HOW TO IMPROVE SALES IN AN ONLINE STORE
As you may already know if you have an e-commerce, not everyone who enters your store ends up buying. This has an explanation, the usability of your online store . When we talk about the usability of an online store we mean how easy or difficult it is to navigate the web, discover its products and even make a purchase.
At project 09 we know that good ecommerce usability is key to improving online shopping, which is why we have proposed to give you the keys to optimize your online store.
Let’s go there!
What should you take into account to improve sales in your ecommerce?
Many times, when we enter an online store, we do not know how to find what we are looking for, so if it costs us more than expected we tend to leave the store. That the page is simple and clear is essential if you want different audiences to navigate it with more or less experience in online shopping. Do you want to know some of the key elements to improve your ecommerce sales? Are these:
- Improves website loading speed
We know that the element that most influences the permanence of the consumer in an online store, and on any website, is the loading speed of the site. We currently live in a world in which we have become accustomed to immediacy, so buying online was not going to be less. An element that you must take into account to ensure the speed of your online store are the images since they should not weigh too much. Higher speed, therefore, will translate into better SEO positioning and a better consumer experience.
- Transfer the values of your brand identity
When we look for a specific product online, we usually compare the different prices on some websites or on others, so it is necessary for the consumer to know at all times which store they are in. Using the colors of the brand, the logo on all pages or some other corporate symbol can help you add identity to your online store. Remember that it is very important!
- Create meaningful categories
It is very important that the structure of an online store is clear and simple, that is, the categories should facilitate the search for products, not make it difficult. Also avoid that two categories or subcategories lead to the same product page, because it will mean that one of the two is not necessary. In addition, it is important that the name of each category is relevant and adds meaning to the product and, finally, if we accompany it with a brief description in which the keywords for which you want to position appear, it will be perfect.
- Get a unique product sheet
The product file is the most important part of ecommerce for the consumer since it is the one that offers the final information of the product to make the purchase. That is why the product sheets of an online store must have elements that encourage purchase, such as details of composition, manufacture, sizes or available colors. The product must have its own descriptive text that helps the consumer to identify its differentiating characteristics. And above all, the most important thing is that the content is unique for each product. Google, and users, penalize duplicate content!
- Make the registration process clear
One of the reasons that makes many consumers abandon the purchase is the obligation to register in order to process the purchase. To solve this, you can choose not to force the consumer to create an account in your ecommerce or, on the contrary, if you want to have their data, make it clear from the first step of the purchase that there is a registration process and log in . You will greatly help the usability of the user if the registration steps are at the beginning of the purchase and if, at the end of them, you do not have to select the product again. Focus your efforts on ensuring that the user experience in your online store is good and they will surely repeat the purchase.
As we have said, these elements are very important and help to improve the consumer experience in your online store, but this is not all! Here we show you how to make your ecommerce the best.
What tools cannot be missing to improve sales in your online store?
It is essential to improve the usability of your online store that it has some tools that make it easier for consumers to find what they are looking for quickly. Some of those tools can be:
It is important that your store has a clear distribution of the information. Having a consumer menu at the top of the page, a drop-down menu on the right with the product categories and a corporate menu in the footer where to place the company’s information will make the customer know at all times where target based on what you are looking for.
If the consumer already knows the product they want when they enter your store, to make their experience faster, it is important to have a search engine in which the user can directly enter the product reference or name without going through the categories. Make sure it is dynamic so that it applies all the filters of the user’s search.
Facilitating contact in the consumer menu will make it easier for them to access the contact form and, in addition, will provide confidence in your store.
- Breadcrumbs (or breadcrumbs):
The consumer must know at all times in which phase of the purchase process they are and what they have gone through, so it is important that you show it at the top of the pages of the process.
- Sort by:
It may be that when the client enters a category he wants to first view some products or others, this tool will allow him to change the order of these by higher or lower price, by relevance, ratings from other consumers, etc.
All current online stores have this tool as it allows the user to search for products by establishing their preferences in terms of size, color, type of product, composition, etc.
It is essential that the user has key information about the purchase, so you can establish a space at the top of each page to offer the customer information about shipments, delivery times, returns, customer service, etc.
Some of the tools we have seen are essential for certain sectors such as retail. It is essential for an online clothing store, for example, to have a search engine, since it is very common to search for garments by their reference number; filters, which have the characteristics of the products to be able to differentiate them; and order by, because in this sector you can find the same garment at very different prices depending on its composition.
Now you know some keys to optimizing your online store and converting all those visits into sales, but as you can see, it is not an easy task. If with all these tools you do not achieve your objective or you cannot identify the problem, do not hesitate to contact us to achieve better usability and positioning of your website