Problems That Hamper Conversion in Your E-commerce Website

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Published: 23rd May 2013
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Running an e-commerce site isnít the easiest of tasks. There are several things that have to be taken into consideration while running such a dynamic and powerful website. The main aim of running an e-commerce website is to generate interest, turn users into buyers and have an ever-increasing traffic that adds to the sales of the company. But if your e-commerce website is not doing as well as you had imagined it to do, may be it is time to introspect and see what went wrong. There may be several reasons why the e-commerce site isnít converting.

1. Unorganized Website with Less Information: An e-commerce website rides on its looks and information. If both are missing or are not presented in a proper manner then there would be definite problem with the website. When a user visits the website, he should be able to immediately locate the products/services he is looking for. But if the design of the e-commerce website is not compelling or informative, this wonít happen.

2. Too Much Stress on SEO without Determining Your Priorities: SEO is good, in fact very good. Good ranking means your website will also be remembered. But high search engine ranking doesnít mean high conversion. While you stress on SEO, it is equally important to stress on using the right keyword. You should help the user drive to the information they are looking for.

3. Poor Navigation: Poor navigation is one of the common problems that scourges e-commerce website. A poor navigation is a result of poor design. Imagine how you feel when you visit a departmental store and keep moving in circles searching for a product only because you cannot find it. Wonít it be great if you can locate it at the first instance, pay at the payment counter and be on your way within minutes? For an e-commerce website, the logic remains the same. A user visits your website because he wants to buy a product. But if he feels lost because of poor navigation, he will go away from the site very quickly. If this happens, the traffic that was generated wonít help in conversion.

4. Difficult Checkout Process: According to recent research, a person averagely spends about 3 minutes on an e-commerce website. If this time is increased because of an arduous checkout process, it wonít take time for the user to click the cancel button and leave the website. Many times it is the checkout process that becomes the deciding factor for the success of a website. The more steps you will include in your checkout prices, the more irritated the customer will become. 2013 is fast promoting single-page checkout processes as they result in a high conversion rate.

5. Loading Time: It is true that an e-commerce website is loaded with information. From images of the product to video links, content etc. an e-commerce website is invariably heavy. But this is your part of the story. A user should never wait for the page to load. If he has to, he will move out and visit some other site. A user should be motivated enough to stay on the site (as it loads fast) and browse through the different category of products.

6. Not Catering to a Niche Target Audience: There are several kinds of e-commerce website already floating on the Internet. Your site will only sell when you have something different to offer. While offering things which are different might become a problem, it is not difficult to cater to a niche target. If you are not doing so, you are making customers confused. Harping on specialty is very important in todayís world.

Author Bio:This post is shared by RiaEnjolie.com. RiaEnjolie offers high-impact custom website design as well as ecommerce web design to help grow your businesses.

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