What could be stopping your ecommerce site’s visitors from buying?

Piranha Designs - Friday, December 21, 2018

The festive season is a period when you will want to see high conversion rates from your ecommerce store; the truth is, however, that even a strong-performing online shop can improve in some respects.

Fortunately, some of the reasons for any faltering conversions may be obvious to you; you may already know that your current checkout process is cumbersome, for example, or that your delivery costs are high compared to obvious rivals. Sometimes, overly restrictive returns policies can be harmful as well.

However, customers can also be deterred from purchasing from you by seemingly minor, ‘easy-to-overlook’ issues. Here are just a few that you may look to fix.

Colours that are harsh on the eye

Yes, even a site’s colour scheme can cause a visitor to spend less time browsing it than would otherwise be the case – and that means potentially lost sales.

Is your site largely decked out in a less popular colour – such as brown or yellow – that could be putting off visitors? Maybe the overall colour scheme is a bit unsightly, or there are clashing combinations of colours in various crucial parts of the site, such as its navigation menus and buttons?

Standard manufacturer descriptions

Guess what? Manufacturers have an interest in making their own product look like the best in its industry, so their own product descriptions can feature more than a little hyperbole.

Indeed, the typically highly sales-focused vibe of manufacturers’ own product descriptions can even sometimes fail to provide a clear outline of what the item is and how it could benefit the customer.

By writing your own site’s product descriptions, you could therefore do a lot to engage your particular visitors and give them the information and insight that they most need.

Typos, poor grammar and run-on sentences

Most of us naturally stop when we encounter an obvious spelling or grammatical error in a piece of text. It’s especially glaring on an ecommerce site, as it would normally be presumed that you have the professionalism to at least proofread the content on your site before making it ‘live’.

Also be sure to avoid especially long sentences that can be difficult to quickly read and understand.

Substandard photos and videos

The photos and videos that you use to advertise your stocked products should clearly show the item in question, not least so that the prospective buyer can easily understand what it is.

Remember that smartphone and tablet users – who make up an especially large proportion of online shoppers today – will frequently wish to pinch to zoom for a closer look at a given item. You should therefore ensure they can easily do this on your own site, even if you already provide a dedicated zoom feature.

To find out more about how Piranha Designs’ expertise in ecommerce website design could make all of the difference to your brand’s efforts to significantly bolster its conversions during 2019, simply email or get on the phone to our Gibraltar, London or Edinburgh offices.

Could your ecommerce site's search functionality be improved?

Piranha Designs - Monday, December 17, 2018

It's difficult to think of many more important elements of a shopping site's design than its search features. We say 'features' rather than 'feature', because we aren't necessarily just talking about the keyword search box – the likes of category browsing and faceted search can also be key elements. 

In case you're wondering what those latter two features are, the first should be fairly self-explanatory – it refers to when users select categories on your website and then continue working through subcategories to narrow down the items they are interested in. 

Faceted search should also be very familiar to you. It's all about the various filters – such as size, length, colour and brand – that ecommerce sites customarily use to help shoppers to get to the products that are of greatest relevance to them. 

There are, though, many ways to optimise site search 

You shouldn't underestimate the complexity and sophistication of site search technology these days – but also the relative ease with which you can start improving this aspect of your ecommerce portal, as long as you know which components to focus on. 

It's worth scrutinising, to start with, how your site search currently uses synonyms and substitute terms. If your site is an online health food store, for example, people won't necessarily look for food supplements simply by typing in the term 'food supplements'; others could be 'health supplements', 'nutritional supplements' or perhaps something slightly more specific, like 'digestive supplements'.

Remember, too, that there are also differences in the terminology used from one industry to the next. Your visitors may perform searches for popular acronyms, abbreviations or even slang terms that lead to a zero results page, despite the products they are seeking being available on your site.

Misspellings can easily happen too, which leaves you with a decision to make: just how tolerant should your site search be to them? You could optimise your search functionality to account for one or two letters in a search term being incorrect, which could increase the number of results produced from a user's search, but also risks decreasing their relevancy.  

Then, there are such features as predictive search and type-ahead that have become 'in-vogue' on ecommerce sites in recent times. These elements can be instrumental in making life easier for your prospective customers by giving them product, category and keyword suggestions as they type. 

Get on the phone to Piranha Designs about a complete new ecommerce site design 

Is the state of your site's search functionality just one aspect in which you consider your brand's present ecommerce presence to be below-par? In that case, it may be the best decision to invest in one of our comprehensive shopping site design packages, which are offered at a range of highly competitive price points and give you full Content Management System (CMS) functionality. 

We can also undertake exacting bespoke designs if you prefer. So, why not enquire about the possibilities to the Piranha Designs team right now?


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