We innovate by starting with the customer and working backwards. The focus is not the product, but the customer.” ~ Jeff Bezos

You’ve been in eComm for a while now. You’ve probably read a bunch of articles on how to improve your store’s performance.

And most of those articles on eCommerce UX focus on the product, oddly enough.

Sounds a bit like they’ve never heard Jeff’s spiel before, huh?

There’s another thing most of those articles do. They all include the same basic 8 to 10 things that every eCommerce business needs right from the start. They level the playing field by touting the same beginner-level info.

We’re about far more than that at eCommerceFuel, which is why our regular readers and members appreciate us. We hope you will, too.

With that in mind, we have four advanced tips that will do the trick to increase your conversions and recharge your cash flow.

Here’s what we have to offer your eCommerce businesses today:

  • Why You Need to Go Above and Beyond the “Basics”
  • Tip #1: Let’s Start With Your Brand
  • Tip #2: Help the Products Sell Themselves
  • Tip #3: Risk? What Risk?
  • Tip #4: Cart Returns Are for Sissies
  • Putting it All Togethermembers the best in-depth information and advice to advance their eCommerce endeavors to higher levels.

    And, honestly, it’s necessary. According to a survey by MarketingSignals in 2019, 90% of all eCommerce businesses fail in the first 4 months.Flickr

Brands change. In the 80s and 90s, Apple was known for its easy-to-use computer: the iMac. No one used the terms innovative or stylish to describe it, though.

And then came the iPod, the iPad, the iPhone, and an entire line of products that were innovative and stylish. Apple’s branding evolved with its product line.

As author Mark Gobe put it in his book, Emotional Branding, “Without the brand, Apple would be dead.”

Don’t be afraid to evolve as a brand, and develop your UX right along with those changes. Without your branding, you might find yourself as dead as Apple could’ve been.

What’s Your Value Proposition?

Your value proposition is a huge part of your branding. It’s what makes you unique. And it’s another way branding can improve UX.

Put your value proposition right up front on your eCommerce business website. Present it to your visitors in those 3 to 7 seconds you have to get them not to click away.Flickr

The quickest way for an eComm business to fail is to sell the wrong thing to the wrong people. The second is to sell your great products poorly. Our members know many ways to avoid both.

Let’s get one thing straight — a simple product image with a few lines of bare-bones copy is not enough. Every eCommerce business presents its products that way.

You want your eCommerce store to stand out, right? To draw the buyer in with your unique way of doing things. Why follow the pack and do the bare minimum? You didn’t start an eCommerce business to become just one of the crowd. Be different. Do different. Think different.

Think of every single one of your product sales pages as the last step in your sales funnel. Would you finish off a sales funnel with a page that listed the bare Joe Friday facts? No? Then isn’t it time you changed your presentation pages?

Start With the Image, Then Add More

Make sure your product images are the highest quality, highest resolution you can get. To take it a step further, how about a dynamic 360 image?

Or better yet, video. Animoto says that 96% of customers find videos instrumental in their buying decisions.

Nail Your Sales Copy

Your words have to take the place of the brick-and-mortar sales clerk. Anticipate questions about your products and answer them before customers have time to ask.

Present your products with their benefits as well as their features. Tell me why I should buy it, and not just what it does or is.Flickr