Avoid these common mistakes developers make in their eCommerce website design

by Hankly, New Delhi
20th May, 2021 04:35pm

Many young and seasoned entrepreneurs have invested in eCommerce over the years due to the changing trends and predictable surge in online markets. The market is pregnant with many possibilities.

IBM’s U.S. Retail Index reported that the COVID-19 pandemic has accelerated the shift towards digital shopping roughly by 5 years. In the US alone, the total second-quarter eCommerce sales in 2020 hit the mark of $211.5 Trillion and roughly saw a 44.5% increase in US eCommerce sales over the years says the U.S. Census Bureau.

Word of caution!

It has become even easier than ever before to create your functional online store without any technical or web development experience. eCommerce platforms let you create complex stores with integrated payment gateways, shopping carts, delivery services, product catalogs, etc. with an easy-to-use GUI.

However, there is a word of caution here. Perhaps due to inexperience, new developers and store owners might make some common mistakes that cost heavily for their business.

You can avoid making these mistakes to have a smooth-running online store without any hiccups.

Complex checkout process leads to dropped carts 

It might be a shock to you but 69.57% of shopping carts are abandoned because of complex checkout processes. The reason the rate of dropping is so high is because of two main agents. One is that there are alternates easily available on the internet and the second is that there is no persuasion to stop a customer from leaving. 

So, a complex checkout process can easily trigger a customer to move to an alternative website, and then there is so little you can do about it. It is best to create an easy and simple checkout process. The customer should go through the final viewing, billing, payment, and confirmation phases as quickly as possible. 

Do not add any other extra steps like persuading them to buy more products, leaving a review in the middle of checkout, taking a survey, etc. Even if the customers abandon a cart, a follow-up email can get them to convert again. Abandoned cart follow-up emails have an average open rate of 41.09 percent.

Slow loading speed will increase your bounce rates

It is a fact that slow-loading websites see higher bounce rates. The average attention span of an online visitor is less than that of a squirrel. If your website, product images, landing pages, etc. takes long to load, people will simply bounce off your website to alternate websites.

If your page takes more than 3 seconds to load, you will likely see 38% bounce rates and if it takes more than 5 seconds, your bounce rate will dramatically skyrocket to a whopping 73%. This can seriously harm your business or never let it take off in the first place.

Luckily it is not difficult to boost your page speed. Keep the following things in mind so that your website doesn’t slow down:

•Choose your web hosting wisely. Not all hosting providers have good infrastructure and resources.

• You’ll likely put a lot of images and videos for your product or service to show visitors. However, you can optimize them, so they take less server space.

• Delete themes and plugins you don’t use anymore. Make sure you use plugins that have a clean code and receive regular updates.

• Use cache plugins and tools to create a cache of your website on your visitors’ devices. It helps them to load your website faster the next time they visit it.

• Consider implementing a Content Delivery Network (CDN).

Faulty UI leads to poor UX

Global State of Customer Service by Microsoft says that 58% of people do not do business with a company with poor UI.

When you are designing your online store, you should have a clear map of what you want to offer to your customers and how you are going to navigate the user through your website, from landing to the relevant product, information, and a successful checkout.

The customer must feel at ease with the interface of your website. How a customer interacts with your site must be effortless. This is a secret to a great user experience. Again, simplicity and minimalism are most effective and must be inculcated in your design. If your UI is janky and confuses the customer, they are likely to not make a purchase.

The website is not compatible with mobile devices

This is a simple error that a lot of beginners make. In the rush and heat of getting their online store live, many forget to make it responsive for their mobile devices. This can be easily avoided. Most of the themes you use are mobile responsive and most of the eCommerce platforms let you automatically create mobile responsive versions.

However simple the error, it can cost you immensely. Today more than 60% of internet traffic is from mobile devices. Visitors see page errors and a broken website when they visit a non-responsive site from mobile. It is important to keep this little information while designing.

Weak service and support team

Majorly why a lot of online businesses lose customers, in the long run, is primarily because of a weak service and support team. It is imperative to an online business that their support team must be strong and effective.

You must have traditional support methods like a calling support number and email support. However, you can also experiment with chatbots to hand out some very basic information to visitors. Your website should also be equipped with on-request chat support when a customer needs it. Building a strong support team will go a long way in creating an excellent UX and a strong customer relationship.

Many times despite having a strong support team, the customer doesn’t know how to easily get to them. Declutter your contact information and place customer support buttons at relevant places throughout your site.

Final words of wisdom!

Because it is so easy for people to create an eCommerce store today, it is more likely for beginners to make these mistakes and lapses. However, these are not something that you can’t turn around. With simple measures and actions, you can avoid making them or correct them if it's already happening to your store.

The numbers are promising for the future of the eCommerce industry. Especially in the light of the dire COVID pandemic, it is more evident to begin a business online that you can rely upon.

We hope our guide helped you improve your online business or inspired you to start one!

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