Make first Impressions Count with Three Simple eCommerce Strategies
If only there was a metric for measuring a company with a great product that just happens to suck at marketing, online retailers would spend less time pulling their hair out over under-performing e-commerce strategies and more time making sales. But if it was that simple, everyone would be an e-commerce millionaire. If only…
The truth is that while many online businesses believe that buzzwords like growth hacking can guarantee them overnight success, what makes for a clear path to growth are the impressions we make in the minds of the people on the other end of the computer screen.
So if your conversion metrics are leaving you worried that you’re missing some essential elements on your e-commerce site, take a look at these three essential factors that you can tweak today to make that all important first impression a good one.
Make that first look one to remember
Engagement happens upon the very instant a lead arrives at your website, so ensuring you make the best possible impression upon that first look is crucial. Look at your website from your customers’ vantage point to evaluate things such as usability, design simplicity and address any areas of friction on your most important pages.
Research found that it takes only 50 milliseconds for people to form an opinion about a website and one that’s cluttered with unnecessary information, bad design elements and a self-indulgent copy will surely make an impression, albeit a negative one.
Ask yourself if your website helps visitors find information easily or if it obstructs them from getting to it. Simple yet functional designs get good responses from visitors and engage them for longer. Think of usability before adding any unnecessary bells and whistles to your site and use your screen real estate wisely.
Are your calls to action relevant and compelling enough to convert a new lead, or are you moving too fast? Does your website complement your brand identity and is it consistent throughout? These are just a few questions you can evaluate to uncover how people perceive your website and what makes them click away from it.
Get your value proposition right
Few things can undermine lead conversion targets more than an ill-conceived value proposition. And it’s surprising how many e-commerce companies get this opportunity to make a great impression on visitors wrong. But a value proposition isn’t cast in stone once you’ve decided on one. If you find that it lacks the core message of your business after releasing it into the world, crafting a new one can help turn things around.
A value proposition is a demonstration of value to customers. Using it effectively not only increases your conversion rates but also helps to create lasting impressions that translate into return business for your company. Think of any business that nailed its value proposition and how they used a few sentences clearly and purposefully to communicate value in the minds of the people who buy from them.
Dropbox is a great example of a company that understands that more can be achieved with less. Not only did they go for ma inimalistic design that communicates simplicity in how their cloud storage app works, they’ve also nailed their value proposition beautifully. Keep in mind that most people aren’t as tech-savvy as the resident IT guy at the office and that the cloud is still very much an unsolved puzzle to them.
Now look at how the clever folks at Dropbox addresses their persona’s concerns by telling them that their application works the way they do, meaning it’s a simple, safe and effective way to keep your most important information backed up and accessible as and when you need it.
Here’s another one by a gold exchange company that offers to turn their leads’ unwanted cash into gold. They also used a great video to demonstrate their unique value to their leads by taking the time to understand their ideal customer’s pain points and addressed them. Note: the use of an explainer video is very appropriate in this particular example, so use the messaging and mediums that fit your particular niche and the market you serve.
Listen to the queues your leads and customers give you
E commerce business owners are in abundant supply of listening tools that inform them of how customers interact with their websites and other marketing assets. From Google Analytics to more specialised customer insights and relationship management applications, there’s virtually a tool available for almost any metric out there.
Make sure your customer analytics tools don’t trip you up when looking to get deeper insights around your customers and the larger segments that make up your market. When used smartly, these tools can inform a myriad of e commerce strategies: from how to build a high converting website to informing your value proposition to even improving the overall customer experience.
Unfortunately for many e commerce business owners the thought of having to cobble together all the various listening tools are daunting in itself. Many programs focus on one specific area, leaving you with a plethora of “tools” that only make life more difficult in the end. So choose wisely.
Bring your conversion strategy into sharper focus with Keptify
Most ecommerce business owners don’t have the time and resources to source highly skilled and expensive technology experts to tell them what’s missing from their online marketing and sales assets. However, not knowing what makes your site leave a bad first impression can seriously undermine even the best product on the market.
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