How does Digital Marketing affect Consumer Behaviour?
8 Things You Need When Building A Website
First impressions count. You have between 10 -15 seconds to grab someone’s attention and make a good first impression. During this first impression, website viewers generally look for the following features, consciously or unconsciously.
Make it clear to what you are selling. A new customer needs to see quickly what you are selling when they land on your website. Limiting the time it takes for a customer to find the product they are looking for can often lead to a faster conversion. A home page is like your shopfront. Displaying your products early and cleanly can help encourage a customer to purchase. In some cases, improving elements such as search can help improve this experience further.
A clear homepage helps improve a user’s experience. For many sites, it can take a while to find out what their key products are. There is a tendency to hide products way down the bottom of the home page. By lifting products higher, you increase the chances of a customer converting to a purchase.
2. Social proof – Can I trust this site/brand?
Ensure you have some trust features on your site. These can include showing that you have secure payments, trust badges and even adding customer reviews. Often, customers trust the voice of their peer group far more than an authority figure. By including trust elements like customer reviews, you can increase the likelihood that a site visitor will convert. By giving users a reason to trust your brand or website, you can increase conversion rates and increase leads.
3. Quality photos, video and content
Photos and Video are one the many ways in which you can improve a user’s experience. Through product photos and videos, users can quickly see the quality of the product and brand. Highlighting the features of your products, through video and photography helps build a sense of trust within users.
Collection images should be consistent and timeless. Studio photography can be a helpful tool here. It provides consistent lighting and is seasonally interchangeable.
On product pages use a mix of studio shots and lifestyle images to show users how your products can be used in a real life settings.
Add details of the products including dimensions and if possible include a video. Remember that people can’t pick up the product to look at its features. Users rely on descriptions and images to tell them why they need that product.
Descriptions should be detailed and clear. Write too much detail and you risk over burdening the reader, too little and you risk them not converting. Descriptions should give readers all the information they need in a clear and precise way. That doesn’t mean you can’t have fun with it. Our suggestion is to test it with your audience, ask them what they liked and work from there.
5. About Us
A 2015 study revealed that 52% of people tend to visit a company’s About page when they first land on the website. This is generally to see if they can trust you. Users want to know about you and know that you understand their needs. The about us page is a great way to show your passion and the quality of the products you are selling.
The About page is generally a space where you can build trust with your customers. Through clear storytelling, videos and with photography, you can demonstrate to your customers who you are and why they should trust you and your product. Choosing content that clearly tells your story and outlines what you stand for typically works well. We typically see that when users come through an About page they convert better than users who don’t visit this page. So when you get this page right, you can see higher conversion rates and an increase in return visits.
Have a read of our about us here.
Do you have the ability to capture your customer’s details so you can remarket to them again? Remarketing is one of the most effective ways brands can build audience and increase conversions. Creating a dedicated audience of email subscribers helps to build brand loyalty, fosters brand activism and helps drive return purchases. There are a number of ways in we can achieve this.
This could include a pop up box to capture emails initially, followed by a great welcome email series or even have an abandoned cart follow up series. You need to give your customers a reason to give you their email address.
7. Shipping Costs
What are your shipping costs? So many sites don’t display their shipping until the checkout and then it can be a nasty surprise. To reduce high cart abandonments, display shipping costs on a banner on the home page if possible.
8. Page Speed
Often one of the most overlooked features of a website is the speed it runs at. Making sure content loads quickly and users can scroll easily is fundamental to a positive user experience. To reduce loading speed, there are a number of steps you can take. Here are a few:
- Choose a hosting platform that is optimised for performance.
- Optimise and compress your images and videos.
- Use only the Plugins and Apps you need.
To make things easy for our customers, we like to use Shopify.
If you would like to find out how you can integrate some of these tips on your website, please contact us.