How can you optimize navigation and motivate more visitors to make purchases on your site? Product datasheets, referencing tags, product filters, favicon, payment are a few places to start. This week, learn all you need to know with our audit of DimplesandDandelions, a British online boutique offering adorable, affordable toys!
3 tips to customize your store and optimize navigation
The site’s soft colors instantly plunge visitors into the world of childhood. Everything appeals to parents' emotions, from the main visual of children on the homepage, to the use of the term "pre-loved."
This responsive site is optimized for all devices (mobile phones, tablets, computers), which is perfect for the target audience, who tends to navigate from a smartphone.
The "back to top" button is a very convenient way to navigate through long pages. Adding it was a good idea. Since DimplesandDandelions offers attractive products, they shouldn’t hesitate to feature more of them on the homepage!
- Customize the favicon
The favicon is one of the first impressions visitors have of your site.
What's a favicon?
An icon that symbolizes a website. Web browsers use this icon to display your site on the site tab, address bar and title bar, in bookmarks, etc.
To customize your favicon:
- Go to a favicon generator.
- You have two options: either design your favicon yourself, or create a square icon (in .gif, .jpeg or .png format) and import it. Use a recognizable element of your logo.
The generator then saves your favicon in .ico format.
- Once your favicon has been generated, you can save it in your store’s back office, in Preferences / Themes / Icons.
- Introductory phrase and referencing tags
Sum up your store's activity in one phrase on your homepage, so visitors know exactly what they’ll find there. For example: "Favorite children's toys," "Best children's toys," etc.
As for referencing, it's essential that the tags you entered for your store’s natural referencing (meta title, description, etc.) correspond exactly to your business.
List your keywords (children's toys, etc.) and use them to write your referencing tags.
This part can be customized in your back-office: Preferences / SEO & URLs / Index.
Here’s a reminder about reference tag character counts:
Title tag: 60 characters (including spaces)
Meta Description tag: 160 (including spaces)
- Disabling the product comparison chart
If not all of your products can be compared (doll and coloring book, etc.), don't hesitate to disable the comparison chart for your store, to avoid error messages and customer disappointment.
To disable the product comparison chart for your store in the PrestaShop 1.6 version, go to your back-office. In Preferences / Themes, click "Advanced settings." In the "Appearance of columns" block, search for the "Products comparison" line, and disable the active columns.
3 tips to increase your conversion rate
Free delivery as stated on the homepage provides a strong incentive to view the catalog. It’s an excellent argument that is clearly showcased!
The purchasing funnel on a single page ("one page checkout") is also fast and clear. And having 3 different delivery options meets the needs of all your customers, from the most frugal to the most impatient.
- Classify the products
There are currently 5 main categories, which can be found in the menu (on every page) and also at the top of the left-hand column. General information is also duplicated: in the menu and in the left-hand column.
By offering faceted navigation from this column, you will help your visitors find the gift they need.
With faceted navigation, your visitors can refine their search in just a few clicks to easily find products that meet their needs (size, color, age, style, price, etc.). This tool will help you increase your conversion rate. Find filters that correspond to your products.
Faceted navigation is perfect for gift ideas. Take advantage of it! For example, offer filters to find your products by age, by gender (girl, boy, mixed), by price range, etc. There are countless examples.
- Optimize the product page
DimplesandDandelions displays products using high-quality visuals that really tempt visitors to place an order. However, some products could benefit from more information to help finalize the purchase. Take the example of this adorable reindeer:
There are several options to make it more appealing:
- Add a visual in its context (with a child) so that visitors immediately understand the product's function and have an idea of its size.
- Add the product's dimensions and material in the detailed description.
- Add a video of the product.
- Add badges to product datasheets (e.g. "very soft," "develops motor skills," "ideal for outdoor play").
- Payment methods and reassurance
Currently only the PayPal logo appears in the footer, even though in the shopping cart, visitors are given the opportunity to pay for their order with a credit card on the PayPal site. This can be a deterrent for some of your visitors, who think they need a PayPal account to be able to pay.
In the United Kingdom, over 88% of online buyers make their transactions with a credit card, versus almost 8% with PayPal. Don't hesitate to appeal to this vast majority of potential customers by clearly stating that you accept card payments and also by adding a popular payment method by card in addition to payment on the PayPal platform.
Good luck and happy selling as the winter holidays draw near!
Read all the tips from our previous online audits:
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