Web Design Solutions, Inc. News

A few days ago, online juggernaut Google announced that as of March 1st they will be implementing some new policies. These changes will primarily be in regard to privacy and overall functionality of the services that Google offers. The goal seems to be to create an even easier to use platform that blends seamlessly between multiple applications. Any services that use your Google account will be interconnected in order to provide the easiest and most fluid browsing experience to date. Google will track some of your information and browsing tendencies in order to offer an intuitive experience that is catered specifically to you. This includes ads that are more relevant to your interests, and better search results. For example, having your tendencies tracked could make a search for a broad topic, such as retail eCommerce, yield results that are directly related to websites you have shown interest in.

The truth is, though, that this is more or less how it’s always been; Google won’t be collecting any information that they weren’t collecting before. The new privacy policy is simply an attempt to help users understand exactly what is being monitored and how the information is being used. On their blog, Betsy Masiello notes that there won’t be any information tracking that wasn’t already being done. She expands on this later on, saying "We're making things simpler and we're trying to be upfront about it. Period."

Obviously, a function like this will raise some concerns, especially in regard to privacy. With quite a few internet users still reeling from the SOPA/PIPA situation, it’s no surprise that these issues were brought up pretty quickly. With all that has happened recently, it’s easy for people to forget that Google has consistently been the “good guy” when it comes to our internet rights. This new privacy policy is no exception, and in reality not a lot has changed; the policy itself has just been rewritten in a way that’s easier to understand. Simply refraining from signing into your Google account will prevent any browsing from being tracked, and using incognito mode in your Chrome browser will accomplish this as well. You can even edit your account preferences and decide what information you’re comfortable sharing.

Simply creating a website that is designed to generate conversions is not enough to make your business thrive in the way you want. While a solid design and user interface is the first and arguably most important step, maintaining the website’s content once it’s up is crucial. Blogging is your best friend for this, and learning how to properly blog will give you the edge you’re looking for to take your online eCommerce business to the next level.

• A successful company doesn't just sell the service they’re offering, they sell themselves. People repeatedly do business with you because they know, like, and trust you. A blog humanizes you to the outside world, if you can’t make an actual connection with your customers, they will have no real motivation to bring their business back to you. No one wants to feel like they’re giving their money and time to a faceless corporation that they have no way to relate to.
• Not only will it allow customers to make a connection to you, website blogging is also an easy way to show that you care and get constructive feedback from your clientele. Being able to engage in a meaningful conversation with you will show customers that they can trust you. Taking polls is a good way to do this, ask what they like about your service and what they would change if they could.
• Aside from the relationship building benefits, blogging is also an SEO goldmine. Search engines absolutely love fresh content, and regularly updating your blog will show that you’re website is staying relevant. Do your blog on your actual site, not a separate blogging or Wordpress site, and it can dramatically increase your page rank.
• Finally, blogging is a simple way to establish how knowledgeable you are on a certain subject. Keeping your site updated with relevant posts pertaining to your target market will show potential customers that they can trust in you to know what’s best. Stay up to date on information and post an educational blog post every week, at least. Doing a “5 quick steps to success” article is always a good way to accomplish this.

Having been involved with automotive ecommerce websites since the mid ninety's we have seen the growth of technology for the automotive aftermarket sector first hand. It is amazing to see the growth of the internet surrounding a field where most people are restoring vintage rides and avoiding technology for the sake of simplicity and nostalgia. On the other end of the spectrum, our new vehicles have become so advanced that aftermarket manufacturers are faced with the challenge of developing upgrades and enhancements that don't require professional certification to install at home.

Being the leading provider of automotive eCommerce sites on our platform Web Shop Manager, our company Web Design Solutions has been faced with the similar challenges of designing aftermarket websites in a medium that is flat and two dimensional but striving for end results that come alive with texture and depth. Our number one goal is to develop simple and clean user interface that facilitates organize the enormous amounts of automotive data that is available to our store owners.

What is the most exciting right now is the advancements in what is often called Guided Navigation or Layered Search, one of the best examples of this is Newegg which provides you a myriade of attributes to "drill down" that are specific to each category. What this does is allow you to organize your products into more general categories but then provide many ways for the user to essentially build their own category tree on the fly. In the automotive aftermarket take intake manifolds for instance, one user may want to see all manifolds with a polished finish while another wants to see all manifolds that accept a square bore carburetor.

You might say this is not really much more that an advanced Year Make Model lookup like you see on many performance aftermarket websites now, but there is a lot more than goes into it. Specifically linking up attributes to the appropriate categories on the fly and only asking for vehicle information when its critical to select the proper sku to make the purchase. Many consumer may not want to enter their vehicle information until they have found the product they want to purchase, while others may want to put their vehicle in first so they they don't waste time looking at items that may not fit what their car or truck.

Touch Point Repetition, and Timing

Internet Marketing often focuses on getting traffic to your website, and providing enough information to help customers convert (make a purchase), however what many fail to realize is that it takes multiple touch points with each site visitor to establish credibility, earn their trust, and capture the sale. Therefore, increasing the number of repeat visitors vs. first time visitors is imperative to increasing the bottom line.

