5 Key Points in Optimizing Your Website

Tip 1: Your Homepage is Not the Only Gateway

The homepage guarantees the website's quality and is an element on which advertisers and agencies will work at length, especially in the case of a redesign. Though its importance is not negligible, only 30-40% of visits generally start from a homepage. Many users will directly reach one or other of the product pages via search engines. For this reason, it is important to optimize the browsing from one page to another, to take care of the browsing elements such as the search bar, the menu, and the footer, and to make them really visible.

Tip 2: Enhance the Main Content

Regardless of device, the key information of a website must be above the fold in a zone with maximal visibility in order to be efficient and to convert. Understanding precisely which elements of the pages are the most reliable allows optimization of the elements' position — for instance improving the pictures' placement or the calls to action on a product page.

Tip 3: Make the Conversion Easier

To increase the transformation rate, different calls to action, such as the add-to-cart button, must be very clear, concise, and visible. Likewise, providing an efficient sorting filter on the products list, and enhancing cross-selling and up-selling will have the greatest impact on sales.

Tip 4: Simplify the User Experience

In order to provide easy browsing to your users, put yourself into their shoes to understand their expectations and hesitations. To optimize their user experience, it is better to avoid any superfluous interaction. Using pop-ins, for instance, is a good solution to display more content without disturbing the user experience. Another example: when your customer adds a purchase to their cart, provide an automatic update of the order's price on the product page and the shopping cart page, with no need to reload the page.

Tip 5: Improve Your Checkout

When users of an e-commerce site arrive at the checkout page, their shopping carts are validated. They just have to provide the required information for the receipt of the products they have chosen. In order to increase the checkout's transformation rate, the first thing to do is to make the header simpler by deleting menus, submenus, and search bars — sometimes called closing the exit doors. Another optimization tactic is to provide an order summary and information about the delivery and billing conditions all along the checkout.