When you’re running an e-commerce-based startup, there are many data points and key performance indicators to consider as you analyze and seek ways to grow and stay competitive. Sometimes, you don’t have to make significant changes to the way you do business. A small adjustment to your platform or the way you utilize it can yield considerable long-term benefits. Here’s how you can improve your e-commerce store:
Brick and mortar store managers have long known the power of a great product display. In the world of online shopping, you won’t have the advantage of letting customers physically interact with your product. This makes it critical to invest in creative product photography services. A great layout also affects how written information is conveyed to the reader.
Photos provide an instantly processed visual impression that’s easily shared on social media, driving engagement and conversion. Taking a good product photo is an art that requires skills in composition and a sense of authenticity, setting the mood while showcasing the product in use.
By experimenting with your product display and analyzing the online statistics, you’ll be able to arrive at the perfect combination of photography, typography, and well-written content for your product display page. This will be reflected in the breakdown of your web traffic stats and conversion rate.
Using videos on your website drives sustained engagement; potential customers are more likely to spend more time on a page that has video content. There’s more to it than just keeping people on the page, though; you want to make sure that your video has an impact.
If your product caters to a niche, mainstream consumers might not understand its benefits or how to use it. Demonstration videos are an excellent way to showcase your product at work. If it’s a common product, then focus on what makes your version special, whether it’s material innovation, production methods, or quality sourcing.
You can also harness the power of videos as product testimonials. While photos are also effective at this, videos have an edge on social media, allowing you to tap on existing consumer loyalty or work with influencers in your industry.
If you wonder why your conversion rate is low despite your best efforts in other areas, the problem might lie in your platform’s overall availability. A website wouldn’t be accessible without fully considering people with disabilities in its design, and you could be missing out on 15% of the consumer base. Have your designer go over the site from an accessibility standpoint and offer an accessible version.
There are other ways to make your store user-friendly. Offering secure payment methods is basic; expanding beyond the usual credit card payment options can open a more significant customer base. You can add support for PayPal or emerging innovators like Apple Pay.
Developing a streamlined shopping and checkout process is often overlooked, but it’s vital to making the consumer’s experience hassle-free. Try to minimize information required when filling out forms and offer reminders to guests who have left items in their cart. Offer options to remember more details about each consumer. This way, you give them individual control over how much data you track, allowing you to provide a personalized shopping experience if they wish.
By continually making small adjustments to your platform and running through results, you’ll gradually be able to optimize your e-commerce store.
As a professional marketer with over 25 years of experience in the industry, Brian Townsend has all the knowledge necessary to become Storm Hosts’ editor-in-chief. Aside from his editorial duties, he also sits on the board of multiple technology startups. He is a proud early adopter of social media and other tech solutions for marketing