Getting people to visit your online store is only part of the challenge.
You also need to give them a reason to stay, explore your products, and complete their purchase.
Unfortunately, small problems throughout an e-commerce website can create enough friction to cause customers to leave.
Here are ten common mistakes businesses should watch for.
- Complicated Navigation
Customers should be able to find products without getting lost.
Organize your store into logical categories and make search easy to find.
If customers can’t figure out where products are located, they may simply leave.
- Poor Product Photography
Online shoppers can’t physically examine a product.
That makes images extremely important.
Use clear, high-quality images that show the product from useful angles.
For appropriate products, consider showing:
- Multiple views
- Close-ups
- Product details
- Different colors or variations
- The product being used
- Weak Product Descriptions
A product description should answer the questions a customer might have.
Include relevant information such as:
- Features
- Dimensions
- Materials
- Compatibility
- Available options
- What’s included
- Important limitations
Don’t assume customers already know the details.
- Difficult Mobile Shopping
A customer shouldn’t need a desktop computer to make a purchase.
Your store should work well on smartphones, including:
- Product browsing
- Product selection
- Cart management
- Checkout
- Payment
Mobile usability should be tested throughout the development process.
- Unexpected Costs
Unexpected shipping fees or other charges appearing late in checkout can frustrate customers.
Whenever possible, provide clear information about costs before the final purchase step.
Transparency helps customers make informed decisions.
- Complicated Checkout
Every additional step in checkout creates another opportunity for a customer to abandon the process.
Review your checkout carefully.
Ask whether every field is necessary.
Make it easy for customers to:
- Enter their information
- Choose shipping
- Select payment
- Review their order
- Complete their purchase
- Slow Pages
Customers expect an online store to respond quickly.
Large images, excessive scripts, poor hosting, and inefficient code can all contribute to slow performance.
Performance should be treated as an important part of the shopping experience.
- No Clear Return Information
Customers want to know what happens if a product doesn’t work for them.
Make your return and refund policies easy to find and understand.
Clear policies can reduce uncertainty before a purchase.
- Poor Search Functionality
If your store has many products, search becomes extremely important.
Customers may already know what they’re looking for.
A useful search system can help them find it quickly.
Depending on your store, features may include:
- Autocomplete
- Filters
- Categories
- Product attributes
- Sorting
- Not Making Your Value Clear
Why should customers buy from your business?
Maybe you offer:
- Specialized products
- Excellent customer service
- Unique designs
- Fast fulfillment
- Expert knowledge
- Customization
- Competitive pricing
Make your value proposition clear.
Customers shouldn’t have to figure it out themselves.
The Customer Experience Matters
An e-commerce website isn’t simply a digital product catalog.
It’s a complete shopping experience.
Customers need to move smoothly from:
Discover → Browse → Evaluate → Add to Cart → Checkout → Purchase
Problems at any stage can affect the final result.
Is Your Online Store Losing Sales?
If customers are visiting your store but not purchasing, the problem may not be your products.
Your website could be creating unnecessary friction.
Iguana Technologies can evaluate your e-commerce website and help identify opportunities to improve usability, performance, and functionality.
Contact us at Iguana Technologies to discuss your online store.
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