Information on the site
Often the sites of online stores either do not have any information that is crucial when buying, or it is irrelevant.
Placement of mandatory information. The requirement to specify the price, terms of payment and delivery of each product is also contained in the Belarusian legislation. In addition, it requires the following information about each product:
Name
Delivery time of goods
Warranty period, if any
Name, location of manufacturer and importer
In addition, it is important to ensure that the home page of the site also contains the required information about the online store. These include:
Brand name
Operation mode
Information on payment methods
Date of registration of the online store in the Trade Register
Also on the site, you need to place samples and the order of execution of documents, which the seller is obliged to issue to the buyer with the purchase. If there is no guarantee on the goods - a receipt if there is - also a warranty card. You can create a separate section for such information, for example, "Payment" or "How to make a purchase".
Photo. Several photos of the product will help the user to imagine as accurately as possible how a bicycle or a wardrobe sold online looks like in reality. According to research, photos in different angles ways to increase sales by more than 50%. Photos can be found on the Internet, but it is better to take them yourself on a professional camera.
Despite the fact that their own photos may look worse than the images downloaded online, buyers are more likely to order products on sites where the real photos are posted, because they cause more confidence.25% of online buyers say the reason for returning the product is that it did not meet their expectations.
Real shots will also help reduce the number of returns.
Prices and fees. The buyer will be able to quickly make a decision to buy in an unfamiliar online store, only if it is easy to find in the description of the goods of interest to him the actual cost and accurate information about the methods of payment and delivery. Sales are reduced if:
The current price is replaced by the inscription "price specify".
There is no information on how to pay and get the goods but the mention of the possibility to return the product without problems, according to some studies, increases sales by 3.5 times.
In order for the site to always have actual prices, you do not have to spend a lot of time and enter them manually. Most of the popular CMS and marketing tools have a function for mass import of goods, which allows you to update all prices on the site at once.
Home page. Whether the homepage is well designed or not is only one thing that can be understood: if, when you visit the site, you can instantly understand what kind of shop it is.
The main task of the site - to sell, so within one screen should contain calls to action. For example, the "Buy", "Select" or "Learn more" buttons.
The home page should not be overloaded with information. At the same time, it should have enough data to detain the visitor for more than 90 seconds.
As a rule, it is necessary for him/her to make a decision, to buy on this site or to search for another one.
Quality visual accents (it is possible to describe advantages not only with text but also with pictures) and correct texts will help to detain the visitor: "without water", concretely, honestly and with proofs, the advantages of the company or its offers are described.
The main page makes sense to include only those products that bring the maximum amount of sales. The rest can be safely entered in other sections: search engines will find them themselves, and users - through the menu. It is also desirable to divide the text into blocks with separate headings - so they are more easily perceived by users and search engines.
Unique content. The site should have unique texts on such pages as "Home", "About the company", "Groups of goods" and "Subgroups of goods" because it is possible to tell potential buyers about the value of a particular offer only in their own words, not in other words. If an entrepreneur is unable to do so, he or she simply has nothing to offer to customers.
The main task of the texts on the website is to explain in simple and understandable language why a person needs to make a purchase in this very online store. To write them, just answer the questions and record the answers as if it were a conversation with a good friend:
"What is the value of our offer?”
"What makes our shop different from its competitors?”
"Why does a buyer need to buy from us?”
However, it is often not necessary to write unique texts to describe the characteristics of each product. There are product categories where it is enough to fill in the characteristics, for example, spare parts or stationery. Or where the manufacturer forbids you to change the description of goods, such as cars or equipment.
If the goods do not belong to such categories, ecommerce analytics recommend describing with unique texts at least 20% of goods.
There is nothing wrong with taking texts from other websites, as long as they are in demand by visitors. For example, in the description of the product you can use templates from the manufacturer's website or another source that knows the product best of all, and in the news feed to copy really interesting news for visitors.
