What Consumers want to see on your Website Before Making the Purchase
Did you know that 96% of people who visit e-commerce websites are not ready to buy? This can be a little discouraging but luckily, there are some ways to get around it. In this post, we’ll go over some must-have elements customers are expecting on your website before considering a purchase.
According to studies, you have 0-8 seconds to make a compelling headline and landing page to keep your visitor interested in your site. After that, most leave. Not only do you have to have the right content from the start but your website has to be fast, and load fast too. Every second counts as loading time is a major contributing factor to page abandonment. Most expect web pages to load in 2 or less seconds, with each second delay decreasing customer satisfaction. This is not what you want. Your site needs to run and load fast, ensuring that your customers are satisfied and that they’ll stay on your site, possibly leading to a sale.
Once the web page has loaded, you must make it clear what your unique proposition is. Why should they do business with you and how will they benefit from it? Your online customers don’t want to be confused. Explain the reasons why they should buy from you by displaying what you offer that others don’t. Don’t overcrowd it though, simply pick a few qualities about your company that stand out and display it near your headline. Make it easy to find and see, hopefully, intriguing interest so they continue through the site.
Invest in video for your product. Consumers want to see footage of what they wish to buy, wanting to see what it really looks like. Photos can be misleading and consumers know it. Videos are regarded as a more trustworthy and honest display of the product and can increase purchases by 144%. If you have the resources to create a video, you should really consider this as more consumers are expecting this in e-commerce websites.
Consumers who make purchases online heavily rely on third-party validations for their purchases. This could include reviews, testimonials, case studies, awards, news mention, and social media presence. Potential customers want to know what other people are saying about your product or service. Is there positive feedback or negative? This can swiftly change how one thinks about what you offer and will push people away or invite them closer. Make sure you’re proud of what you’re selling and have positive validations that you can display on your website when the consumer is in the decision process.
For consumers to absolutely trust making payments on your website, it must be SSL certified. Secure Socket Layer, or SSL, is an encryption system that protects the privacy of data exchanged between the consumer and your website. Basically, it takes the card details that are used for payment and encrypts is as a code to send through the internet. This ensures that if the site was to be hacked, all they’d get is useless data of no use and not your valuable information. This has become one of the highest expectations when shopping online and should definitely be implemented on your website.
There are many more ways to continue implementing your site into one that consumers will stay at, pursue an interest, and trust enough to make the purchase but we’ve gone over the larger elements that almost everyone expects nowadays. With all of these elements within your website, you’re bound to see your conversion rate rise.