Dan Radak, WED | A lot of people believe that the successfulness of one’s eCommerce website depends exclusively on their ability to offer lower prices than their competitors. Still, if that was the case, then the offer that’s lower by one cent would always win, which is not necessarily the case. So, this means that various other properties of the e-store in question might have a role to play when it comes to this. First of all, you have to boost your responsiveness, seeing as how it is certainly damaging your visit duration. Aside from this, you might want to take a closer look at your visuals. With this in mind, here are five ways you can give your eCommerce website a visual boost.
Giving hierarchy to elements
The first thing you can do with some strong visuals is to assign your website a sense of hierarchy. For instance, the left side tends to be more predominant, which is why most of the online audience spends more time looking at the left side of the screen than the right one. Therefore, this might be a perfect spot for you to display the things you want your audience to notice first. Moreover, people tend to give priority to larger elements and images, which is another great way to give some elements advantage over others.
Images for categories
When looking for a particularly troublesome item, a lot of people can’t actually verbalize what they’re looking for. On the other hand, it’s quite easy for them to associate similar items. For instance, if you were in the appliance business and decided to categorize items, you could use an image of a refrigerator or a stove instead of naming the category ‘kitchen appliances’. Since the human mind processes visuals 60,000 times faster than text, this will make it easier for your audience to navigate through your website, thus raising your user-friendliness through the roof.
When displaying items within these categories, you need to keep in mind that this photograph might be the most compelling reason for a person to make the purchase. After all, in the traditional store, they would be able to examine the item from all sides, yet, on an eCommerce website, all they can do is read features and reviews, as well as examine photos. This is where hiring services of someone skilled in eCommerce photography might come in quite handy. Various methods of depersonalizing products (like ghost mannequin for clothes or headshot for jewelry) can help people get a higher level of immersion, thus making them more likely to buy.
In a situation where you’re trying to impress your audience with a certain statistic or at least aim to make your giveaway more impressive, you might want to present these numbers in a visual form. For instance, one-quarter of a discount seems more impressive on a pie-chart, while a giveaway of 1,000 items may seem more impressive if you were to show all of these items in one place at the start of the giveaway. All in all, instead of relying on the imagination of your customers, you can help them out a bit.
CTA button visuals
Finally, you need to understand that even elements like the CTA (call-to-action) button heavily depend on visuals. The very color of this button (red vs. green) can impact the efficiency of the button (its click-through-rate) by 21 percent. Aside from this, the position of the button in question and its size are also quite important, yet, this is something we’ve discussed in the first section of this post.
The best thing about giving your website a visual boost lies in the fact that it doesn’t require you to deviate from your path by much. After all, you probably intended to upload photographs from the very start, so why not get a professional to do so? You probably intended to organize your items in categories, so why not look for a more visual way to do so? All in all, by following these simple principles, you can get a major boost for a minimal effort investment (a truly great ROI).
Dan Radak is a marketing professional with eleven years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and regular contributor to Technivorz.