You know there are specific elements of your online store that have to be at their best if you want to maximize conversions. The fact of the matter is that the success or failure of your online store depends on many factors. Major ones include things like:
- Demand for your product
- Quality of your sales and site copywriting
- Functionality of your site design
- Aesthetics of your online store
- Site security
Unfortunately, many online entrepreneurs focus almost exclusively on the first three factors, leaving plenty of ugly, insecure websites out there.
If you want to build customer confidence, reduce shopping cart abandonment, and increase sales, here are some things you can do to shore up those two areas:
- Build and implement a comprehensive security policy. Online store security protects your customers from fraud, and it protects you from chargebacks. On top of that, having a secure site means, ultimately, more successful transactions. Make sure you’re following industry standards like PCI compliance. Make your site secure with SSL. Use verification when you accept credit card payments, with services like AVS and CVV verification.
- Watch out for visual noise. This is especially dangerous with an online store. You might have a product catalog page with a dozen product images. Add in the image in your masthead and images in your sidebars and things will just get visually busy. Keep it simple; if you use product images, stick to a logo or basic text in the header.
- Keep your aesthetics consistent. If the page design changes dramatically after they hit the “add to cart” button, some users get scared away. Keeping your visuals consistent between your main site, your content, your blog, and your online store will reduce customer anxiety and lead to less cart abandonment.
- Measure, test, and verify. Aesthetically, you need to be agile. Test out different design configurations and see which ones seem to work best for your site. Don’t let the fact that you’ve paid for bad design force you to be saddled with that bad design forever.
Make shopping in your online store a safe and pleasant experience and your customers will buy confidently. They’ll also spread the word, and come back when they need another product, too.
About David Rodwell
David Rodwell has been writing about business and economics for over 15 years with no plans on stopping anytime soon!