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.

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