Competition for space on the Internet and for customers’ attention is intensifying. At the same time, we expect online purchasing to be simple, intuitive, and smooth. We have to rise to this challenge. But how do we create a website that sells?
Most of us have little patience, are always looking for the next best solution, and want information served to us on a platter. By improving the processes behind website and online purchasing experiences, we can attract, keep, and steer our customers in the right direction. Below are three critical factors for creating a website that sells:
Help Customers Navigate, Search, and Gain an Overview of Your Site
Customers should be able to find what they are looking for quickly and easily, with a minimum of clicks. Two good ways to steer your customers down the right path are mega menus and filtered navigation. Using the search feature, you can also identify your customers’ needs and then optimize your category pages to increase sales.
- Mega Menus Give Customers an Overview
Mega menus open full-width across the screen and display all your product categories and full range of products, making it easier for customers to find what they are looking for.
- Filtered Navigation Highlights What Is Most Relevant
Filtered navigation allows customers to filter down to a number of products or services based on different attributes. This lets customers easily identify relevant products and services and improves your chance of retaining them.
- The Search Feature Lets You Learn about Your Customer
Customers who use the search feature often already know what they are looking for and want to find the fastest way to their destination. The search history included in powerful e-commerce systems lets you analyze the search terms potential customers use and, based on these, to adapt your product/service range, optimize your navigation structure, and improve your product information.
Create Product Information that Generates Business
No matter which powerful system is powering your website, it cannot increase your sales if your production information is incomplete and poorly structured. Product pages with good images and clear information are an important part of the buying process and are often the difference between a sale and a non-sale.
Good product information is:
- unique: duplicated content cuts your Google search impact in half
- informative: customers want information to base their purchasing decisions on
- naturally-written: well-written texts increase readability and search engine hits.
Help Customers Understand and Experience What You Have to Offer
It makes all the difference to combine informative and inspiring texts written from the customer’s perspective with good and relevant images. Write a brief summary of the product or service for those who know what they are looking for, and a longer, more detailed description for those who need to be convinced that yours is the right solution.
Search Engines—Hard-to-Please Customers with Strict Demands
In addition to the above, it is critical that your product information is up to scratch from a search engine perspective. Search engines like text that is naturally formulated, without an exaggerated number of keywords. You should view search engines as hard-to-please customers with strict demands for clear product information.
Present Complex Solutions in An Easy-to-Understand Way
There are two challenges that place even more demands on a sales website. The first is that few products and services are truly simple. In reality, most are complex, customized solutions. The second is that it is not the quality of the product or service that determines how the customer perceives it, but how the product information describes it.
PIM Systems Make Powerful Sales Websites Possible
For this reason, the processes behind the customer’s purchasing experience are important in creating a good sales website. By using a PIM system, you can manage your information logistics in a way that makes a truly powerful e-commerce solution possible, even when selling more complex solutions. A PIM system also makes it easy to administer, support, and develop your product information, which also frees up time for your employees.
UDK’s C4 Contexture PIM system can be integrated with most e-commerce platforms on the market. Read more about C4 Contexture at www.c4contexture.com
This article was produced by UDK in collaboration with Lybe, experts on the Magento e-commerce platform. Read more about Magento and Lybe at www.lybe.se