Image via Simon Adriaensen
Running a website for your business can be an overwhelming task. Creating a site that makes navigation easy for customers and also maximises your sales is a tough challenge but is key to success. We lay out some of the simple design changes you can make in order to increase sales.
Easy-To-Find Customer Reviews
Consumers aren’t just going to take your word that a product does what it’s supposed to, they want to hear it from other people ‘like them’. Having a quick summary of the star rating given to your product by other users can be a good way of showing what people think quickly and efficiently. Making that link through to, or open out into, written reviews is even better. If people can see that others have received items from you and are happy with them they are much more likely to place an order.
Improve Purchase-Essential Buttons
One of the most important design aspects of a website hoping to sell products is button placement. It sounds simple but it needs pointing out. Visitors coming to your website don’t want to go looking for how to buy your products. If they have to scroll down the page to find the ‘add to basket’ button, move it. Placing it in the top half of the page (or even at the very top) removes the risk of people leaving your page before completing their purchase.
Tied in to this is button design. As well as being easy to find, important buttons should be large and to the point. For example it could be enough to just have the word ‘add’ next to a product for people to make their purchase, however if it says ‘add to basket’ you are providing customers a clear instruction and removing any chance of confusion at the buyer’s end. A big shiny button with a shopping basket on it may be even better.
Make Promotions Clear
Clearly advertising what makes your website appealing to the customer isn’t limited to special offers. If you offer something that sets you apart from a rival then you should make sure it is prominently displayed on your homepage. A small section stating that you offer free delivery or operate a money back guarantee might be enough to convince a customer to buy from you over a competitor.
Improve Your Images
Being able to view the product is an essential part of online shopping, but not any old picture will do. Make sure your products are photographed on a clear background so there is nothing that distracts from what you want the customer to buy. Patterned wallpapers are a poor background for your photo and you should never have more than one item in view. If you like to show your products ‘in action’ consider having a first image of the product on a plain white background, and a second image of it being used.
It can also help to make sure you have more than one photo available for everything on sale, preferably all capturing different angles of the product. Giving users the option to pan and zoom around 3D images can be even better. This all helps people to feel like they really know the product before they make a purchase and can remove some of the fear that people still have about buying online.
What the above points show is that the key to increasing conversions for your website is making everything as clear and simple as possible while gaining the trust of customers. If the essential information is laid out in an easy to find manner and you have given people reason to trust your site you should see an increased conversion rate.
Do you already do some of the above? How has it worked for you?
Jack Tilbury is a student who has become an expert in spending money online. He recommends the GKBC Creative Academy.