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Customer journeys or user experiences are frequently built into eCommerce websites with the very best intentions but frequently fall short for your ideal client.  The path and expectations that you want your customer to have is usually different from what they expect and prefer.  While launching a site that cuts some corners or just fails to consider what your ideal customer likes is leaving money on the virtual table.

Competition is fierce and your customer can easily make a different purchase decision with just a few keystrokes.  Start with these eight common mistakes to begin recrafting your customer experience.

Mistake #1 – Crummy Images

High quality, zoomable photos of your products are very important.  We all like to zoom and rotate the image to check out features of that new blouse or appliance for the kitchen.  A video is really nice – but save that work for your top sellers for now.

Mistake #2 – Descriptions that Aren’t Helpful

Don’t use the same old generic description that other ecommerce sites use.  Provide as much data as possible for your discerning customers.  Most likely this information will not be in the product summary but on additional tabs.  How big is it, how long is it, can it be washed or is it dry-cleanable?  There are many features and benefits to write about to answer your customers’ many questions.

Mistake #3 – Lack of Reviews

Social proof is trusted by approximately 70% of all online shoppers.  Social proof may be in the form of reviews, testimonials, certifications and affiliated partners.  Let your customer read comments about what another purchaser thought about the item once in hand.

Mistake #4 – No Perks

Don’t take your company out of the game.  Provide free-shipping, no-hassle returns, and thank you coupons for the next order – think incentivize, incentivize, incentivize.

Mistake #5 – Specials Specific to Store or Online Only Aren’t Clear

If you are a click and mortar, that would be online and storefront, merchant let people know which products and services are available only online and which they can expect only in the store.

Mistake #6 – A secure and smooth shopping experience

Use payment authentication and offer a secure gateway. We are all concerned with cyber security and credit card fraud.  Offer an HTTPS connection, display a padlock icon to show a secure gateway and trust certificate logos like Trustwave to demonstrate your PCI-DSS compliance. Don’t forget a privacy policy, terms and conditions and return policy that are easy to find and understand as menu tabs in your Footer.

Make the checkout process smooth and provide no surprises in pricing, shipping rates, delivery times.

Mistake #7 – Non-responsive mobile experience

Your online purchase experience should work easily on both desktop and mobile devices.  Offer the ability to save items in a wish list. We know many consumers start the purchase process on one platform and complete it elsewhere.

Mistake #8 – Failure to keep improving user experience

Take a look at your analytics.  How are users moving through your site.  Where are the spots that users abandon the purchase process?  What can you do to improve experiences and match expectations of your web visitors?

 

Taking the time to address these eight areas will help you attract and keep more eCommerce customers.

Post Author: admin