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5 Common E-Commerce Website Design Mistakes

If there’s one thing you need from your e-commerce website, it’s for it to convert. After all, what’s the point of having it if it doesn’t lead to sales? No one designs an e-commerce website for fun, but unfortunately, many people design e-commerce websites that aren’t effective and don’t convert.

Although website builders, like the one from Websites 360®, make the process of building an e-commerce site easy and painless, like with any website, there’s still room for creativity. That also means that there’s still room for error.

But, regardless of whether you build your website yourself or work with a designer who builds it for you, it’s important to be in the know about what can hurt its success and convertibility.

5 mistakes that can undermine your e-commerce site

Mistake #1. Not making the design responsive

Did you know?

  • More than 230 million consumers in the United States own a smartphone, and more than 100 million own a tablet
  • 77% of all Americans own a smartphone
  • Of the people who use smartphones, 77% have made a purchase online using it within the last 6 months
  • During the 2018 holiday season, almost 40% of the total purchases made were on a smartphone

Let’s face it, people don’t shop in brick-and-mortar stores as much as they used to, which is probably why you’re here in the first place. However, when people online shop, they don’t use desktop computers like they used to, either. Instead, most of them are using a mobile device, like a tablet or smartphone.

If your site isn’t responsive, chances are, you’re not providing them with the kind of e-commerce experience they’re looking for. And, if they get frustrated enough, it might lead them to abandon their cart and shop elsewhere.

Responsive websites automatically configure themselves for optimal functionality and aesthetic, regardless of the device being used, and it’s the first and most important aspect of a mobile-friendly e-commerce store.

Mistake #2. Using low-quality images

There’s almost nothing more important to making a sale online than having plenty of high-quality images. The fact of the matter is that people don’t want to buy something without seeing it first. They’re already taking a chance, however small, by shopping online in the first place, and quality images help to give them more peace of mind about their purchase.

Low-quality images can hurt any website, but for e-commerce, they can spell certain doom. People will want to be able to see every aspect of the product in question before making a purchase, and images that are poorly lit, blurry or otherwise poor quality, they can’t provide them with the information they need.

In addition to using high-quality images, you also want to make sure that you include images of the product from every angle, images of the product details and images of people using the products. This will give your shoppers a better idea of what they’re buying.

Mistake #3. Having a drawn-out, overly complicated checkout process

When shoppers on your website are ready to check out, you want to make it as easy as possible for them. People have a lot going on in their lives, and if your checkout process is overly long, complicated and/or drawn out, they’re not going to want to stick around and wait for it, unless, of course, they’re just that invested in their purchase.

But, here’s the thing, there’s a good chance that, regardless of what product you sell, your e-commerce store isn’t the only one that sells it. If you make your customers jump through hoops in order to make a purchase, the likelihood that they’ll abandon their cart and move on to the next e-commerce store is high.

Do yourself and your customers a favor by making your checkout process quick and easy. Also, don’t require that people sign up for an account to check out. Let them determine whether they want an account or not, and give them the option of checking out as a guest.

Mistake #4. Missing or minimal product descriptions

Images are probably the most important aspect of your product pages, but that doesn’t mean that the content isn’t important. In fact, it’s incredibly important, and the last thing that you want is to leave your product descriptions blank. It’s also a mistake to include descriptions that are scant and unhelpful.

Your description should give your shoppers a good understanding of the features and benefits of what they’re buying. It’s also important to include all of the options available, like colors, sizes, etc., as well as materials used, appropriate age and gender if specific, handling instructions and washing instructions.

Product descriptions are important for many reasons. They help your shoppers determine which purchases to make, but they’re also an essential part of ensuring that your product pages rank organically in the search results for relevant keywords. If you don’t include product descriptions, you’re doing your shoppers and your site’s organic rankings a disservice.

#5. Missing or hidden contact information

When building a website for a local business, it’s obvious that you need to make it easy to find your contact information. After all, people need to be able to get ahold of you to schedule an appointment, visit your office or ask questions. But, when it comes to e-commerce, the need for visible contact information isn’t as clear.

Regardless of whether you offer services or sell products, people are going to need to get ahold of you. That’s just the way it is. People might have questions that they can’t find answers to on your FAQ page. They might want to inquire about ordering in bulk. They might want to make a return or request an exchange.

Customer support is an essential part of any successful retail business, whether it’s online or in-person. And, a big part of customer support is ensuring that your customers can get ahold of you easily when they need to.

Keep these common e-commerce design mistakes in mind while building your website. Get started today with Websites 360!

Originally published on 2/13/20