Does your ecommerce site clearly communicate why the customer should bother?

Piranha Designs - Tuesday, June 12, 2018

There are a lot of things that could greatly help to get more of your website’s visitors purchasing from you – a steady stream of insightful blog posts, for example, or a more intuitive navigation system. However, even many of these things may not be as impactful as they ought to be, if your target audience doesn’t understand or like your value propositions.

If you’re wondering, “what’s a value proposition?”, allow us to explain – it’s the benefits of a particular product or service of yours, minus the costs. When we say ‘costs’, we don’t necessarily just mean the asking price; the economic risk, time or resource investment required should also be factored in.

Think from the perspective of the buyer

Even the above definition is a little seller-centric, which may not aid clear thinking, given that it’s the individual buyer you’re supposed to be appealing to with your value proposition.

After all, the value proposition of a given product or service varies from one potential purchaser to another, because there may be certain features a buyer needs, and certain features they don’t. Plus, buyers tend to think in terms of a product or service’s pros and cons, rather than benefits and costs.

It’s handy, though, to consider value proposition from both a seller and buyer perspective, to give yourself a complete picture.

So, how can you communicate those ‘pros’?

Take a look at your company’s website. You might be offering more technical or complex products or services that can be difficult to explain. Have you communicated the value propositions for them, including what each product or service actually is?

There might even be key benefits of your product or service that you haven’t mentioned on your website. It’s for this reason that it is well worth sitting down and listing all of the elements of value that buyers get, before checking that your site clearly conveys each and every one.

You might also consider whether your site makes it obvious what happens once the buyer hits the ‘order’ button. This can be an especially important element if your business offers services rather than products. A diagram or flowchart could therefore be useful for leaving your target customer in no doubt about the process, and how it will begin to benefit them straight away.

Our expertise in ecommerce web design here at Piranha Designs could be instrumental in boosting your firm’s sales online this year. Highly rated packages are available at various price points to ensure you receive the right website design at a price that makes sense for your company.

Don’t allow usability issues to slow your brand’s growth on the web

Piranha Designs - Thursday, June 07, 2018


Of all of the things that you could do to turn more of your online visitors into customers, it’s hard to think of a better strategy than simply sorting out those little problems that compromise your site’s usability. 

Even a seemingly small website usability problem, after all, can be more than enough to prevent many people from proceeding with a purchase from your brand. 

Why are usability tests so necessary at all? 

As a website owner or marketer, you’re presumably intimately familiar with your site – more so than almost anyone else. Can’t you just do your own informal usability testing as you peruse your site? 

Unfortunately, it’s not that easy, because marketers can suffer from a little something called the ‘curse of knowledge’. This refers to a cognitive bias that prevents them from easily thinking about an issue from the perspective of a less-informed person. 

The likelihood is that you spend so much time looking at your own site that you struggle to imagine what it would be like for someone to see your site for the first time. 

Run a few usability tests, and you will soon come to appreciate how big the gap can be between you, the website owner, and the average visitor to your site. We aren’t just talking about users getting lost on your site or scratching their heads – they could be left so frustrated that they literally swear or even hit their keyboards. 

But these ordinary users aren’t stupid – quite the opposite. If they want something, you create a website to satisfy their desire and they still can’t get what they want, it might just be you who is ‘stupid’... 

The steps to ensure your usability tests bring useful results 

The above cognitive bias is why you should design your site so that even the classic ‘moron in a hurry’ can use it. That way, even geniuses with a lot of free time to browse your site are likely to be thankful for its level of usability. 

There are various ways you can recruit people to usability-test your site, including by turning to people from your site’s target audience, as well as those who have visited your site in the past. Even asking people who just happen to be nearby – a practice known as ‘hallway usability testing’ – can bring invaluable insights. 

A robust quality-assurance (QA) process is essential before each of your website’s pages goes live. That’s why such resources as Smashing Magazine’s 45 useful web design checklists and questionnaires can be so crucial to your efforts to identify usability issues.  

Getting your site’s usability right can be much trickier than immediately meets the eye. After all, you are barely likely to consciously notice a highly usable site, so it can be easy to overlook the solutions and techniques that will help to make your site more usable. 

Nonetheless, by calling upon our own expertise in website design here at Piranha Designs, you can help to ensure that your new site delivers the best possible experience for every member of your target demographic.


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