As online shopping proliferates, maximizing the appeal of your ecommerce store is critically important. Is your store all it can be … and more? If you’re not sure – or if you’re sure it isn’t – it’s time to implement the following steps.
One of the most overlooked steps in ecommerce marketing is the inclusion of a value proposition. Big mistake. A value propositions answers important questions that arouse the curiosity of most shoppers. Questions like -- why should people purchase your product or service and how are you different and better than the competition. The proper response, of course, is embodied in your brand’s value proposition. Don’t underestimate the importance of this message. Research shows a positive correlation between clearly presented value propositions and conversion rates.
Product presentation is another important facet of an ecommerce store. Have a look at your product displays and be honest with yourself. Do the pages seem overcrowded with items? In that case, it’s a good idea to remove some of them – or at the very least relocate the extraneous merchandise to alternate pages.
Even if oversaturation isn’t an issue, ecommerce marketers should ensure all products are suitably separated from one another so that each stands out on its own. When merchandise is so arranged, shoppers have an easier time sorting them out. And an easier time favoring them.
The final step in the store improvement process is to evaluate your site’s ease of navigation. Nothing sends users fleeing quicker than a confusing, directionless page. Not only does bewildering navigation create uncertainty, it also generates deep feelings of impatience. Time pressed people rarely want to waste precious minutes figuring out their next moves. Where to go and how to get there must be neatly and clearly laid out. Otherwise, the popularity of your store will plummet. Not exactly the best way to improve the bottom line.
If you have questions or comments about improving the performance of your ecommerce store, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 or robyn@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.