Lessons learnt from Amazon

Let’s continue on with yesterdays train of thought about the grocery store.

As well as the checkout process being a pain in the ass most of the time, the other thing I can’t stand is walking into a store you’re not used to and trying to find things.

There doesn’t seem to be a standard store layout, and stock could be placed anywhere.

I can remember many times having to walk up and down the aisles and getting frustrated while struggling to find things.

You’d think the major supermarket chains would have a device (or an app) where you could search for what you want, and it tells you what aisle it was in. Similar to a price check feature that some stores have now.

It would save a lot of wasted time, and help customers find what they wanted.

And for ecommerce merchants it’s a similar story.

Except in this case the search bar is the answer.

Now it’s true that most ecommerce websites have a search bar. It’s an obvious thing that everybody knows should be on an ecommerce site.

But the mistake a lot of merchants make is not making it prominent enough.

I’ve seen sites with small search bars put in a place on the page that is hardly noticeable and easily missed.

I’ve also seen others where the background colour of the search bar has no contrast to colours surrounding it. For example dark blue search bars surrounded by a dark blue header. In this case it’s really hard to see. And visitors could easily leave thinking you don’t have a search bar at all.

You don’t want to be guilty of this!

The ideal scenario is to put the search bar as close as possible to the top of the page, make the background white, and have the search button in a colour that is in complete contrast to the rest of the page.

The classic example of this is Amazon. Go check their site to see how they do it.

You can’t miss it. You see it prominently as soon the page loads.

The other part of the equation is having the search feature return accurate results, but that’s a completely separate topic I’ll revisit another day.

But the point here is to help your visitors find what they are looking quickly and easily without hassle (like I explained before with the grocery example).

This is just one of a number of things you want working on your site properly. There’s a lot more, and I cover plenty of them in the free website audits I’m currently doing for merchants.

It’s a value packed 30 minute session where you walk away with expert recommendations on how to improve your website, and your conversion rate.

To book your spot, here’s where to go: