As all retail professionals should know, what you offer for sale is all but matched in importance by the strategies you use to sell it. Often overlooked in this equation, though, is the ecosystem that surrounds your products.
That’s because when we think about strategy, we tend to think look at components such as promotional campaigns, SEO and site copy, and user experience. We focus on these things but forget to take our site set-up beyond the basics.
It’s time for more retailers to think critically about how to create a thoroughly modern e-commerce site that stands out from the pack, and that definitely includes reevaluating your site design. Too many retail sites look as if they haven’t experienced an update since the early 2000s.
You surely don’t wish to become known as the site that time forgot.
1. Compare With Competitors
You may think it’s necessary to have a site that looks dramatically different from your competition but think again. Due to a range of factors from common CSS frameworks to mobile compatibility, many firms have realized it’s advantageous to rely on common interface design patterns.
Shared patterns might create something of a lookalike effect, but they also resolve common site issues and make your page easy for customers to navigate. One of the most common reasons that a site loses customers is because it lacks an intuitive order or the checkout sequence is inscrutable.
What does this look like in practice? Think about the ubiquitous hidden menus found on sites today: They conserve space, organize the site, and have a familiar feel. By using a common system, you’ll short-circuit the problems that surface due to overly unique site designs. If you are having trouble doing it yourself, you can hire a website design company like Webdesignds to help you.
2. Be Communications Conscious
One telltale sign that a website hasn’t been updated recently is the customer service page. Does your retail page still list a company service line with limited access hours? Or a default email address for customer inquiries?
If so, the odds are that you’re sacrificing customers to your antiquated support system. In place of the old setup, modern retail sites have dropped the exclusive emphasis on old-school phone support in favor of integrated, multi-system communications.
In practice, these may look like embedded, multi-function communication systems that can be used on any device, which allow for employees to be reached through text, voice, or video no matter where they are.
On the customer end, all of these different contact modes should be available on your support page, as well as a memorable, toll-free number which can make it easy for customers to contact you directly.
3. The Value Of Visuals
Product photos are one of the most vital features of your website, but if your shots are poorly designed or low resolution, they may be doing your site more harm than good. In fact, when faced with an unattractive site, 38% of users will go elsewhere.
That’s a loss you can’t afford. Take your visual cues from the beautiful, high-resolution photos on sites such as Tessemae’s All Natural, Au Lit Fine Linens, or Leather Head Sports – all pages that feature elegant and evocative photography and make sure your page is optimized to support those images.
Just as customers will run from unappealing pages, they’ll also jump ship if the images take too long to load.
Everyone recognizes a great website when they see it, which is why it’s so important to make sure your retail site is up to date. Visual appeal and user experience are among the most powerful factors in modern sales, so put your best foot forward and make sure you have a modern, intuitive website.