Most Common Mistakes When Designing an eCommerce Site
Whether your eCommerce site is a stand-alone store or part of your brick-and-mortar enterprise, you need to pay special attention to the design. You can’t just throw some shopping cart software on a website and hope it does the trick.
ithout attention to the website’s design, you don’t stand a very good chance of making any money. Here is a list of the most common mistakes that are made when designing an eCommerce store. Avoid – or fix – these blunders and your business will see significant results.
1. Playing Hard to Get
You need to put your contact information front and center. Don’t try to hide it – or look like you are doing so. Slap your phone number at the top of every page. Then, create a specific “Contact Us” page. Include a contact form so customers can air their grievances. Also, publish your email address, phone number, and physical address (if you have one).
If you expect customers to spend their hard earned money and share their personal information (ie: credit card number), you had better earn their trust first. One of the easiest ways to do that is to prove you are a respectable company.
2. Not Being Personable
Poor customer service is one of the biggest hindrances of generating repeat customers. Again, make it easy for customers to get in contact with you.
If they don’t like their product or there was an error with the order, customers need to be able to take the necessary steps to rectify the problem.
Have a thorough, easy to understand policy page. Share your return or exchange policy. Give contact information for each specific department and connect the customer with the person who can help. For example, a customer might want to talk to someone about a technical glitch on your site. They might have a question about returns. Or, someone might have an issue with shipping.
Also, it is a good idea to include a FAQ page so customers can get all their questions answered without contacting your company directly.
3. Being Demanding
Don’t force customers to create an account before they place their order. This could potentially turn people away.
Instead, let them order with a guest account. When they finish the order, ask if they would like to create an account and save their information. This gets you the data you desire and makes life easier for them.
4. Not Being Search Friendly
Sometimes, customers don’t want to sift through all the amazing products you have to offer. Not everyone is a window shopper. Some people come to your site with a specific product in mind. Make it easy for them to find what they want.
Have a very thorough search feature. Let customers search by keyword or product item number (if they know it). Then, let them use filters to sort the results as they see fit. They might do that by arranging the products by size, color, brand, price, etc.
5. Not Providing Enough Description
In a brick-and-mortar establishment, customer can touch the product. They can feel it, weigh it, and examine it. Online, the customer must rely on the information you provide. Make sure each product has a very detailed description.
Remember, you are their eyes and ears. Give them all the information they could possibly want – the weights, the measurements, information about the materials used, production details and anything else you can think of.
6. Sharing Lousy Images
Again, the information you provide is the only information the customer will receive. Don’t throw little, tiny images on your site. Customers won’t like that. They want to actually be able to see what they are buying. In a perfect world, you would provide large images. If you can’t do that (and even if you can), include a zoom feature.
Likewise, it is foolish to think a single image will suffice. Take a photo from every angle. Zoom in on special features. Show the item in all the colors available. Try to get four or five different shots of each product.
Learn from the mistakes of others. Don’t create the common blunders when you design your eCommerce site. Design wisely and you’ll experience maximum profits.
Ron Barraza works for a local marketing firm. He recently helped set up the product page of official cornhole boards for Custom Corntoss. He took his own advice into consideration when helping the client draw customers to their custom cornhole boards. If you want to talk about web design, cornhole supplies or eCommerce success, look Ron up on Facebook or Twitter.