You’ve got visitors to your website – that’s the first step. But converting them is another story. Whereas in the past, having compelling copy may have been enough to turn a browser to a buyer, now it takes much more to get customers to make a purchase on an e-commerce site. It’s a thoughtful mix of smart and strategic product-focused content that provides value while anticipating what the audience needs – all delivered in a format that is easy to navigate and digest. Here are some quick tips to get you started in the right direction:
- Encourage online reviews. Shoppers today perform their due diligence before making a purchase decision. This research includes visiting competitive sites, reading reviews and checking out ratings to find out what brands and products are favored by other consumers. Making it easier for your existing customers to post reviews and provide testimonials can only benefit your business in the long-run. Provide an incentive or follow-up with a post-purchase survey to find out what’s hot and what’s not.
- Provide enough product information. Customers want to feel that all of their questions are answered before they click on the buy button. The more views you provide, the better. Show every product angle and if possible, give users interactive controls to zoom and rotate to their heart’s content. If you have the same product and pricing as your competitors, yet the content is more robust on their site, guess who’s going to capture the sale? Keep customers on your site by giving them everything they want to know about the product.
- Present content in a user-friendly format. When it comes to sales copy, no one wants to read wordy paragraphs with lengthy descriptions. Break up content by providing enough white space, and utilize formatting like bullets, headers/subheads and charts to make information as easy to read as possible. Your customers will thank you.
For more tips on how to convert visitors into customers, contact one of our user experience experts at 888-309-3292.
