Tip n°1: your homepage is not the only gateway of your website
The homepage guarantees the website’s quality and is an element of which advertisers and agencies will work on at length, especially in the case of a redesign. Though its importance is not negligible, we observe that only 30-40% visits generally start from a homepage. Many users will directly reach one or other of the product page via search engines. For this reason, it is important to optimize the browsing from one page to another, to take care of the browsing elements such as the search bar, the menu, the footer, etc, and to make them really visible. Therefore, only providing accesses to the different site’s universes in the homepage is not enough.
Tip n°2: Enhance the main content
Regardless of device, the key information of a website must be above the fold in a zone with maximal visibility in order to be efficient and to convert. Understanding precisely which elements of the pages are the most reliable allows optimization of the elements’ position, for instance improving the pictures’ placement or the calls to action on a product page.
For example, product pages of the Decathlon website are best practices. With immobilizing the page’s essential elements like price (this is what we call a “sticky block”), the add-to-cart button and the search in store button, the brand makes sure that Web users won’t lose sight of the conversion tool.
Tip n°3: Make the conversion easier
To increase the transformation rate, different calls to action, such as the add-to-cart button, must be very clear, concise and visible. Likewise, providing an efficient sorting filter on the products list, enhance cross-selling and up-selling will have the greatest impact on sales.
The ‘product list’ page from MotoBlouz’s site provides a good example of an optimized filter or sort bar, with visible and ergonomic items. The products pages from the e-commerce site of Pimkie well enhance cross-selling.
Tip n°4: Simplify the user experience
In order to provide an easy browsing to your users, our fourth advice is to put yourself into their shoes to understand their expectations and hesitations. To optimize their user experience, it is better to avoid any superfluous interaction. Using pop-in, for instance, is a good solution to display more content without disturbing the user experience. Another example: when your customer add a purchase to his cart, provide an automatic update of his order’s price on the product page and the shopping cart page, with no need for him to reload the page.
For instance, the Google Play checkout remains one of the fastest and simplest one, even for new users. Only essential information are displayed, with a very simple design: everything has been thought in order to optimize user experience.
Tip n°5: Improve your checkout
When users of an e-commerce site arrive at the checkout page, their shopping carts are validated. They just have to provide the required information for the receipt of the products they have chosen. Everything will be decided here! In order to increase the checkout’s transformation rate, the first thing to do is to make the header simpler in deleting menus, submenus and search bars, sometimes called “closing the exit doors.” Another optimization tactic is to provide an order-summary and information about the delivery and billing conditions all along the checkout. On Amazon, when users decide to purchase, all the exit doors are deleted in order to keep only the checkout. The form’s steps replace the navigation bar and the menu.