Want to know the key to ecommerce success? Simply figure out a way to ensure that customers and prospects will remember your ecommerce site the next time they are in the market for your product or service. This article provide several tips to help you increase both brand awareness and recognition with the goal of making your site more memorable in the mind of your customer.
1) Create a compelling brand identity.
An important first step in setting up your web store is the selection of a compelling domain name. If you're just getting started, it may seem like all of the good domain names are taken. Don't settle for an ultra long domain or one that is sub par! Keep brainstorming-the next "Amazon" or "eBay" will come to you! We also recommend that you:
- Enlist the help of professional designer to help you create a logo and brand identity that fits the image of your business.
- Display the logo prominently on every page of website.
- Integrate your logo into all collateral (e.g., packing slips, marketing promotions) to create a consistent brand image of your business.
2) Develop an appealing web storefront.
Appealing does not mean using bright colors. Your web storefront should be designed to match the requirements and tastes of your target audience. Consider conducting usability tests to ensure that your store design is simple to navigate and easy to use for your customers. Visit http://www.useit.com/ for advice on usability and guidance on how to create an intuitive "user experience" for your customers.
3) Build trust.
It is highly unlikely that customers will enter their credit card number and other personal information on your site, unless they feel that they can trust you. One way to help build trust on the web is to ensure that you have all of the appropriate security mechanisms in place-then let your customers know about them! For example, the VeriSign Secure Site Program provides a simple way to let customers know that your site is using SSL security and that forms on your site are secure. Visit http://www.verisign.com/ for more information. You might also want to consider creating a privacy statement and linking to it from every page in your site. TRUSTe (http://www.truste.com/) provides information and advice on how to create a privacy statement.
4) Make shopping simple.
Do not complicate things to an already confused customer. Make product selection simple. This can be done by proper display of featured products, icons and products images where appropriate, and a simple well-defined navigation structure.
5) Increase customer interactivity.
A dull and boring shopping experience is the best way to make your site forgettable! A few ways to increase customer involvement in the shopping experience include: coupons, ratings, reviews, and letting customers to track their own shipments.
6) Test, test, and test some more!
Another great way to lose business is to have functionality on your site that does not work properly. Shopping cart error messages and slow performance are unacceptable in today's highly competitive ecommerce landscape. After all, your competitors' websites are just a click away. Ensure that you have tested all major functionality on your site. It's also a good idea to compare the functionality on your site with your competition. Are you losing customers because your competitors are providing better online service?
7) Partner with complementary businesses.
You can also promote your website at prominent locations on complimentary websites. For example: if you are selling stationery, than it might make sense to partner with websites selling online printing services, promotional printed materials, etc.
8) Have a web-wide presence.
Are your customers finding you when they perform a search, with relevant keywords, in major search engine. Search engine marketing and optimization is a great way to increase brand awareness, at low cost. If your web pages aren't properly optimized for the search engines, we suggest working with a services firm to help you get your pages listed more prominently in the search results. You may also wish to explore services such as Google Ad Words, which will let you by ads for keyword searches conducted through Google.
Labels: Web Design