With the number of marketing messages that consumers are exposed to, making your website an effective e-commerce tool is not a one-time event. There is always room for improvement and adjustment. Be sure to review your site regularly and incorporate the best practices from this two part blog to keep your marketing goals on target.
Provide a Consistent Website Experience
Have you made the shift yet to make your website responsive? This affects your ability to be found through search engines after Google made mobile-friendliness an official ranking factor last year. There are other benefits to going responsive. Customers are doing more research and purchasing using both mobile and desktop. A responsive website will give your customers a consistent experience across all their devises. Check out our blog to learn more on the topic of mobile website vs. responsive website design.
Introduce More Video throughout the Website
Video quickly captures the eye conveying both your brand and message in a matter of moments. It is easily shareable content and there are many ways to introduce and use videos. In their review of uses for videos for online retail brands, Smart Insights found that 52% of consumers feel more confident about purchase decisions after watching videos. Take the time to be creative. You can film behind-the-scenes work, testimonials, demonstrations, or live streaming blogs and post them to your website and social sites.
Let your Photographs Tell a Story
We have all heard that a picture is worth a thousand words. That may be because people process images 60,000 times faster than text. Not only do we process it faster, but the images stay with us longer. Save your prospective customer time by creating images that show how you are unique or why your product is unique.
Optimize Email Capture Method
Growing and optimizing your email campaigns remains a strong trend and an effective method for increasing conversions. Evaluate how you collect email addresses on your website. Conduct A/B testing to find the most effective way:
- Popover
- Fixed text field
- Floating text field
Once you have your email list, take a look at these 20 fast ways to improve your open and click rates.
Optimize your Landing Pages
Companies see increased leads when they increase the use of landing pages. Landing pages are a great way to make sure that the customer’s experience is consistent with the marketing message that attracted their click. Hone your message so that it is a targeted picture that gives clear direction to the prospective customer that will lead to conversion. Learn more on developing great landing pages!
Stay tuned next week for more e-commerce tips. If you would like assistance with e-commerce enhancements, please contact Informatics.
