Have you ever had difficulties finding what a product or service looked like while browsing a company’s website? Then you understand the importance of properly displaying options.
Consumers want to see what they’re buying. They also want to have a good experience when visiting your website from the time they start browsing to the moment they press “Confirm Payment.”
Displaying options properly contributes to a good website experience. Clearly laid-out packages or options for the product or service you offer will lead to a substantially better consumer experience and conversion rate.
Deciding Which Options to Display
Consumers often feel overwhelmed when given too many options. It’s like your significant other asking you where you want to eat. With so many options to choose from, it’s challenging to pick one. You need to refine and display your company’s best options — the ones that offer your company a high profit margin and the best solutions to your customers’ needs.
To begin deciding which options to display, here’s a list of questions to ask yourself:
- What provides me with the highest profit margin?
- What provides me with the lowest profit margin?
- What is the most-asked-for offering?
- What is the least-asked-for offering?
By answering these four questions, you can narrow down and simplify what you advertise on your website, fliers, and social media.
Remember, you can still provide additional options upon request. Offering a custom option allows consumers to purchase other products or services that might be available but not highlighted.
Visual Display
The visual display of your products or services can be the deciding factor on whether a lead turns into a customer. Consumers must clearly see the finer details of the product or service they’re considering.
When displaying your product or service, ensure your website clearly explains (if applicable):
- Measurements
- Color options
- Quality
- Pricing
Ensure the measurements are in the correct system for the country in which you’re selling. Color options need to match the actual product color, which you can achieve with real product photos. Pricing and quality need to be clear and straightforward while matching the right product or service.
Issues Attributed to Poorly Displayed Options
Having an excessive amount of poorly displayed options can lead to many issues with your website, including the following:
- Long load times
- Undisplayed options
- Confusing pricing
- An overall poor user experience
When you’re displaying a lot of content on a page, servers take much longer to connect and display that information for the visitor. Consider the fact that a majority of mobile visitors will abandon a website if it takes longer than 3 seconds to load.
By decreasing the amount of options on a page, you decrease the amount of content. With less content on the page, your website will load faster and scroll smoother. This gives you the opportunity to highlight important products or services that your company offers. Then, the people who find your website via an ad or on their search engine result pages (SERPs) will stay on your website longer because they will be greeted with a smooth, snappy experience.
Don’t turn your website into a guessing game for your customers. If you can’t navigate and see what your own products or services look like on your website, a visitor isn’t going to be able to either.
Imagine Being the Consumer
When evaluating your website’s options, consider the consumer’s perspective. Ask yourself — are you getting flustered? Do you feel overwhelmed? Can you easily navigate pages? These questions will help you make the best display choices for your customers and offer them the type of experience they’re looking for.
If you need help, contact The Coutts Agency so we can create the optimum user experience for your website!
