UPDATED: MAY 06, 2015 – BLOG: HOW EFFECTIVE IS YOUR ECOMMERCE WEBSITE DESIGN
How effective is your Ecommerce website design. Each year people open eCommerce websites, but most of these websites fail to generate the expected income. The reasons are many, but without careful analysis, it is impossible to identify the reasons eCommerce websites fail. While analysis can be time consuming, it is vital to the success of any company. Therefore, it is essential to know how effective is your eCommerce website design.
The type of analysis to depends on the purpose of the page. There are four types of pages. landing pages, router pages, educational pages, conversion pages.
When you take steps to create a website make sure your landing pages are pages designed to be the first page that a user encounters on a website. While there may be one home page, a web site may have many landing pages. Therefore, it is essential to measure where the user is first entering the site.
In order to determine how effective is your Ecommerce website design the eCommerce website owner must also measure the bounce rate. What is a bounce rate? The bounce rate measures users that exit the eCommerce website without continuing to another page. Generally, the bounce rate should be lower than 20 per cent.
Once the analysis has been completed, the owner can take steps to encourage the user to continue on the site longer. Some of these steps include providing a streamlined path to other pages, clear information that entices the viewer to want to know more and easy site navigation.
Router pages allow the viewer to arrive at the information that is most relevant to them. While a website may have a hundred pages, generally about 20 per cent of them show the most activity. Therefore, the owner must identify these pages and entice the viewer to go to those pages.
When analysing router pages, identify the viewer’s purpose and help streamline their experience. Exit rates should be analysed to determine what information the user wants the most, and to make sure that the site is meeting the user’s expectations.
The eCommerce website must contain educational pages where the product or service is explained in detail. The purpose of all educational pages is to convince the user that the company has the right solution to their problem. Therefore, these pages should contain a clear call to action that helps the user buy the product or service without being too pushy.
Analyse the amount of time that the user stays on the page. Generally, the user should stay on the page five seconds for every thousand words. If the content is a video, then count the number of times the user hits the play button. Relevant content raises these numbers drastically.
Conversion pages turn prospective buyers into satisfied customers. Therefore, make sure that every page on a web site easily leads to a conversion page. When designing these pages, constantly test their effectiveness by running split tests. Analyse the current page and then put up a page that may be better. Analyse the new page and keep the page with the highest conversion rate.
Conversion pages should never be static pages. They should engage the viewer with special packages depending on the time of year. For example, Amazon has great success with packages aimed at the Christmas shopper.
Analysing how effective is your Ecommerce website design can be very time consuming. Therefore, it is necessary to work with a professional designer to get the best results. When you are ready to improve your results, contact Stress Free Media