Nowadays, besides having a physical store, it is almost unthinkable not to have an online store. Webshops are a good option to appeal to the online shoppers. But having a webshop itself is not enough. You want to set up the webshop in such a way that your customers like to order there. How can you best do that, you ask? We are happy to explain that in this blog.
Provide easy navigation
If there is one thing that is annoying about shopping online, it is not being able to find what you are looking for. An unclear navigation can cause visitors to drop out more quickly. Therefore, ensure clarity in the navigation bar. By working with categories, the visitor immediately knows what can be found in the webshop and you can distribute the range more easily. We can best describe these categories as main categories. Under these main categories are the subcategories. Without subcategories, it can get messy and unclear where to find certain products. For example, a main category could be ‘Bakeware’ with subcategories including ‘Cake’, ‘Cupcakes and muffins’ and ‘Springforms’. Make sure that there are several products per subcategory, otherwise the subcategory does not make much sense.
Also make it clear where your customer can contact you with questions. Always make sure that your webshop has a contact page with information on how to reach you. This can be a contact form, an e-mail address and a telephone number. You can also help your customer by answering the most frequently asked questions.
Provide a logical structure
Not only simple navigation contributes to a good conversion, the structure of the webshop is also important. A logical structure, for example, is to see which products are the first to show. But the order of the categories is also important to determine. If you have a product you want to sell the most or a category that the shop is mainly selling, then that product or category should be at the top. It is also smart to highlight this product or category on the homepage. Keep in mind that the products that are above the fold of the shop get more attention than those below the fold.
Show good product photos
The first thing the visitor will see on your webshop are the photos of the products. Therefore, make sure that the first photo that the visitor will see is of high quality. For consistency and a calm page, it is useful to photograph each product in the same way. A white background always works well. Request photos of specific products from us or take your own high-quality photos of the product. It is not only about the front of the product, but make sure to also show other angles. In this way the customer gets the best possible picture of the product. Does a products appearance change over time? Then request the new product photos or take new qualitative photos yourself.
Sometimes a video of a product is of added value. This can be as simple as putting the product on a rotating plate, but it can also be a video about how to use the product. This immediately gives your customer a better picture of the product and what they can use it for.
Keep an eye out for changes
In addition to replacing product photos in the event of changes, it is also wise to change new logos. Keep an eye on the newsletters and social media of your suppliers and brands to stay informed of changes. In case of changes to packaging and logos, request the new visual material and show it on your webshop. You can of course also devote a small news article to it so that your customers are also aware of the change.
Provide sufficient product information
When viewing the product, the customer wants to immediately see what the product is and what they can do with it. That is why it is important to show a product description that is as complete as possible. But do take the customer into account. The customer does not want to dig through long texts to find product information. Therefore, make a short and a longer product description. The short product description contains the most important information and can, for example, appear in bullet points to the right of the product. The long product description can be below the product. But don't go crazy with 600 words here either, keep it clear.
Never use the exact same text as the supplier, but make it your own. You can appeal to your customers much better with your own texts. Moreover, unique texts are better for Google and therefore your SEO. You can work with keywords to improve your SEO a bit. The best keywords are often the most searched for terms in Google. Include these keywords in the text so that (potential) customers can better find your shop.
In addition, be clear about prices, stock and delivery. The fewer questions a customer has, the more likely he will be to buy.
Ask your customers for reviews
Displaying reviews can help your customer decide whether or not to buy the product. Offline, word of mouth often works well. That's because people hear a positive experience from somebody, making them more likely to buy that product as well. That is also how it works with online reviews.
But how do you get your first reviews? Make sure it is possible to leave reviews on your webshop. Then you can encourage your customers to write reviews. For example, always send an automated email one week after delivery in which you ask for the customer's experience and whether the customer would like to leave a review. It is important to verify the reviews in advance whether they really add value. A two-word review is not enough for a customer to see its value. Ask open questions that the customers can answer. This is how you create qualitative reviews.
You can also put a reward against writing reviews by, for example, giving a discount on the next purchase. This way you stimulate writing reviews even more.
Show recommended and alternative products
Chances are, if you sell bakery products, you probably sell more than one brand in your webshop. It could therefore be that you have baking pans of several brands. If a customer is looking for a square baking pan, you can show the other brands as recommended products on the product page. But you can also show alternative products that match the product, such as a baking spray. This way, your customer is immediately provided with a handy tool during baking.
Take advantage of discounts
People love a discount, so take advantage of that every now and then. For example, create a category with all discounted products. Many people are interested in that and will probably take a look. In addition, you can highlight products that may be less successful. With such a discount category you keep your visitor a bit longer on your site and motivate them to perhaps add something to their cart.
We also use this on our webshop. You can also pass on the offers on our site to your customers.
Make use of filters
Filters help your customers find the right products. These filters are often based on certain product characteristics, but also consider a specific diet or seasons and holidays. Filters can ensure that certain doubts or ambiguities are removed. Moreover, customer are more likely to buy something from your webshop instead of from the competitor.