Growth Journal

15 Design Mistakes That Might be Costing Your Online Business

The number of businesses going online is staggering, that needs no further justification. The total value of mobile e-commerce selling in 2017 was $3.2 trillion. Also, BigCommerce 2017 has revealed that 48% of all the online buyers they surveyed admitted to spending more online than they planned.

Influence Central has confirmed that 90% of online buyers said they trust customer reviews more than those from a celebrity blogger or sales professional.

Looking at these statistics, one thing is very evident; having an online presence or even having most of the essential elements on your site is not enough. You must have these elements in their proper places.

Here are 15 website designing mistakes that you must avoid!

  1. Unclear value proposition:

A strong value proposition provides your customer with a proper reason to buy from your brand, it lets them know why you are different from your competitors and what real-time value your company is adding for your customers. If your homepage and service pages do not convey the value proposition of your brand to your visitors, they might not get the message.

  1. Vague product descriptions:

93% of regular online buyers in Australia have said that they will not buy a product that does not have a clear product description. 69% of them said that product descriptions are the most important thing they check when looking for a product. Design your product descriptions so that they are visually prominent, feature actionable keywords, are segmented with bullet points and are targeted to your audience.

  1. Misuse of pictures:

A well-known e-commerce site experimented with increasing the size of the pictures on their website by 2x and this gave them a9.45% increase in sales. Every image that you use must:

  • Be high quality
  • Use the correct alt tag
  • Be zoomable
  • Show the relevant model (if possible).
  1. Fitts’s law:

This theory has come to the market very recently and has gained its ground thanks to its scientific justification. It predicts the time it will take to move to and point at a target object. Visual hierarchy is the trick to making a website more accessible with responsive web design.

  1. Asking for too much information:

Companies lose many of their customers because of the necessity to log in before making a purchase. Let your first-time buyer complete their purchase before asking for login information and save this for future purchases.

  1. Bad shopping cart design:

Make sure you allow your customers to add products from different categories and then return to the respective product pages. Also, at every step of your checkout process, keep the search bar content.

  1. Low SEO value:

Looking trustworthy or being trustworthy to a search engine are two different things. To be trustworthy in terms of SEO you need:

  • Optimized keywords
  • A responsive website design
  • Inbound links
  • Correct sitemaps
  • Web analytics codes
  • Content bucket
  • Conversion analytics.

Design mistakes that are unintentionally ignored

  1. Poor customer service:

Customer support teams are the heart of any online business. Your customer support team must be equipped with:

  • Good communication skills
  • Use of positive language
  • Adaptability
  • Effective and strategic listening
  • Empathy for the customer
  • Self-control.
  1. Insufficient payment options:

Look at what your competitors are offering to their customers. Include all the major credit and debit card options and have a PayPal option. Keep ANZ, Checkout.com, Authorize.com, Skrill and Amazon Payments for international payments.

  1. Contact information ambiguity:

Clearly showing your business address and contact channels on your website will give your customers a feeling of trust. Put your complete contact information on the header, sidebar or footer of every page. A contact form must also include standard customer information.

  1. Long and intricate checkout:

An intricate checkout process is responsible for 69% of cart abandonment. Here are a few tips: incorporate all the added product pages for easier navigation, use two-column layouts and save all previously provided shipping and billing information.

  1. Unusable search filters:

If your website’s search bar is not easily navigable and searchable, your customers will use the general search engines like Google and will be more likely to click on your competitor’s site.

  1. Wrong and ambiguous navigation:

Suppose a potential customer is browsing your website to search for their favorite product. But, what if they are wrongly navigated to a product page they have not wished to see?

Categorize your products in the most segregated way; avoid duplicate pages, avoid showing blank categories and group fewer products together.

  1. Singular product images:

If you add a great quality picture for your product but it is the only picture you have added, you will be losing a large number of viewers. Always add multiple high-resolution pictures of every view of your product.

  1. No recommended products:

On average, the top e-commerce sites earn almost 40% of their profits from up-selling and cross-selling. On each product page, on every page of the checkout process and on the cancellation and return page, you must show related products to your customer. Also, program your website to be as advanced as possible in sorting and filtering so that you suggest the exact product that your customer is looking for.

These are a few of the ways that we can help you avoid making design mistakes on your website. When you start your own e-commerce website, you will find that there are thousands more small modifications that should be taken care of; but start with these to optimize your website.

Ash Bhattacharya

Author Ash Bhattacharya

Ash is an Australia based Digital Marketing leader helping Entrepreneurs, Startups and Businesses of all sizes, inject immediate cashflow into their business by generating more leads and sales.

More posts by Ash Bhattacharya

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