3 Ecommerce Design Mistakes that Effect Your CRO
Posted November 2, 2015 by Allison Steele in eCommerce Website, User Experience, Web Design
When it comes to buying online, we want to make the process of purchasing item(s) as easy and seamless as possible. In the end, it is all about the user experience and getting the buyer to make it to checkout and make that purchase.
I love to shop and when I do, it’s mainly online. I also love finding good deals and getting free shipping but who doesn’t? In fact, studies show that in the first quarter of 2014, 198 million U.S. consumers bought something online. With stats like these, it is so important to make it easy for the consumer. If not, they will simply move on and purchase elsewhere.
As there are many aspects that go into a great ecommerce website, here are a few common design mistakes that can really effect your conversion rate. Simple fixes to these mistakes can make a huge impact as we have seen with a number of our ecommerce websites.
1. Lack of Product Information and Images
When you are shopping in a physical store, you can pick up an item, feel the quality, see the color in person and even test it out. When it comes to buying a product online, the website has to speak to all of those senses.
Making it easy for the customer to get all of the information they need around a product is key. This doesn’t just mean a great, detailed product description; this also means great product photos. Tell AND show the customer what your product is all about.
For example, if you are selling shoes, talk about the material types, color options, a size chart and comments about the brand/designer. Include several high-quality product photos that show the product in a 360-degree view. Studies show that product photos without distractions on a white background that show all sides of a product, perform better.
2. Not Having Free Shipping or Shipping Offers
I’m not sure about you, but I know that free shipping gets me every time. I’ll even tend to purchase a product with free shipping versus a product without even in product A is slightly more expensive. Why? No idea, but it might be a mind set thing that I don’t want to spend money on shipping. Maybe Amazon has created this mindset for us.
Consumers love free shipping and any other shipping offers. We tested this out on one of our ecommerce stores. We added free shipping promotions to a select number of products and then tracked a number of matrix. Most importantly, we took a look at conversion rate. With adding the free shipping alone, our conversion rate increased by over 1992% on one product. We saw other increases of 180%, 161% and 114% on other products. This goes to show that allowing the user to get free shipping dramatically increases the conversion rate.
It is also important to have this promo prominent on the site as an incentive for the customer to stay in your store!
3. Not Having Your Store Be Responsive
According to studies, mobile traffic has crossed 50% of total digital traffic. Crazy, right? But think about it, if the store makes it easy enough for you, you’ll buy online anywhere and anytime! Especially if you’re needing a Halloween costume delivered to your office the next day for a office costume party for totally forgot about. Again, it is all about the user experience so make it easy for your customer to “add to cart” and make the checkout process mobile friendly.
If you ecommerce store is responsive, Google is going to display it in the SERPs. If it isn’t responsive, it won’t come up in the user’s SERPs on their mobile phones because Google also is trying to make the best experience for the user.
We recently made an ecommerce store responsive and in 15 days, there was a 2,496.29% increase in mobile traffic. Seriously. In 15 days. And a 2,005.50% increase in tablet traffic. This is soley because users were able to find our newly, responsive ecommerce site on their phones. Want more info on this recent Google change? Check out this post.
Again, there are many, many factors that go into making an awesome ecommerce store, but you can know what is working and what isn’t working by tracking and A/B testing. Every store’s audience is different so knowing what is working allows for you to make changes and better the user experience.
Here’s our top list of common design mistakes that can effect your conversion rate, what’s on yours? If you don’t have one and you’re looking for assistance on your ecommerce web design, don’t hesitate to reach out – we’d love to help!