Simplify your website to lure consumers

It’s about this time of year when websites need a dusting down to ensure they are fresh and alluring to holiday shoppers. One way in which to lure consumers from your competitors is to ‘simplify’ your website making it quick and easy for consumers to see what they want and how to get it.

by Helen Leggatt

A recent article on ChiefMarketer.com talks of ways in which online retailers can better attract consumers by simplifying various aspects of a website.

“People don’t want complication to garbage up their lives; they want things that make life more fun, more reasonable, less complicated and just plain easier,” said Carol Worthington-Levy, creative partner with catalog consultancy Lenser and author of the article. “And frankly, if you look like a complicated solution, they’ll look for something that does the same thing, but doesn’t look as difficult to deal with.”

Paring down copy, improving the organization and presentation of large product ranges and keeping offers clear and concise, with definite deadlines, are just a few of the routes Worthington-Levy recommends to fine tune a website.

“Taking all of this on may seem like a big job,” she says. “Think of it as an investment that history proves will pay off. With that in mind, just try one improvement at a time, and then see how quickly you can fine-tune your selling by bulldozing those barriers and opening up the door to your eager customers.”