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It
is but natural that customers would like to go for a simple to use yet
operational e-commerce website. This is only possible if it has basic design
elements and nothing very complex and jazzy that would drive people away. If in
case you are not sure what a simple to use e-commerce website should comprise
of then here are a few common mistakes that people make and should be avoided:
Precise
description on products that you wish to sell
It
has been observed that most ecommerce websites just do not offer good product
description that they wish to sell. You should remember that your website works
like a sales person. This is why what all information your sales rep would
offer the same should be present on your website but more concise and to the
point. It becomes difficult for the person to choose and buy off your website
if you do not furnish adequate information. The content on the different
product section and category should talk about the features, technical data if
applicable and warranty details and more.
Complex
navigation structure
You
may have not noticed but possibly your site could be having a complex site
navigation structure and as a result it could be driving away web traffic. The
last thing that you would want to do is to drive away visitors since the
current site navigation is confusing them. This is why it is imperative that
you make the navigation very simple so that anyone can effortlessly browse
through your website with no guidance at all. Do ensure that you provide
adequate number of hyperlinks so that it simplifies navigation and visitors are
able to find required information in the right places.
Difficulty
in finding contact information and customer support
At
any point of time, customers may require support and additional information
which they can get by contacting you. They could have queries and would look up
to someone who can solve their problems. Since e-commerce sites would be having
a payment gateway and during the checkout process the customer would need to
fill in card details so in case they get stuck they need to contact someone for
support. If in case contact information is not found they may doubt if your
company is real. To avoid such circumstance be sure to offer basic support and
contact details. This information should be made prominent. It is better to
place phone numbers of your contact centers along with supportive information
that could help solve the customer’s queries. Even a FAQ section and clear
instructions and guidelines could also prove to be useful. You can also go for
real time support like chatting tools.
Tiring
and complex checkout process
One
of the most annoying pages on your e-commerce website could be the checkout
page. A never ending and complex checkout process may make the customer to
abandon the page and website altogether. So, if in case the customer was about
to make a purchase and if he or she finds your checkout web page tough to
interpret and lousy and too detailed to fill in then chances are that he or she
would lose interest and move on. Issues like these can be resolved if you have
fewer boxes and fields to fill in. Try to make the form simple to go through
with proper tooltips. Limit the amount of information you are asking the person
to fill in and only ask for information that is really required for the
purchase and delivery of the product. By having a single checkout page you can
make the customer satisfied and happy as the person would not have to key in
too much data and the payment process becomes easy.
Site
search and internal search engine
It
is essential that your e-commerce website
should have a proper site search. This is very crucial as it helps the customers
to find what they want with minimum hassles and also helps to save time. If in
case your search facility is not to the mark, visitors or customers would start
using alternate methods like Google or Yahoo. This may in fact lead them to
other e-commerce websites and online stores. You can improve the search
capability of your website by having an efficient and reliable site search
engine which can offer search result filtering. Ensure that each page has a
search box and people can use keywords to find what they want with ease.
Conclusion
By
avoiding the above mistakes you can indeed transform your e-commerce portal
into a site that is useful to use and reliable to purchase from. This would assist
you to outrace competition and also help you to earn reputation.
About the author
Sachin
Aggarwal is a professional Web Development Strategist and has been researching
on newer ways of how to reach results in lesser time and minimal hassles. He is
associated with IT Chimes and loves to write stuffs on Web Portal Development.