Jul 27 2015

E-Commerce Effective Websites

Every company in today’s marketplace needs an effective website. The site should present a professional image, with accurate representation of the company in order to brand and present consistent messages to the customer. The site should provide information about the company’s products or services, and have a page dedicated to commonly asked questions in order to quickly produce the answers. Current industry trends that your audience has an interest in should be highlighted as well. People visiting your website will not spend their precious time searching for what they need. Your average visitor will scan the pages for about 4 seconds, so the information they are looking for should jump out of the screen at them.

Effective websites have 3 important aspects that keep your target market on your page:

1. Knowing your target audience.

If you know who is searching for your product or service, then you will have a better idea of how to get their attention. By identifying your target audience, you can find ways to draw them to your site, then fine tune your site to capture their attention and offer what they want quickly.

2. Presenting clear instructions.

Visitors to your site will have different agendas depending on what stage of the buying process they are in. You need to be very clear with your instructions, so they can quickly find the information they are looking for. Specs, materials, quantities and other important details need to be easily found. There are several ways to acquire data that help determine what the users’ goals are:

  • Analyzing web traffic patterns on your current site
  • Checking out data from search engines and other sites
  • Field surveys
  • Speaking with current customers

3. Understanding how visitors interact with your site.

A good website anticipates what visitors want to do, and will make it easy for them to use. Understanding how to find this information is critical in making the changes that will keep visitors on your page. Different tools you can use to find and keep track of this information include:

  • Surveys
  • Web analytics
  • Eye tracking

Below is a list of online tools that explain how to analyze your website:

  • Google Analytics: *FREE* Google tools can tell you who visited your site, how long they stayed, which pages they looked at, and the amount of time they spent on each page. You can also find out where the visitors were referred from, what they do while on the site, and much more.
  • UserTesting: This program has real people test your site and give you feedback for site usability.
  • CrazyEgg: This program uses eye tracking and heat maps on your site that tells you where your visitor eyes move on each page.
  • AttentionWizard: This simulates human vision during the first 5 seconds of exposure to visuals, and creates an eye tracking heat map based on an algorithm htat predicts what a real human would be most likely to look at.
  • Clicktale: This analytics program records every visitor’s mouse movement,click and scroll to reveal how they use your site. It also uses heat maps that show where your visitors’ eyes move on the screen. The site also analyzes where and why visitors leave your conversion funnel, allowing you to increase conversion rates

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