Website Faux Pas: Don’t Let It Hurt Conversions

Periodically checking out the analytics on your site can provide you with some very telling figures. For example, your sales may have tapered, or even suddenly dropped off. Maybe the bounce rate has increased dramatically. What’s going wrong? Is there suddenly less demand for your products? Was the brand reputation sullied, causing consumers to migrate to a competitor? It may be something far more simple and easy to fix. Make sure you aren’t a victim of website faux pas and, if you are, that it isn’t hurting your conversion rate by chasing off customers. Here are some things to look out for.

The experience of site users is actually key to conversions. If your site is difficult to navigate, consumers can’t find the products they want with a few clicks or a simple search, or the shopping cart is complicated, you are likely to lose customers. When consumers encounter this, they will try and find the products they need at a more user-friendly site. Make sure that your site and cart are simple and intuitive for new users and repeat customers.

Also, even on a shopping site, users still expect high quality content. Make sure that the written and visual content on your site is top quality. There’s no room for spelling errors or blurry pictures. Double-checked content and high res photos and videos are a must. Make sure that your site looks and functions just as well for users of mobile devices, since that’s where many people are doing their online shopping.

Finally, be sure that you are giving consumers enough information to make an informed decision. This is a big part of the reason people love shopping online. They can see photos of a product from every side, view the exact specs, watch a video of it in use, and read user reviews. Product comparisons not only save consumers a lot of time, it encourages them to make your site their go-to site anytime they are shopping for items that they know little to nothing about.

In short, if your e-commerce site isn’t doing well, it could well be because of a website faux pas. It may be happening because your site needs to be more professional looking, while providing higher quality content and user engagement.