Ecommerce Mistakes Affecting Your Website
With an estimated global revenue of $22 trillion, the ecommerce industry is thriving. Consumers are buying things online through ecommerce stores and most websites are now optimized for mobile device users (51.2% of consumers make purchases through a responsive, mobile optimized website). Ecommerce giants such as Amazon, Rakuten, eBay and Tao Bao lead the way in improving the choice, value and convenience of online purchases. Consumers do not need to venture beyond their front door. Even smaller ecommerce stores provide value in great customer service and fast delivery.
The first place that customers visit is the ecommerce website. It is no surprise, then, that big ecommerce companies invest a lot of time and money on the structure, performance and content of their websites. Research by KissMetrics shows that 40% of consumers abandon a website if it takes more than 3 seconds to load. In fact, 52% of consumers cite loading speed as a reason for staying loyal. Bad ecommerce websites don’t just deter the website visitor; they deter the friends of that website visitor (44% of consumers will tell friends about a bad ecommerce website experience).
Designing an ecommerce website for optimal conversions is no easy task. There are many aspects to consider, from design UX to technical SEO and getting the content right. UX, or user experience, requires conversion optimized features within the website. Getting the UX design and content right makes all the difference between a visitor abandoning your ecommerce website and making a purchase. When avoidable ecommerce website design mistakes impact on your bottom line, you really need to take action. What are some of the biggest website design mistakes to avoid?
Not using a flat design in your ecommerce website
Customers don’t care how stylish your website looks as long as they can find and buy something quickly with the least stress. Flat design means simple user interfaces and faster website performance. Your customer can load the webpages quicker and check out before they change their minds.
Not having a mobile friendly ecommerce website
When Google rolled out the algorithm changes for mobile friendly websites, they weren’t just trying to make every website owner’s life difficult. They were responding to the needs of consumers who prefer mobile devices to laptops for internet browsing. Your customers are more than likely to own a smartphone and mobile shopping is becoming the norm. In fact, in 2016, purchases through a mobile device surpassed $1 billion in Black Friday sales. Responsive, finger friendly interfaces and well designed mobile friendly websites are a must.
Compromise conversion rate for style
The main function of an ecommerce website is to convert website visitors: all aspects of website performance, UX and SEO have to be aligned to this goal. Ecommerce websites wants to stand out with a unique look but make sure that it does not slow down the pages, increase bounce rates and cause confusion for your customers when trying to complete a purchase. A common ecommerce website design mistake is to prioritize style over the conversion rate of the website.
Not including videos in your ecommerce website
Videos are highly engaging and shareable content; ecommerce websites with videos are informative and attention grabbing. Content marketing is moving towards rich media content-and you can utilize video content for the benefit of your website visitors. Tutorial videos and product demonstrations make great video content for product based businesses.
Using bad quality images
Large, clear images that visitors are able to zoom in on (with higher resolutions), are ideal for ecommerce stores. Prospective customers can make better informed decisions after seeing highly detailed pictures.
Not thinking about SEO in the design process
When hiring website designers for your ecommerce store, let them work closely with your SEO team. In the design process of your ecommerce website, SEO is important for optimized site structure. You want your UX designer to know what SEO will be implemented, and vice versa.