As an commerce site, your main objective is to keep those conversions flowing through and increasing your loyal customer database.
The online purchasing world is competitive and forever evolving to keep up with customer needs and wants. As a commerce site, your main objective is to keep conversions flowing and increasing your loyal customer database. It’s easy to get caught up in the design and development bells and whistles, but in reality, the aim of the game is to get a product added to the cart - and purchased - and without the fundamentals this may not happen.
Below is a checklist of essential commerce functions you need to have on your site:
1. Data capture
Your website must collect visitor details. Simple. If you’re working to get people to your website (especially if you’re investing money to attract them) and you’re not collecting their contact details, to put it nicely, you’re being pretty silly. A way to collect contacts is putting forward a compelling offer. For example, a website pop up which offers customers 10% off their next purchase in exchange for their email address. By executing this for one of our clients, they generated $7k revenue and 360 new contacts in just 2 weeks. Another client generated $8k revenue and 1,200 new contacts in only 4 weeks with a similar offering. By giving people a simple discount in order for their details, you’ll create a bigger database and increase your revenue at the same time.
2. Strong Call To Actions
The biggest must have is a compelling Call To Action (CTA). When a customer arrives on your website it should be very clear what action you want them to take and for most ecommerce sites that will be ‘Shop now’ or ‘Add to cart.’ Don’t make your prospect search for what you want them to do, put it front and centre. Make it easy.
3. Incorporate social proof
What other people say about your products increases trust among customers and ultimately helps conversions. Where appropriate for your industry—and we believe it’s appropriate for most—you should include testimonials as social proof. These can take the form of text and or video. Reviews also positively contribute to your SEO efforts.
Is your site responsive to the screen it is being viewed on? If it isn’t, get onto it. Users expect a seamless, quality experience when visiting your site. Search engines aka Google reward sites that are responsive and punish those that are not. Check buttons, image size and user journey right through to checkout on mobile.
5. Metrics, metrics, metrics
Your website metrics can be extremely informative. You need to be tracking them correctly and reviewing them constantly to work out what your customers and potential customers want.
- Shopify Reports—These reports are so easy to use and give you a clear snapshot of how your website is tracking (a little friendlier than the Google Analytics interface). As well as an overview, they allow you to dive deeper and discover the answers to meaningful business questions, find problem areas you aren’t aware of that are costing you money and implement quick wins and fixes to improve your user experience (UX) and conversion rate.
- Google Analytics—gives you visibility about visitors, sales, conversions, advertising ROI, demographics, geographics, device usage, lead sources, search terms and much more.
- Google Tag Manager (GTM)—a powerful way to manage connections to third-party software and applications such as Google AdWords or Facebook advertising
- Facebook Pixel—a piece of code that triggers based on various behaviours to enable you to track conversions, retarget visitors to certain pages.
- UTM Tags—a simple piece of code that you attach to a custom URL to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to your site.
6. Get social
Link link link. Link to all your social media platforms, and vice versa. This allows you to optimise and cross-promote all your platforms and content. By cross promoting your content on all your platforms, you optimise content distribution and multiply your brand touch points.
Blogs can deliver some very leveraged and cost-effective advantages, including:
- Increased SEO
- Niche topics can be a guerrilla SEO tactic that attracts large volumes of qualified prospects.
- Positions your business as an industry authority
- Publishing frequently keeps prospects and customers on your website
- Providing a platform to publish and network with other industry authorities
- Conversion—simply add a Call-To-Action on each post.
8. Contact info
Don’t make it hard to get in touch. There’s nothing more frustrating that searching for an email or contact number. Make it easy for prospects (and customers) to contact you by having clear, easy to find contacts on your site.
9. About us page
Let people know you are and what you stand for. It’s important for people to resonate with your brand and feel connected to what you do. Be straight to the point, less is more, speak you brand.
The final word
Do an audit of your site to make sure it ticks the above boxes. If it doesn’t, don’t stress. We’re here to help. We approach the fundamentals first then add the bells and whistles to ensure your site ticks the above boxes and beyond, to help you sell more. Get in touch, it’s what we DO.