A skillful online shop homepage includes a number of decisive elements. You'll have to think carefully about your value proposition, images, and product categories, and offer good UX features, like a persistent search box and cart and clear information about payment methods and policies.
Product pages give you the opportunity to present your products in all their glory, and offer your prospect a friction-free path toward purchase. It helps to consider these pages as substitutes for a live salesperson, since they need to perform the same tasks a store associate would.
A good homepage attracts visitors through SEO and keeps them there with remarkable UX. It describes your business with prospect-oriented copy. It generates leads before sending visitors on. See an example of a homepage that does these things successfully.
The data entered into your email signup, account creation, contact us, and scheduling forms will be dropped into different platforms, from your CMS to your subscription management software. But there are some general best practices that all these forms have in common.
A prospect has moved your product to their cart, but this doesn't mean your work is over: Now you've got a whole new set of hurdles to clear. Shopping carts that show accurate summaries, let users edit, and offer clearly-ranked CTAs will reduce cart abandonment.
There's a full user spectrum to consider on your homepage, including your different buyer personas and the different journeys each of those personas will take through your sales pipeline. Make your homepage speak to all of them.
Email marketing remains the most powerful online means of converting prospects into customers... which means the bigger your email list, the stronger your business. An email signup form is your simplest tool for this form of lead generation. Make it compelling.
Once you're on your way to writing the most useful FAQ content you can offer, it's time to consider design. To ensure great UX, you'll want to consider ease of navigation, enabling search, and a prominent page link on various pages on your site.
Mobile visitors will be viewing your site on smaller screens, navigating with their fingers, and searching under different circumstances than your desktop users. Optimize for these users through responsive design, adaptive design, or a dedicated mobile site.
Account creation forms are higher-commitment interactions than email signup forms: At this stage, prospects are on the threshold of conversion. It's the job of your account creation form to facilitate that conversion by making the UX as clean and smooth as possible.
Exceptional UX on an online scheduling page means a no-distractions, no-surprises, mobile-friendly set of forms with as few fields as possible and a clear path for your prospective client. See how a few service-based businesses do all these things on their own scheduling pages.
By "good design and functionality," we mean that your blog content is intuitively categorized and easily navigable, your most valuable posts are readily available, your conversion paths are evident, your readers can interact with your posts, and the page is an aesthetic delight.
Your homepage is the hub for everything your business offers: It wears a lot of hats and performs a lot of balancing acts. The best homepages manage to do this while maintaining a minimalist design.
Your About Us page gives a human face to your business and evokes (or cements) prospect trust. The best About Us pages pull prospects' heartstrings through company stories and core values, all while clearly describing what the business actually does.
Testimonials are among the most powerful (and free!) marketing tools your company has. Good ones build your company's credibility and reputation, and can sway the strongest of cynics. The best testimonials pages present strong reviews while considering UX and conversions.
FAQ pages can be tricky. As if determining what "frequently" means for your business isn't difficult enough, the page has to organize a collection of random questions, answer the ones you'd rather not answer, and stay on the pulse of incoming inquiries. The best FAQ pages do all of this.
Your online shop faces obstacles to conversion that brick-and-mortar stores don't face. The best online shops overcome these obstacles through remarkable imagery and multimedia, copy that details all product specs and policies, and other UX elements to move users through the funnel.
Your business blog is where you'll consistently offer content marketing that educates and meets prospect and customer needs, confirms your business as an authority, and converts grateful readers—again and again—over the long term. But the best business blogs are about so much more than good copy.
Web forms allow site visitors to interact with your company and let you gather important information from them. But users won't fill out forms that don't move them through the process quickly and intuitively. The best web forms are frictionless, and offer small but significant UX elements.