google and will the shopper: advice for online stores, increase conversion rate

Not very much related to the electrical products online store – yet very much related to a certain kind of feedback that “Will the shopper” gives to each one of the online stores – and in particular to google. You can download the Make Your Website Work ebook from google, and then fill in the survey they made & placed online. Below we just want to list some of the main points / ideas from the book – especially the ones related to online stores – and some observations….

1. Bring me to the right page
   Whether clicking on the ads or in the search results, you want to be taken directly to where it says it takes you. Here, it is recommended that the title of the page(on the top of the browser) and the main heading of the page would correspond. Also, point out what are the selling points: sale price, special price, delivery options, stock, etc.
2. Make your homepage useful
   The homepage is like the front of the shop: should be clear, shows who you are and what you sell. Here, it is recommended to show info / logo of the company, about us, the optimal layout, some promoted products, and a good menu for people to continue.
3. Help me navigate
   Clean layout with visible categories, main menu – and a solid structure(visible) of the website. And the terms should be easy to understand(not technical or jargon).
4. Give me the right results when I search
   Many times there’s a need to search a certain product/model, so a good search engine is very useful. And make it visible + advanced searches available. It is also recommended to have a comparing of the listings, sorting of the listings, categorizing…
5. Display groups of products clearly
   Get the right combination of images, prices and description text – which should work together with the layout so that the visitor gets the main points. Comparison among products/categories and a grouping/categorizing of the items helps.
6. Give me the product details I need
   List/summarize the key/main details about the products, including the price. Images: clear, large, zoom-able, more angles on them. Call to action button: either a Buy Now or More details/Get a quote.
7. Make registration optional
   Many customers don’t want to register AGAIN for ANOTHER website – it’s good to offer them the option of registering, post-sale. And if registration is mandatory, it should be easy(not too many steps) and the benefits of registering should be underlined.
8. Make it easy to buy or enquire
   No one likes filling in form after form: don’t ask for too many details, unnecessary ones, show the registration/enquiry progress bar, help with auto-fill the form(based on his previous entered-in info), and… no adds on that page!
9. Reassure me
   Transparent about cancellations and returns, prices and VAT, delivery and stock, and…. what happens now, after he purchased something! Also: offer security.
10. Find this useful? Let me help!
    Ask for feedback from customers – and offer them help in their decision. There needs to be a mutual help: the online store offering good info + helpful links, and the customer having a way to give a feedback.

Interesting, and helpful. Thanks, google