Make your Website Sticky

In addition to multiple touch points, repeat visitors typically come back with a motive in mind.  They are looking for more information, looking for contact information, and in many cases might be ready to pull the trigger.  Repeat visitors typically are your long term supporters, and will help promote your site to their social network both offline and online.  Be sure to give people plenty of reasons to come back to your website by making your site ‘sticky’.

Examine you own experiences with websites.  What websites do you visit daily?  Have you ever visited a fantastic website only to realize later that you have no idea how you found it or what the domain name was? After critiquing your own experiences you may begin to form ideas for your own site.  Why would someone want to come back to your website?

Things that will make them come back for more!

Making your site worthy of repeat visits is well within your control.  Use Google Analytics to determine what percentage of your site visitors are returning versus new.  Once you have established your baseline you can make a determination about your goals.  In order to reach your goals of increasing the percentage of returning visitors you will have to incorporate some new ideas to keep them coming back for more.

One way to do that is by creating fresh content. Give your site visitors something new and exciting to read or look at.  Fresh content could come in the form of newsletters, email marketing campaigns, blog posts, or updated site pages.

Consider transparency when communicating your value.  Your customers will come back to your site time and time again if you are able to positively respond to criticism. Testimonials, about us pages, SSL certificates, and security badges go a long way to promote customer confidence.  Be sure to win their trust and your faithful flock will grow exponentially.  

If you have exclusive content, competitive pricing, or value added services be sure to clearly articulate the differentiating attributes of your company or service. Make it easy for people to understand why you would be the best company to chose.

Also, create a clear branding image. Create consistency across all marketing collateral both online and offline.  Be sure to use the same logos, colors, fonts, etc to help customers know that they have found their trusted brand wherever they chose to seek you out.

Take the fear away by answering questions that your target market may have.  Remove any barrier to trusting your company.

Showcase daily specials or offers to give your customers an incentive to stop by your website every day. 

Don’t forget the power of suggestion.  Suggest that your site visitors bookmark your site or add to their list of favorites so you never have to run the risk of potential customers not knowing which search terms to use.

Make it simple to contact support, or access a representative via live chat. Questions and concerns preventing a sale can be easily remedied by a trained representative.  Make it abundantly clear how to reach the appropriate party.

Leave Little to Chance

Creating a website that not only engages customers but keeps them coming back for more is a goal that is measurable and can be improved over time.  Utilize some of the ideas mentioned above and enjoy the benefits of repeat visitors due to a ‘sticky’ website.

For more information on improving conversion rates please visit several other articles in this series by clicking – Improve Conversion Rates. Not sure how to create a website designed to be sticky?  Call Web Design Solutions today, or request a free web design quote from San Diego’s premier website design company, Web Design Solutions.

Having warm bodies visit your website is one thing, capturing more money is something entirely different.  In lasts months blog post we addressed reducing bounce rate and approaches to keeping people on our websites longer.  The purpose of keeping them on the site is to lead them toward conversion.  But, how do we convert them? What measures can we take to help conversion optimization?

Define your Audience

It is absolutely imperative to match your message to your audience.  In order to define your target audience, look at previous customers.  What are their professions, what stage in life are they at, etc.  Be mindful not to define who you want to be our target audience, but who actually composes the bulk of your annual sales. What kinds of things are they interested in?  Why do they come to the site?  Are they looking for free information, or are they looking for product?   Make it clear what the benefits are of purchasing from your eCommerce site above the fold if at all possible.

I would like to mention that companies selling services only have a product as well.  Begin to think of your services as products and you will also benefit from these techniques, whether you sell automotive aftermarket parts, or consulting services.  

Take away the Fear

As an online business owner, you know how wonderful your products and services are, how they could change the world if people only gave them a chance. Selling more product will mean that you will need to take away the fear, or the apprehension of buying your products. But how do you do that?

Remind your customers that customer service is just a moment away by calling, or utilizing the LIVE chat feature. Make yourself as assessable as possible to help alleviate any hesitation.

Write detailed product descriptions.  Be sure to identify the problem (what someone might be experiencing) and how this product or service will solve that problem.  You can add credibility by asking previous customers to leave product Ratings & Reviews, and share you or your company’s credentials.

Let prospective customer kick the tires a bit by putting Photo Galleries to use.  Multiple views and product details will help to solidify in the customers mind exactly what they are ordering and how it might work perfectly for their specific need.

Utilize Existing Relationships

Old friends are the best kind, and the most loyal customers are existing ones. People are significantly more likely to buy from someone again, knowing this can help you formulate product or service offerings that will compliment previous orders.  Instead of constantly trying to find new clients, try to sell to the ones you have.  Use customer order statistics to develop targeted campaigns for your existing customer base by identifying what was previously purchased, and what products might be the perfect add on.

