One of the biggest challenges for businesses in this day and age is getting the customer to recognise the brand, visit the website and then commit to a purchase. Buying habits have changed significantly over the past decade and shoppers are now using the internet more to buy products, even when they are in the shop itself.
The most crucial stage of the digital marketing experience is the conversion. It can take between 5 and 12 interactions, 80% of the time, before a person makes a purchase. And it can take a long time between introduction and sale, even over a year.
The situation is worse as only 30% of your website visitors will ever visit your site again.
One of the biggest stumbling blocks is the website itself. Unless you create a ‘user-intuitive’ interface, your prospective customers might find it difficult to place an order.
So what elements of your business’ website could be preventing consumers from making a purchase?
1. Navigation Was Too Difficult
A study by Statista found that 25% of consumers will not complete a purchase on a website if they find the navigation for products is too difficult. If a customer can’t find a product or a way to move from products to the checkout, you are going to have a limited number of conversions.
If you only have a few goods for sale, you may forget to organise them, and when you have too many, it can seem daunting to arrange them. A website with structure and clearly defined product categories will help you sell more.
2. Website Speed / Crashing
There is nothing more infuriating for customers, than the website they are on crashing or timing out. Customers are particularly fussy and aren’t going to hang around on a site any longer than three or four seconds before the website or page loads, and the slower it is, the more customers you are going to lose.
If you are on a shared server, immediately upgrade to a VPS. It is a lesson we learned, and the results will pay for themselves. Next look at how you can optimise your website. We have some basic suggestions in a previous blog post.
When you make these changes, you should see an improvement in your conversion rate and the amount customers are willing to spend on your website.
3. Product Images / Descriptions Aren’t Good Enough
Product displays are a challenge for online shops. Product descriptions and pictures have to be top quality for your customers to want to make a purchase. Descriptions can be difficult to write but here are some tips:
- Sell the benefits, not the features (i.e. more accurate measuring versus measures to within 1mm).
- Keep sentences short.
- Keep the significant benefits close to the top of the copy.
- Match the tone of the description to your target audience.
And here are some helpful hints for your product images:
- Use soft lighting.
- If you have variations of a product, include them in the photo.
- Experiment with angles.
- Use white backgrounds.
- If you want to include people, ensure they are dressed like your intended audience and looking happy.
4. The Little Details
There are many small details that e-commerce stores sometimes forget to include in their website. These can affect the number of sales you can make.
Payment options can be a real obstacle. Some customers will only make payments through certain programs, like PayPal or credit cards. Ensure you advertise early on in your website copy how the customer can pay for their order.
Another is the shipping options. If you don’t state how you deliver products, customers might be unsure of whether they can trust your website or not.
Is Your Website Ready For Online Shoppers?
Consumers are changing their behaviours and are looking to buy more online. Consumers will only buy from websites that are of high quality and remove as many obstacles as possible. Ensure you aren’t left without any customers by giving your online store the best design as possible.
Are you struggling with an e-commerce website? What is your conversion rate?
Let us know in the comments below.