Having the right content, design, and navigation on your online store can mean the difference between high engagement with steady conversions and high bounce rates with spotty sales. Here are a few tips that you can use to create the perfect home page and product pages to get optimal visitor engagement.
Design A Homepage That Hooks Them In
- Make searching easy
The easier your homepage is to browse, the more inclined users are to click through to more pages. Things such as long load times (4 seconds or more), broken links, bad or confusing navigation, or hard-to-read fonts can be a quick turnoff to visitors and cause them to leave the site before they’ve even had a chance to check out your products.
- Show people using your products
Clothing apparel companies use models for their clothing because studies show that consumers are more likely to buy clothes online when they can actually see how they look when worn. The same rules apply to other products as well. Show images of people engaging with your products and using them in everyday life. After all, a picture is worth a thousand words.
- Keep fresh content
Industries are always changing, and the internet moves fast. Don’t be left behind. Today’s news can easily be forgotten in a few days’ time, and then consumers are on the next wave. Remove or revamp any outdated content on your site and be sure to always check for broken links and pages that are no longer in use.
- Let them know what you stand for
What is it about your brand that sets you apart from the competition? What are your values? What’s your value proposition? Use your homepage to clearly state the main takeaway from your brand, using both design and written content (such as value and mission statements).
- Use cookies to personalize user experiences
Cookies offer a great way to customize which products are displayed and recommended for your returning visitors. The more products that you can suggest based on their online behavior, the higher your chances of making a sale.
Create Product Pages That Compel Users To Buy
- Craft killer marketing copy
Don’t settle for product descriptions that simply describe a product and its use. Make sure that your product descriptions contain SEO keywords that buyers are searching for and that the descriptions are persuading enough to compel visitors to buy once they land on the pages.
Write copy that allows buyers to imagine what it’d be like to own the product. Get descriptive by using sensory phrases and action verbs to appeal to their imagination. Know how to relate to them and speak their language, using a feature/benefit style to describe your product in detail. Lastly, make sure that your product descriptions are succinct and not filled with fluff or unrelated bits of information.
- Compel them to buy asap
One of the best marketing techniques to get uncertain buyers off of the fence is to create urgency. Use things such as time-sensitive discounts, minimal product availability, and incentives for the first “x” number of buyers. Also, be sure that your CTAs (Calls to Action) are displayed at the bottom of every product page and stand out enough so that they won’t be overlooked. Keep them short, to the point, and clearly noticeable from the rest of your copy.
Check out the examples below:
- “Only 4 pairs left in stock”
- “Get free shipping (saving $10.99) if you order today!”
- “Only 5 seats left, reserve your spot now!”
- Make it easy to leave reviews
Online reviews offer visitors social proof of your product’s ability to solve their problem, and they provide a reliable way for you to gain their trust. Always ask buyers for a review after they’ve received their purchase, and make it easy for them to leave their feedback by using third-party providers or automating post-purchase review emails. Don’t be afraid to incentivize them with future discounts and freebies to get their ratings, as products with great reviews have a way of winning over first-time buyers.
- Create awesome visuals
We’re living in an age where you can create really awesome images and graphics online. Find creative ways to displays your products (and related/recommended products) such as rotating images, 3D models, cool videos, and more. Receiving high engagement on your visual content can do wonders for your conversion rates. Not only that, but they make for powerful content to share on your social media profiles, which can lead to more followers and leads.
The most important pages on your online store are your homepage and your product pages. Remember, your homepage gives your visitors their first impression of what you’re all about, and your product pages allow you to demonstrate to them just how awesome your products are-so aim to impress them. If you are ready to double your online store’s engagement, our team would be happy to help! Call us today at (484) 893-4055.
