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How To Create The Perfect E-commerce Site
By www.menhealthonline.biz
I think a major way of getting more sales is in essence the design of a website. You may work on marketing outside of your website, but what happens when the consumer actually enters the site? If you spend money on Adsense and other marketing methods, you might as well throw money out the window if you have a poorly designed website. I read about this concept called consumer psychology, which deals with the behavior of consumers. To e-commerce sites, consumer psychology is to a great extent about designing your website so that you get more sales and gain an online buyer's trust. Here's a few things I found are beneficial for a good e-commerce website for traditional retail goods such as clothing, furniture, jewelry, and so forth: - white or neutral backgrounds - search bar on top right of page - have a privacy policy, terms of service and sitemap in the footer - company logo on top left side of page - talk less about yourself. Sometimes telling people how long you've been in the business, what you've achieved, and what your company stands for can be seen as arrogant if you do it too much. Talk about the consumer instead. Your business revolves around the consumer, not the other way around. Use YOU, not WE. - describe products to justify why they are helpful to the consumer, not to justify their price or why they are better than the competitor's. - all pages must be coherent. Consumers shouldn't feel like they've left your site every time they visit a page. Use the H1, H2, etc. tags, create a menu and footer that show up on every page and keep the overall organization of all pages consistent. Research shows that as a consumer starts to visit more and more of your pages, browsing your site becomes easier for them because they learn where each link is and how your site is organized. They become more comfortable with your site and may actually make a purchase. - You need a custom 404 page. All your links should point to a valid page. Having links to non-existent pages is not good, but in case that it does happen, a custom 404 page will save you. Why? For one, your site is still coherent, but even more importantly, generic 404 pages don't have a link to your site so more than likely, a consumer can leave the site. A custom 404 page should still have your header and footer so the consumer can click on a link and continue browsing your page. - Site must load quickly. Avoid flash home pages or fancy splash pages. This is not just to satisfy spiders, but consumers. You have only a few seconds to capture a consumer's attention and keep them on the site. Don't waste it on fancy graphics that take forever to load. Chances are, consumers will leave. Go for simple gifs and jpegs instead. While we all love graphics with fancy text, you can use CSS to create unique text that loads faster. Stash away your CSS and JavaScript codes in separate files that you call with codes such as class="x" instead of typing the full code every time you need it. All this cuts down on loading time. - - Avoid deprecated codes. While it's easy to just < center > an image and use the < font > attribute, it's not supported everywhere anymore. Keep in mind that consumers have different browsers so you must make sure that your site will show up identically or almost identically on all browsers. Use CSS instead. Need to center an image? Create a CSS file and use the text align code. Need to change fonts? No problem, CSS can create headers as well as individual font codes that you can call by name from your page. - Optimize
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for keywords WITHIN your site. Yes, I know we're all obsessed with SEO and we want to optimize for keywords for SEs, but another reason to pick good keywords is your own site's search function. When writing product titles, keep them practical and descriptive for the consumer. Think about what your consumer will type in the search text box and make sure that they can find your products when searching. - Don't pressure the consumer. There is a reason that blinking banner ads have nearly disappeared and replaced by more modest text ads. People are smart. They come to a site to 1) find a product, 2) be persuaded that the site is credible, and 3) make a purchase. You cannot make a sale unless a consumer trusts you. Don't pressure them. Keep your text size modest and conservative in color. No large fonts in lime green with exclamation points galore. Don't overuse the words "hurry", "amazing", "WOW" or anything like that. You want to build your site up in reputation and leave opinions up to the consumer. - Recently, there has been a trend towards "personifying" e-commerce websites. With so little personal interaction and so many large corporations, it's understandable. You should add content to your site to personify it. Get stock photos with friendly customer service reps on the phone, photograph your staff, write a guarantee page that looks like a letter and has sincerely, (owner name) at the bottom, and add a testimonials page and anything else you believe will personify your page. Remember, a consumer must trust you BEFORE they buy from you. They want to make sure that there is a human being behind your company. - Be moderate when putting SSL and hacker-safe logos on your site. It's good that people know that your site is safe. For that reason, you should have something in the footer to assure your consumer that his or her transaction will be safe. But please, keep those "security" images small. They don't have to be 250x250, something smaller is just as effective and won't take away from your website's design or overall message. - Don't try to put everything on a homepage. A homepage is not a sitemap. Focus on your most exciting product and feature it on the homepage, with the rest of the homepage content complementing it. You homepage should have more large graphics and less text. You want to project your products to the consumer and the best way is to keep the text short and wow them with one focal point - an amazing image of one of your products. Design your homepage as if it were the cover of a magazine. - to a consumer, the way your pages are written are a direct way of evaluating your credibility. Poorly spelled words and run-on sentences are unprofessional and will chase away many sales. - images that are blurry or "bleed". I've seen many poor quality images on quite a few e-commerce sites that just look horrible. Some folks attempt to create graphics with colorful text that ends up a completely different color; or they resize their images and make them blurry. Image quality is essential and quite easy to deal with. You can get an inexpensive program (it doesn't have to be Photoshop). - avoid advertising on your page. No adwords, no banner ads, no flash ads. It doesn't belong on an e-commerce site. Have you ever bought furniture from a site that advertised Viagra? I don't think so. Implement all those things and you just might make that sale you've been dreaming about. Stacy, the author, can be found at http://www.prioritywindows.com
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