the eCommerce field is highly saturated with an influx of new competitors rising to the forefront with each passing day. This reality embodies the benefit of clearly communicating your value proposition—because consumers need to be convinced of why they should support you as opposed to giving their business to other competitors. Think of it this way: Why should consumers order a product from you when they could be ordering from Amazon?
When a potential customer lands on your website, the landing page should clearly depict what you’re selling, and why your product is better than the rest. Using enticing fonts, compelling headlines, strategically showcasing benefits of your product, and incorporating engaging images to reinforce the quality of your product is a smart way to hook a user from the get go. Another component to prioritize is visual hierarchy. Using white space to guide the eye of the viewer will allow you to reinforce your product and the “why” behind persuading consumers to purchase from your brand. Case in point: Test your value proposition. It will benefit you in revolutionary ways.
Be the wingman for every product.
When you’re selling a product, you must think about how you’re positioning the product to potential buyers. Think about what consumers are thinking of while debating what to buy. Are they considering what an item will look like in their home, what the quality and specifications of the product are, or how the item is designed to function? Typically, consumers make buying decisions based on the appearance or design of an item, or they’re intrigued by the skills and capabilities it has. Being attentive to what people are looking for will help you to expand upon your product descriptions to position each of your items in the most marketable way.
Are your product photos Insta-worthy?
As cliché as it sounds, there’s a reason why there’s a hype to photos deemed Insta-worthy. The world of Instagram has established a new standard for brand photography, and ultimately demonstrates the rationale for why visually pleasing images are an essential for brands—because they sell. While this dabbles a bit in the realm of social media, it bleeds in to the topic of successful eCommerce websites. Quality images that are intentionally curated entice people, and generate a type of appeal for the product. As such, it can be extremely beneficial to approach your photography style with the mindset of getting your audience to envision themselves with the product at hand.
When it comes to cred, show, don't tell.
If you’re competing against brands like Amazon, you’ve got to be prepared for the added challenge of communicating your credibility to your audience in an authentic and believable way. If a large percentage of your consumers are first-time visitors to your site, you’ll want to demonstrate your reliability and trustworthiness by reinforcing the positive experiences other consumers have had with your site. Hint: Showing your audience why you’ve cultivated a loyal audience goes a lot farther than pitching yourself to them in hopes of earning their business. There’s power in these numbers, so ask yourself, “What concerns might I have as a customer using this site for the first time?” Embracing the mentality of the consumer will help you determine what types of things you can do to improve the experience you’re delivering for new customers. Maybe you add a section to your site to share product reviews or customer testimonials, or you may even sprinkle in quotes from the press that endorse your product or brand. You could even upgrade your About section by adding in statistics that reflect your success. All of these executions are intentional ways to show your audience you’re deserving of their business.
Test your site as often as you water your plants.
For anything to grow over time, it needs that regular, consistent dose of TLC. So, even if your desk isn’t covered in succulents, embrace this mentality when it comes to testing your eCommerce site. Get in to the routine of regularly testing your site and allow the process to be ongoing. You may be surprised to discover what you can learn about your site, and your consumer base, by making regular testing a norm for your biz.