The effort it takes for shoppers to find and buy goods on an ecommerce site has a direct impact on conversions. The longer it takes to find and evaluate products, the lower the chance of a sale.
Knowing the needs of buyers is important. Meeting these requirements requires collaboration between designers, developers, and content creators.
I have advised dozens, maybe hundreds, of ecommerce startups over the years. Here are three common mistakes when building online stores.
Mistake 1: design over function
Beauty that disrupts shopping is catastrophic to sales, especially on mobile devices. Website design should never be higher than usability, even for the greenest of visitors.
Mad Hippie, a direct seller of skin care products, successfully integrates its vibrant design with ease of use. Visitors can quickly navigate to different types of products and make a purchase.
Ecommerce sites selling scores or more products need to focus on both search and browse functionality. Some buyers know what they are looking for. Others need guidance. So be careful with design elements that get in the way of any of these.
The inability to find products and irrelevant site search results are frustrating. But the need for faster and more effective navigation will only increase with more competition and mobile buyers.
What is also important is what happens at the product level. As soon as an item has been added to the shopping cart, Mad Hippie inserts actionable links (“View shopping cart or continue shopping”) directly under the “Add to shopping cart” button.
Error 2: Slow loading times
It doesn’t matter how beautiful or user-friendly an online store is if it doesn’t load quickly. You only have a few seconds – three or less to load a full page – to wow visitors.
There is plenty of data to confirm that website speed can make or break an online business. No company has more performance metrics than Google. It has been said for years that speed has a direct impact on conversions. In a 2016 study, the BBC found that for every additional second it took a page to load, it lost 10% of visitors.
If you focus on lightning fast page load times, you will have an edge over the competition.
Mistake 3: Bad cash register
The checkout process needs to be continuously optimized to keep pace with changing consumer demands. The most common cause of shopping cart abandonment 10 years ago was unexpected shipping and handling costs. Today, many more factors will cause a buyer to leave, including:
- Gathering unnecessary information. Just ask for what it takes to complete the order.
- Deactivating autofill and autocomplete. Mobile shoppers in particular don’t want to enter addresses and payment information. Instead, put power in their hands – and speed up the process – by not overwriting their device’s settings.
- Preferred payment methods are not accepted. Not everyone wants to use a credit card. Introduce new payment options, e.g. B. mobile wallets and installment payments that buy now and pay later. Also, think of streamlined processes like PayPal Checkout that require a simple login.
- Restriction of shipping options. Consumers have preferred carriers and methods of carrier. By offering at least two carrier options with variable delivery speeds, you can delight more people.
- Last minute pleas to buy more. Reminding shoppers of necessary or popular accessories can add to the order total. However, do this at the cart or pre-checkout level. Interrupting the checkout process with deals can stop the order altogether.