At every corner, successful eCommerce sites engage your customers. Think of your online store just like a four-walled shop. When you’re perusing the aisles of a physical store, how do you feel when objects are hidden, not displayed in an organised way or are messy where they sit?
Making your online store tidy, shiny and engaging is the only way to keep your eCommerce shoppers buying.
Colours obviously are a big part of your brand. You’ve picked your logo colours carefully, and you want your site to reflect your brand’s promise. Whether you deliver something in bright and bold hues or your theme is monochromatic, be relentless about the visual appeal of your store.
One study shows 93% of buyers say they consider how something looks above all else when deciding to buy.
Avoid the Dreaded Text Distraction
Show your customers what you’re made of — don’t just tell them! They have to be intrigued by what they see before they’ll even consider reading about it. When you craft your product descriptions, be sure to use as few words as possible to get your point across.
Think of the text as weight. The product is the shiny balloon everyone wants, and the text is the weight grounding it. Without any text, the balloon will be meaningless and fly away. But, with too much text, the balloon will be grounded forever, never making into someone’s cart.
This is where collapsible categories under each product can reduce overload. Consider categories like:
- Product overview
- Product history
These categories are absolutely necessary for a successful eCommerce shop. But, if they’re collapsed under your product, your customers don’t have to engage with the text unless they want to.
Through A360’s CX Program, we can help you to enhance your customer’s journey.
White Space: White space are areas intentionally left void of text or images. It gives your users a road map to follow when looking at your site. A site with no white space is overwhelming and often rejected by a new user.
Up Your Image Quality
It matters. This is also a good place to integrate SEO. When you’re titling the jpeg, be very specific about the title. Anywhere you can inject optimisation will only help your potential customers find you.
When appropriate, include multiple views of a product. There’s nothing more frustrating than wanting to buy a shirt you love, only to find there’s no image of the back. That’s a tough sell.
Answer as many of your customers’ questions through images as you possibly can. Show close ups, intricate details at every appropriate angle.
Actionable Items to Improve Your eCommerce Business’s Success
- Does your site invite people in and give an immediate impression of quality with the right palette of colours? Spend five minutes a day asking outsiders to give their opinion.
- Engage customers with full-width images from multiple angles and with minimal text.
- Include collapsible categories after each product image. Make these categories are bullet-pointed and easy to skim.
Avoid These Common Pitfalls
- Skimping on image quality
- Not hiring a professional if your web skills can’t produce high quality
- Not incorporating SEO in jpeg titles