When shoppers walk into a brick and mortar store and find a dimly lit, dirty, and disorganized, chances are they will walk back out again without buying anything. The same thing happens if an online shop or visits your website and does not have to type of experience conducive to making a purchase. Your site is the public face of your company. How it looks and how user-friendly it is determines the opinion people form of your products, services, customer interactions, and trustworthiness.
These five website mistakes must be corrected if you want to get the conversion rate and make the types of sales you know your company deserves:
Too Slow to Engage a Modern Audience
Five years ago, e-business experts gave you seven seconds to attract the attention of a website visitor and get them to stay. In these days of omnipresence high-speed and mobile computing, you are lucky if you have three seconds to do the same. A slow loading page will convince shoppers to click away faster than anything.
Unattractive and User Unfriendly Design
You cannot slap any old template on your website and expected to inspire people to make purchases. Proper site design depends on many factors that coincide with the goals of the company, its philosophy on business, and the emotions behind the products and services offered. While many of these aspects are subtle, user-friendliness is not. If a site visitor cannot navigate with ease, expand product pictures for viewing, or access the secure cart or payment processor, they simply will not buy.
Lack of Responsiveness
A responsive website automatically changes size and shape of the various elements on each page when it is loaded onto a different sized screen. With an increasing number of people accessing the web from smartphones and tablets, failure to build a responsive site means you will miss out on a lot of business.
Signs of Abandonment
Even if you visit your own website every day and make a blog post every week, if there are out of date announcements or old-fashioned widgets cluttering up the home or store pages, people will assume you are not actively maintaining the site. No one wants to walk into a shop that looks like no one else has been inside for months.
Questions or Concerns About Security
For many people, shopping online is still a bit nerve-racking. Whether you are selling ladies jewelry or the latest high-tech app, people are leery about giving their personal and financial information to a website they know nothing about. There are far too many stories about stolen identities and hacking scandals in the news.
Whether you use a landing page with one “Buy Now” button or have a complex shopping cart system with multiple payment gateways, you must assure site visitors of its security. Easy to understand privacy policies, and no awkward popup windows or redirects to alternative sites will go a long way to building customer trust.
As buying products and services online becomes more popular, more companies offer sales directly from their websites. If you want to be competitive in an ever-growing marketplace, your website needs to be highly user-friendly, enticing, and secure. Avoiding these five red flags will help you succeed, convert more visitors to customers, and find greater profits than ever before.
Jessica Kane is a professional blogger who has worked in eCommerce for the last five years.