For many businesses, their websites are the gateway to generating sales. If your customers can’t find what they want or understand how the product works, chances are they’ll move on and go get it elsewhere. That means you must ensure your eCommerce store is as user-friendly and conversion-focused as possible. But if you’re like most store owners, that probably means you’ve got some work ahead of you! Here are a few common issues we see in e-commerce stores today:
The Home Page Isn’t Optimized for Conversions
- Make sure the home page is optimized for conversions.
- The first page a visitor lands on should be the most important page on your site, and it should include a clear call to action that converts into sales.
- The value proposition of your business should be clearly communicated on this page.
- Your home page needs to quickly communicate what exactly you do, why you’re different from your competitors, and why customers need you in their lives (or businesses).
Not Reducing Distractions
It’s easy to get distracted. You can run a site that’s focused on the visitor, but if it’s cluttered with too many things (like pop-ups and ads), your visitors will leave. You also have to ensure your site is easy to navigate so that visitors don’t get lost when visiting your site and buying something from it.
If you want people to buy from you—and we know you do—then make sure you reduce distractions!
No Clear Direction to the Cart Button
The most important button on your website is the one that will take visitors to their cart. This button should be clearly visible, large enough for people to click, and placed where it will be immediately noticed by visitors.
You can do this by using good visual design and placing the “Add to Cart” button on or near where you want users to buy something. In other words, don’t hide the cart button inside a menu or obscure it with other elements that might distract people from clicking it (such as a photo of someone wearing glasses).
Not Capitalizing on the Scarcity Principle
The scarcity principle is a marketing principle that suggests that when something is scarce, people want it more.
It’s best to use the scarcity principle in conjunction with another tactic, such as urgency or social proof. For example, if you have a product on sale and tell customers they only have 24 hours to purchase it at this price—that’s using both urgency and scarcity.
We can apply this same approach to our eCommerce websites: by leveraging the power of time limits with limited offers, we can increase conversions and sales for our products.
Not Emphasizing Your Guarantees
You need to be sure that your guarantees are clearly stated and easy to find throughout your entire website. This includes on the homepage, product pages, and in the checkout process.
The goal is for customers to trust you enough, so they want to buy from you—and offering a guarantee is one way of building that trust.
Your guarantee should also be prominently displayed on your website so visitors can’t miss it when they’re browsing around looking at different products or services.
You’re Not Responding to Customer Reviews
Responding to reviews is a great way to show your customers that you value their feedback. And it’s also one of the best ways for you to convert more sales.
If you see a positive review, thank the customer and reply with an offer like, “thanks so much! We have a 15% off coupon code available right now if you want it.” This will incentivize them to check out your store again and make another purchase (and hopefully, they will share their experience on social media).
If someone posts something negative about your product or service, respond in the same way that you would respond positively. The goal is not only for people who have shown interest in buying from your website but also those who are not yet ready but may consider doing so in the future because of their interactions with you online through reviews and social media engagement.
You’re Not A/B Testing Enough
A/B testing is one of the most important things you can do for your business, but some people still don’t use it properly. When someone visits your site for the first time, they’re not ready to buy yet. You need to start them on a journey where they get used to the idea of buying from you and then eventually become a customer.
It is recommended that you create a funnel that begins with something small—like an email sign-up or free ebook—and then progresses into larger purchases as customers feel more comfortable doing so. A good example of this is Amazon’s “wish list,” which allows users to save products they want without making a purchase right away. By collecting these items in their wish lists and viewing them later on, Amazon gives its customers time to consider whether or not they really need those items before acting; meanwhile, Amazon can collect more data about what those customers are interested in purchasing later on down the road (or possibly even cross-sell related products).
Your Navigation Bar is Too Busy
Your navigation bar should be as clear and simple as possible. Your website visitors shouldn’t have to click on several buttons just to find the information they’re looking for, and they definitely shouldn’t feel like they’re stuck in a maze of links.
The navigation bar should be consistent across all pages so that users can easily find what they need, whether it’s the contact page or an item on sale.
It should also be visible even on small screen devices (like smartphones), so those users don’t miss out on any important details about your products or services!
Ecommerce store owners face many different challenges, but these issues can make a big difference in your revenue
- Conversion Rate Optimization
- Website Optimization
- Easy Navigation/UX Design
Hopefully, we’ve helped you identify issues that could hurt your conversion rate. Be sure to monitor how changes affect your business and don’t hesitate to make more adjustments as needed. Remember, having a perfect store is impossible—but by keeping these tips in mind and working on them one at a time (or all together), you’ll eventually hit your goal!