There are a number of mistakes made by furniture companies who don’t take into account the search criteria for their website. These mistakes will often lead to back-clicks resulting in a loss of leads—and ultimately sales.
So what mistakes should you be looking out for if you’re in the furniture industry?
Relying too heavily on AdWords
First of all, don’t think that AdWords will save a badly managed website. Yes, thousands of users may click on your name because it appears first on Google’s page rank, but ultimately, they’ll navigate to a competitor if you’re not showing them what they want to see.
That being said, let’s move on to some practical steps you can take to make your furniture website everything it should be.
Showing your product in action
A catalogue of chairs and tables with a white background just won’t cut it. Research has shown that clients respond much better to a product if they see that same product serving the purpose it was made for.
A showroom picture of a bedroom suite will give off that cold warehouse feeling which seldom prompts us to buy. But seeing a family spending time on their new couch, or a dining room table full of guests, will ignite your client’s imagination to picture that product in their own home.
Yes, detailed images of furniture should be included to, but direct your sales funnel to entice the eyes before you focus in on the features.
Categorizing your stock
Shoppers love convenience, and if your website offers them that, they will stay for longer and likely purchase from you.
Creating convenience entails putting yourself in the customer’s shoes.
Here’s a great way to categorize your online brochure:
- Allow the customer to choose a brand category for those of them who are fussy about quality. If Grafton Everest has a good name in the mind of a customer, then direct them to exactly where they will find that brand.
- Arrange products into price sections for those who have a budget of what they can spend. Once they know their options, they can always go up a notch if they start feeling the urge to spend a little bit more.
- Make a room option available for clients who are looking specifically for dining room, lounge, or bedroom furniture respectively. Customers hate to be bombarded with irrelevant options.
When your potential buyer enters your website, imagine the convenience of being able to shop by brand, price, or room.
Add a shopping cart
We’ve seen a number of furniture shops in the industry fail to convert their clicks into sales because they neglect to offer shopper convenience in the form of online purchasing.
Couples may have come to see your store over the weekend. Since then, they have discussed their options and decided on a product. But they’re at work now, meaning they may have to wait all the way till next weekend before they can make their purchase.
This inconvenience will most likely prompt your clients to purchase that same product elsewhere because they have the option of buying it online.
The solution: ADD A PAYGATE ON YOUR SITE! Encourage shoppers—whether online or desk-bound—to select and pay for their purchase online.