A homepage should never be cluttered with a lot of content and images, which is why it is so important for you to make sure that you create additional web pages accordingly. However, there is a thin line between efficient and excessive when it comes to developing these pages, which is why it is so important to consider and remember the following six key points.
Add Pages Only as Necessary
Don’t rush to add an excessive number of pages that are not necessary right now. Quite a few consumers get trapped with dead links and orphan pages simply because the web designer didn’t keep it clean and cleared of empty pages without any content.
To easily build and run your ecommerce website and get the most value from your additional pages, get into the habit of only adding them if and when they are absolutely necessary. Remember, time is of the essence when it comes to keeping your customers interested until they reach your checkout page. You don’t want to lose them simply because you felt the need to add pages that were not, in fact, needed at all.
Remove Pages between Cart and Checkout
If you currently have any web pages in your design that exist between the shopping cart and the finalized checkout page, they need to be removed as soon as possible. One of the last things you want to do is hook your customers into purchasing one of your products or services just to lose them within a seemingly endless maze of extra web pages, thus preventing them from reaching the checkout page.
More than 20 percent of interested customers will abandon their online shopping carts simply because of an overcomplicated checkout process or because they are required to give too much information. A general rule of thumb to obey is to get your customers from the cart to the checkout page in just a few seconds with no exceptions.
Post Testimonials within Other Pages
Instead of creating a webpage specifically for testimonials and reviews posted and published by past customers, find creative ways to strategically place them elsewhere throughout your website. This is especially the case if you have a very limited number of recent reviews and testimonials in the first place.
There is no need to create an entire page just to feature a handful of reviews that can easily be spread out throughout the other pages of your site. For example, you can place some on the product gallery page, others on the shopping cart page and a few of your best directly on your homepage. Doing so will allow you to provide your prospective customers with this honest feedback in an efficient manner.
Avoid Cluttering Pages with Content
Just because there might be a lot of white space left on your web pages after you have completed the design and added your content doesn’t mean that is necessarily a bad thing. Quite a few different reports have confirmed that white spaces within your web design can actually work in your favor. It expedites interaction, getting the message through and stimulating action from your customers. White space also effectively guides your prospective customers through your website in a timely fashion instead of entrapping them with excessive clutter and hidden navigation links. It is also much easier to highlight your call-to-action buttons and links if your website layout is not cluttered with excessive and possibly irrelevant content.
Develop a Detailed Contact Page
Even though you can easily place your contact information on any of your other web pages, it is imperative for this pertinent information to have its own dedicated page. The average consumer is used to finding “Contact Us” pages when shopping on other websites and are, therefore, going to expect the same when shopping on your site.
If you want to build eCommerce website contact pages, make sure that you maintain a high level of transparency when it comes to the type of information revealed. For instance, don’t limit your company’s contact page to a basic email address specifically for support or customer service inquiries. It is best for you to provide your customers with an active telephone number, fax number, email address and any other type of contact information you can provide (social media profiles, Skype IDs, etc.), according to Yahoo Small Business.
Check Each Individual Page Periodically
It is important to keep in mind that your eCommerce website is a very fragile and delicately created virtual system. One wrong code here or a technical glitch there can cause your entire site to shut down or become an endless maze of chaos and confusion for your customers. This is why it is essential for you to check each of your web pages periodically for errors, glitches and areas of improvement. For example, check to make sure each of your hyperlinks is still active and connects to the appropriate page without any complications.