eCommerce Websites - What do you need to maximise conversion rates?
Ever wondered what it takes to get the most out of your eCommerce website conversion rates? Well, let’s start with the basics.
You must give your website visitors all of the information that they require to make a purchase.
Seem simple? A good eCommerce system and good information are the first steps to maximising your eCommerce website conversion rates.
Here’s some of the information that is typically required on your product pages for a user to feel comfortable making a purchase.
Product details
At a minimum, your product copywriting should detail the benefits of the product and the problems that it solves. Information that’s required includes things like:
- Features
- Size, colour, height, width, depth, weight etc
- Options, add ons, upgrades, requirements
- Benefits
- Stock levels.
Think of the things that your customers always ask about your product and make sure they are addressed in some way.
Product pictures
For a physical product, you should have:
- A hero shot - showing the product doing it’s job (like making someone look good)
- High resolution closeups - Consider using a flash zoom in utility
- Showing details of Front, Back, Sides, etc
Interestingly a good flash close up zoom utility gives the user an experience similar to that of touching and feeling the product. It’s a great conversion tool for eCommerce items like shoes and clothing.
Even a virtual product like an eBook should have a product shot.
Trust elements
In order to have any chance of making an eCommerce sale. you need to satisfy the question of trust. You can go a long way to doing that by keeping important details up to date on your website. Details such as:
- Your physical address, phone number and email addresses
- Pictures of your physical location, staff, factory or warehouse
- Information on how to get help
- Product Warranty, Guarantees
- Shipping Policy
- Payment options
- Returns Policy
- Privacy Policy
Once you cover the basics and start to get more advanced, you can add things like product reviews, recommendations, comments and live help to your eCommerce website.
The trick to making it all work is making sure that your web design uses space effectively in order to present information in a logical way so that a website visitor can process it.
From the author: If you run an eCommerce website then you might wonder, “How do I know if I’m getting as many orders as I could be through my website?” The answer to that question is in your website’s conversion rates.
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