As much as we like to repeat the old saying, “don’t judge a book by its cover”, we all know that first impressions really do matter. Within seconds we make snap judgements which influence our perception of what is or isn’t credible.

Websites are no different.

In a recent coaching call with Simon Driscoll, Founder of UXB Skincare, eCommerce Coach, Matt Edmundson reviewed uxbskincare.com with the aim to improve the site.

Simon Driscoll is the owner and formulator at UXB a natural skincare company that specialises in cleansers and exfoliants. UXB was founded in 2018 and sells directly to consumers at uxbskincare.com. He began his skincare products journey after a eureka moment in a Turkish bath in 2016. His passion for developing and formulating a skincare line quickly became his hobby. Despite having a website Simon spent most of his efforts on selling face-to-face at local markets and fairs but is now keen to push his online shop.

Simon is very knowledgeable and passionate about the distinct skincare products that he formulates and sells. However, his number one problem is traffic but no conversion.

This is a common problem for many eCommerce businesses. If you can relate, read on for some valuable tips on how you can improve your website to increase conversion.

While reviewing uxbskincare.com Matt highlighted the following 12 ways that can improve any website to increase conversion.

1. Logo

While our logo can be our pride and joy and as much as we might want to flaunt it, it cannot take up too much real estate space on the screen. In reality none of your visitors care about your logo. No one is going to buy from you on the basis of your logo.

2. Home page

Everything that makes sense for the visitor needs to be in the first fold of the screen. It’s the golden rule - your visitors need to know clearly what your website is about, what it is offering and what the visitors need to do next.

Quickly describing your product and how it can bring a positive change to your prospects will go farther with a clear Call to Action. If you’re successful in clearly communicating your product and what it offers prospects will want to know more about it. You need to show them where they need to go on your website to find that information.

3. Social Media Icons

As much as we may want to advertise our social media presence, the icons need to appear in the footer. This is where people expect them to be.

4. Multi-currency

If you are going to use multi-currency make sure that your customers are charged in the currency of their choice and not being charged foreign currency fees.

5. Main Navigation

You don’t need a ‘Home’ link on your main navigation because everyone knows that clicking on the logo will take you back to the home page. Keep your main navigation as simple and clear as possible

6. Hero Image

When it comes to hero images you’ve got to ask yourself: “Who is my target audience for this product?” Who do I want to reach?

The hero image you then use needs to resemble your target market. For example, in Matt’s own eCommerce business, Jersey Beauty Company, he wouldn’t use his own image or that of other men for the hero image because 97% of their customers are female in their 40s and 50s.

7. Product Descriptions

Clear descriptions, images and videos of the products being used will go a long way for your prospects.They want to get as much information about the product, how it can be applied or used and how it can change them. Images of the products from all angles helps prospects get a good understanding of the size and look and feel for the product.

Find and use language that people are already using to describe your particular products. Instead of focussing just on the ingredients think more specifically about the results that your customers will want and notice.

8. Product Images and Videos

Images of the products being held and shown from all angles helps prospects get a good understanding of the size and look and feel for the product. Videos of someone using or applying and talking about all its benefits enables prospects to understand how to use the product and how it can help them.

9. Product Reviews

Product reviews are critical because they are your social proof. You should aim to have at least five reviews for each product. Create a clear review strategy and go out and there and make it happen. If it means you have to give free products to your family and friends or random people on your social media channels just to get honest and legit reviews, do it.

This means that when someone comes to your website, they're more likely to buy.

10. Money Back Guarantee /Assurance

Offer your prospects some form of assurance that they can trust you and your products. Money back guarantees, free sample products, or for first time customers charge £10 for a small kit of products worth £30 or more and then offer a £10 voucher if they choose to buy more from you.

11. Blogs

Write educational content about the types of products you are selling. Not a sales pitch. For example a plain simple opinion piece on top five cleansers for acne prone skin. Talk about your struggle with acne prone skin and all the different cleansers you’ve tried and which one you liked best and why. Include videos and images and what other users have said about the same product. Give them links to be able to find the cleansers.

To be clear, you are not advertising products, you are advertising educational content.

12. Differentiate

There are 10,000 of similar products out there so understanding how you can differentiate as a business is critical to your conversion. Tell your unique story and make it resonate with people so that they buy from you not because of the product but because of the person behind the product. Identify your customers' problems that you can solve with your products. If you’ve got unique knowledge about your products, offer classes that people can take as a recreational activity or as a way of learning a new skill.

First impressions matter. Especially if your business depends on it.

To get traffic that converts it is well worth taking the time to make sure your website has a simple and clear message and it is easy to navigate. Even small improvements will go a long way.

If you think Matt can help your business, we would love to hear from you. Get in touch!