How to Improve Customer Experience on Your Online Store

In this video, I give feedback for an online store selling one beauty product: www.armcloud.com.au

The owner of www.armcloud.com.au wants to make sure their site appears fully to their entire target market - they want to get individuals to purchase, as well as beauty salons and potential suppliers to stock the product.

If you are an eCommerce business owner, here's 4 easy ways to make your potential buyers purchase:

1. Make Sure Your Call to Action is Clear

You need one MAIN call to action on each page. That ‘primary call to action’ should be ridiculously clear! It needs to stick out like a sore thumb and you need to repeat your call to action again and again on each page.

For instance, www.armcloud.com.au should use the primary call to action ‘buy now’ on their homepage. This should be repeated several times, at different stages, throughout the scroll. The primary call to action should be a big button across your hero image. Arm Cloud can use ‘learn more’ as an onramp, and display this action as an smaller button, below the primary call to action ‘buy now.’

2. Test New Headlines Often

When creating a new headline on the homepage of your website, you must not rush the process! Take time to create a sentence that is compelling and engaging. Have a look through reviews and try and pick out the main benefits of your product. Be specific, clear and spend time creating a list of headlines before you use one. Ask for feedback - what do people think about your headline? Does it compel them to read on? Are they engaged and ready to click?

3. Showcase Incredible Testimonials

Testimonials should be displayed on your homepage - and it’s really a case of the more, the merrier! Make sure you are constantly asking for reviews of your site and products and then once you have the reviews, make them bold, obvious and frequently paste them across your site. When customers come to your site and see proof that your product works and your site is trustworthy, they are ready to buy.

4. Display Product Benefits and Information

Good product pages are essential. The product page for Arm Cloud needs work. Firstly, make sure you are clear when an item is or is not out of stock. If an item is out of stock, make a clear note of when it’s back in stock or when it’s likely to become available. If you don’t have this information to hand, collect email addresses of those interested so you can notify them when the product is back in stock.

Make sure you have a product page, with a great product description, various images of the product, as well as a section for FAQ’s. Think of any questions that you would have as a client buying your product ‘what colours are available?’ ‘do you do international shipping? ‘What happens if I get nail varnish on the product?’ ‘Is it easy to clean?’ All of these questions need to be clear, with brilliant answers, on your product page.

In terms of making the information engaging for your target audience - make sure you are clear that international shipping is available and make it super clear that you do wholesale accounts - put these things in a huge banner on the homepage and product pages.

Don’t forget, your product page must display a brilliant guarantee - something along the lines of ‘if you don’t like it, get your money back!’