If you’re creating an online business/e-commerce site, you may very likely want to channel most of your energy toward improving your conversion rates, since at the end of the day it’s all about the sales. You may have forgotten one important thing – your conversion effort is being affected by small annoyances that haven’t been addressed.
Some peeves can be overlooked, but in an environment where competition is stiff, it’s easy for a potential customer to simply shut down your site and go someplace else. Annoyances have a compounding effect, and people tend to have elephant memories with things like that, so that what began as a small peeve ends up being a massive put-off.
It’s important to fix those little problems because while it may not dramatically improve your conversions, it cannot hurt it. You’ll increase customer satisfaction and customer loyalty, and all these contribute to value addition over the longer term.
1.Slow loading pages
Pages should take no more than 5-8 seconds to load – at the maximum – and ecommerce pages are not exempted. Make sure your product images have optimized sizes so that they don’t load overly slowly, and conduct regular tests to ensure that your server and CMS/database are serving up queries at acceptable speeds.
2.Too little information
It’s okay to have introductory information on your products in the initial listing pages, but you need to provide any other important information for decision making by offering users options to find out more. Have technical information for devices, nutritional information for consumables and any other specifics the user might be interested in.
Remember that you’re competing with a bricks-and-mortar store where a customer can touch different products and make a decision on the spot.
Posting outdated content or misinformation makes you lose credibility which will reduce conversion rates. This is especially true about inventory availability. Make sure you have an automated service to reflect the true picture as it is. Once a user has to cancel a complete order, you can believe they won’t be back the following day.
4.Not providing customer feedback
Potential customers are always interested in what others have to say about your products, whether good or not, before making a final decision. You need to provide genuine reviews exactly as they have been written because if you don’t, the customer will still look elsewhere and find the same information. By having them on your site, you will look more trustworthy and truthful, and customers will be more open to closing the sale.
5.Hiding’ the price
Display the prices of your items upfront or soon after the buying process begins. This misconception that once customers have reached checkout they’ll feel obliged to complete the sale is just that, a misconception. Most people will forego checkout if they don’t know what they’re paying, and it just reeks of suspicious intent. Don’t wait until checkout to give the price.
Last word – feedback
It’s difficult to get conversions, but if you focus on providing the best user experience, you will be a step ahead of your competition. These are not all the annoying things possible for ecommerce sites, so keep looking and tighten your ship. Ask for feedback and respond to it where customers have been kind enough to point out a discrepancy or offer suggestions to make it easier for them to shop.