Simple One Page Checkout

There are two things that should be incredibly easy to do on any website.  The first is to find contact information.  The second make checkout simple.  Minimize the checkout process, and allow guest checkout.  Forrester Research asked US online shoppers what happened the last time they were required to register at checkout.  There results found were that “almost one-quarter leave the site without registering or purchasing”. Yikes!  Don’t let your website be a shopping drive by victim, increase conversion rates!

Checkout is another great place to mention LIVE chat, and customer service.  If there are any questions at all during the checkout process, your customers should have access to trained representatives. This will help build confidence in the purchase, and ensure customers that they have access to real humans before, during, and after the purchase.  

Use the Tools Available to you

Always be testing, trying new things, and looking for the most effective techniques for increasing online sales for your target audience.  Be proactive rather than just setting up your site and letting it sit idle.  Take the time to write better content, product descriptions, and even revise blog posts as time goes by.  A fresh site will attract more attention and lead to increased online sales!

Having the right tools to be as effective online as possible is imperative.  If you are interested in a full service web design company to help you exceed your online aspirations, Web Design Solutions is your answer.  Contact Web Design Solutions today to speak to a Web Design & Development specialist.  What are you waiting for?

How do I Measure my Site Pages Effectiveness using the eCommerce Metric, Bounce Rate?

With so much emphasis on driving traffic to eCommerce sites, you must also consider Bounce Rate.  As online merchants of both services and products we should be concerned with this metric because of its correlation to our revenue stream.  Simply put, the longer we can keep site visitors engaged, and on our site, the longer we have to persuade them to click ‘add to cart’, or pick up the phone and call us. 

Before we begin to discuss how to improve bounce rate, we should make sure we are all on the same page about what this information means.  Here is Google’s definition of bounce rate:

Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality - a high bounce rate generally indicates that site entrance pages aren't relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert. You can minimize bounce rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.

Ok, sounds simple enough.  Now we need to determine what bounce rate to be aiming for with our eCommerce websites.  Bounce rate is determined by user intent and varies for each industry.  As a general rule of thumb, 40-50% is acceptable (C), 35-40% good (B), 30-45% great (A), anything lower than 30% wins you two gold stars and an A+.  There are many factors that may help to reduce bounce rate and are well within you control.

Content, content, content…

Have you heard the phrase ‘content is king’ in Internet marketing?  The same can be said when you consider reducing bounce rate. 

Creating valuable content for your audience and keeping it fresh and up-to-date is perhaps one of the most powerful things we can do as site owners to reduce bounce rate.  First, write website copy with your target market in mind rather than writing primarily for search engines.  Include familiar terms and phrases that are general instead of using industry jargon throughout.  It is solely your responsibility to educate people as to why your products and services are superior to that of your competition.  Leaving them in the dust is the last thing you want to do.  If a site visitors finds your wording confusing or over their head, they will click off the site and look elsewhere. 

Put yourself in the mindset of a site visitor.  Try to determine what types of information they would want to see in order to make an educated decision.  Adding a section for product Ratings & Reviews, a detailed description of the product, and clearly defined pricing are all features that can help consumers make a purchase.  Take the time to optimize your product descriptions for both humans and search engines (in a natural way). 

The likeliness of someone reading a 1000-2000 word site page is unfortunately unrealistic.  As they skim the pages, use appropriate headings to grab their attention and provide them with enough information to keep their interest and keep them engaged.  You may consider keeping information regarding the superiority of your product or service, and why they should buy from you, above the fold.  That is to say in the area of your site page that is visible without having to scroll further.  This is your Internet elevator pitch.  What would you say if you only had someone’s attention for 30 seconds?

Create an Engaged Audience

When appropriate, consider creating site pages that encourage interaction.  There are a number of ways to do this, a couple of those include, Interactive Surveys, and contests.  Interactive Surveys can serve several purposes.  The first is to allow site visitors to voice their opinion and help them feel as though someone is listening, and interested in their opinion.  Interactive Surveys will arm you with valuable insight into your target market’s perceptions.

The second is contests which are a fantastic way to encourage people to come back to your site time and time again.  With an increase in frequency, you might also find that they begin to explore the site further as you gain their trust and respect. 

Unforgettable Web Design & Branding

Help site visitors remember you through visual cues through website design, branding and incredibly well organized content. Add appealing graphics and photos to site pages and blog posts to add visual interest and something to break up a long stream of web copy.  Often times I will skim a magazine and look at the photos first, and then come back to read the articles that look interesting.  Remember to provide the same types of breaks for your site visitors.  The next time they need to reference your articles they will be more likely to remember your site than others, and will likely stay longer.  Attaching your content to visual cues will help act as memory triggers, and connect that content to your logo, branding image, etc.

Revisit Site Page, and Blog Posts on Occasion

Spend some time revisiting and examining pages with the highest bounce rate first.  A higher bounce rate may indicate that you are attracting the wrong audience for that particular site page.  Review the Meta Tags used and remove any that may be directing the wrong kind of traffic to that particular site