“Love Your Landing Pages” – Notes on Elastic Path Webinar
Yesterday I attended the Elastic path webinar “Love Your Landing Pages” where Ayat Shukairy, Managing Partner of Invesp Consulting discussed how to make your E-commerce site more profitable (and better for your visitor).
Ayat pointed out that Invesp has increased the conversion rate from an average of 2% (for most sites) to 14.56% for their clients.
Here are some key points from the webinar. A more detailed report can be found on the Elastic Path Recap and the webinar itself should be up on the Elastic Path site soon (perhaps next week).
Your E-commerce site should be:
Each page (and especially the home page):
- Needs to have the value proposition stated clearly. Everything on the page should support that objective/intention.
- Should reassure the visitor that he/she is on the right page and site. That seems obvious, until you realize that people don’t always enter your site through the front door/home page and that if someone finds you by “Googling” a specific product (e.g. “cheap mobile phones”, the related page should put the “cheap mobile phones” in the fore-font, so the visitor doesn’t get confused, not find what they want immediately, and decide leave the site empty-handed.
- Have sticky copy (potentially exciting, inviting copy and product information) so people will stay at the site around longer, which increases their likelihood of purchasing.
- Deal with FUDs (client’s “Fear Uncertainty and Doubts”) – e.g. free shipping or easy return policy alleviates fears for some.
- Speak to individuals rather than masses – address each and every temperament (an impulsive personality might be excited by sales and discounts, an apprehensive personality needs reassurances, a logical person might want something like preview of upcoming trends (e.g. spring fashion preview).
- Make experience as easy as possible for purchase (“add to cart” button near product, on each page/view). (Put yourself in the visitors shoes, go through site from their point of view)
And now, a tangent: Ayat mentioned that there has been an evolution in websites since their inception. She was talking about E-commerce sites specifically, but it got me thinking… When people ask me about the difference between Web 2.0 and its predecessor(s), I try to explain that many things on the net, especially websites, used to be one-sided and stagnant and now there is now a conversation happening. With regards to websites, they have become more interactive and/or are blogs, and they invite discussion and participation. Online dialogue, while not invented in the past year or two, has certainly become the Modus Operandi. This is how I remember it: when websites were in their early stages, being a business with a site was just icing on the cake. People weren’t really “doing” anything with your site, but having one made you seem “cutting-edge” and often gave people a bit more information about you/your company. The internet was new and cool, and as slow as it was exhilarating.
Then it became more commonplace to have a website, but it was still a stagnant device, though there were added features. You had a website to prove you really existed, and more often than not, used it to help reinforce your brand. (Years ago, in 2004, I wrote a piece about the purpose of a website. It now reads like an archive from the past found in a message bottle… it’s here: necessity-of-a-website (2004).jpg for amusement purposes.)
But today a website doesn’t merely reinforce your presence – it is absolutely essential (sure, there are exceptions to this, but it seems rare). Having a site is almost as critical and commonplace as having a phone number. And it’s more than just “being there” – it’s about talking with people and using a personal, human voice. And adding value.
There is much more to be said on the subject of website progression (much, much more), but suffice it to say:
We’ve come a long way, baby…