Your website is your shop window, and having a fully functioning modern website is essential for an online (and offline) retailer. In this article we share top five reasons as to why 2019 needs to be the year you update or upgrade your site.
Is there something about your website that doesn’t work for you, your business or your customer? Or is there something you don’t like? The New Year is always a good time to give that website a tweak or redesign to meet with your goals and plans for the year.
Remember your website promotes you and your business 24/7 and has to work very hard, with that in mind, you want to give it the best chance to achieve those goals.
In 2018 more than 60% of traffic to websites came from mobile devices and that is only set to grow. Think of how much time you spend on your mobile, reading newsletters or shopping, why would your ideal customer be any different? The world is a busy place, who doesn’t shop while in a queue or at the bus stop?
To ensure you don’t miss out on that impulse purchase in the post office queue, you need to ensure that your website displays all of your content, clearly.
Firstly, start with a ‘Google Mobile-Friendly‘ test and see how mobile friendly your website is. Google will move you up in its rankings if you are mobile friendly too, and that is exactly what you want.
Ideally, as a product based business, you should be updating the homepage imagery of your online store frequently, even weekly.
If your homepage is fresh and inviting, showcasing new products (not necessarily new in, but new to them), you are more likely to get customers to click beyond the homepage. Customers are driven to purchase based on many things including the companies brand and values as well the product, including a page on your site stating your mission and values can help a consumer decide whether to spend with you or your competition
Action: Update, or add in an ‘About’ page to reflect who you are, why you started your business and what you stand for as a company. Ensure there is a founder image as well, to help the customer connect.
Research tells us that when we are presented with a large number of options to choose from, we have a much harder time making a decision which causes a sort of decision-making paralysis which subsequently leads to avoidance behaviour – i.e. closing the website!
Filters and search boxes are essential, and navigation menus should be easy to use, no ambiguous names for the pages, if it’s a blog, call it a blog.
In 2019, I urge you to consider either building a branded website or upskilling yourself to take control of your current site.
Own your corner of the internet! Selling via a third-party is always a risk, what if they closed down tomorrow? Or gave you notice that they would prefer you didn’t stock with them anymore? This happens more often than you might think.
No competition! Selling on a multi-business platform is like trying to sell flowers at a flower market. It ends up coming down to price, and who can shout the loudest. You might not even realise that you’re doing it, but your only true selling point over the competition is whether your product is the cheapest.
Savings! Not only does selling from your site remove sellers fees, but if you know how to look after it and update it yourself, you are no longer waiting on your coding guru to change over that home page image for you.
Changing platforms can be scary, especially if you don’t feel technically capable. Working with an expert that will do the initial build for you followed by a comprehensive handover, could be the perfect solution.
Connecting your online store to business tool and platforms allows your customers to shop and view your content from your social media and marketing quickly and easily.
In 2018, we saw the launch of Instagram shoppable product tags in the UK, which allows your customer to shop your products directly from your Instagram post or Story and capitalises on impulse purchase behaviour.
A Connection to MailChimp (a free mailing list provider up to 2,000 subscribers) will allow you to connect products and obtain detailed statistics on the sales achieved from your newsletter campaigns, meaning you truly know what your customers like and want more of, and removing all the guesswork.
So whether you are looking to upgrade your site fully or just update with some tweaks, hopefully, this has given you something to think about. Don’t forget your website promotes you and your business 24/7, so has to work very hard, let’s give it the best chance to really wow and convert those customers.
Sam is the founder of Small and Mighty Co. A transformational coaching business and marketing consultancy specialising in supporting small and mighty creatives grow with confidence and achieve their dreams, in business and beyond.
An accredited NLP Practitioner Sam’s specialities include mindset, motivation, marketing and modern-day consumer behaviour and is well known across the small business industry for her savvy straight-talking advice; with regular speaking appearances at major events across the UK and features on the BBC and Channel 5 News.