It should come as no surprise that it’s critical for furniture retailers to have an effective website to be successful in today’s market. The home furnishings industry as a whole has been somewhat slow to embrace certain technologies, but retailers can’t deny the power of the Internet. Maintaining a presence online is now more important than ever as consumers continue to turn to the web to communicate with friends and family, keep up with the news, and connect with all types of businesses.
Whether you’ve just gotten started or your business is already well-established online, there a few things you can do to ensure that you stand out among other retailers on the web.
Read on for some of the top features of a standout website.
Design is important for all websites, but those that offer items for purchase need to ensure that the products are the star of the show. Regardless of whether yours is an e-commerce site or not, the focus should be on the sofas, chairs, tables, beds, and other furniture items you offer. Typically, a sleek, simple design is more effective than a layout with a host of effects that may distract from the products.
However, it’s not necessarily a bad thing to add some “wow factor” elements that can stimulate consumers visually and draw their eyes to promotions and call-to-actions. The best website designs showcase new and popular products while making it easy for consumers to find and browse the specific items they’re looking for.
With effective design and layout, navigating through your website should be simple, logical, and intuitive. Prospective customers who are browsing your products online are often in a hurry, and nothing will kill a potential sale more quickly than a frustrating user experience. In fact, studies have shown that over three-quarters of all consumers cite ease of use as the most important characteristic of any website.
On yours, be sure that product categories are clearly labeled, and don’t hesitate to include filters and comparison capabilities to help users narrow down their search. For retailers of daily use products like furniture, it’s also a good idea to feature easy-to-find customer reviews and FAQs that can assist buyers in their purchasing decision.
Simple navigation will go a long way toward helping your customers find what they’re looking for, but some will still run into trouble locating certain products. This is particularly true of larger sites featuring several product categories that all contain a variety of options. A simple sitewide search function can help customers get right to the product they want without having to wade through multiple links along the way.
In addition to offering site-wide search capabilities, giving site visitors the ability to check the inventory in your brick-and-mortar store is also worth the investment. Often, the main purpose of a furniture retail website is to get shoppers into a physical location. Enabling customers to see what’s in their local showroom can definitely help accomplish this goal. If you offer an inventory look-up function on your website, however, be sure that it is current with accurate pricing and availability information.
Eye-Catching Visual Content
You can’t sell anything online without quality photos that clearly and accurately display your product offerings. Text can be effective, but images are what matter most in the modern age. It’s also important to remember that today’s consumers have come to expect multi-media visual content that gives them the ability to see products from multiple angles and in different environments. To make the most of your website, offer several high-resolution photos of each product and make sure they are optimized to reduce page-load times, which plays an important role in keeping consumers engaged.
Along with quality photos, effective websites use animation and other visual content to drive attention and quickly tell a story. Eye-catching logos, menus, and banners can improve engagement even further and keep customers on your site for longer. Partnering with a proven website developer can help you put all of your visual content together most effectively.
If you give customers the ability to buy items through your website, it’s crucial that you make the checkout process as simple as possible. While maintaining security, avoid over-complicating things with too many steps that can lead users to abandon their shopping cart (which happens with nearly 70 percent of all online transactions). Don’t forget to include an easy-to-find shopping cart icon to help speed up the purchasing process.
It’s also a good idea to offer advanced payment options and ensure that customers know what payment methods you accept before proceeding with their purchase. Of course, credit and debit cards are the most common forms of accepted payment, but you may also consider accepting PayPal, Apple Pay, gift vouchers, cash on delivery, and even bitcoin.