Messing up on the creation of a regular business website is one thing. But messing up the business website when you run an e-commerce business? Well, that’s a whole new level of messing up! After all, your website is the business. A lot of businesses make basic user experience goofs in this field. Here are the common goofs you need to avoid.
Forcing users to register before they buy
I get how this makes sense. You want people to register to your website, after all. And it doesn’t sound like that big an ask if they’re already willing to purchase something from you! And it’s not as if some of the most popular e-commerce businesses don’t already do this. Just look at Amazon, for example. They’re the biggest business in this game. If they do it, surely you should emulate it?
The problem here is that Amazon is a well-established, very famous brand. And most people seem to have an Amazon account anyway! With smaller websites, people are more willing to simply make a purchase as quickly as possible and be done with it. People are reluctant to register to more websites these days. Especially when registering is often nowhere near as quick as websites claim! Consider offering users the option of checking out as a guest.
Swift information entering
When it comes time for a customer to give their information to you, they want to get it done as quickly as possible. But a lot of e-commerce websites get this part wrong. Forms are one of the most frequently ‘mis-developed’ features of any website. And there are plenty of opportunities to get things wrong here.
First off: you need to allow for autocomplete to work on your website. Some businesses make the bizarre decision of disabling this on their website. Don’t do that. Secondly, don’t make users rely entirely on text fields. Give them drop down lists to make the process easier. Finally, don’t over-rely on drop-down lists! When an American wants to enter their state, for example, it’s so much quicker to let them enter those two letters.
Better photos and product descriptions
Heck, even Amazon sometimes has blurry product photos. But this problem appears on such a small number of products. The fact is that you have to remember that people like to interact with things before they buy them. They like to hold them and inspect them before sealing the deal. Obviously, you can’t replicate this experience in e-commerce. But if you provide high-quality photos of your products from several angles? Then that goes a long way to scratching that particular consumer itch!
Of course, you can’t tell everything about a product from simply looking at a photo. You need to make sure there’s plenty of in-depth product information. In fact, this is even more important that the pictures! You have to make sure as many possible questions a consumer could have about the product are answered. You should include technical details – don’t assume the customer doesn’t want to know them! And do try to get to the point. Writing some long introductory text before getting to the actual details will simply turn customers off.
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