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.
You've got your product page design down; now product copy is the other half of the equation. Good product copy keeps customer personas in mind, while it offers details and answers anticipated questions and objections.
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.
Of course, there's a lot of psychology behind all good product copy. Methods of leveraging psychology include employing urgency and scarcity principles, cross-selling and up-selling, displaying trust badges, and offering free shipping and returns.
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.
Content marketing is the ongoing creation of valuable material that stimulates interest in your brand by educating your prospects, rather than explicitly promoting your business. It builds relationships with prospects over the long term. Your blog is the ultimate platform for these marketing efforts.
Prospects on the threshold of purchasing your product or service are likely to turn to your FAQ before making their final decision. As for your first-time visitors, your FAQ lets them know whether they're in the right place. The benefits of an FAQ are manifold... but only if the right questions are asked.
Getting the right traffic to your website requires that you create your customer persona, understand their pain points, and recognize what they search for when they're online looking for answers. This is how you'll determine your keywords for your SEO efforts.
While they may feel difficult to write, About Us pages are essential, as they're one of the first pages users visit on business websites. An About page should inspire prospect trust and help site visitors decide whether they're in the right place.
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.
Creating compelling FAQ content is as much about the answers as it is about the questions. It means posing actual frequently asked questions (even the difficult-to-answer ones); getting your tone just right; and aiming for brevity, variety, and currency.
Most businesses don't collect testimonials... and that's a shame, since the benefits of a good testimonial are manifold. A good testimonial contains four essential elements. Know what they are before you start collecting them.
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.
Positioning your About page means knowing who your site visitors are, what their pain points are, and how to phrase your value proposition so that prospects trust you can relieve those pain points.
For your blog to be an asset to your business, you must prioritize consistent, high-quality content that educates readers and adds value to their lives. This means being clear about your blog's goal and your reader persona, and keeping the buyer's journey in mind in your posts.
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.
Found testimonials are already written and ready-made—whether in your email inbox, online, or elsewhere. They don't require time or energy from your client, but they do demand that you change your idea of what a testimonial "looks like." Know where to look.
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.
Your About Us page may be the place on your business website where you most get to reflect your company personality. Present your most authentic self by using genuine approachable language and a friendly tone.
Search engine optimization is something well worth considering in the planning stages of your blog... and then again with every post you write. This means thinking about keywords and keyword placement, long-tail keywords, strategic links, and more.
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.
Checkout abandonment is real... but it can be rectified through better UX on your checkout pages. Good checkout UX means carefully considering the timing around account creation, answering user questions and anxieties in an enclosed checkout, and offering the fastest forms possible.
While it functions as a self-help station of sorts, your FAQ page should be much more than that. Indeed, it may be one of the strongest sales tools available to you. So make it a space for user interaction—through conversion opportunities, contact options, and feedback features.
Asking customers for testimonials gives you much more control over which features of your product or service get emphasized than searching for unsolicited good words about your business does. That's why the direct ask is so powerful.
If the goal of your company homepage is conversions, you'll want to put some deep consideration into your hero images, multimedia, and image optimization. You'll also want to know where to find stock images if a photographer isn't in your budget.