Did it ever cross your mind, despite all the efforts why your ecommerce site is ineffective in getting sales? You are probably missing out on something or maybe many little things. Let’s figure out what all mistakes render your efforts unproductive.
1. Ignoring the Search Box
How would you feel – When you are left in a strange dark room and asked to figure out the light switch by touching the walls? Nightmarish probably. So do the readers feel on visiting sites that do not provide an internal search box.
Search boxes are very crucial in saving time and finding the desired product on e-commerce sites. Imagine a situation where a customer looks for a particular product and unable to locate it abandons your site, worse would be to know that your stock contains that product and you have also uploaded its availability. But the customer’s inability to reach the product page lost you a sale.
Internal site search helps visitors reach their desired destination without wasting an extra minute. And this happens only when the site architects have done their homework. Big e-commerce sites having multiple pages are difficult to scan page by page. This is where Indexing comes into picture. A list of all the pages is created based on keywords and other filter categories. This process is known as optimization of database. This index accelerates your search mechanism and generates quick output through fine tuning the results. However an important aspect to this indexing is, if you change the site content considerably, the index requires an update too.
(Image credit: http://blog.couchbase.com/secondary-indexes-or-full-text-search)
2. Lack of emotive imagery
Replicating the physical store experience in online market can only be done using good quality products images. For space management, thumbnails can be used display a miniature image of products, but a thumbnail click should enlarge the image to give a real life feel of the product. And to further improve it you can also provide zooming within the image to boost user experience.
(Image credit: http://www.4cdesign.co.uk/blog-design/environmentally-progressive/)
3. Misplaced Call To Action Buttons
The 3 attributes of call to action button are Clear, Compelling and Guiding. Anything that falls out of this criteria fails. A CTAs function is to encourage maximum user clicks for more sales.
The factors affecting a CTA is its placement, size, fonts and color.
Placement: The most likely place for this button is on the middle right of the page. As most users are right handed, the probability of resting their mouse is on the right side of the page. However webpage analytics and user experience theories can help evaluate the ideal location.
Button Size: The button size and design depends on the overall product cart design. Which requires a balance such that it neither stands out alone nor goes unnoticed.
Fonts: Predominantly sober and legible fonts are preferred for CTAs. A style that misses out on the essence of the phrase is not affordable, especially when your sale depends on those words.
Color: A color that falls inside your website theme, but makes a slight contrast to be noticed is preferable.
4. Ambiguous Product Descriptions
Your products are the magnets drawing customers to your door. They are the soul of an e-commerce website. And it is not recommended to interfere with the soul of a website. Along with a product image add basic product details that describe it better. Detailing not only aids a good user experience, but products that lack proper descriptions never turn up in online search results.
Simply praising your product will not resolve customer queries, product’s size, substance, durability, features, etc. are quite important for the buyer. A very long description will simply occupy space whereas a very short description will not quench customer queries, this settles us for a moderate description.
(Image credit: http://www.webhints.co.uk/2012/05/web-product-page-usabilitythe-top-ten.html)
5. Unclear Navigation Status
Do the links on your site not change their color on clicking, or the tab you are working in does not get highlighted in a different color? If you are committing these mistakes, it’s time to correct them. Your users expect a standard site behaviour when they visit you. These expectations stem from their overall online experience. Even search engines differentiate clicked links for a convenient experience.
Not separating visited links is like carrying a map on an expedition and not marking the travelled paths. Nothing can be more exhausting than revisiting an already navigated path. It is important to segregate pages that have been viewed from those which have been not. While surfing many product pages and categories, people usually don’t remember these details. And expect the website to co-operate here. Record of pages visited so far will aid the product search and bring a fast closure to sales.
6. Slow Loading Pages
Standing in a queue for the shop to open is a rare sight, usually people move on to other stores. Similarly if a website takes time to load, people tend to keep other options ready in other browser tabs. And this is the threshold of losing a prospective buyer.
Slow servers are a cause of slow loading websites. Hosting your sites on good quality robust servers can help resolve this problem.
(Image credit: http://www.deviantart.com/art/Loading-Please-Wait-162766156)
7. Not Uploading User Reviews
Whatever number of customers you have in your kitty demonstrate them. Otherwise how would a new visitor coming to your site consider it authentic. With so many ecommerce stores there are many fraudulent websites that cheat customers, some of them process the transaction but do not deliver goods ever. I would not like to mention their names here. Such sites compel customers to wear suspicion glasses on surfing all the websites.
Hence it’s important to demonstrate your authenticity to customers. And I don’t see any other method so reliable than getting the customers who have transacted with you, upload their experiences. Ideally good user feedbacks make a positive difference to other visitors, but neutral and negative feedbacks make the site appear more genuine and uninfluenced. And if you can manage some popular websites or magazines to speak of you, displaying their quotes and references will do all the more good to your image.
(Image credit: http://apparelbusiness.com/3-ways-to-optimize-customer-service-with-your-clothing-erp/)
Remember the aim of a site is to help incoming visitors at every stage. Considering some of them well-acquainted with online surfing and others completely green, we take a middle path to decide the level up to which this help can be extended. As even too much of it is annoying.
Michael Georgiou, a dynamic business professional and entrepreneurial guru associated with Imaginovation – Charlotte Web Design Company proven his success in creative strategy, online branding, project management, and communication projects in both the public and private sectors.