Sellercast: Design Your E-commerce Website for Increased Conversion

On August 27th, 2019 our Marketing Director, Andrew Maff, and Marketing Operations Manager, Dana Dench sat down to talk about the best design practices to set up a website that is optimized for conversion.



Andrew Maff:  What's up? It's episode number 42 of the Sellers Cast. I'm Andrew Maffetone and today I am joined by Dana Dench, our marketing operations manager. Today we are talking about designing your eCommerce website for increased conversions.

So here's what we're doing. Dana-

Dana  Dench:  Hey how's it going?

Andrew Maff:... is our now an operations team here at Seller's Choice, but she once was running our design department. So she is the queen of website design.

Dana  Dench:  Insert crown here.

Andrew Maff:  So I've decided to bring in Dana today to talk to us a little bit about the benefits and the different ways that you can set up a website and design it. Go find a developer or deal with that somewhere else, and set it up so that it's increased for conversion. There's some simplicity to it and things like that. So I'll let you kick it off.

Dana  Dench:  Yeah, so a lot of checklist items to make sure that we're going over today. The main one that you should definitely worry about is a clear call to action. The first thing you want to do on your website is have the first banner be whatever product that you're trying to get in front of your consumer. So if you're trying to sell, let's say a new hat that you put on your website, put that call to action to go directly to the product page. So a clear call to action is definitely the number one.

Andrew Maff:  I'm going to say simplified search functions. It's not necessarily true for everyone. If you have one or two, maybe three products, yeah, I get it. Not that important, but if you have a larger product line, you're definitely going to want to make sure your search functionability is perfect. My favorite thing to say, I said it on Sellers Cast before, I'll say it again, the average consumer is not stupid, but they are lazy. So they're not going to go searching for stuff. They're not going to click through categories and filters and then if it loads slow, they're going to get bored and they might as well just go straight to a search and start to type something in.

So there's a ton of really high end search options out there with different apps and plugins where you can actually say, okay, a lot of people are searching this and nothing is showing up, so now show this. There's a lot of those different ones out there. And of course I'm drawing a blank on the one that I usually use right now. So sorry. I'm not going to get to plug you guys today, but that was definitely something I would use as on saying that that's high on my list.

Dana  Dench:  Yeah, definitely. I think making sure that you're tagging your products correctly is super important. That goes into the whole search function. Between the tags, the description and the title, everything, that should definitely be clear in the way that you said at your website.

Another checklist item would probably be creating a section underneath the product on the product page that has other options for a consumer to choose. So let's say you're on a product page and it's not exactly what you're looking for, but on the bottom there could be other options that you might be interested in. So having that down there is just another way to up sell that possible person to possible buyer on your website. So definitely having some kind of section to upsell, that would definitely help someone click the add to cart button.

Andrew Maff:  Another one that we learned the hard way a couple of years ago was having a really cool website with a lot of great features and hover effects and stuff swiping in and video and all this cool stuff... yeah I get it. That's a cool idea and it really helps you stand out a little bit but it slows your website down so much. So we always aim for wild simplicity. Don't go above and beyond and try to do all this crazy stuff on your site. Your is going to have a better experience if they actually can just get on your site, figure out what they want and get out. There's no need to have every products fly in and it's not-

Dana  Dench:  Forget the bells and whistles. Focus on the product.

Andrew Maff:  It's not a MySpace page. You just want it to be simple. And of course that also carries into, that speeds up your site that speeds up your conversion rate, that improves your bounce rate, that improves your SEO rankings for a lot of stuff. There's so much tied to not having so much complicated stuff on your website.

Dana  Dench:  Yeah. And not to mention like also reducing the amount of clicks that it takes for someone to add something to the cart. So in addition to all of these fun facts, making sure that you start from your home page to then being able to go right to a product page, that's super important. So the least amount of clicks, the better.

Andrew Maff:  Another one I thought of having accounts. So a lot of sellers never really think about this. They always set up an account or they set up a website and then they just kind of go and they go, okay, and that's it. And no one comes back to shop. And that's not always true. A lot of people want to see what they've ordered in the past or maybe they need to pull an invoice or some other reason for that.

So what we always suggest is to go through the entire process, not only of landing on the homepage to check out, but also think about a different situation that the consumer may be in. So maybe they're shopping on their phone but hate using their phone or can't at the time for whatever reason. So they want to create an account so that they can save their cart and purchase later. Or maybe they want a simple reorder option. So now they want to go back to see what they ordered in the past or they want to check in on an order. They may not, they may hate emails and delete all their emails. So now they've got to go back to the site to check. There's so many situations where having a well-kept account option can really help increase a lot of returning customers.

Dana  Dench:  Yeah. Especially if your product is very specific. If there's like a certain shade that's is like something that they would want to go on a repurchase. They don't want to have to check the bottle to see what shade they need to repurchase. If it's in the account and they can click on a button and make it easy, so much easier that way.

Mobile view. Always design your website first in mobile because mobile traffic is the most important. It's probably the most visited website are mobile websites, right?

Andrew Maff:  Yeah, so most. It flipped, I think it's two years ago, where now most shoppers either shop or start their shopping experience on mobile and then finish it on desktop so they typically they start on mobile. So we always have this motto here of you design mobile first and then do desktop.

Dana  Dench:  Yes, definitely. Especially because like Andrew said, people start on mobile. So if the mobile site doesn't really look good and it's not functioning the way that it should, then people might not go with desktop and convert. So make sure that you start with mobile. It's very important.

Andrew Maff:  Yeah, that feels like it's plenty for this round. We always love keeping these short and sweet. So per as usual, please make sure you comment below. Let us know if you have any questions or let us know if there's a topic you want us to cover. Of course, please subscribe and I think this may be a podcast soon, so subscribe to this if you're listening to this somewhere magical. I don't know where it's going to be, but we will see you all next week. Thanks again and have a good one.

Dana  Dench:  Bye.e-commerce tech stack ebook




Gain access to our exclusive list of top rated events for e-commerce sellers


Get E-Commerce News Right To Your FB Inbox!