For e-commerce sites, it is important to constantly make updates, test different options, and make changes based on the customer’s feedback. Therefore, the website development is a constant process. You should not stop testing new options and avoid the common mistakes.
Annoying Pop-Up Windows
Pop-ups usually worsen the user experience. They are annoying and do not help people reach their goals. Gideon Amichay, founder and chief creative officer at No, No, No, No, No, Yes, explains that “consumers will be more suspicious and more aggressive against advertising, especially against annoying digital ads.”
This means that they won’t probably like your pop-ups, especially when you show a pop-up right after a user visits your site. The worst way to treat your customers and potentials is to show almost a full-screen ad without a clear call to action.
Some e-retailers offer special deals and share news in such pop-ups, as shown in the screenshot below. Either way, customers prefer to decide themselves what to do on the site.
Complex Registration Process
To purchase something in an online store, you usually need to register. Sometimes, registration forms are inconvenient, so the visitors abandon carts and leave the site searching for easier options. One of the possible solutions is to allow individuals to register using a social media account. You can also allow making a purchase without registering. For instance, to purchase something in the online store, you can use your PayPal account. However, using social media accounts seems more convenient for most users.
No Online Support
E-commerce websites should stay in touch with their clients. However, in the world of online trade, it is not enough to provide a call-back and an email. Even a contact form may be not the best option since many clients search for instant answers to their questions. So, having an online chat option is worth your efforts.
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The tricky part here is that an online chat is mostly an informational channel. You will hardly close many deals using such a tool. However, this is a possibility to help your clients solve their issues and increase their loyalty to your brand. You can start using JivoChat to get an understanding of how this works.
For instance, this online store provides a detailed product description at the bottom of the page, but no fast way to contact a manager in case you have any questions:
Unclear Menu of Categories
If you sell a variety of different products, your clients and potentials should be able to find what they are looking for with ease. An ideal menu of categories should enable its users to find the desired product in a few clicks. Besides, the categories should clearly indicate what kind of products can be found in a particular category. In the example below, you can see two variations of product categories. If you visit this site for the first time, this may seem confusing.
Either way, your “Search” option should work properly, because some individuals prefer searching using a keyword, not browsing through categories.
Using Non-Human URLs
It is recommended to set up your CMS so that your URLs become user-friendly. Today, users avoid sharing complex URLs. They prefer not to follow such links posted on social media. Besides, simple links help site visitors navigate. Don’t you agree that the link given on the screenshot below is too long to share?
How to Improve Your Website Usability
• Show pop-ups at the corner of the screen, not in the center.
• Ensure that your ads and banners do not interfere with the site’s content.
• Make sure that your visitors understand how to close a pop-up.
• Consider using less annoying tools, such as Hellobar, sliders, and banners.
• Add filters to help your visitors sort products and select what they need.
• Set up user-friendly URLs.
About the Authors
Promodo team
Marketing department
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