COVID-19 has been a huge struggle for businesses across the world. But as countries now begin to emerge from the worst of the pandemic, and companies acclimatize to the new normal, many organisations are looking for opportunities to strengthen their finances again.
And for a large number, the opportunities present themselves in the form of their website. Online shopping has become more vital in the post-COVID-19 world. So here we take a look at some of the ways in which businesses can improve their websites in order to enjoy a post-COVID sales boost.
#1 Increase page loading speed
Every e-commerce business that wants a post-COVID-19 sales boost needs to understand analytics and the key metrics involved. For example, one of the best ways to get more from your site is to reduce the Bounce Rate – the number of visitors who land on a page of your site but then exit the site without clicking to any further pages.
Some aspects of improving bounce rate are very complex and require months of dedicated work and the careful updating of your site by experts. Thankfully, though, others are much simpler. One of the most effective ways to reduce your bounce rate is by increasing page loading speed. The speed at which a page loads can have a surprising effect on bounce rate – if your page takes longer than three or four seconds to load, you will be losing out on potential customers.
You can reduce page loading speed by reducing the size of the image files used on your pages or by switching your hosting provider to one with more bandwidth.
#2 Uncover vulnerabilities across your website
Trust is an undeniably vital aspect of shopping online. Customers need to be able to feel that they can trust your website if they are going to buy from you. Building trust is hard, but losing trust is extremely easy – just think about the reputational damage that businesses suffer when they are hacked and lose their customers’ personal details.
The solution here is to take steps to minimize the risk of your site being breached by cybercriminals. One of the crucial things that all businesses need to do is to ensure that their website undergoes penetration testing. During penetration testing, cybersecurity professionals examine your site to establish if there are any vulnerabilities that could be exploited by cybercriminals.
These vulnerabilities are then reported back to the business, which can take steps to fix the problem. For the best possible results, businesses should ensure that they are working with a company with CREST penetration testing certification.
#3 Utilize video content
If you are selling products remember that customers love to get a good look at what you have to offer, and the best ways to do this are by adding multiple images of the product from a range of angles, but also by offering video content that showcases the product.
The idea here is to provide customers with an experience closer to shopping in a physical store, where they would be able to look at a product from every angle.
#4 Test your call-to-action buttons
Call-to-action (CTA) buttons are some of the most important features of your website – but they are also unfortunately overlooked. The first thing to note is that many websites have always had the same text in their CTA buttons without thinking about the range of possibilities available to them – typically this might say something like ‘Click Here’.
In fact, it can be more valuable to have descriptive text on your buttons so that users understand what they are likely to find on the next page. For example, buttons with the text ‘Learn More’ or ‘Get a Quote’ can be very effective, depending on what you want the customer to do on the page that they are clicking onto. But the text is only part of the issue. It is all about ensuring that the customer has the right expectations for the next page they are clicking onto.
You can also change the color of your CTA buttons. Some businesses assume that it is best to have buttons in keeping with the color scheme of the rest of the site, but actually it may be best to have buttons that stand out, even if it is not as aesthetically pleasing, as this can yield better results. There is no one-size-fits-all solution to CTA buttons, so the important thing to do is test different combinations to find out which buttons are most effective for your site.
#5 Smarten up your written content
Written content still plays a huge part in pushing sales on your website. If you have never refreshed or updated content that has been on your site for a long time, now could be a great time to try out something new. It’s a good idea to focus on content that is succinct and easy to read.
Of course, the page can be filled with plenty of content, but the top should have easily digestible pieces of text – this could be in the form of bullet points or very short paragraphs.
#6 Change your product focus
We must, of course, recognize that COVID-19 has made a huge difference to the world, and what customers are looking for. It would make sense, then, that businesses cannot rely on the product focus that they were utilizing before the pandemic. Now is the time to look closely at what you are offering on your site to establish whether it is still relevant and useful post-COVID-19.
It may be the case that you could be offering something very different that might actually be much more valuable to customers. This shift in focus can help to maximize the income of the company during a potentially difficult time.
Making more money from your website is one of the most important ways that businesses can reach and exceed their sales targets in the wake of COVID-19. But with so many different possibilities in terms of website upgrades, it is important you make the right choices. It is always best to focus not on what will make your website look impressive, but those that have been shown to be effective.