Whether using an online store like Shopify, the main success measure of the marketing effort is the conversion rate based on the site traffic of their audience. This is looked at from various areas such as Advertising using digital marketing techniques, SEO with content marketing aimed at search engines, and the use of google analytics to see the flow of users onto your online store. For this, we will discuss how some UX methods can assist in improving your conversion to your online store.
A good number of home pages do not have the right call-to-action UX in place when it comes to the content that aims to engage the audience. Ambiguous or unclear language on the call-to-action button leaves users uncertain about the next steps, or what page/action will bring when clicking the button. This ambiguity creates friction in your marketing funnel, which will lower your conversion rate. Therefore being clear such as "Buy Now", "Learn More", "Subscribe" and "Watch Video" are examples of clear Call-to-action buttons to employ around illustrated or described products, services, and content.
Making your call-to-action prominent to your value proposition is key for the audience to engage, every piece of content needs that next step for the engagement process to begin. Your content marketing strategy requires to be mapping the user flow for the marketing funnel, and just like the examples highlighted above, the content needs to be orderly and done by priority.
Solution: Use color and shape for your call-to-action buttons, clear language on the button, and ensure the priority of the flow of the page regarding the tiles/blocks flow per your content marketing strategy and your digital marketing efforts so when clients arrive in the Home page, they engage and click. Additionally, avoiding the "paradox of choice" by having too many call-to-action buttons is important as fewer highlight the greater importance of the button on the page. For example, an "Support" button shouldn't be the main attraction on the Home page.
Poor Copy (Content)
Users have a very short attention span, and it is said that they spend under 6seconds to read the content of your landing page or Home page. Given this, your content has to be sharp, punchy and to the point to captivate your audience to read more, and engage on your Call-to-Action. In short, you have to convey What, Why, Where, When, Who, and How - eluding to your value proposition for the brand and products/services you are offering.
Micro-copy should not be forgotten as well as Alt-text, as it tells the user what to expect when clicking a call-to-action, as well it can confirm the action taken. Giving the audience confirmation of their actions reassures them on their navigation, especially for new users. This is particularly important on mobile devices since the smaller viewing of the real estate makes it harder to see where you are in the scheme of things such as the marketing funnel. An example of this is when the user has to enter their credit card details - proper prompting and confirming are key.
Solution: Keeping your content succinct and punchy to capture the audience, all the while supporting the navigation micro-copy and Alt-text to ensure confidence for the user to the marketing funnel that's been designed. When it comes to selling products, ensuring your Add to Basket and Checkout are efficient and easy to transact.
Marketing Flow Blockers
In summary, any distractions from the marketing funnel flow such as widgets, and extraneous information would require to be removed. Look at where your user drop-off or bounce off, and resolve the call-to-action issues. This is seen using Google Analytics and user flows. This philosophy needs to be looked at in Advertising, Email marketing, and other marketing channels to ensure that any flow-blocking is minimized.
Not the right audience or too broad of a message
Connecting and engaging with your audience is key to converting the visitors that come to your online store. In order to do so, your targeting of the audience via various means of your digital marketing has to ensure several tenets when it comes to getting them engaged. The audience has to be relevant to the product/need as well as the audience primed to engage. this requires marketing research and a deep understanding of the relevance of the product to the needs of the audience. Reaching the right audience is also just as crucial. Even if you have the means of finding the right audience the next challenge is upon your execution.
The content and imagery used to get that engagement are where your creativity, your uniqueness of the product, and how it fits in the user's life (priority) is where it all begins. With your language demonstrating to the user that action is needed to know more, the enticement will bring the users to your website. Continuity in your advertising is important to stay consistent on the message to engage them further to purchase your products.
Visuals are more engaging than a lot of text. The more complex the product is, the bigger the load of descriptions and words that come alongside the product. Therefore, good illustrations to show the product in its "use" goes a long way to illustrate the solution it delivers. With this in mind, highlights of its function and specifications can summarize the product and point to a call-to-action to "Buy" and "Learn More". Avoid dead-end information pages such as FAQs without a follow-thru call-to-action in engaging further with the product. At the very least, a live chat or support email must be available at the end of the information trail to not lose the clients' interest.
One could say this is all basic common sense online store management. However, it is easy to deviate from the simplicity and razor-sharp execution that your content and design language can sidestep the user experience that is in tune with your audience. User group feedback, reviews of your site's marketing funnel, and ensuring that the confidence is high throughout the navigation can carry a distinct competitive advantage when it comes to conversion. If your website requires a review, and needs a recommendation for the user experience (UX), feel free to reach out to us at firstname.lastname@example.org