Clearly, developing an online retail site isn’t as simple as posting pictures of products with their descriptions and choosing shopping cart software. When people land at your virtual shop, they are looking to have a good time and, more importantly, a smooth experience. However, basic ecommerce design mistakes can pose a problem and have your customers doing the one thing you don’t want them to do – leaving your website and moving on to your competitor’s.
If you’d like to keep your customers engaged and get them to click on that ‘Buy Now’ button, pay more attention to ecommerce web design and avoid making these common bloopers.
An Ineffective Search Function
Most of the time, people who visit an ecommerce site know what they’re looking for and they use the search bar to locate it. Your online store must have an effective search function with built in additional filters to narrow the results down. While variety is always welcome, being buried under hundreds of other products when you’re looking for just one particular product can be very irritating and is not very good for e-business.
Inadequate Product Details
Surprisingly, one of the most common ecommerce design mistakes we’ve seen online retailers make is not providing enough information about their products. In a brick and mortar establishment, people can have all their questions answered by the store clerk. On an ecommerce site, that is not possible. You should provide as much information as you can (size, color, weight, functions, instructions, etc.) about every product to answer any questions they may have and help them make the right decision.
Poor Product Images
Photos, in a virtual shop, are meant to make up for the lack of physical proximity to the product. By using a couple of tiny, low-resolution images or, worse, depending on stock photos, you’re only making your customers unsure about their purchase. Every product should have 5-6 high quality images, showcasing the product from different angles. This will help build confidence among people and increase conversions.
Bad Shopping Cart Design
The shopping cart is one of those things that generally get ignored when talking about ecommerce web design. However, it has a very important role to play in the overall shopping experience and conversion strategy. A good shopping cart should at least allow your customers to add several products (without leaving the main page, preferably), review and revise the quantity of products and even see the shipping charges involved. The cart must be simple and clear, but also involve enough intricacy to optimize the overall user experience. Make sure and do your homework before deciding on shopping cart software.
Long-winded Checkout Process
If your checkout process is confusing, the entire shopping experience will end on a frustrating note. The longer it takes for your customers to complete the order, the higher chances there are that they will give up and exit half way. To prevent that, the checkout process should be restricted to a single page so that they’re able to wrap things up quickly and effortlessly. Some other options are to provide a progress bar or progress prompts to make the user aware of time expectations.
The points above might seem straight forward and obvious, but these ecommerce design mistakes will absolutely adversely impact the performance of your website. So beware. On the other hand, a well-conceptualized online store can deliver a commendable shopping experience, boost sales, and contribute to the success of your retail venture.
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