act now shopping cartSuccess! Your marketing strategy is bringing visitors to your website. Once there, you only have three seconds to engage them. A pleasing customer experience will compel visitors to choose products or services, complete the purchase and encourage future purchases. How do you create interest and complete a sale? Business owners and website designers each contribute the winning components.

Clear and compelling content

Include one main message on the landing page, explaining what your products and services are and how they provide value. That is, how they meet a need or solve a problem. Make the content persuasive, pleasing and meaningful.

All pages should load quickly. Nothing causes visitors to leave faster than having to wait for pages to load. Limiting the size of images or videos allows pages to load faster. Analytics can tell you how fast your pages are loading, and if you are losing visitors due to long wait times. Visit our blog called “Lower Your Customer Acquisition Cost” to learn more about the importance of fast loading pages.

Concise product descriptions should focus on the value of the product. Photos can demonstrate how buyers will use a product. Include information about price, color and size choices.

Show important purchasing information on each page. Don’t surprise buyers with perceived limitations at the last minute. Items to consider include:

  • Make the “add to cart” button clearly visible.
  • Add site security and purchase security information.
  • Display shipping costs and delivery times.
  • Include links to return policies and customer service contact information.

This information adds credibility, improves customer trust and reduces cart abandonment rates.

Website Design for a Smooth Purchase Experience

Once buyers are on the purchase page, be sure the checkout process is easy. Cart abandonment rates are high, but a well-designed website can help reduce them. Consider these to help make the process smooth:

  • Don’t require a customer to create an account. In addition to offering a registration form, include a guest checkout option, and use address autofill to speed up the process.
  • Offer a variety of payment options.
  • Provide a place for promo or coupon codes, if you use them.
  • Let customers know shipping costs before they are on the purchase page. If possible, offer different rates for different shipping intervals or for different sized orders.
  • Checkout order stepsLet the buyer know clearly when the purchase is complete. Using a graphic that shows the steps in the purchase process eliminates surprises and keeps the customer focused.
  • Offer flexible payment choices. Today’s buyers may prefer a credit card, PayPal, Apple Pay or other payment options. Remind customers that their transaction is safe. Display the name of the trusted and secure payment processor you use.
  • Send the buyer an email verification when the purchase is complete. Likewise, if the customer has not completed the purchase correctly, flag it and offer a straightforward way to make corrections and complete the purchase.

After the Visit

A completed transaction is the start of a loyal customer relationship. Build on the first purchase by staying in touch with customers. Thank you emails remind customers what they bought and can  suggest products for future purchases. Feedback forms show customers their business is important. Asking for reviews shows your interest in their opinion and helps convince future customers to purchase from you. Send emails to let customers know about upcoming promotions or sales. Don’t overdo the emails, however. Staying in touch is good, but being a pest may drive customers away.

For buyers who do abandon the purchasing process, analytics can give you helpful data, such as when in the process they left. Personalized emails reminding customers about their interests may trigger them to complete the purchase.

Analytics can also give you information about how visitors come to your site, allowing you to target marketing campaigns more efficiently. Customers may find you by entering a keyword in a search, through a social media post, in response to a mass email campaign, or by typing in your web address. You can study the data to figure out how customers find you and focus on those channels.

Careful content creation will engage your target customer when they visit your site. Your web designer has tools that keep a customer engaged throughout the process. Together we can create a successful site and build customer loyalty.

Need help to build the most successful website for your business? Contact us to learn how we can help you to be more successful.

* image used under license from Pixabay.