As seen with Amazon.com’s latest earnings report, the ecommerce trend is still very much in the growth phase. But interestingly enough, many business owners still do not put much investment in their websites. Unfortunately, this often means lost sales.
“Today’s consumer is highly distracted and the journey they take to land on a company homepage is complex—marked by hundreds of online and offline touchpoints,” said Pau Sabria, who is the co-founder and Chief Executive Officer of Olapic. “Then when they land on the homepage, you have mere moments — about eight seconds according to some measurements — to engage consumers with compelling visual content before they bounce to their next destination.”
So then what are the steps you can take to supercharge your website? Well, let’s take a look:
Don’t Do Too Much. The temptation is to throw in the kitchen sink when revamping a website. “If you figure out the absolute minimum requirements and then continue iterating as needs and opportunities arise, you’ll sell your goods sooner, avoid costly mistakes and ultimately be less overwhelmed,” said Kyle Maurer, who is the Marketing Coordinator at Easy Digital Downloads.
For example, if you are setting up an ecommerce system, you might first start with one payment method, creating a small number of products and then going live as quickly as possible. “Then when justified based on reporting and customer requests, you can introduce new features,” said Kyle.
Be The Buyer. When designing a web site, do so from the buyer’s viewpoint. In other words, focus on the language that the buyer understands — and responds to.
“For most prospects, the first (or tenth) visit to your website isn’t necessarily going to result in a conversion or a sale, but it’s vital that you treat that prospect with the same level of interaction and care as you would for an in-person interaction,” said Karl Van den Bergh, who is the Chief Marketing Officer at DataStax. “We expect our salespeople to be ambassadors of our brand, and our digital interactions should mirror that tone. This can sometimes lead to lower initial data capture, but in the long run it makes for a more beneficial relationship with the customer.”
Essentially, it is about mapping the buyer’s journey. And a good way to do this is to setup a focus group.