So you’ve decided to rebuild your entire website, or you’ve discovered that your analytics aren’t behaving as you expected? Have you finally chosen to deploy that feature that you know will increase your conversions by a factor of ten? Here are some typical eCommerce design errors that we frequently find in the wild that you should be aware of before taking the next step in expanding your eCommerce business.
1. Don’t Portray Yourself in a Stereotypical Manner
Both web designers and merchants have a tendency to believe they know best and subjectively walk in a straight line without looking left or right. We have a tendency to define needs based on what a person believes is required. As a result, we frequently fall into the assumption trap: if it solves my problem, it will solve everyone else’s as well. While you should strive to overcome obstacles and reach your business objectives, keep in mind that you are not your target consumer. Always test how your clients will react to it. It won’t help your business aims if they don’t understand it.
2. Always Keep an Eye Out For New Features and Changes
So, on your eCommerce website, you’ve recently released a new function. It’s fantastic. There are no errors in the dev tools console. You’re confident that this will change the way your customers interact with and view your store. Your sales are still going strong three months later. You’re happy, but do you know how the new feature influenced sales and consumer behaviour? Is this new feature being used by clients, or are they still behaving the same way? Do those who use it convert at a higher rate than those who don’t? Was there any effect on your sales as a result of the feature? You’ve put effort and money into creating a new feature. Always keep track of changes in order to determine their precise effects. It’s the only method to see if they’re working as they should or if they require some more attention.
3. Optimize For the Device of Your Consumer, Not Your Own
We (merchants, web designers, developers, marketers… you name it) generally use our huge displays at work. We’re used to seeing a big blank canvas with a lot of options. And I’m sure a short peek at your analytics will show you that the majority of your customers utilise small displays – their mobile phones (this isn’t always the case, but in eCommerce it is). It’s typically difficult to scale what we’ve imagined, which is why we must think responsively from the start. Having a feature created entirely for one screen size without testing how it will appear and feel on another screen might lead to major problems. If things go sideways, you can immediately see the change in conversion rates.
4. Make Sure You Understand the Category Structure
Most eCommerce websites have a lot of categories in their menus. Customers use navigation to figure out the store structure and parent-child relationships between the categories. While it’s a good idea to have some subcategories in many categories, some stores make it too complicated. In the menu, we frequently see categories, subcategories, and popular filters mixed together. Furthermore, everything is nested in every direction, with no obvious hierarchy or ties between them. Customers become uneasy because they are confused where to go for the things they require as a result of such a strategy, which creates a confusing and overly deep hierarchy. Finding the right category path is laborious, time-consuming, and full of dead ends. To put it another way, it soon leads to customer dissatisfaction.
5. Don’t Scrimp On Search Features
Those who seek and then convert are considerably more common than customers who do not. Still, we must distinguish between the most common types of customers who conduct searches:
- Those who know what they want and have a “search and buy” mentality
- Those who have become disoriented in the main navigation and are looking for a route out.
Your search engine should always get clients where they want to go by supporting this buying path as much as possible, regardless of the group. Check your search dashboard or Analytics frequently for 0 results searches to ensure your search engine can interpret synonyms, provide speedy results, and handle common searches.
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