Because we have developed a large number of e-commerce websites for our clients, we are also constantly reviewing new e-commerce platforms. We've compiled ten common ecommerce website mistakes for reference only.
1. Lack of detailed product information
When you shop in a regular store, you have opportunity to pick up product, touch it, look at it from all sides and read any information on package or label. Online shopping excludes this interaction. E-commerce sites should do everything they can to improve experience of in-store shopping.
If customers don't understand details of a product, they are more likely to look elsewhere for information. If prices on your site are significantly lower than those of your competitors, they will probably just buy from other sites.
Therefore, e-commerce websites provide as much product information as possible. Dimensions, material, weight, dimensions and other important information depend on product itself. For example, in an online clothing marketplace, you can list type of fabric, size and color, a size chart (often of multiple products), weight or thickness of garment, cut and fit of garment, care instructions, and brand or designer review information. Using descriptive words instead of simple technical terms can have a greater impact on consumers.
2. Hide contact information
If your website does not include any contact information or it is hidden and difficult for users to find, they are less likely to trust your website and therefore less likely to do business with you.
Place your contact information in one easily accessible place on every page of your website. The most obvious places to put contact information are in header, top of sidebar, or footer. Please provide more than one contact method, if possible. Contact forms, email addresses, phone numbers, and postal addresses can increase customer confidence. Remember also that more expensive or more tech you sell, more likely consumers are to want more contact information.
3. Lengthy or confusing checkout process
This is one of biggest mistakes an e-commerce site can make. You must make it as easy as possible for your customers to provide their credit card information and fulfill their orders. The more steps you take between them, more likely they are to leave your site without making a purchase.
If you need to include other pages, try to make them as quick and easy to complete as possible. If you can, merge pages and use a two-column layout for some sections (for example, storagethread billing and shipping information together) to make pages look shorter.
4. An account is required to order
This is directly related to previous point. If you require customers to register an account before placing an order, you are creating another hurdle in their path. What is more important for you: to receive orders or to receive information about customers? Remember that second option may mean losing some customers.
There is a simple solution. Instead of requiring customers to register an account before placing an order, offer them this option at very end of checkout process. Give them option to save their account details to make it easier to place future orders, or track status of their current order.
5. Insufficient search engine
You need to make sure your site's search function works well, ideally with filters to allow customers to refine their results.
Are you constantly searching for products on major e-commerce sites only to get hundreds of matching results? It's good to have plenty of options, but if half of results aren't exactly what you're looking for, then it's too much trouble.
6. The wrong choice of customer service
You should make it easy for customers to contact you if they have problems or questions. If they have a technical question, a sales question, or want to return an item, what is best way to contact them? Giving customers a help request form that they have to fill out builds more trust than just providing an email address.
7. Small product images
Because consumers cannot physically interact with products you sell before placing an order on your website, you need to do your best to recreate and improve that experience. Tiny product images don't do this effectively.
8. Only one product image
Images in all colors, including front, back and sides, and even detailed photos of specific features increase likelihood that consumers will buy from you.
It's easy: add more images. Ideally, four to five images per product provide enough visibility to make consumers feel comfortable knowing what they're getting.
9. Poor cart design
The shopping cart is a very important part of an e-commerce website. It should allow users to add multiple products, change quantities or other options for those products, while remaining transparent. Not easiest way, is it?
Make sure your cart allows users to add products and then return to last page they were on. Best Approach: AllowAllow users to add items to their shopping cart without leaving current page. Allow your customers to change quantity of an item in their cart or remove an item from their cart.
10. No payment methods
The payment method on an e-commerce platform should include as many payment channels as possible. In China, it should at least include commonly used payment methods such as bank cards, credit cards, Alipay and WeChat payments.