The Perfect Site Experience
In today’s almost fully digital age, having a pretty website just doesn’t cut it. Your site must efficiently convert visitors into customers, and with people spending roughly 6 and a half hours online a day, yours HAS to stand out.
I have access to lots of Shopify stores and I’ve worked with a lot of businesses so I’m going to run you through the things I see work. The things I absolutely know 100% will improve your conversion.
Storytelling through design
Storytelling isn’t just about words, it’s about creating an experience that truly connects with your audience. By blending your story and your personal brand touch into every design element, your website turns shopping into a more engaging brand experience. This approach not only showcases the products beautifully but also shares a story that resonates with visitors, making them feel part of something special.
Navigation
Prioritise the customer journey without compromising on design. This approach creates a seamless and engaging shopping experience, encouraging your visitors to explore to then drive conversions.
By carefully curating every element, you ensure that customers can easily navigate and enjoy their shopping journey, ultimately leading to higher satisfaction and increased sales.
Simple is often best
Don’t overcomplicate your site. To convert you have to engage. Once you’ve hooked them in with your product the next stage is a simplified purchasing process. There’s nothing more annoying than countless steps to buy the product you want.
Who is your customer?
Ok I’m also going on about this, you must be sick of me by this stage but it’s so critical for so many things, including your website - customers are key. The best websites are those that understand what their customer is wanting.
Make sure you actually speak to your customers and do the work to uncover their key personas so you can then tailor your site to meet their specific needs. Do this and you can really increase your conversion rate.
Frequently asked questions
You might think your FAQs are just your “What are your payment options?” “What is your returns policy?” and my own personal favourite “When will my parcel arrive?”. However, FAQs are a strategic tool to overcome those hesitant customers on the verge of purchasing.
When you address the concerns of the customer on that verge you can significantly increase your conversions. You always need your key customer anxieties front of mind when you’re designing any part of your website. Your product pages are so important, especially if you’re running ads directly to them, don’t leave them out.
Collecting email addresses and other data
Collecting data may sound like a bit much, but first party data is gold dust. I always advise to never ask for it too early as it can be majorly off putting but if you can get data such as birthdays they can be extremely effective in the long run. To collect data successfully you’ve got to make it subtle but effective.
Let’s get real
Showing your customer how your product looks, feels, and is used on other people just like them allows them to see how to use the product in their daily lives and also builds trust with your brand.
Integrating lifestyle into parts of your website can change how your customers see and interact with your brand in a big way. It’s also brings some energy into the business and website which generally holds a customers attention for longer, whilst allowing them to envisage it in their own lives.
Top Notch Imagery
When your site looks better it will work harder for you. Make your life easier and use high quality imagery to really enhance your brand. By creating an aspirational feel that attracts, you will ultimately retain customers. Imagery that showcases your products and evokes a lifestyle that deeply resonates with your target audience enables them to see your product in their lives.
Photography doesn’t have to cost a fortune, it just needs to be good.
First impressions count
Your homepage is the first impression your customers get. Don’t mess it up! You need to create a homepage that not only looks great but also drives conversions and engagement.
The thing is most people don’t actually scroll much more than the first 30% of your homepage (shock I know). Most people give it a little scroll and then head straight up to the navigation. But it does act as a window to your shop, so make sure you have:
A clear value proposition: Immediately communicate what your business offers and why it’s valuable. Have a clear and engaging headline, they need to know they’re in the right place when they land there otherwise you’ll see them bounce.
High quality visuals: Use your best images and videos to create an aspirational and engaging feel.
User friendly navigation: Ensure your site is easy to navigate with intuitive menus and clear calls to action. Make sure you go with the flow of what they want rather than what you want to show them.
Engaging content: Use compelling, personalised content that speaks directly to your target audience - reviews, user generated content, community content.
Mobile optimisation: Ensuring your site looks great and functions well on all devices is critical but let’s be honest it’s all about mobile.
Trust elements: Include testimonials, reviews, and trust badges to build that credibility.
Fast loading speed: Optimise your site to load quickly to prevent visitor drop off. If it’s much more than 4 seconds have a look at what you can do to make it load faster.
Being the best visual Merchandiser
Effective merchandising goes beyond simply displaying products; it’s about presenting them in a way that makes them irresistible. You really have to make sure you’re showing your best and most desirable product centre stage.
This involves strategic placement, high quality images, and compelling descriptions to capture attention and drive sales. It's about creating a shopping experience that entices customers and encourages them to make a purchase.
Strategic product placement - highlight bestsellers and new arrivals in prime locations to attract attention and leverage social proof. You can use badges to do just this, us humans want the things we think are the best, the things we think most people are buying so don’t overlook this persuasion technique.
Implement cross selling and upselling strategies - These can really boost your average order value and introduce customers to a broader range of products. Utilise product recommendations and bundled offers to present complementary items or premium versions of products your customers are already interested in. This approach not only enhances the shopping experience but also encourages customers to explore more of what you have to offer as well as getting them to spend more.
Leverage social proof - This is the thing that just won’t go away! And will good reason - it can build trust and demonstrate a ‘real world’ application of your products by really leveraging social proof. Integrate customer reviews, ratings, and user generated content into your site. Showcasing authentic feedback and experiences from satisfied customers not only enhances credibility but also encourages new customers to make a purchase. This strategy taps into the bandwagon effect which acts to make your products more appealing and reliable in the eyes of potential buyers as they seek to join the crowd!
Give their brains a rest
Reduce that cognitive overload. When we see a load of products available on one page we can struggle to decide what we actually want and end up not getting anything at all. This is often referred to as the paradox of choice (google it or listen to podcast Season 2 episode 6).
Simplifying the decision making process on your site can lead to higher conversion rates for sure - people don’t tend to like decision making, they want their hand holding so make it easy for them, show them what everyone else is doing.
Streamline product filters to make it easier for them to select and purchase products. By making choices straightforward and clear, you enhance the user experience and drive more conversions naturally.
The good old funnel - do you know what’s happening?
Identifying your current sales funnel stage is crucial for crafting an effective strategy. Whether you're educating potential customers about the need for your product or trying to win over well informed buyers once again, your approach must be tailored to their position in their buyer's journey.
Customising your tactics based on this awareness ensures your marketing efforts are both relevant and impactful, guiding potential customers seamlessly towards making a purchase without them even being aware.
Funnel 1: You are educating potential customers on why they need the product you're selling.
Funnel 2: You're targeting informed customers who are interested in the category but need to be convinced that your product is the best option in the market.
That’s a wrap…
Ok, it’s your turn now! See how your own website weighs up.
If you found this useful then why not check out my private membership where you can really level up your business! It’s £1.09 a day which is a no brainer and you get your first week absolutely free! See you in there!