>> Read more: CAC and conversion in e-commerce: do you know how much each new customer costs?
Content
Essential items for a high-converting website
1. Well-structured home
2. Products Page
3. Highlight possibilities
For high conversion, pay attention to the cart!
1. Upsell or cross-sell
2. Checkout
3. Order confirmation page
4. High-need pages
A high-converting website needs to be well structured
Essential items for a high-converting website
Before detailing the items needed to have the indicator in question with healthy numbers, it is important to emphasize that the role of media channels – whether paid or organic – is to take people to the website, but it is the shopping experience provided there that will generate great sales results for the business.
1. Well-structured home
You need to have two main banners with a call to action, making it clear that the item is clickable and that it leads to a strategic location on the website. In this context, you also need a header with an offer or useful information, and a search field that is clearly visible to users on both desktop and mobile. You also need to make the main product categories visible (best sellers and new releases, if applicable).
This way, the website will have more interactions, as it will generate objection breaks. Furthermore, by providing clear information about shipping conditions and payment methods, the customer will be engaged from the beginning of the journey. Remember to use copywriting with mental triggers (urgency, scarcity, curiosity).
2. Products Page
Always opt for high-quality product photos. This will create a high level of awareness of the attributes of each item, since the purchase is not tangible to the user. Therefore, invest in the online experience ! In addition, having high-quality photos that are easy to view, without opening external tabs, improves the execution of purchases on the website.
Add videos whenever possible. But it is important to upload them to third-party platforms and not directly to the website, so as not to overload the page opening time.
Create filters that help with website usability. Variations in color, size, or even type of material enhance the visibility that customers have of a given product. Create descriptions that generate president email lists desire and overcome objections. However, it is necessary to pay attention to SEO texts to increase the indexing of keywords by Google's search engine.
3. Highlight possibilities
Show that your product is validated by the public! Show social proof from customers who have previously purchased it. In addition, add value to the purchase: specify shipping conditions and payment methods, as well as shipping calculation and the “I don’t know my zip code” option. Finally, end with a call to action.
For high conversion, pay attention to the cart!
From here on, you need to step up your efforts even further. Around 70% of customers get this far, add products to their cart, but give up before making the purchase. This is the time to retain the customer's attention even more!
1. Upsell or cross-sell
Explore the possibilities of upselling or cross-selling ( learn more here ). With complementary product options or even better products than the one chosen by the customer, the average ticket and LTV of customers can be increased. You can also expand discount coupon application strategies, using urgency and credibility triggers (security seals). Always try to facilitate usability to facilitate the customer's purchasing journey.
2. Checkout
Simplify your checkout! The checkout process needs to be dynamic. Add different payment methods and try to let the user complete the process without having to go to a new page. It is important to mitigate any possibility of page evasion, as a complicated checkout is one of the main reasons for an abandoned cart!
3. Order confirmation page
Make a clear summary of the order and always include a thank you message. This will create a sense of connection with the customer. Then, add contact and after-sales information and a link to social media. This will allow you to start an engagement strategy through social media content.
4. High-need pages
This information, although usually found in the website footer, is extremely essential. The “About Us” tab needs to show the more human side of the brand, with an engaging narrative about the company’s history. In addition, it is important to have information tabs about frequently asked questions (to answer any possible doubts buyers may have), order tracking, exchanges and returns, pre- and post-sales support, and privacy policies.
A high-converting website needs to be well structured
Understand: all pages of an online store need a basic structure to generate real purchasing opportunities for new customers, in addition to working on recurrence.
Always remember that in e-commerce, what determines the sale of a product is the set of experiences, such as images, videos and texts, in addition to the practicality and agility of the processes. Since there is no possibility for the customer to talk to a salesperson, touch a product or feel the smell and texture of something, what determines whether the sale will be completed is the experience that will be generated by the website.
