Designing and organizing a website aren’t easy tasks. There’s more involved than perfecting the aesthetics and putting your best-selling products on your homepage. For a website to effectively serve your market, it’s got to be organized from top to bottom. An organized website is cohesive from page to page. Navigation is consistent and smooth, and every aspect of the site is relevant and makes sense to your target market.
A website with highly organized content has the power to guide visitors toward making a purchase. It also has the power to quickly give visitors information they need to make important decisions related to doing business with you.
Here’s what else a highly organized website can do for your business:
Minimize refunds and returns
People return products for a variety of reasons, one being that it wasn’t what they expected. Online, it’s more difficult to explain a product to visitors when it’s not something simple like socks or coffee mugs.
As an online business, you have a duty to go above and beyond to make sure your customers know what they’re ordering.
Nobody wants to return an item through the mail, but people do all the time. According to statistics, at least 30% of all products ordered online are returned while only 8.89% of in-person purchases are returned.
An organized website presents a clear and accurate picture of what the product is and who it’s for. This is why people use video product demonstrations. When a visitor sees the product in action, it’s easier for them to assess if the product is for them.
Decrease customer support requests
When customers can easily find answers to their questions on your website, you’ll receive fewer support requests via email and phone. This will free up your support team to handle the larger, more pressing support requests.
Even if you don’t sell products directly from your website, you should consider providing a self-service portal for your visitors. As Acceo explains, a self-service portal “allows customers to browse through all the relevant information and perform account-related operations online. Moreover, by providing anytime access to a knowledge base and document sharing, you can reduce the number of customer support related questions.”
Here are three tips to achieve the results mentioned above:
- Craft the right product descriptions
Although it’s called a “product description,” the right words will do more than describe your product. A product description needs to convince visitors to buy the product, not just make them see how great it is.
For example, let’s say you run a mail order smokehouse like Omaha Steaks and you’ve got pork ribs on the menu. To describe the product, you could say:
Full rack of pork ribs smothered in our famous house BBQ sauce.
Even if that description is accurate, it won’t capture anyone’s attention. People will order your ribs if that’s their usual go-to; you might get a few people willing to try it out, but it won’t actively influence a purchase. However, the following description will:
Slow-smoked, fall-off-the-bone, melt-in-your-mouth pork ribs smothered in our award-winning BBQ sauce, handmade from scratch.
The second description provides a sensory experience people will almost taste before they place an order. This type of description will influence their purchase and their experience of the food. They’ll also be more likely to use the same words – like melt-in-your-mouth – to describe the ribs to their friends.
What descriptions will actively influence your customers to make a purchase?
If you’ve never written persuasively, here’s a detailed guide to writing product descriptions from the folks at Kissmetrics to help you get started.
- Design your website as if visitors don’t know who you are
No matter how famous you get, there will always be people who visit your website and don’t know who you are.
For instance, although he’s a well-known author, James Patterson’s website is a little confusing for those who are unfamiliar with his quirky personality. The pictures of him in a pirate outfit (among others) only make sense to his existing fans.
Make sure the elements on your website make sense to people who don’t know you. This is part of creating a cohesive structure.
- Eliminate everything that doesn’t sell your product
Any website elements that don’t contribute to generating leads or closing a sale should be removed, unless there’s a good reason. This applies to every page. For instance, avoid using stock images just because your website’s theme came with a blank space for a photo. All content should be intentionally created and placed.