When you start running a business, you should be ready for constant analysis and ready to improve different elements and processes. There is no chance to set the constant flow of clients and to increase sales if there is no wish to adapt the business to the demands of a contemporary customer. But mistakes in eCommerce business are unavoidable, just like anywhere else. The question is what to choose: to keep ignoring problems and to continue losing clients or to fix them as quickly as possible. The price is too high.
Take a look at the worst enemies of your eCommerce store to make sure they don’t influence your business.
Bad design kills a customer’s wish to make a purchase
Quality. Professionalism. Security. Guarantees. Exclusiveness. Interest. This should be in the customer’s head when he sees your online store. This can be achieved with the help of a quality design. The website is the face of your brand and it will form the attitude to your business and impression about it. Invest in it and get the attention of the customer.
Remember, that design is not just colors, fonts, and buttons. Nowadays it’s the art of communication with the customer. It’s the way you gracefully direct him to the checkout process with the help of different elements. The high-quality content and micro UX will help to achieve this goal.
Strengthen the customer’s confidence by showing who’s standing behind the brand. Give the contact information and show the security certificates. Sometimes business owners are not afraid to show their own photos on their websites. This may be a photo with a co-founder or with a business partner. In such a way they strengthen the bond between their brand and the customer, and increase the business credibility.
Do not underestimate the role of navigation for your ecommerce business
When a customer visits your store, he wants to find things quickly and easily. If you have a bad homepage, bad navigation and problems with the search, you may lose a customer in a few seconds. He doesn’t want to wait and he doesn’t want to bother, thinking how to use the navigation properly.
That’s why you need to take measures:
This is a very serious nuance because mistakes in navigation lead to the following consequences:
Even if you have tons of traffic, but complicated/problematic navigation, all profit rates will suffer.
Choosing improper delivery options
Free shipping doesn’t work for all businesses. What works for one e-store owner may destroy the profit of another. In some cases, offering free shipping to clients is not viable. If an all-inclusive free shipping is not an option for you, there are certain ways to offer meaningful shipping deals that do work for your business.
P.S. – strive to provide transparent information on every delivery method. A nightmare for every customer is that he will find out about some additional fee when receiving a delivery. He shouldn’t pay a bigger amount, only the one you’ve shown during the checkout process.
Forcing the customer to register before making a purchase
Did you know that 30% of shoppers refuse online purchases due to forced registration? Filling the sign-up forms requires time and efforts. Offer the customers a guest checkout in two ways:
P.S. – Get rid of the unnecessary elements. Remember that during the checkout process the customers are not shopping, but making purchases. So, remove the unnecessary elements which can distract the users: latest offers, top products, product category links. Keep the interface simple. For example, Dell focuses only on the checkout process on its page.
Give the customer a reason to return
Let’s imagine the situation that you are visiting an eCommerce store for the first time. You have added certain items to the shopping cart and now you need to register before making a purchase. The mission is accomplished, but now you see that the cart is empty. Now you need to search for those items once again. Sometimes during the checkout process, you can’t even see its status: whether the order was successful or not.
What is the way out? You need a persistent shopping cart. It has a variety of advantages:
Not enough info about products
Many of us compare the eCommerce stores with black boxes. Why? If we have an opportunity to touch the product in offline stores, the situation online is different. We can’t touch the product, twist it, smell it after all! That’s why customers need information about products. As much as it’s possible. It should be reliable and authentic. The most favorite product presentation nowadays is a video review. Your customer wants to examine the product from different angles to explore its features and to make sure he makes a right choice. Correspondingly, the customer needs less time to make a decision about the purchase.
The silent live chat may spoil everything
Live chat is a cool thing if your sales manager can reply in 30 seconds at least. If a customer waits for several minutes, he gets disappointed. This disappointment can make him leave the store as the expectations are not satisfied. Live chat means conversation. If you know that your specialists can’t respond quickly or they don’t respond at all, it’s no use to implement a live chat at all.
But I would recommend making it work. Having an automated and working live chat is a rewarding thing. Customers appreciate the care and your readiness to help exactly when they need it. Not tomorrow, not the day after tomorrow. Right here and right now.
The list of mistakes in eCommerce business is almost endless. Some of them are critical and may result in the loss of profit. If you struggle with certain problems in your business, just leave a comment or say “hi” and we will find the right solution together.