Want to know the difference between an online store and an online store that converts?
A high-converting website always puts the needs of the customer first and gives them a great online experience. It’s important to reduce friction in the minds of your potential customers so they don’t leave and go to your competitors. And this is not as easy as it sounds.
Here are some common mistakes to avoid on your eCommerce website and how to fix them.
1. Product descriptions lack persuasiveness.
Pretty pictures don’t make sales. Aesthetically pleasing pictures need to be paired with persuasive product descriptions. Good product descriptions tell customers how your product will solve their problems on an emotional level and what sets you apart from the competition.
For example, when big brands want to sell a mattress, they sell a good night’s sleep, not the mattress. When they want to sell a drill they sell the perfect hole in the wall, not the drill.
You may think that people rarely read product descriptions so how can it impact sales, right?
Wrong! Evidence from an eCommerce study conducted by Nielsen Norman Group shows that 20% of unsuccessful purchases are due to a lack of relevant information in product descriptions.
Here are some pointers to help you write irresistible product descriptions.
Action:
- List all the benefits of your product.
- Think about how your customer will feel when they purchase your product.
- How it will save them time & money.
- How it will make their loved ones feel.
- What pain can they now avoid with your product?
When your customers see the value of your product and how it will change their life, they will be more likely to hit the Add to Cart button!
2. Having no upsells on your orders.
Offering your customers complementary products or more of the same product with their order will increase your average order value. Giving your customers a one-stop solution and introducing products that they may not have thought of is a great way to increase sales without any extra effort. It makes shopping more convenient for them and offers a great overall experience, increasing your brand trust and loyalty.
Big brands report up to 40% extra revenue from upsells that are set up on automation. Not implementing a system of upsells on your website is simply leaving money on the table!
Action:
Set up an upsell system on your website with products that are relevant and complement each other well. Or offer bulk discounts, more of the same product at a discount e.g., by 3 and get 10% off.
3. Putting social media links on your product pages.
Did you know that when your potential customer shares your product with others by clicking the social media icon on your page, they have just navigated away from your website and may never return?
The fewer distractions on your product page the better. The only goal for your product page is for customers to make a purchase. Having a product page geared towards conversions means removing all unnecessary distractions and links that will navigate customers away from your website.
Action:
Remove social media icons and all unnecessary distractions from your product page.
4. Too many calls to action.
Many store owners use both the Add to Cart button and the Buy Now button on product pages. Having more than one type of call-to-action button can be confusing for customers and if you confuse them, you lose them.
Action:
Pick one call to action and build trust by placing payment logos underneath. Payment logos will make your customers feel safe and secure when using their card details on your website.
5. No testimonials on your product pages.
Did you know 61% of shoppers read product reviews before they make a purchase? Social proof gives an unbiased opinion of your product. People need to see from others that your product is as good as you claim. Why should they trust you without proof? Many customers trust online reviews as much as personal recommendations making it essential for marketing your products to new customers.
Action:
Include testimonials and case studies on your website to build your brand's trust and credibility. If you are struggling to get product reviews, give samples of your products to people and ask them for an honest review. Another tip is to encourage customers to write reviews with post-purchase emails. You can offer them a small discount on their next purchase as an incentive. Also, allow your customers to leave reviews on your product pages.
Conclusion
With so many affordable and customisable platforms available for business owners, it’s never been easier to create an online store. People today are spoiled for choice. If you are not able to showcase the value of your products whilst offering a great online experience, your competitors will!
By avoiding these common mistakes and taking the actions outlined under each mistake, you can create a highly converting website. This will establish your website as the go-to brand in your industry and turn your customers into loyal fans.
Want to know more about how I can help you build a high-converting website? Then click here to book a call and lets talk!