No matter what your site’s conversions looks like, the main purpose your site exists is to convert. In fact, you are not really interested in a great looking site. You want it to have a high conversion; however, you may not be aware that what you do to make your site attractive can lower your conversions as well.
You want to design it in such a way that customers get a great browsing experience. You want to impress users when they get to your home page or at least hear them say “What a nice site”.
We are aware that people do not like hard-selling, but they are fond of buying. So, most sites present themselves like the usual department store. They are neat and orderly. Up front are popular brands and saleable items. In case you need help, you can contact customer service via the chat box.
This system works efficiently for companies that have inventories similar to department stores like Amazon and other large online retailers. However, this may not suit you.
Only a number of businesses supply products in 3-digit numbers. Most of them present a major product/service that has a few additional options. In reality, small-scale businesses should aim to limit the products they offer.
Instead of being a browsing experience, the website of most businesses should serve as a complete sales presentation from beginning to end.
The probability that customers will buy a single product from large online retailers is very low. The probability that customers will buy 1 out of 1000 products is a lot higher. Such retailers can afford to present a nice window-shopping atmosphere since they are not bent on selling a single item.
This is not the case when it comes to your business. Since you are trying to sell a small range of products/services, you cannot afford window shopping.
When users reach your site, they should go throughout a well premeditated sales process from beginning to end. Therefore, your website should be designed to make conversion-minded navigation a lot easier.
You don’t just like customers to feel good when they leave your site. You want them to order a product/service before they leave.