A recent study by Ireland SEO into how different design factors can effect how successful a website is has shown that, unsurprisingly, just having a website isn’t always enough.
If you’re a small independent retailer with a bricks and mortar store, and aren’t looking to make any sales online then your website’s primary purpose will be to drive custom to the store – having a fancy design and homepage filled with text and pictures is all well and good, but what you’re going to want is a website which has your stores location, directions and opening times readily available – that means, within 2 seconds of loading your website, your site visitor should be able to see exactly where your shop is, and when it’s open – your sites main purpose is to drive footfall to your store, if it is doing anything else before that, then you are potentially losing business.
If you have an online store, you want customers to see your products as quick as possible, plant the idea of buying your product rather than a competitors, and make it easy for them to do so.
A large portion of online shoppers abandon the buying process at the cart – why do you think that is? In testing, Ireland SEO team found that the primary reason for failed conversion was due to the process being too complex – that’s not to say it was hard, just that it was too lengthy or was not intuitive. Aim to have as few steps as possible to get from selecting product to paying, if there is information you do not need, then don’t request it – at least until the checkout process has been completed.
Do you think that contactless card payments have been created to benefit you and only you? No – Contactless payments are there to make it as quick as possible to take your money, giving you less time to change your mind. So, with this in mind, you should be using the same thought process when it comes to you being the retailer, you should be looking to have your customer pay as quick as possible – the easier and quicker it is, the less likely they are to change their minds.
So – when designing a website, think about the user flow, go over each step carefully – think to yourself “is this step needed?” if it really is needed, think again “Can I make this step any shorter?” Look at things such as autofill address, not requiring a phone number, allowing them to tick a box if shipping and billing addresses match (better yet – tick it by default, have them untick if it doesn’t!) – all of these save time, and get your clients to complete the buying process quicker.