Are you planning to build an eCommerce website from scratch? Or do you want to revamp your existing online store with brand new UI/UX? In either case, you need to understand that creating an eCommerce site takes more than adding a few products and integrating a payment gateway.
An eCommerce website isn’t simply a tool for generating more sales and revenue. When properly designed, it can be instrumental in building your brand and expanding your reach. Better still, it helps small businesses break into new markets without spending a fortune.
But you can’t reap the benefits of an eCommerce website with poor navigation and layout. If your online store doesn’t deliver a seamless purchase experience, it’ll struggle to convert visitors into customers. Also, it’ll fail to compel new customers to return to your website for repeat purchases.
In this article, we’ll discuss a few crucial mistakes you must avoid while designing your eCommerce website. Let’s dive right in.
1. Choosing the Wrong Website Builder
If you want to build an eCommerce website, you can choose between two different ways. You can either hire a professional web developer to create a customized online store from scratch. Or you can use an eCommerce platform to build your own online store.
Most entrepreneurs and retailers prefer the second option because of its affordability and scalability. But it’s worth noting that the internet is flooded with a zillion eCommerce platforms. Choosing the first free eCommerce website builder you find on Google will do more harm than good.
Generally, eCommerce website builders can be grouped into the following categories:
- Open source platforms
- SaaS solutions
- Headless eCommerce platforms
You need to find an online store builder that fits your budget and needs. Evaluate the features, tools, and ease of use of a platform to understand whether it’s the right fit for your business. Also, find out what kind of customer support channels are available to handhold new users.
2. Ditching Mobile Users
Optimizing your online store for mobile commerce is no longer a novelty. It’s the need of the hour. The global m-commerce market is projected to grow at a CAGR of 27% between 2021 and 2026. Modern consumers are becoming increasingly dependent on their smartphones and tablets to make purchase decisions.
If your eCommerce website isn’t catering to mobile device users, you’re alienating a huge section of your potential customers. The best way of avoiding that mistake is to deliver a top-notch user experience irrespective of a user’s device. Use a responsive theme that adjusts the website’s dimensions according to varying screen sizes.
Make sure your website offers lightning-fast speeds across all devices, even if a user is connected to mobile internet. Also, implement strong security features, such as SSL encryption, firewalls, and malware protection, to earn the trust of mobile users.
3. Complex Website Navigation
Does your website have a well-defined hierarchy that divides products into logical categories and subcategories? If that isn’t the case, it’ll fail to engage visitors and convert them into paying customers.
As a ground rule, it shouldn’t take customers more than a couple of clicks to reach any product page on your website. It should be just as easy for them to return to the homepage from anywhere on your website.
Use clear calls-to-action (CTAs) to help customers understand what they’re supposed to do on a particular web page. Include a descriptive menu bar on your website to further simplify navigation.
4. Unimpressive Product Pages
Nothing turns away potential customers from an online store faster than a poorly designed product page. Outdated or inaccurate descriptions, low-quality images, misleading pricing – there’s a lot that could go wrong on the product page.
That, in turn, could be catastrophic to the performance of your eCommerce website. So, how do you create a stellar product page that immediately compels visitors to make a purchase?
The key is to entice them with attractive product images and videos, as well as crisp and well-written copy. Make sure all the elements work together to simulate the effect of physically holding a product in an actual store.
5. Complicated Checkout Process
The ultimate goal of every eCommerce website is to acquire new customers and amplify sales. You can’t accomplish that with a convoluted checkout process. If the checkout page is slow, unresponsive, or requires users to sign-up before making a purchase, it’s going to accelerate cart abandonment rates.
An easy way of avoiding that problem is to allow guest checkout on your website. Also, give customers the option to save their address, phone number, and payment details for future purchases.
Make sure your website supports multiple payment methods, including e-wallets, credit cards, and internet banking.
Final Thoughts
The eCommerce landscape is all set to experience unprecedented growth in the next few years. You can capitalize on the trend by launching a fast, secure, responsive, and easily navigable online store. Improve the checkout experience by eliminating unnecessary steps. Don’t forget to regularly update your product pages as well.
