An e-commerce website is a great way to reach customers that can’t make it to your bricks and mortar store or want to shop from the comfort of their own homes – and are almost considered a necessity in this day and age. However, if you’ve got an online shop that isn’t paying off, then you may be wondering where you’ve gone wrong. In our experience, it’s generally one of five common design mistakes that are driving customers away, and we’ve taken a closer look at them in this guide.

  1. No Value Proposition

Value Proposition refers to the selling point of your product – why customers should choose to buy from you rather than from your competition. Without a clear value proposition, even if you’re offering the best service in the world, your potential clients will simply take their business elsewhere. In order to keep your customers on your eCommerce website, it’s critical that you make your point of difference clear.

  1. Missing Product Descriptions

Just like your selling point, a description of your product should also be readily available, as this allows customers to determine whether or not the item can meet their needs. Despite this, many online businesses choose to publish incomplete – or missing – descriptions, which don’t properly convey everything that you may be offering. It’s important to remember that different products require different description styles; some may be primarily image based with a line or two of text, others may be primarily text with a photograph to accompany it, and others can be described through their specifications.

  1. Poor Image Quality

As we mentioned above, many products require attractive imagery to convey the quality of the product. If this is missing, then customers will likely turn to another company that can provide a clear idea of what they are looking at. Crystal clear photography is critical, which is why we only use high-resolution images and action shots.

  1. Failure to Follow Fitt’s Law

Fitt’s law states that the eye is drawn to larger items, which make them more clickable. It’s important that you place the most important text and buttons (such as ‘buy now’ or ‘add to cart’) in a large, easily visible location in a colour that stands out from the background. This will ensure your customers know exactly what prompts to follow once they’re ready to make a purchase.

  1. Untrustworthy Website

If you’re competing with big brand names, it’s important to remember that their reputation means they don’t need to prove to their customers that they are trustworthy. On the other hand, if you’re relatively new to the game, then you need to do everything in your power to make your potential clients feel at ease. This includes a professional design, customer testimonials throughout your ecommerce website, and a lack of pop-up advertising - which can be immediately off-putting for first time visitors.

By paying attention to the intricate details of your website, you can help make your customers feel comfortable in their browsing and confident in their purchases. If you feel as though your ecommerce website has made any of these errors, speak with our team today – we can help you create a digital strategy that will push your business toward success. 

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