Do not assume that your customer arrives at the product by browsing your website and therefore with previous information, as many times it will be done directly from a search engine, or from an advertising link. It has been shown that small changes, such as changing the position, color and size of the “buy” button, can have appreciable effects on the conversion rate of a product page.

Imagine you have a customer in a department store lining up to pay. Would you take him off his tail and take the product out of his hands to show him something else? If in the physical world this would be a mistake, in the virtual environment it is even more so.

Improve your website performance

Different studies provide different data, but all agree that loading times have a direct and decisive impact on sales. Can you imagine what 6 seconds waiting time can mean when loading a product page or shopping cart? At leading e-commerce sites we can be talking about millions of dollars. In your business, we talk about the difference between survival and failure.

Have you considered how your client consumes that time? how long does it have to wait? what’s the first thing you see? More importantly, does your client have time to make the first impression you want to make?

You may now understand why leading e-Commerce sites tend to have clean, minimalist designs. There is a great debate about this; my suggestion: to give up all the prominence to the product and to do without the superfluous. After studying Steve Jobs’ design thinking, I am even more convinced. On the Internet we all preach in the middle of an immense desert. Unlike a physical store located in a shopping mall, no one will pass in front of your website, even if your store is Amazon itself. You have to do (very well) a series of tasks to bring customers to your store.

Adapt yourself to the current times

Nowadays, the most effective and cost-effective (although not an immediate effect) method of attracting your audience is to offer valuable content; the idea is to get customers to come to you on their own initiative, rather than running after them. Attract them with valuable and useful (or fun) content that is directly related to your activity.

If you do it right, your customers will not only come, but they will even share that content with other people, increasing your reach. Effective content marketing is articulated with a content repository that will normally be a blog (or several) and a strategy of dissemination/interaction in social networks.