Many times, there are misconceptions that there aren’t a lot of things you can do to improve your e-commerce site. Sites with many products might have difficulty looking beyond their products and at their actual site. Focusing on the basics, here are some things you can do elevate your site:
Make Contact Forms Appealing – Have you thought about getting rid of some unnecessary fields in your forms? Having less clutter can help improve your contact forms’ conversion rate as this study shows, up to almost 50%! For example, did you know that about 50% of top 100 retailers ask customers for the same information twice?! Additionally, fewer fields can also help establish trust as your customers don’t feel like you’re invading their privacy and only gathering relevant/necessary information.
Utilize User-Generated Content (UGC) – Reviews, testimonials, product reviews, Q&A are types of content that you can easily add throughout your e-commerce site. These snippets can be added via microformat codes to be integrated into search results or they can have their own dedicated section. Having UGC is yet another way to boost credibility and enhance the consumer experienced.
Make it Easy to Link to – If you’re on a retail site, it’s not unusual to see “ahwe3&67xjshw=” and other characters in the URL. Whenever possible, it’s important to have SEO-friendly URLS. This helps with users bookmark your site and encourages sharing, whether it’s via Facebook, Pinterest or even e-mail.
Improve Security – Security is an important issue when it comes to online shopping. Many people are afraid of having their contact information or even credit card information stolen. Unfortunately nowadays, this is becoming more of a pressing issue. There are some necessary steps you need to take in order to ensure your customers’ security like: using SSL(Secure Socket Layer) certificate, never automatically storing credit card information and using reliable a checkout gateway (like Paypal and Google
Checkout). Having prominent disclaimers showcasing your security is up to date is equally important.
KISS – In the end, this applies to most of the elements of your e-commerce site (or any website for that matter). Elements like your main navigation, search bar, check out process, and method for collecting contact info is crucial. But sometimes, even the most important elements can be overlooked. There are ways to cut down on this clutter to ensure a smoother and more efficient shopping experience and all it takes is an audit through the eyes of a customer. Keep it simple, stupid!
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.