You’ve done a lot of hard work getting a visitor to your website. Make sure what they want is easy to find and even easier to buy!
1. enabling buying on all devices, i.e. mobile, tablet and desktop.
Is it easy to use? Are there any confusing parts? Why not watch someone else use the site and listen to their feedback?
Time to make sure that your webpage has a responsive design which means it optimises itself to the user’s screen size. According to Shopify, 64% of all sales during Black Friday came from mobile (2017) and it’s growing 10% year on year. There’s no excuse any longer with easier-than-ever to use templates and designs that are mobile responsive straight out of the box!
2. using the header to create a buying mindset, such as free shipping and guarantees.
Have you mentioned delivery before Christmas? What about hassle-free returns? Any gift options? Gift wrapping perhaps?
It’s important for prime web real estate like your header to clearly articulate what you sell but more importantly why buy from you and why now.
3. testing for a sudden surge in traffic.
Is your website designed to deal with sudden surge in traffic? Have you got shared hosting that may be susceptible to glitches when there is a surge?
If you have experienced problems in the past you might consider upgrading hardware, using CDN like Cloudflare and enabling caching and compression of your website assets.
And don’t forget to run a check for broken links!
Websites these days change a lot and you may be surprised how many broken links you have. Don’t fall prey to broken links to order forms. Imagine the number of sales you could be losing!
4. intuitive product listings.
Have you ever gone to a website and found it difficult to find what it is they sell?
Are your products sorted into categories that make sense? Have you included a bestsellers menu item – for those who need help making a decision? What about menu option for ‘gifts’ seeing as it IS the holiday season, including ‘under $25’, ‘under $50’ or ‘gifts for the person who has everything’ etc.
5. optimising product pages.
Your product pages are a major opportunity point to get people to that final step…the purchase. But how many are optimised?
Instead of just checking off a list of items that must be on a product page, we also need to look at page holistically from a buyer’s perspective. Are we answering these buying questions?
- What does the product look like?
- How does it work? Will I know what to do with it when I get it?
- How big or small is it? Or how much time will it take? How do I fit it into my life?
- Can it be delivered and for how much? How long do I have to wait for it?
- Am I able to return it? What if I can’t use it? Or find out that it’s not really for me only after I’ve tried it?
- How can I trust you / your business / your brand? How can I trust myself to get the same results you’re saying I will?
6. bolstering trust factor.
Make sure you add social proof throughout the buying process, e.g. accreditations, customer reviews, testimonials and any press coverage.
Your contact details should also be obvious. Add a phone number if there’s not one already. It may seem like it’s going to create a lot of work answering calls, but the feedback will be INVALUABLE. You are also able to reassure customers if they have any concerns along the way and help to overcome any objections.
These days it’s relatively simple to set up an online chat. You might want to consider adding web support to your current inquiry process especially if you’re anticipating a busy time for your business over the next few weeks and months.