Web design is a tricky process to get right, as much an art as a science. Provided that your website functions as it should, it could be designed and built in any number of different ways. The user experience is so subjective that there are no hard and fast rules dictating how your site should look, or operate. How can you quantify how a website makes you feel, or why one layout is inherently more satisfying than another?
Determining whether or not your website is optimised for ecommerce, however, is a far more tangible, definable process. If your ecommerce website is optimised to sell, then a certain proportion of visitors should convert to customers. According to the Monetate Ecommerce Quarterly, average UK ecommerce conversion rates for the first quarter of 2015 were 2.98%. For desktop and laptop users, this average swells to 3.69%, while for smartphone users it drops to just 1.31%. Check your own ecommerce conversion rates. How do they compare? If they’re found wanting, what can you do about it?
Search engine optimisation
Search engine optimisation, or SEO, has developed something of a bad reputation thanks to black hat techniques such as keyword stuffing. Thankfully, Google has cracked down on such practices and search engine optimisation has evolved into something else entirely. Now Google rewards sites that provide useful, engaging content web users find relevant and helpful. Content marketing has arrived on the scene to help digital brands maximise their SEO and reach out to customers simultaneously.
Creating high quality bespoke, relevant content can not only improve your site’s visibility in web searches but also increase your conversion rate. Creating useful, well-written content will mean that web users encounter your pages when they input relevant search terms. When they click on the link and find content that addresses their query, they’ll know they’re in the right place. If there happens to be an ecommerce portal on that page relevant to their search, then they’re more likely to go through with the purchase than had they stumbled across your site some other way. Optimise your site’s SEO and ecommerce optimisation will follow.
There are other considerations to make when optimising your website’s ecommerce potential. If your conversion rate is poor, address the following:
- We touched on the importance of web design earlier, and it can have a significant impact on your ecommerce success. If your website is confusing, slow, difficult to use or old fashioned, you can bet that visitors will navigate away long before they’re tempted to make a purchase. Even simple changes can improve your ecommerce prospects. For example, ensure that your website is mobile optimised so that smartphone and tablet users don’t struggle to use your site, and simplify your design to prevent potential customers getting lost in a labyrinth of pointless pages.
- Alternative approaches. There’s more than one way to skin a cat, or so they say. That’s certainly true of ecommerce. Simply creating a website with a list of products and an ecommerce portal can be like casting a baited hook into the ocean and waiting for something to bite. Sometimes it will, sometimes it won’t. We’ve turned the ecommerce approach on its head by asking customers to come to us with the products they want, providing them with the best bespoke deals and saving them the hassle of shopping around. This new approach has proven highly successful. Rather than 2.98%, our conversion rate is a massive 30%. If you want to benefit from our revolutionary approach to ecommerce and benefit from a fully ecommerce optimised website, contact us