Launching an ecommerce site isn’t the only thing you need to do. After the launch, it is important to maintain the consistency of your site, and which is dependent on a myriad of factors. It gets very difficult to control all of the factors to guarantee success, but one thing you can do is watch out for the drainage that drains your sales.
Trust is the most important part of a successful business. If people trust you, they’re more likely to send you their hard-earned cash. A large part of building that trust is simply being honest, transparent, and accountable. The key to making a sale is to remove any element of doubt in a person’s mind, to comfort them, make them rest assured that everything is going well.
Reaching the checkout stage does not mean the purchase is guaranteed. This is the most critical part of the whole buying process, and you need that extra push to send them over the line and make the sale. If people feel that the process is taking too long, then they know the exit way and you’ve killed the sale.
Make sure you’re not hampering your ecommerce sales in any of these five ways:
If your website takes ages to load, that people almost feel like they should fall asleep till it loads – well they might just do that instead. They aren’t going to stick around long. A few, may battle through a couple of clicks, but in the end they’ll give up too. And we haven’t even touched on the potential search engine ranking problems because of slow load speed.
Use Google’s PageSpeed Insights tool to see how your website performs; and if the results are bad, speak to a Web developer who may be able to reduce load times and increase average time on site.
Mobile is massive, and by not making your site for mobile users you’re potentially excluding a big portion of your customers. Make sure your website fits the mobile screen, is responsive and easy to navigate on different-sized smartphones. Speed can differ from that of the desktop version of your website, so ensure that it loads quickly. Also, you’re much more likely to make sales from mobile users rather than your desktop site.
Moreover, mobile-friendliness is now a ranking factor, and sites come with a “mobile friendly tag”. Use the Google mobile-friendliness test to check whether your website is mobile-friendly.
Conflicting Product Information
The content should be laid out in a way that does not intrude on or hinder the user’s buying experience. The product, and the means for purchasing it, should remain always on screen, scrolling down the page with you; also, all of the information should be in a linear, straight-down layout with no jumping from side to side or getting lost. The flow should be obvious and easy to follow.
Another thing is consistent information. The same concept applies to a wide range of information, including conflicting size information in titles and descriptions, any confusion in the description is enough to plant that seed of doubt. Check your information thoroughly for accuracy, and remove all doubt.
Too Many Discounts Or Offers
Introducing discounts or perks is a great way to increase sales, yes, but offering too many of them will actually kill some of your sales. To work as you intend them to, discounts and perks must not be distracting and difficult to obtain.
If someone is on the way to buying and then finds that you’re holding a sale in 10 days’ time – you have just driven them off your website. There’s a time and a place for great offers: upon entry, after purchases, or on social networks, but if they’re throwing people off of the purchase path, then they’re failing you.
You obviously wouldn’t want to be in a store that looks like a maze, right? So why not apply the same logic to your online shop? You need to make the experience as straightforward as possible. In trying to provide as many category options as possible to people, you might just confuse your potential customers and possibly annoy them which would put them off.
Streamline the experience, trim down on pointless excess categories, make the buying process linear, or at the very least provide an online chat box so someone can ask where to find a product.