3 Tips to Avoid E-Commerce Failure
What would you do if I told you that nearly half of the visitors to your website can’t find what they’re looking for and subsequently head to your competitor with their business? In a recent study we found exactly that: e-commerce sites surveyed had an alarming 45 percent task failure rate. It’s a frightening number — one that would hopefully launch you into an immediate website redesign with a strong focus on usability so that you can start turning website visitors into customers.
Successful website redesigns, however, are often easier said than done. So here are three tips that you can use now to increase your website’s usability and positively impact your bottom line:
1. Be redundant. E-commerce sites face a two-fold challenge: they have to clearly convey information about the company and its products, and they have to make a sale. It’s a lot of information and functionality to pack into one site, with each customer looking for something different than the one before. Pleasing everyone all the time is a hard job; that’s why redundancy is the key.
Just think of it this way: Why would you ever make it difficult on consumers to find what they’re looking for? By placing links in the menu, sidebar, footer and body of a website, you'll ensure increased exposure — making it easy for consumers to find and purchase products on your site as opposed to a competitor’s.
2. Go big with prioritized images. Let’s use a scenario and say that you sell a lot of products online, and you want consumers to see all of them. As a result, you pack hundreds of product images into your one website, hoping to compel buyers to make more purchases. This, however, isn’t helping sales. While images of products do help consumers, overusing images can clutter the pages of your site, making it more difficult for consumers to find what they’re looking for. Cut back on clutter by prioritizing photos. Using bigger images can help with this.