Another Internet Retailer Web Design Conference is in the books for the Groove Commerce team and, yet again, it proved to be a great show. Filled with valuable content and some great conversations, there’s no doubt that there’s a lot of exciting energy bubbling in the eCommerce space for 2013. As part of what makes this show truly unique, Ethan Giffin and I participated in two full days of ‘consultations’: 30-minute 1-on-1 sessions in which we sat down with various e-tailers and heard their stories about their businesses while discussing strategies for how they can better achieve their online goals for 2013.
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| The Optima Kart, C.E.O. |
While the businesses ranged from outdoor furniture to office supplies and high-end lingerie, many of the challenges and questions expressed from these e-tailers remained the same:
#1: Rationalizing Responsive Theming.
Yes, responsive theming is great, but ultimately the necessity and argument for it sits within your own analytics. Accounting for how and what your visitors like to experience on your website from a device perspective is a theme that hasn’t changed over the last few years and certainly won’t disappear anytime soon. So, dig into those analytics of yours and evaluate where the traffic is coming from before you splurge for a cost that may not be necessary. Do you have high traffic across many mobile devices with equally high bounce rates and low overall revenue? It might be time to think responsive.
#2: Badges, Buttons, and Assurances…O My.
Remember the last time you were sold on something you didn’t really need or want? Remember how the sales guy kept reinforcing that he was legitimate while giving you (yes you!) the best deal possible? While we live in an industry that relies on establishing credibility and consumer confidence, sites with more badges than products don’t necessarily provide assurance to your customers or increase conversions – it has actually proven to create more skepticism. Make sure you evaluate the partnerships that you’re adding to your business and, as you bring these tools in, make sure that you’re truly making them a part of your site – consistency here is paramount. This evaluation and effort is what will create a more authentic approach and that is what will sell more products.
#3: Where are the people?
Over and over again, I was shocked by how many websites lacked people in the photographs and with the products. As I reminded several e-tailers, the first place that comes to mind when I see expansive real estate without anyone else is a cemetery and I can assure you I’m not staying long when I get that feeling. Incorporating people into your site through photographs, product videos, reviews, etc. allows website visitors to do two key things: they can feel comfortable that they’re not the first one to shop your site and they can start visualizing themselves utilizing your products. Satisfying this creation + visualization of need for visitors can often be the first significant step towards increasing conversions.
#4: Set Some Goals!
Time and time again I started off by asking, “So, did you hit your goals in 2012? What goals are you setting for your business in 2013?” and was greeted, surprisingly, with a blank stare. The only way to truly assess strategy and tactics is by setting goals. Whether you’re looking to reduce cart abandonment, increase average order value, or increase organic traffic’s impact on revenue, these goals are what will enable your business to begin making smarter and more strategic choices moving forward while evaluating the processes and efforts that you currently have in place.
So, whether or not you attended the conference, take a few minutes and see how these challenges relate to your own business. See any similarities? Well, know that you aren’t the only business facing these challenges. My question to you is what are you going to do about it?
Don’t feel like facing the challenge alone? Let us help you generate more with your online presence.
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