If you’re involved in eCommerce or any kind of online business, it’s important to get your website looking nice and performing up to par with the industry standards. Keeping the visitors satisfied has plenty to do with increasing your bottom line, which should always be one of your top priorities if you want to experience success as an online business owner. To better explain why it’s important to keep moving with the times (or risk losing your share of the market to your competitors), we’re going to take an in-depth look at 3 of the most important factors that drive sales:
1. User experience
If your website is outdated, the customer experience will invariably suffer because of it. This is especially true if it’s not optimized to be mobile-friendly. Did you know that nowadays, desktop and mobile traffic both tend to have an equal share of the pie? This means it’s absolutely imperative to make your website display correctly no matter what device it’s accessed from.
Another thing that goes hand in hand with a good user experience are loading times. Since the modern visitors are unlikely to give you more than a couple of seconds of their time, you can’t afford to test their patience, lest you risk losing them to one of the competitors. Using a modern CMS like WordPress should make for quite an improvement in this regard.
2. Trust and authority
Let’s suppose a potential customer arrives at your website and sees a design that hasn’t been updated in the last 15 years. In that person’s eyes, the design of your website hardly conveys a message of trust and authority, right?
You can use all the big words you want, and even if you have all the right certifications the industry values… remember, the final judge is always the visitor and how that individual perceives your website, whether justified or not. In other words; if you’re an authority in your niche, your website needs to show it in a visual manner (if you manage to achieve this effect successfully, much less convincing is needed later on).
At the end of the day, achieving the highest possible conversion rate is what it’s all about. All of the other things we’ve mentioned are at least somewhat connected to it.
Depending on what exactly you wish to achieve with your website, any of the following actions on the user’s part may count as a conversion: opt-in to a mailing list, subscribing to a newsletter, direct purchases, ad clicks…
Finally, after collecting your visitors’ mailing addresses, you’ve effectively unlocked the option of getting in touch with them through another channel of communication, which opens up the possibility of marketing to them through a myriad of different ways. Of course, you’re going to need CRM solutions in order to achieve the highest possible conversion rates, and the software can even calculate which of your existing customers is the most likely to order from you again.
Your website is the most important element of your online presence. Does it have all the bells and whistles of what the modern web solutions are capable of achieving, or is it time for an upgrade?