7 typical mistakes that hinder e-commerce conversion

  • Author: Ivan
  • On the topic: E-commerce

7 typical mistakes that hinder e-commerce conversion

While there are a lot of discussions about increasing the number of prospective clients, it is also necessary to think of factors that can push customers away. Even though we can see exit pages, it is impossible to determine why visitors left. Often they themselves don’t realize why they did it.

One important thing is to find out what really does and doesn’t work, and analyze it. There are 7 common mistakes that could turn away prospective customers.

1. An Inadequate Headline

An Inadequate Headline

There should be an appropriate headline on every page of a website that urges the customer to read it. A well-chosen headline is a key to success. Obviously, it should show the shopper why the content of that page is important to read. Just think of the webpage you’ve recently read: What made you stop on that particular page? Word choice, size and style of a headline make a difference.

2. Harmful Margins

Harmful Margins

A psychology study at Wichita State University established a huge influence of margins in reading speed and comprehension. The study found that smaller margins allow to read faster, while larger margins result in better comprehension. Since it is important for shoppers to find information as quickly as possible, it’s determinative to know what works best.

3. Attempting To Reduce the Number of Clicks to Reach a Product

Attempting To Reduce the Number of Clicks to Reach a Product

It is supposed that the more clicks needed to get a product, the less inclined the customer is to complete a purchase. Most analytics ensure that it is true, although conversely, a great number of studies prove the opposite. According to such research, guidance works regardless of numerous clicks.

A user interface engineering study revealed that the real problem is not about the number of clicks, but the result of clicking that can appear to be unexpected.

4. Placing Needless Information at the Top of the Page

Placing Needless Information at the Top of the Page

One of the most crucial tips is to place key info about a product at the top of the ‘fold’ where the shopper has to see the image, name, price and certainly the ‘add to cart’ button.

It is best if the shopper can view the product description, or at least the first paragraph of it, before scrolling. More in-depth details can be place below the main description, though.

A study that processed 25 million sessions showed that 75 percent of visitors first view the description above the fold while waiting for loading the whole page.

5. Giving Too Many Options

Giving Too Many Options

Neuro Web Design conducted a survey that found that offering a wide range o products reduced decision-making.

If a customer is given many options, he will either select only the first few or leave, unable to make a decision.

It refers to social sharing icons, as well. The more icons presented, the fewer people share your products. Three or five main sharing icons are more than enough. But you can use an additional icon to link to other networks too.

6. Representing Vague Icons

Representing Vague Icons

To guide customers, you can use icons. Doing so allows you to save some space and make the design cleaner. Make sure your readers know the meaning of each icon, though.

There are only a few universally recognized icons (search, shopping cart, email, and print, for example). These icons are easy to understand as they’ve been used for years. But don’t forget that most others can be quite new for customers.

Always try to choose comprehensible icons for your readers. Alongside the icon can also be attached a text label for better understanding.

Also, it matters where you place the icons. It is a good idea to leave some space between label and icons. In addition, you should avoid placing icons next to other menus or input fields.

Follow the standards for social media - everyone can recognize the white-on-blue for Facebook.

7. Being Too Complicated

Being Too Complicated

If you want to increase your number of customers, don’t forget to do your best and provide sufficient simple explanations so that all people can understand you. Speak in layman’s terms not to offend anyone among your audience, as well as to be more understandable.

Make details clearer by accompanying them with images and videos. This way, more customers will understand how a particular product works

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