Research shows that the highest performing site pages match exactly the motivation of a visitor, and that on retail websites most visitors fall into one of two categories:
- Hunters. They already know what they want and are looking for the quickest, easiest, and safest way to get it and go.
- Browsers. They may have ideas about a purchase but need more convincing, or they’re simply “window shopping.”
The problem most online retail sites face today? Their homepages have been developed without a clear understanding of the motivations and sequences of thought in the minds of visitors. You must create a site architecture to convert visitors into buyers.
Have an e-commerce optimization team look at store homepages and Value Propositions from your eCommerce site to get specific recommendations to improve your sites’ ability to engage both types of visitors – and convert them to customers.
MarketingExperiments.com has more details on e-commerce store conversion tactics: http://www.marketingexperiments.com improving-website-conversion/optimizing-ecommerce-websites.html