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Latest posts | E-commerce Web Tips - The future of the web

Web site design best practice

This page is about looking at the following points:

  • Is there a correct way in designing a web site?
  • What are the benefits of having a web site?
  • The importance of having clear marketing messages
  • How to improve visitor conversion
  • Is there a correct way to design a web site?

There isn’t a single correct way of laying out a web site, but there is such a thing as ease of use or good usability. At Attica, we believe a web site should have:

  • Clear marketing messages
  • Clarity about what products or services you are selling
  • Navigation that represents your products or services
  • Logically grouped products or services in categories
  • A very simple search facility
  • A special offers or deals page for your offers
  • Clear branding with your company logo or colours
  • Clear calls to action on each web page
  • Pages at a fixed length
  • Images cropped to the right size so they load quickly

In conclusion, a web site should represent your brand, be easy to use, let people know exactly what your products and services are, use simple navigation and make it relevant to your products or services, and be clear in what you want the web visitor to do.

What are the benefits of having a web site?

The benefits of having a good designed web site are:

  • Increase in sales
  • Brand awareness
  • Helps to streamline your sales and logistics processes
  • Excellent way of finding your target market
  • Excellent way of gathering data about your customers
  • Make money whilst you sleep

These are just some of the main points, but also a good web site, if marketed properly, can cost a similar amount as a good sales team member, but your returns will be a lot greater.

And at Attica, we believe a web site should always serve a purpose, whether that’s increasing sales or being used as a data gatherer.

Sometimes a web site can lead you to invest more in your business, such as logistics. If your business involves delivering to people’s homes, the increasing business from your web site could make you think about how you link your database to the web site database, with positive implications on stock control and delivery. In conclusion, having a web site forces you think about how will you deal with an expected increase in sales.

The Importance of having clear marketing messages

Having clear and consistent marketing messages throughout your web site is important, otherwise you can confuse the customer in what you are trying to sell or promote.
Your offline and online marketing messages should be the same, because this keeps the consistency and also adds extra customer confidence to your brand.

If you want to keep your offline marketing messages different form your online marketing messages, you can do this by creating an online splash page. A splash page can replicate the offline advert, without affecting any online marketing messages. Your offline advert will have the web address of your splash page.

How to improve visitor conversion

This goes back to your web site design, layout and call to action. Each web site page needs to be focused on the product / services you are trying to sell or promote, and having clear call to action and simple checkout systems.

By having a good logical path from the point of sale to purchasing the item will help to increase your conversion. Ideally, it would be nice to have a two step check out system that enables a web site visitor to click on a product and enter credit card details to purchase. To many sites get involved with lengthy registration processes or reviews, ie the whole thing starts getting cluttered. By keeping your check out system focused and simple will help in site conversion.

There is a need to collect personal data on checkout, but by keeping it relevant - Name, Address, Contact number and email is enough information for the customer to enter to purchase the product. You can then email them the site survey or ask them for a product review.

A call to action is asking the customer to do something, either make a purchase or sign up to a news letter, and making it clear what you want the customer to do. For example you can have a special offers page and the only thing you want the web site visitor to do is to make a purchase or sign up to receive special offers via email.
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