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Ecommerce: The Essential Components Your Site Needs To Convert Visitors Into Buying Customers

We've all been there. You're directed to a company's website to see a product or service offering, and while the website may prevent the dreaded slow page load, it's not exactly a huge amount of information. A website that is poorly designed or just plain lackluster is not doing your brand any favors and certainly won't attract customers to do business with you.

There is no shortage of articles on the web on how to drive more traffic to your website, and while a strong SEO strategy is truly essential, it's all too easy to overlook what keeps people coming back. After all, your business would prefer regular visitors to your website over someone visiting once and never again, right?

Everyone knows that ecommerce has been on the rise for years, but no one expected 2020 to turn out as it has, and in relation to the topic at hand, its impact on ecommerce. According to TechCrunch, ecommerce sales in April were up nearly 50 percent. While that jump didn't continue to increase at as rapid a rate in the months that followed, this year is expected to see an overall jump in e-commerce sales of 18 percent. With those kinds of numbers, making sure your brand's website lives up to its full potential should be at the top of any leader's to-do list.

Simply put, if customers don't have a pleasant experience on your website and find it valuable, they won't give you their business. That is why entrepreneurs and business owners should ask themselves: "What does my website offer to the customer?

Customers want to learn something when they visit

The reason you're in this article is the same reason visitors visit your brand's website: hopefully, to learn something. That could be as simple as your company's contact information. However, your chances of turning a website visitor into a real customer will increase substantially if you teach them something of real value. What products or services do you offer? What separates you from the competition? What new insights or industry developments should potential customers be aware of?

Don't make the mistake of simply thinking of this as marketing, what your website should provide is information and context. Take, for example, furniture. You could simply create a marketing website that highlights the appeal of a leather sofa, but a more effective strategy would be a buying guide that offers both the advantages and disadvantages of a leather sofa compared to one with fabric upholstery. More educated customers will make a smarter buying decision, which in turn increases the likelihood that they will be happy with their choice and with your business.

If customers don't learn something from visiting your website (or at least feel like it was worth it), they won't come back. Then show them something.

Don't let a lack of customer service translate into a lack of customers.

The rise of e-commerce is largely due to the convenience it offers, and a big part of the equation to consider is customer service. If your company makes it difficult for visitors to reach out and make contact, then you are really shooting yourself in the foot. Studies have shown that 89 percent of consumers would take their business elsewhere within a week if they received poor customer service. Avoiding that starts with offering complete contact information: email, social media channels, phone number, and yes, a physical address. Reliable contact information is one of the things consumers demand on a business website, so do your brand a favor and provide it.

Businesses should also consider using live chat to provide 24/7 support to visitors. Most companies probably don't have the manpower to operate a 24-hour in-house customer support team, but artificial intelligence has come a long way in recent years. Providing AI customer service can also help keep track of recurring issues visitors may have and provide valuable feedback for customer support managers.

Surprise them, but don't overwhelm them

Imagine if you walk into a brick-and-mortar store (remember those?) and all the products are randomly thrown all over the place, no signage, no organization, with as much stuff as possible scattered haphazardly. You would probably do a 180 degree turn and move somewhere else. That's exactly the type of things potential customers will do if your website tries to cram too much into a single page, especially if it's the most important home page.

Take Apple, for example. Their website is incredibly clean with large images that stand out. Amaze the visitor without overwhelming him. Even the copy stays pretty minimal and crisp, yet people can still easily find what they're looking for with the navigation bar at the top.

One of the best things you can offer your brand website visitors is visual appeal. We are visual creatures and our brains process images infinitely faster than text, some 60,000 times faster. Even if your business offers as many products as Amazon, you don't want to make the mistake of bombarding your website visitors with all of them at once. Let a few pictures do the talking.

The correct SEO strategy is key to driving the traffic to your business website, but if visitors are disappointed once they get there, they'll never come back. A brand's website is often its most powerful sales tool these days, so take steps to ensure it delivers real value to existing and new customers.

By: Joseph Angersoen
24 de September de 2020
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With more than 20 years of experience working in technology, web design and development, marketing and data analysis. We offer solutions to the challenges of today's competitiveness in an increasingly digitized world.

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