For even the most experienced online shoppers, buying from a website can be challenging. Unlike a store located in physical space, there’s no way to touch and feel a product and make sure it’s a good fit for their needs. It’s a big hassle to end up with the wrong product and have to return it.
As Amy Schade writes for the Norman Nielsen Group (NNG), “Leaving shoppers’ questions unanswered can derail a sale or even worse, make shoppers abandon not just the purchase, but the site as well.” And you might not get a second chance. Unclear or incomplete product information can drive potential customers away. Your website design for your Calgary business has to make a compelling case for why they should buy from you. Knowing how to make your site talk about your products is the most effective way to help your customers decide to make a purchase and keep them coming back in the future.
Answer Their Questions
Shoppers want information. Sure, it’s important to give people the basics, but when you’re talking about your products, you need to think like a customer. If you weren’t sure about a product, what questions would you have? Your site needs to give them details. Sizes, dimensions, instructions for care and storage, and availability are all crucial bits of information. You might not be able to predict every question, but making an effort to anticipate your visitors’ needs will certainly help.
Stick to the Facts
Don’t confuse the need for totality with an invitation to elaborate endlessly. Your visitors typically will skim when they’re reading, focusing more on the beginning of a description or line of text. You don’t have words to waste. Give your readers a good description of your product. Show them what it does and what it looks like. Your customers will appreciate a detailed bulleted list and photos that show the product in use from a variety of angles.
How does your product stack up? By making it easy for your clients to compare products, your website design will have an edge over the rest. Don’t make the mistake of assuming people know enough about the product or category that they can make a decision without your help. Some websites offer tools that make it easier for shoppers to look at items side by side and compare features. NNG has found that, “Shoppers struggle when sites offer robust details about one item, and sparse information about another. They are left guessing as to which product better meets their needs.” You can prevent this by making sure your descriptions focus on similar details and features and list them in the same order as related products.
How Will it Help?
Analytics are the last piece of the puzzle. The team at Emphasize Design has a wealth of resources that can make it easier to quantify your website’s ability to improve sales. Having the right data and knowing how to look at it can make all the difference. We can help you see how people are interacting with your site. As part of a custom inbound marketing package, we will meet with you each month to discuss your campaign and supply you with comprehensive marketing reports.
We will show you how to keep track of your website design’s progress by creating a spreadsheet with all of your keywords and their pages. In reviewing your analytic data, you can see which of your keywords are most successful in bringing traffic to a page. As your SEO experts, Emphasize Design can help you make the adjustments necessary to turn your website into a well-oiled machine.
A customer relationship management (CRM) system can bring together all the information you know about your clients and help your sales team build a stronger connection with them. A CRM includes contact information, tracks email open rates, links clicked, bounce rates, sends customized emails, schedules appointments, and a lot more.
Online shoppers count on your product descriptions to give them the information they need to choose the right product. A well-written description can make the sale. Emphasize Design specializes in content creation that can help your website design attract new and return Calgary visitors and turn them into customers who keep coming back.