Today I was reviewing a great website. It was selling phone cases and had the most amazing designs and styles available. Yet, their conversion rate was flat as a pancake and the bounce rate was high.
Well, their navigation looked like it belonged in 2007 and there was virtually no content marketing strategy.
Why are these two things so important?
First, the navigation was over-complicated. It felt like the customer had to go through the maze, solve a mathematical problem and complete a sharade before they even got to the product page.
How can you do it?
Simplify the navigation, and display all the products at once people click the ‘Shop’ link. You can then give your visitors an option to see specific color, design or style, if customer needed. But, don’t ask a customer to click on a collection, then on a sub-collection, and then on another sub-sub-collection to get to your products.
3 clicks rule will help you boost sales and your conversion rate.
Another thing that was letting this particular store down was a poor content marketing strategy. They were selling actually awesome phone cases, yet the homepage and the dreaded collection page looked nothing like the products.
The pages were grey and business-like, while the phone cases were colorful, fun and absolutely amazing. Never make this mistake; in retail, and running a successful business, you are the one to shout from the rooftops how good your product is!
Don’t play the humble game when promoting your content - you have to show the best designs on your homepage, in the marketing materials, on social media and anywhere else!
Need to know if you are making the same mistake with your store?
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