Marketing 360 Reviews 10 Key Points
Upon release of the infographic, JB Kellogg, Co-CEO at Marketing 360, explained, “One of the challenges we face is moving people who are new to eCommerce from the personal vision they have of their website, to design elements that we know from experience, will convert sales.”
“The best eCommerce website designs are based on user-experience data. When it comes to online selling, simplicity and communicating value beat fancy, complicated design.”
Marketing 360 collects and reviews millions of data points on eCommerce websites, including Bigcommerce templates and Shopify themes. Based on their experience, they recommend these 10 elements to be a part of every eCommerce website:
- The 2.5 second rule. A website has 2.5 seconds to make a first impression and convince people they are in the right place. Products, promotions, and call-to-actions that funnel buyers to checkout must be crystal clear on the homepage or landing page.
- Incentive to take action. This is no place to be shy. Demand people take action with an irresistible offer. Make calls-to-action stand out, and use a video to get a big jump in conversions. Try to get 3 calls-to-action above the fold.
- Value creation. Why should consumers buy from a particular website? How is this website better than the competition? Price, service, quality, selection–strong value propositions are essential to motivate buyers.
- Make it easy to convert. High-performing eCommerce sites are both eye-catching and utilitarian. Confusion equals lost sales. Make it easy for consumers to find what they’re looking for. Highlight contact information and encourage questions.
- Directional cues. Great design can guide eyes. Use arrows, stars, bright colors, and images of people looking towards the the call to action.
- Trust builders. Perceived risk kills sales. Maintain a modern, clean design that says “we are real and professional”. Display trust badges including credit card logos, BBB, SSL certificates, and verified reviews.
- Location and shipping. Let people know where the location of the business, and shipping options. Offer free shipping or use it periodically as a promotional tool. Have a clear, easy to understand shipping and returns policy page.
- SEO text. Websites won’t sell much if no one can find the website. Have an area to add keyword optimized text so search engines properly index the site.
- Flow and colors. There are certain color schemes and design layouts that work well for particular product lines. Defer personal preference for design that is proven to convert.
- Design all pages for conversion. The above rules apply to every page on a website. Contact information should always be visible. Category and product pages also need value creation and strong calls-to-action.
“At first people might want to hold on to their personal vision” JB says. “But then we discuss the competitive battle eCommerce can be and ask: ‘Do want a site you can show-off to friends, or one that makes money?’”
That’s an easy question for business owners to answer.