Website optimization tips for today’s consumer habits

While brick and mortar retailers struggle with how to open their doors safely (and creatively- digital reservations, innovative displays, virtual reality?), ecomm remains the consumer first choice, and we have every indication that this trend is here to stay. High earners are back to spending at pre-covid levels online. The pandemic has raised the value of ecomm: folks are all too willing to shell out a little bit more on the same items when shopping from home as they would in store. For businesses, this means a shift in marketing budget: it’s time to invest in website optimization. Here are a few ways we’ve helped clients improve conversions with simple site updates.

Regardless of whether a shop has a higher conversion rate on desktop vs. mobile (and it’s important to be aware of these metrics), more “window shopping” occurs on mobile. Websites must be optimized for mobile in order to survive today. Simple design tweaks (large fonts, big juicy BUY NOW buttons) are easy updates. A clear, clickable, organized navigation is clutch (it’s easy to lose sales here), even if it differs from the desktop navigation. If a consumer is shopping on mobile, they have a focused attention span so it’s important to use small screen size wisely (make all images clickable, omit unnecessary content blocks or design elements). Finally, Instagram has programmed us to appreciate the endless scroll, so don’t be afraid to go deep on non-shopping pages, like the homepage.

SEO optimization is the single most effective way to increase online sales quickly in that it ensures customers can find a site quickly and focused consumers can discover the brand easily. So many sites overlook this simple step, hurting their searchability. We use Google AdWord Keyword Finder to identify search terms, and then craft content around them (starting with the homepage). Meta Titles and Descriptions are another place to spend some time. This is prime real estate to plug search terms, succinctly sell the business and give a slick first impression.

To improve a website’s user experience and clear the path to frictionless shopping, it’s necessary to dive into the mind of a consumer, to move around the site as one might a store. Our first step is to identify the priority pages through Google Analytics and then remove any barriers to those pages, often driving consumers to them smoothly through CTAs above the fold on the homepage, obvious page names in the navigation and clean dropdown menus when subpages are needed. Photos and illustrations are another great tool to grab user attention and give quick visual cues (like a mannequin in a department store).

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