Three Common Website Design Mistakes That Can Drag Down Your Online Sales
by Shaheel Khan SEO Expert
Why are so many eCommerce sites setting themselves
up for failure with poorly designed pages? They have great products, great
customer service and even great prices, but their site fails to capture the
attention of potential buyers…or, even worse, their poor site design actually
pushes customers away.
With
greater success in mind, let’s solve three design mistakes that show up far too
often in the world of eCommerce.
Are Your Images Tarnishing ‘Your Image’?
Have you ever gone shopping online and come across a site that has horrible
photos? The images look like they were taken by a 4-year old with a
point-and-shoot camera in a poorly lit closet. Now think about your impression
of that company. It’s not good, is it? Of course not, because the images
displayed online are a direct reflection of the person/business posting them.
If the photos appear unprofessional, so does the business.
Amazingly,
though, this happens all too frequently in the world of eCommerce. Businesses
spend a lot of time and energy trying to build their eCommerce site, and then
represent their efforts with terrible photos. And it’s not just product
shots…it’s headshots of the company’s leaders, too.
So, if you own or run an online business, don’t let poor images ruin your
reputation. Spend the time or money (yes, it might take a bit of $$$) to get
the appropriate photos.
Here are some basic tips to keep in mind:
• Keep it Simple—The focus should almost always be on one item. If you’re
selling mobile phone cases, for example, don’t clutter your product shot with
other accessories that will distract or confuse the viewer. If you’re selling
furniture, show the item in a clean, uncluttered area. Your goal is to give
customers a clear view of what they’re buying.
• Consistency is Important—Providing customers with
a similar view across similar items is critical. Let’s use the mobile phone
case example again. If you sell five different cases, don’t show one of them on
a table, another in someone’s hand, a third in a car, etc. Are there times when
it makes sense to show an item in its “natural” setting? Yes. But by and large,
the best approach is to provide a consistent visual experience for the buyer.
Is Your Shopping Cart Hard to Find?
Imagine going to a store where you couldn’t find the checkout register. You’re
ready to make a purchase, but you don’t know where to pay. That’s what it’s
like for online customers who can’t find their digital shopping cart. And
believe it or not, some eCommerce sites haven’t yet figured out the importance
of making this step as obvious and easy as possible.
And for those who have made it easy to find the cart, you’ve likely implemented
these important features:
• The shopping cart is identified by an easy-to-recognize icon
• Users can find the cart by looking for the words “shopping cart”
• The cart appears on every page…in the same spot
Is Your Site Optimized for Mobile Shoppers?
Duh? Right. Who would ever operate an eCommerce site that isn’t optimized for
folks who shop on a mobile device? Unfortunately, it still happens despite
statistics showing that 30% of U.S. shoppers use a smartphone to do product
research and 36% of those shoppers compare products, prices and features via
their phone.
Amit Bhaiya, founder and CEO of DotcomWeavers
recommends that all eCommerce sites be built on a responsive framework. “This
step is critically important because it ensures that your website will work on
all devices. With this framework in place, your customers can easily interact
with your business on a desktop, tablet and mobile phone.”
As
you think about your eCommerce site, how would you rate your design?
• Do the images represent your business as professional?
• Can customers easily find the shopping cart?
• Is it mobile-friendly?
If your answers to any of these questions is “No” or
“I’m not sure”, don’t hesitate to contact DotcomWeavers to speak with a
professional about improving the design of your eCommerce site. The
DotcomWeavers team can be reached at info@dotcomweavers.com
or 888.315.6518
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Joined APSense since, December 26th, 2012, From Kolkata, India.
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