With only nine seconds available, how will you make an impression on your customers? If you can’t answer then look no further than our 10 ways to attract.
The average attention span today is nine seconds. Just nine seconds. That means that you have just nine seconds to convince a customer to stay on your site because you are worth the attention.
This is rightly a challenging aim for many companies to deal with, so we’ve put together some simple ways you can achieve it. From the user interface to the type of advertising you use, everything about your eCommerce site can be used to keep customer concentration.
So, to make sure that you not only stand apart from the crowd, but that you reflect your company ethos, we’ve highlighted the top ten methods for you.
You have nine seconds to make an impact so it has to be a big one. It has to sell them exactly what they want, it has to provide the answers they were looking for, even the answers to questions they didn’t know they had. You can alter the theme to simply reflect the season and give your customers something fun to look at, or you can make it sell for you, by promoting the latest stock addition or sales items. Either way, make it stand out, make it grab their attention, and make it enjoyable.
Content is your most valuable asset next to your skin. You have to be clear from the moment the customer enters your site that you are going to able to give them what they were looking for, but in a new and engaging way. By combining you content with the display options on the home page, you can make it work to your advantage, but remember to go for simple, concise descriptions too – a lengthy description is certain to have them looking at a competitor.
3) Social Embeds
You want your users to know that you are there for them no matter which online avenue they prefer to use. How they choose to shop and research can vary massively, so having your social media icons visible as soon as they hit the page encourages them to interact and engage with you, keeping them either on your site or your networks.
4) Site Search
If you use the search function of your site in the right way, it will keep customers on your site and keep them coming back. The key to success with this is simplicity; people have become so accustomed to the ease of Google and Ebay, that if people can’t understand your search system when they go to look for what they need, they will undoubtedly go elsewhere. However, another great way of boosting your search efficiency in the eyes of the consumer is to add the intelligence functionality; the customer will find their item faster, while you get the opportunity to present specific advertising opportunities.
Provided that your CMS has the capability, there are plenty of opportunities to speak directly to the user. The most obvious is to use the theme, as I mentioned earlier, but not enough companies utilise their CMS to their full extent by including search-specific advertising in the search results bar, or in the ‘hover’ of a category. These are all important tools which you can easily combine with effective imagery to keep your customer’s attention firmly on you.
6) Navigation and UI
The layout and ease of navigation are crucial to keeping a customer’s attention; a user will usually make a split-second decision about how it is easy to navigate a site, so something as simple as a recognisable menu bar can vastly improve your retention rate. The layout of the homepage should be simple so as not to take away from all the hard work you’ve just put into the skin and promotional work, but if you mix and match ‘Best Sellers’ or ‘New In’, it keeps the intrigue of the site. Another, often overlooked, tool which can be used to aid navigation, is compare functionality. The addition of this to any eCommerce page is to enhance the user experience, but it can easily be used to your own advantage; for example, with our solution, when a customer hits the ‘Add to my compare list’, the user is physically shown that product moving on the page to where they can view their comparison, simplifying the process for the user, but also making navigation obvious to that user.
You may have got your theme, layout and content down to a fine art, but it means nothing if you don’t update it regularly. You may have grabbed the customer’s attention the first time, but if they come back in future and nothing has changed, what kind of a message is that sending to them? It shows you to be ‘behind the times’ and gives the impression that you don’t care about managing your site on a regular basis. Plus, it will make them less likely to want to contact you if they think you’re not online 24/7. Be sure to update these elements of your site regularly to avoid such issues.
Language capabilities are becoming more and more of a factor as our economy becomes ever more global and your audience ever larger. You can’t afford to let anything restrict you, so a multi-lingual/multi-currency function is crucial. However, this means that you have to think about other aspects of your website, like mobile compatibility; if a website is converted from English into Chinese, there will obviously be a lot of changes to the layout of text and the amount of space it fills. Not only do you have to ensure that this converts easily on a standard screen with no errors in layout, but also means you must think about mobile users more carefully.
Having reviews about your products and services from other users/buyers is a huge benefit to the consumer. Not only does it give them the message that you are transparent as a company, but it means that the buyer is more informed about what they are buying into. Far more people would rather listen to consumers than advertising material, so use this to your advantage and show the consumer that you understand this.
10) Simplified Cart
If you can keep the customer through to this point, there is one final area where you could lose them, and that comes down to the cart abandonment. The trick here is to make your payment page as slick as possible; this can be done in a variety of ways, but the most obvious is by reducing the amount of information people need to give. On first glance, they know they have fewer fields to complete and so you keep their attention for longer, but it also gives the lasting impression that you are a simple, straight-talking company to deal with, and the experience you leave with them is one of enjoyment.
If you'd like to find out how you can make these 10 things a reality, why not take a few minutes to view our Omnia eCommerce solution page.