Many people can get so excited about building an eCommerce site that they forget several important things. In haste, website owners tend to launch the site without making sure that the site looks good, functions well and is secure. When they realize there are still things needed to be done, it’s usually too late.
Kissmetrics has listed 11 of the most common overlooked page elements that affect sales. It includes pricing information, using SSL certificates, refund policies, selection of images and others. But there are still some things people fail to see, and these are the ones typically not included in list articles. Take a look at four more crucial steps website owners ignore when starting an online store.
Writing Unique Product Descriptions
It’s easy to overlook rewriting product descriptions because site owners are more focused on doing other things, like finding the right web design or installing a shopping cart. Also, since manufacturers supply product descriptions, website owners just need to upload them with the product images.
While you’re not breaking any rules by doing so, you’re missing out on opportunities to rank better and get more sales. Why? Product descriptions influence customer behavior. Customers pay attention to descriptions, and they’re going to notice if your site has cookie-cutter content. Neglecting to rewrite the descriptions will not help them get the information they need to make a decision, so the best thing to do is to find it elsewhere.
But if your descriptions are well-written, they don’t have to go anywhere, thereby reducing your bounce rate. At the same time, you establish a level of trust because it’ll tell customers you know your products well.
Building an Email List
Email lists are important for any business. Online marketers regard these as the Holy Grail because they are highly valuable information you can use to increase profits. You can establish stronger relationships with your customers through email lists. When they signed up to your list, they basically told you that they want to know about everything you’re going to come up with. They want to be the first to know about updates and new products.
Email lists allow you to generate more clicks, which means more people become aware of your content. Derek Halpern of Social Triggers discovered that sharing the same link to the same number of people in different media resulted in different clicks. He got 300 clicks on Twitter while emails got him 4,200 clicks. It’s because people get less email than tweets (or Facebook status updates), which means your content gets seen longer.
There are many email auto responders you can use to build your email list. Aweber, MailChimp, and Get Response are few examples.
Feedback can bring in more customers because you now have social proof, and it proves that people buy your goods. A report from McKinsey & Company showed that 20 to 50 percent of purchases were a result of word-of-mouth. This just goes to show how powerful feedback is in acquiring new customers. If someone has something to say about your products, someone’s sure to hear and act on it.
Another study, this time from e-Tailing Group, showed that product reviews are the most critical user-generated content for researching a retailer’s website. Consumers place credibility on reviews, so it’s best if you can encourage previous customers to give you feedback. It’s not difficult to get testimonials. You just have to ask. Happy and satisfied customers are likely to provide feedback.
Creating a Blog
Ultimately, blogs can boost eCommerce sales. They allow you to do things you can’t in when starting an online store, like writing extensively about a product. Product descriptions have limited characters while blog posts allow unlimited words. You can review a certain product and simply link to specific product pages.
You can also educate customers through blog posts, which makes it easier to get the sale. Customers who want to know a product first won’t find the information they need from product descriptions. Through the blog, you can give them a comprehensive look and even provide tips and tutorials on how to use the products. Once they have everything they need to know, it’s easy to close the sale. It has an added benefit: the next time they’re out shopping, they’ll check out your blog to get insights. Blog posts help you create relationships with your customers and establish your business’s place as an authority on its area of commerce.
Starting an online store takes a lot of work. It can be daunting but there’s no excuse for being sloppy. Make sure that you’ve got everything covered so you can launch the site without a glitch.