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Can Your Web Site Pass The Ecommerce Test?

Written by: Karen Scharf

Article Overview: Want to improve the conversion rate of your e-commerce website? Make sure you can answer "Yes" to the eight questions below.

Can Your Web Site Pass The Ecommerce Test?

Want to improve the conversion rate of your e-commerce website? Make sure you can answer "Yes" to each of these following questions:

1. Do each of your shopping cart pages have one clear, concise call to action?

Every page within your e-commerce website must have one unmistakable and supported call to action. The most obvious is "buy now" or "add to cart" but you might also want to consider adding secondary calls to action such as "compare products", "get more details" or "check stock". All secondary calls to action should be supportive of the main cta.

2. Does every page of your e-commerce site display all of your contact information?

Several years ago, conventional wisdom said if a visitor was browsing online, he was ready to buy online. Today, however, studies show that up to 65% of shoppers research online but buy offline. Don't lose your chance for an offline sale by failing to include your physical address on your shopping cart pages. As an added bonus, this will also help increase your online conversions. Surveys show 47% of shoppers have more trust in a website that clearly displays all necessary pertinent contact information.

3. Does your website use a consistent and intuitive template for each of its product pages?

By using a consistent layout for each of your product pages you can easily increase the effectiveness of your product pages. Visitors get confused and frustrated when the "add to cart" button is on the left side of one page, on the right side of another, at the top of one and at the bottom of another.

4. Do each of your e-commerce pages include a clear and detailed description of the item?

Eye tracking and usability studies show that a typical web buyer visits an average of 6 web sites before making a final purchase decision. By including detailed product descriptions with features, benefits and testimonials, you can capture more buyers who would otherwise navigate away to another site in order to continue their research.

5. Do each of your product pages offer a printer friendly version

that includes pricing info, the complete url of your shopping cart, your full contact information and your physical address? Remember, many shoppers research online before buying. Make it easy for your visitors to return to your site or your store to make their final purchase.

6. Does your site include complete detailed pricing information?

When surveyed on their online researching behaviors, pricing information was the #1 bit of information buyers said they were looking for. Be sure to include all the pricing info necessary for a visitor to make the final purchase decision. And if your price includes free shipping, be sure to advertise that prominently. If you ship internationally, include pricing in other currencies as well as detailed shipping information.

7. Does your e-commerce site include quality product images or box shots?

Research shows that image quality does play a significant role in the final purchase decision - even for digital products. Use enhanced images, zoom features, multiple angles, even video to increase e-commerce conversions.

8. Does your e-commerce site include detailed information on your return policy and guarantees?

While many site owners are hesitant to publicize guarantees for fear they will encourage additional returns, studies show that guarantees create trust, encourage sales and increase conversions. Since the additional sales outweigh the returns, guarantees should be prominently displayed.

Rework your website until you can answer Yes to each of the above questions and you're sure to see your e-commerce conversions rise.

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Article Tags: ecommerce, shopping cart, website marketing



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