Delegate, Focus, and GROW Your Business

How to Keep Customers On Your Site & Ready to Buy

E-commerce. Shopping cart with cardboard boxes on laptop.According to Forrester Research, 60 percent of all U.S. retail sales will involve the Internet in some way by the year 2017. Throwing together a web page to build a brand may have worked decades ago—but today, sites need to be carefully constructed and designed to keep customers’ attention. Additionally, Margin Media reported 48 percent of users say if they land on a business website that isn’t working well on mobile, they assume the business doesn’t care.

Make sure your brand is well-represented with a clean, responsive website. Start with a solid design strategy including intuitive, accessible design to not just meet, but exceed your customers’ expectations.

Make It Accessible

Designing only for a laptop or desktop in mind could alienate your most popular online shopping market. Internet Retailer reported that mobile devices are now the primary ways consumers shop online. Ensure that anyone who stops by your website gets the information they need and can easily shop no matter what device or browser they’re using.

Instead of creating a separate site, opt for an adaptive design that can detect what type of device someone is using and adjust accordingly.

Amazon is one company that embraces adaptive design to cater to its online customers. Users can either download the company’s branded app or access the full site on their mobile device with ease.

Make It Clean and Intuitive

A website needs a simple interface and navigation to keep customers ready to buy. Offer a clean layout that allows the audience to find what they need quickly, while making your most popular content, products, or services stand out.

Apple Rubber’s website is a good example of a creative layout that anticipates customers’ needs, using simple navigation and easy-to-find tools.

Build an Emotional Connection

Give your customers a reason to connect with your business. Use powerful images of your product to appeal to the emotional side of the brain. A few carefully selected bold graphics paired with your logo can also help give your brand an emotional component, and offer something for your customers to remember.

Additionally, don’t underestimate the power of your blog. Speak directly to your target audience and give them advice on how to solve their problems and pain points. Offer them insight peppered with a little humor to build not only a connection, but also credibility and trust.

Create Brand Consistency

Your marketing and design plan should always point to your brand consistency. Use the same logos and color schemes on your website that you employ with your marketing materials. The idea is that you want your customers to instantly recognize your brand whether they’re on your website, social media channels, or in your brick and mortar shop.

Naked Pizza plays on its coy name and infuses light sarcasm on its website and throughout social media. It offers all-natural ingredients and style without compromising on taste, and their marketing strategy is clean and simple with powerful copy such as their Superbiotic Pizza “fighting guilt and defeating hunger in a single bound.” Their customers know they’re getting a good quality pizza from a company with a sense of humor that seems to care about making an emotional connection with its audience.

Posted on April 15th, 2015 by Rachel Braam, Office Manager

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