All eCommerce store owners know sales are the key to business growth. The best way to increase sales for your store is to have the right marketing strategies. There are basically two key elements of online marketing. The first is to drive traffic to your website and the second is converting this traffic into customers.
You can have thousands of visitors coming to your online store, but in the absence of conversions, these visitors bring no benefit to your business. It is the design and layout of eCommerce sites that determines whether customers are lured-in or driven away. The success of your online store mainly depends on its product pages. These pages should provide relevant information to potential buyers and motivate them to become your customers.
Here is a list of web design elements that have direct influence on conversions:
1. Product Photos
One of the simplest ways for an eCommerce store to boost sales is to offer high-quality images of all its products. Big high-resolution images not only help present the product beautifully, but also grab and hold visitor attention. Research shows larger product images increase sales by 9%.
Integrate beautiful images of products to make your eCommerce store more appealing and alluring for consumers. Since online visitors can’t try things on or test them out, provide a clear and accurate view of products. You can use the zoom feature for all your products so that visitors can see the product in minute detail.
Greats does an excellent job of showing its products with high-quality imagery and offers features like dynamic zooming, diverse angles, color variations, and context view to enhance user experience. It also offers 360 degree rotating views of the product.
2. Product Videos
There are many different types of content that an eCommerce store can use to showcase its products portfolio. One of the most effective content formats is ‘video’. According to a study by Invodo, half of all online shoppers are more confident about their purchase decisions after viewing a product video.
A good video can create a persuasive presence for your product in the customer’s mind, which increases his desire to buy your product. Videos have the ability to convey tons of information in a short period of time. Studies show people are more likely to share visual content over text content. Moreover, research also shows that Google structures its search results to prioritize sites with video. A high organic ranking on search engines will bring targeted traffic to your site. Product videos, therefore, will undoubtedly increase your eCommerce sales.
Whether you are giving tips, providing instructions, relaying information or covering how-to videos, ensure the video has got the right script and makes a huge impact, quickly.
Dell uses product-based videos on individual product pages. It is a powerful way to showcase products to visitors. These visitors can also share product videos on Facebook and Twitter, which improves product virality and brand recognition.
3. Product Ratings and Reviews
Today, a majority of consumers prefer reading reviews of a product before purchasing it. As per reports:
– 90% of customers say buying decisions are influenced by online reviews.
– 72% of consumers trust online reviews as much as personal recommendations.
These studies make one thing pretty clear: people use reviews to decide what to buy. Simply put – we find validation in the opinion of others. Adding them to your site, increases product credibility and also the trustworthiness of your brand; when people don’t find product reviews they have doubts about product quality and brand reputation.
Product reviews are a must have feature for any eCommerce store today. Good reviews are good for your brand’s reputation. Even negative reviews can be good for business. User ratings and reviews help to establish integrity of the store. Many products attract both positive and negative reviews which makes the shopping experience more reliable for the average shopper, while also helping them with their purchase decision.
Not only do search engines display reviews but they use them as a ranking factor for local search. Reviews on your Google+ business page help you rank higher when people search for local keywords. Ranking higher on local search will bring more qualified traffic to your site and boost your sales figures.
ToysRUs provides a great example of how to use customer reviews to aid conversions. It displays their pros and cons and the best uses of the products along with reviews and average ratings.
One of the easiest ways you can boost website conversion rates is by optimizing your calls-to-actions (CTAs). The thumb rule for the design of a CTA is to grab visitor attention. If CTAs are confusing, your website’s bounce rate will go up.
People, especially when they are browsing the World Wide Web, have limited attention spans. Your site will get no more than a couple of seconds to make an impression on the user. So, place CTA above the fold to increase its chances of getting clicked. Highlighting one primary call-to-action on your lading page and refraining from focusing on secondary call-to-action can increase conversion rate by 15%. Make sure they stand out by creating a strong contrast between the colors of your button and surrounding website layout.
Travelocity is a leader in the online travel industry. It has a very simple yet beautifully designed homepage. This website is a great example of how call-to-action buttons should be used on homepage to increase conversion rates. The designers of this site have placed a single call-to-action button on the landing page that is prominent and stands out from the rest of the content, making it easy for visitors to spot and click on it. The placement is strategic and the size is perfect.
Collectively, these 4 web design elements have a massive impact on how well your site sells its products. If you are looking to boost your conversion rates, then be sure to correctly implement all these elements on your website design.
Author Bio: Michael Georgiou is a dynamic business professional and entrepreneurial guru with a proven success in creative strategy, online branding, project management, and communication projects in both the public and private sectors. He drives Imaginovation’s rapid business growth in marketing and sales due to a multifaceted and versatile communications experience with a reputation for providing innovative turn-key digital solutions, and a steadfast approach for managing teams to provide high quality web products and services in numerous industry verticals. A large portion of Michael’s experience is working with reputable clients in delivering a wide range of solutions for web design and application development projects, as well as managing the user interface and user experiences on a high level marketing perspective. Michael holds an international Master’s degree in Business Communications Marketing from Bond University in Australia, and a Bachelor’s degree in Public Relations and Marketing from UNC Pembroke.