Here in Silver Spring, Maryland it’s a pretty dreary day. So today’s Webs user Example Site post will attempt to add a brighten things up a little by featuring The Beachcat Sail Company of Reno, Nevada!
Beachcat sells customized sailing vessels through their website, and they have done a fantastic job of setting up their web store and supporting sales throughout their site. We’re going to take it piece by piece and talk about what makes it so successful.
Reasons To Believe
Whenever a business decides to sell a product, part of their marketing plan should be coming up with their unique selling proposition, or the best “reasons to believe” for their potential customers. Beachcat shares these right up front on their homepage, citing their outstanding design and performance and their premium materials.
Next in the navigation is an About page that gives customers insight into the history and philosophy of the company, and full details about the process through which their product is made. This puts potential customers at ease before considering a big purchase.
Form & Function
Next is the actual web store. There’s a lot of functionality to help shoppers find what they want — through search, breadcrumbs, and pagination. The items all feature a color photo, details, and price, and there’s plenty of white space around each product to make browsing easier.
Shopping should be fun, especially when you’re shopping for something customizable. Beachcat does a great job of getting customers engaged by providing color selection charts and templates for you to start designing your dream vessel before committing to a dime. This is a great way to get people invested and increase conversions.
Answer Questions Before They’re Asked
Never underestimate the power of a great FAQ page. Let’s face it, people have become increasingly resistant to picking up the phone and calling a company when they have a question, or even sending an email through a website. Often, this resistance sometimes leads to a lost lead because potential customers won’t buy if they have unanswered questions, but are unwilling to make a call to clarify things. If you can go ahead and anticipate roadblocks they might have and answer them up front, you’re more likely to turn that lead into a customer.
What are some best practices that will compel you to make a purchase from an online store? What features will turn you off completely?