Who, What, and Why: What do these mean and why are they are important?
Shopify Owners
Your customers should fully understand what your product does, who it is for, and why it works/why you sell it. If you have a Shopify or other e-commerce website and you notice that this type of information is not on it, it could be heavily affecting your conversion rate negatively. No worries if you find yourself in this predicament. Its not always easy to know what you should and shouldn’t have on your website to increase conversion, build trust, and authenticate your expertise. I am running into a lot of brands that are having a hard time making sales on their website. They may be having the traffic, but there is a block that is causing people to exit off the website before they even have a chance to buy. How much you disclose about your product is one big area I have learned over the years as a web designer that can greatly improve your conversion.
For starters, if you’re having trouble explaining how your product works clearly and in-depth, it’s probably not due to you not understanding it or caring about what you’re selling. Of course you love your product and are passionate about it, that’s why you created an entire business around it in the first place! Instead, it may just be because you haven’t been given the right information and haven’t looked at your website strategically. To actually sell a product on a website, it requires having clarity, explanation, and understanding for your audience. Your customers will feel that you are knowledgeable and trustworthy in your expertise, whether consciously or subconsciously they feel that. It’s always important to understand even the subconscious feelings of your customers experience.
There are three important questions that every wellness e-commerce website should answer:
*If you are struggling to have a high conversation rate, answering these questions on your website will help that.*
Who are you?
Your identity as a brand is crucial. Customers want to know the faces behind the screen, the values you uphold, and the story that drives your passion. Conveying your brand's personality and ethos sets the stage for meaningful connections with your audience.
What do you sell?
Potential customers should have a super clear understanding of your product offerings from the moment they land on your website. Whether it's supplements, vegan skincare, organic hair products, or healthy chips, clearly articulating your product ensures that visitors know exactly who’s site they are on.
Why do you sell it?
For health and wellness brands, in particular, articulating the "why" behind your products is so important. It's not just about selling; it's about offering solutions, encouraging well-being, and making a positive impact on your customers' lives. Communicating this purpose will resonate deeply with your audience and create trust in your expertise, intentions, and what you’re selling.
People want to be in the know. They want to feel like they belong to something, to a community of like-minded individuals. They want to feel like you are their friend first, and sales person second. Customers connect to a product when they feel like they relate to it, they understand it, and they believe in the why behind it.
How do you help your customers understand your product?
Put yourself in your customers' shoes. Imagine navigating your website from their perspective. What information would they seek? What concerns would they have? Walk yourself through the same exact shopping experience they go through and see what kinds of questions come up (this will be different depending on your individual type of customer or even where they are finding your website). Ask yourself what would push you to click the “next” button. And then the buy button. And so forth. What would be the answers that would give you the confidence and assurance that purchasing this product is the best choice for YOU. I’m not talking about being convinced to buy a product you don’t actually need (because that’s just manipulation and we don’t want to do that). By proactively addressing these questions and considerations, you not only streamline the shopping experience but also demonstrate your commitment to customer satisfaction and well-being.
So what kinds of questions would you want answered before clicking that buy button?
Perhaps it would be about the kinds of ingredients in the product. Whether it’s skincare, make-up, food, supplements, beverages- your customers want to know that the ingredients they are putting on and in their body is going to make a positive difference. They want to feel empowered in their choice. That it was their choice because they were given all the information.
Maybe they need to know how the process works. If you are selling something intended to help someone, there most likely is a step by step process of what it looks like to use it. That may involve incorporating a more technical answer or it may be talking about the results in each stage of using the product. Talk about the benefits and why this process leads them to these results.
Each brand is going to require different information and education, which is why strategy is so important before even beginning to design your website!
Approach your website with the goal of making every interaction with your audience an opportunity to educate and empower. By cultivating a community of knowledge-sharing and transparency, you not only deepen customer loyalty but also differentiate yourself in a crowded marketplace.
Sweet Reminder:
Your customers want to be in the know! This transparency is only going to improve their shopping experience and make them that much more excited about your brand, believe in your products, and buy from your website.
They want to feel like THEY are making the empowered choice to buy this product. By giving them all the information they may need, answering all the questions they may have, and supporting them in any areas they may get stuck in, you are creating an experience for them that makes them feel good. It will make them feel empowered, insightful, and confident. They will be excited for your skincare brand or snack bag to come in the mail. Why? Because they are in the know now. They feel apart of something. By answering all their possible questions before they even purchase- it will make them feel like you get them and they get you. And that they can trust that your products are reputable and the real thing.
And guess what? This only leads to increased conversion and sales for your website. AND, less back-end customer service which means you can invest that time into making your brand better in other ways.
Your website can and should work FOR you. Beat your customers to the questions they have and give them the answers before they even think of them themselves. Guiding and supporting your customer along their shopping experience will point your brands fans in the right direction, support the window shoppers towards the right choice for them, and overall create a more efficient, seamless business experience for you.
Create an Experience, Not Just a Transaction
Your website is more than just a sales platform; it's a path to an experience and brand excitement. By prioritizing customer education, engagement, and support, you transform basic sales transactions into meaningful interactions. This not only enhances customer satisfaction but also lays the foundation for long-term brand loyalty and support.
By answering the fundamental questions of who you are, what you sell, and why you sell it, you are nurturing a trusting relationship between brand and customer.
Empower your customers, guide their journey, and watch as your website becomes not just another e-commerce website but a trusted brand and ally in your customers pursuit of well-being and fulfillment.
