The primary focus of every e-commerce website is to make a sale, whether it is a product or a service. Every aspect of an e-commerce website is to encourage the visitor to go to the buy or subscribe page and make the payment. An e-commerce website is fundamentally different from a normal website. A normal website acts as a branding tool and as a promotional exercise. An e-commerce website on the other hand does the actual monetary business. It must have already established a brand or generated trust among its visitors to convince them into buying a product or a service. There are two broad categories of e-commerce websites:
The known brands have an advantage but still it matters a lot how the design their interfaces and make purchasing seamless. The advantage that the known brands enjoy is the recognition and trust: they don’t have to establish trust among the visitors so they can straightaway get down to doing the actual monetary business.
On the other hand the unknown or the lesser known brands have to first establish trust, convince the visitors, keep them interested and focused, and keep holding their hand until they have made a purchase or bought a subscription.
In order to achieve that an e-commerce website should have the minimum of distractions. Additionally, an e-commerce website should have convincing copy that educates and informs the prospective customers and clients so that they can make an educated decision. Instead of hard-selling you should lay out the overwhelming benefits at the very beginning. Inform in as simple a language as possible, use the selling prompts like “buy now” or “subscribe now” strategically without scaring them and then leave the choice on them. Educate your buyers or subscribers as much as possible.
Make all the necessary information needed to make a purchasing-decision prominent on every page or at least have all the important links present prominently on every page. Don’t cramp your pages with lots of information and organise everything in such a manner that it is easily visible or linkable.
Another extremely important information that you must have on your e-commerce website is the testimonials from your existing customers or clients and your clearly-defined contact details. Your business addresses, telephones, and emails should be there for everybody to see. Your legal policies and statements should be present on every page. You should also assure your visitors that all the transactions that take place on your website are totally secure and encrypted and the personal details are never shared with any third parties.
Stick to these guidelines and you will see a significant increase in your sales or paid subscriptions.