One of the primary objectives of business websites is to convert visitors into customers. The way your website is designed largely determines whether or not it will be able to maximize the conversion rate.
Several e-commerce website owners often wonder as to why they’re unable to make the kind of sales they expected their site to make. The answer may lie in the website design. Does it have the essentials needed to rev up conversions? If not, you need to take a hard look at it, and avoid certain mistakes that can impede your conversion rate.
Mentioned ahead are a few common website design mistakes to avoid if you want to convert faster and better.
1. Not Using Proper Call to Action
Call-to-action buttons are important is because they draw visitors’ attention from the rest of the page to a small area that tells them to perform a targeted action. For example, ‘Sign Up,’ ‘Buy Item Now,’ ‘Add to Cart,’ ‘Call Today,’ or ‘Subscribe.’
Several businesses, however, tend to assume that telling their visitors what to do would make them come across as aggressive or desperate for sales. However, this notion may not be true. Visitors come to your website in search of something and using a call to action may make it easier for them to find what they might be looking for. This aids their experience on your website. It is, therefore, advisable to place prominent call-to-action buttons strategically on your website pages.
Make sure to create a sense of urgency through your call to action by using words such as ‘now,’ ‘hurry,’ ‘limited period offer,’ and so on. They go a long way in motivating people to convert faster. Further, you can also create scarcity with the use of words such as ‘Only 1 day left,’ ‘limited edition,’ or ‘only 3 pieces left.’ Such techniques make visitors believe that if they don’t act fast, they may miss out on a great offer or a fantastic product.
At the same time, refrain from placing too many call-to-action buttons at one place as they will only prove to be a distraction and cause confusion in the mind of the visitor.
2. Adding Too Much Clutter to the Page
One of the biggest misconceptions related to making a webpage more attractive is adding as many visual elements to it as possible. While quality web design needs to be visually appealing, this does not mean that tons of elements will be required to overcrowd the space. This also holds true for large amounts of text added on pages in a bid to increase conversions. A cluttered webpage will only prompt your visitors to abandon your website midway.
It is best to keep things simple and include only a few necessary elements in the page. Whitespace is important in giving your page a neat and tidy look. It also makes it easy for you to organize the website. Similarly, instead of having chunks of text on your page, you could break it up into smaller, more legible sentences that are in sync with the other design elements.
3. A Lack of Visual Hierarchy
The biggest reason why people are drawn towards buying from you is probably because you offer a clear description of the products along with a list of features, high-quality pictures, and accurate prices, all at one place. If customers are redirected from one page to another to view the product description or find its features, it can prove to be irksome.
Another issue could be related to having small pictures of the products, without providing an opportunity to zoom into them to see the product more closely. This can be vexing for visitors who want to inspect the minutest of details of the product before buying it. A tiny photograph can leave visitors frustrated and indecisive about going ahead with the purchase.
When you place photographs and descriptions on your page, you need to consider the information hierarchy as well. People looking to buy a washing machine or a refrigerator may not be concerned with the look of it, but might be interested in its features and technical specifications. Conversely, when they want to buy clothes or shoes, they are more inclined towards looking at them from various angles before placing their order.
4. Bad Navigation
Poor navigation often gives rise to high bounce rates. For it to be effective, your site needs to have a clear, observable, and a user-friendly navigation menu on every page that encourages visitors to check out the other pages and features of the website.
Further, make sure that the links you direct your visitors to are functional. If your pages do not perform the way they should, your site’s overall message will confuse the visitors, who will eventually leave.
5. Convoluted Buying Process
So, your efforts have paid off and your new customer is making a purchase from you! He hits the ‘Add to Cart’ button and finds himself wandering through a 15-step process of order confirmation. But, not before he asked to fill out a long shopping cart form with multiple fields. And then he realizes that he cannot even see his cart before he mentions a deadline for delivery. To escape this grind, this new customer decides to shop from another website instead. Tragic!
The takeaway here is to keep the buying process as simple as you can.
Other potential problems to steer clear of in the checkout process relate to unclear shipping charges and policies, inadequate payment options, setting up of an account to be able to buy, different price mentions in shopping cart and product descriptions, and a lengthy checkout procedure.
6. Dishing Out Substandard Content
The online world is bursting at the seams with information and if you want your content to stand out from the data clutter, it better be unique. Further, it should also add value to the readers’ lives. Successful websites realize that content is still king and are investing in high-quality content that pleases readers and search engines.
If you’re a global company with audiences all over the globe, make sure that your content is available in different languages. You can improve your conversion rate by creating a website design that improves your page’s ability to answer questions and inform readers of the latest developments.
7. Overlooking User Experience
Consumers no longer stick to the desktop when using the Internet. They use multiple devices to browse and shop online and expect similar and consistent experiences across different screen resolutions. This is where responsive web design comes into the picture. Even if you have your very own shopping app in place, it still makes sense to optimize your website to suit various screen sizes to attract more and more visitors.
It makes perfect sense to work towards increasing the average conversion rate of your website as that would result in increased profitability. A lot of website owners make the mistake of focusing only on increasing website traffic, rather than on ensuring that their conversions get better. It is important to remember that the ultimate purpose of an e-commerce website is conversions, for which it needs to work like a sales machine. It is only when it gives the visitors what they want, that it will be able to convert. Steer clear of the mistakes mentioned above and you should be able to build a website that gets you the numbers you want to see.