Top Ecommerce Mistakes and How to Fix Them
In this series we will look at common Ecommerce mistakes that many online stores make and what can be done to fix them. The tips given in this series should be beneficial to all site owners looking to enhance these key areas of their sites.
1) Poor Product Images
The phrase ‘a picture is worth a thousand words’ is especially true when selling online. Web users often scan rather than read your site. In some cases a high quality picture may be all you need to sell your product.
The impact your images have can be even more crucial for certain products. For instance, if you are selling food items, a clear, well-lit product shot should be used that makes the items look appealing. In this case, ask yourself, does this picture make me want to eat this?
Regardless of what you sell, poor photos can be a sign of a poor quality site and one that isn’t worthy when comparison shopping.
Improve your website’s product images by using:
A Large High Quality Product Detail Image
Make sure you have a large, clean photo for viewing your products in more detail. Avoid the usability mistake of having the customer click only to see the same size image. That common mistake can be highly annoying and cause visitors to leave immediately.
Multiple Angles
Many visitors will be doing research to find out which product is right for them. Sometimes showing one extra angle of a product could be enough to convince a visitor to buy.
Lifestyle Images of People Using Your Products
Lifestyle images can be a great way to keep visitors on your site longer and prompt them to buy. Selling clothing online? Include pictures of attractive models wearing them. Selling a fun product? Show pictures, or even video, of people having fun using it.
A recent Customer Spotlight ecommerce site, Go Gaga, does a great job of mixing quality product shots with lifestyle images.
2) Not Communicating Your Website’s Purpose or Value
When going through various ecommerce websites, I am often surprised at how many sites don’t communicate their purpose on the home page. On some sites it can be difficult to tell what the site is about or what it is they sell.
In general, you have only a few seconds to connect with the average Web surfer before they leave your site. If your purpose and value is not immediately evident you may have lost a potential customer.
Open your website’s home page, or any category page, and ask yourself if your site’s purpose is immediately obvious. You may even ask people who don’t know what you sell to look at your site and answer the question for you. If it is not instantly obvious then you have some work to do. You may start by adding a simple tagline to the top of your website that describes your business in a catchy way. Another great option is to include an image on the homepage that represents your overall product offering.
Now ask yourself, what is the benefit of shopping at this online store compared to any other? If that is not currently obvious be sure to give those benefits a prominent place on your site.
For instance, if you offer free shipping over $50 be sure to state that clearly on every page of your site.
If you have any more related tips or ideas please share them in the comments below.
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