What elements should your website include to maximise the chances of making a sale?

We're not talking about the basics like privacy policies and contact details, I am not even talking about SEO although that is really important. I am going right back to the bare bones of the things that normal people like you and I may look at when deciding whether or not to make a purchase. 

1. Easy Navigation. First things first, in today's world it is well known that attention spans are shorter than ever. That's why it's imperative to have an easy-to-navigate menu or, at the very least, a search bar. I for one use search bars all the time. Visitors should be able to find what they're looking for quickly and effortlessly. A smooth navigation experience really can be make or break for us impatient humans as we are all quick to click away if we get frustrated or annoyed with the process.

2. About Page. Let's discuss your about page. Do you even have one? This is probably the page I see missing more than any other . As handmade product businesses, there's usually a story behind what we do and why we started. Sharing your journey not only adds a personal touch but also builds trust with potential customers. In a world full of scammers, authenticity is really important. Let your audience know who you are, why you started your business, and what sets you apart and they will be more likely to purchase from you. 

3. Clear postage costs. Now, onto logistics. One common pitfall I see on small business websites is the lack of clear postage information. Make sure you have a dedicated page detailing postage prices, shipping details, and any minimum order to get free postage. This is an easy way to bump up your average order value. Customers appreciate transparency, so don't leave them guessing. Excellent communication in this area will also minimise any emails chasing up where orders are and save you time in the long run.

4. Email Sign-Up. I know I bang on about this a lot but it is so important. Don't underestimate the power of email marketing. Having an email sign-up page is a must for staying connected with potential customers. If someone visits your site but doesn't make a purchase, having their email allows you to nurture that relationship over time. It's where a lot of sales happen later down the line and no one ever says they wishes they had not started an email list..

5. Reviews. Last but certainly not least, let's talk about reviews. Having the option for customers to leave reviews on your website is essential. But don't stop there—actively encourage reviews from satisfied customers. Whether it's through automated emails or follow-up messages, make sure you're asking for feedback. I use Yotpo on my Shopify website, it is an app that plugs in and on the Dog and I it is set to automatically ask for a review after  days. You will be surprised how many people will do that for you and it is business changing. Again, when buying products I ALWAYS look at the reviews and if it doesn't have any I probably would not complete that purchase unless I had some other form of social proof. 

Overall it's about building trust and providing value every step of the way.