Costly Web Design Mistakes
Every year, companies hire the wrong web developer. Maybe it’s a budget issue, an error in judgement, or simply a friend who offered “expertise” that doesn’t actually have any. Regardless of cause, here are 5 costly web design mistakes that plagued eCommerce sites in 2017 (and how to fix them!):
5. Supercharge Your Cart
Customers expect the cart to be located in the top right corner. We know this. Still, many sites stray from the convention, or even make the cart more difficult to find than it should be. Cart location is especially important in preventing cart-abandonment, as someone might leave the site with items in their cart… when they return, you want to make it as easy as possible for them to find the cart again and continue to checkout.
Studies show that changing the word or icon from “bag” to “cart” and/or adding the word “checkout” can increase conversions significantly (Sources: UXmovement, Conversionfanatics). Last point on this note, consider adding a “checkout” link that only appears next to the cart once items are placed inside. A little encouragement goes a long way.
4. Feature Products Above The Fold
Many home pages leave a lot to be desired. Think of the laziest shopper in the world. For them, and even seasoned shoppers, scrolling is the enemy. For this reason, it’s important to feature your “New Products,” “Best Sellers,” or “Our Picks” section front and center of your homepage. This immediately draws interest from users, especially in retail when everyone’s searching for the hottest new trend. If you choose to feature a carousel of images, you’d do well to triple-check that it’s easily navigable, or risk losing customer attention. Limit the number of banners on your carousel to between 3 and 5, and make sure they all contain a clear call to action and/or deal. This is the most valuable real estate on your site. Use it wisely.
3. Rethink Your Links
All links across your site should underline when hovered over. Roughly 8% of men are colorblind, so a hover color alone might not do it. Remember to keep your link format consistent, and keep links evenly spaced from one another. If you different pages share the same link, ensure that you choose one standard location for the link so the customers know where to find it and don’t go searching. If someone has to ask “where is it?” you’re already losing customers.
2. Optimize Your Checkout Gateway
Another common mistake (or rather, a common set of mistakes) happens at checkout. There’s 7 things every site should have at checkout: A way to remove an item from the cart, a “continue shopping” button, total cost, a coupon code entry box, and shipping times (with options and other info if available). The sixth and possibly most important thing to have here are trustmarks. Is the site SSL secured? Is it accredited by the BBB? Are there credit card logos to show which types are protected / can be used? Are you an authorized/ accredited distributor of whatever you’re selling? These can be major selling points to the right customer, and frankly, if the site isn’t at least SSL secure, this author and 85% of consumers won’t buy anything. Trustmarks should also be clickable, linking to another page of your site or opening a new window to more info on the credibility of the security provider. The seventh part of any good checkout is of course…
1. Recommend Additional Products
Displaying “Related Products” or “Customers Who Bought These Items Also Bought” functionality that lists additional items your customers might want to add to their cart can be a very profitable move (RE: The Psychology of Upselling). You can accomplish this with several platforms like Nosto + Magento, but regardless, it’ll definitely give you a sales boost. These are just a few of our everyday encounters at Redstage. If you have questions about any additional web design mistakes, feel free to ask in the comments. If you want the expert devs at Redstage to give your site a conversion audit, click here!
Good luck! And may the odds be forever in your favor.