Have you ever visited a new store, only to wonder aimlessly around trying to find the item you need contained somewhere within the aisles? This is a frustrating experience to say the least. You know what you need is there, but must walk up and down several aisles and browse shelf after shelf to find it. How nice it is when a friendly customer service member offers assistance!
If you've got an ecommerce store of any kind, you have the power to roll out the welcome mat for your customers. In turn, you will be rewarded with higher conversion rates. It makes perfect sense when you think about this fact. Shoppers at the local convenience store hesitate to leave empty handed when store employees are there to help them leave with what they came for. Ecommerce consumers have no one watching over them, and therefore have no reason to stick around if they don't find their item right away.
Customers who find what they need without having to click through page after page are happy customers who complete the checkout process. Happy customers are repeat customers. Your job is to ensure that the web traffic that comes to your site doesn't immediately bounce due to lack of direction. Organizing the content on your site can streamline the shopping process and keep customers coming back for more. Here's how you do it.
Offer the right information at the right time
Customers need to know where they are, who you are, and what you can do for them. The way you help them feel comfortable on your site is by keeping content relevant on each page. Overloading your storefront with several add on products can give the impression of selling the customer on something they don't really need. They will bounce.
Don't be a salesman
Your customers have done research in order to find you. That means they believe you have what they need. Don't lead them down a path of information that they don't really need to know in order to want your product. Remember, they already want it, need it, gotta have it. Show them the way to their product as quickly as possible. If an eshopper doesn't feel that every click takes them closer to what they want, they'll get annoyed and bounce.
Don't leave them to wander
Remember the frustrating scenario of wandering around a brick and mortar store? Don't make this mistake in ecommerce; it may cost you dearly. Think ahead of the customer, and offer them an easy to follow path through your site by adding easy to see signs. A search function that is accessible from any page is a great way to make sure a customer never feels lost. And here's a marketing tip for you: If you ask a question, they will answer. How about a search function that asks "Feeling Lost?". This will catch there attention and show them where to click for help.
With all the work that goes into writing articles and blogs to increase web traffic, all the contacts with vendors, manufacturers and shipping companies; it's the wise thing to do to make sure that it pays off by making your site as user friendly as possible. Online shoppers are finicky enough as it is, you don't need to encourage them with a confusing site. Roll out the welcome mat and profits will soar.

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