To build customers loyalty, your site ought to give an ideal experience. Any inconvenience risks losing a customer and them abandoning their purchase. To remove this, we have gathered the 10 Mistakes that most ecommerce site owners make and how to avoid these mistakes. From display times to transaction emails, discover the errors to avoid
AN LONG RESPONSE/LOAD TIME
The number 1 need for client relations in all parts is the waiting time. On the phone, at the checkouts, in the fitting rooms and on the web. Regarding the Internet, the issue lies in the time it takes a page to completely load. In the event that a page takes over 3 seconds, the greater part of Internet customers are probably going to leave the webpage. A very selective requirement that has a significant impact on mobile site referencing on July 2018, Google has announced that it will take this data into account when calculating its algorithms. To get a good score, think about reducing the weight of your images, enhancing your developments and using browser caching
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A WEBSITE WHICH IS NOT ADAPTED TO MOBILE PHONES
With nearly 35% of sales made on mobile phones, your interface needs to be well compactable on smart phones. It needs to be designed with mobile phones in mind, in order to provide an optimal user experience. This involves all stages of the creation process: design, content, images and illustrations, videos, action buttons. The user should not have to zoom in and out to view the content.
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There is nothing more disappointing than your order being cancelled due to ruptured stock. To avoid this inconvenience, you should estimate the ‘buffer stock’ required for each of your product references, based on the purchase frequency and the restocking time.
This buffer stock will allow you to automatically manage how you display the product, depending on its availability, or even to add a message warning Internet users that this product is soon to go out of stock. You can also provide an alert system to inform the customer as soon as the product is available again.
DELIVERY CHARGES INDICATED AT THE LAST MINUTE
60% of shopping basket abandonment are linked to hidden delivery costs that are considered too high
It is important to opt for effective and transparent communication. Shipping costs must be easily visible on your site, in the footer for example, as well as on your product pages. It is important to inform your customer of the delivery conditions as soon as possible (deadlines and costs) and to specify the return and refund terms and conditions.
If your delivery terms are linked to a minimum purchase amount, you may want to suggest attractive additional products that could convince your customer to purchase more products in order to benefit from favourable delivery conditions.
A COMPLICATED REGISTRATION FORM
Another major conversion issue is the account creation form. With many sites offering one-click payment options, customers are increasingly reluctant to fill in forms that are extremely complex. You should therefore limit the fields to essential information and keep the interface relatively simple. The form should ideally fit on a page, be light, legible, and explanatory (preferably with examples of how to fill in the fields). Errors should be clearly pointed out when filling in the form, or upon completion, so that the user can quickly identify and correct them. Any information request should be justified to the customer: the telephone number will be useful for the delivery person to contact you, the date of birth to benefit from a special offer or receive a gift on your birthday, etc.
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A SINGLE PAYMENT METHOD
While in terms of payment, the card is still dominant in France with 90% of the 1.5 billion transactions recorded in 2018 (80% of product sales), other methods are rapidly developing, including credit payments, giving customers the option to pay in 3 or 4 installments, with or without fees, and this now accounts for over 15% of online product sales. Another payment method is the electronic wallet (mainly PayPal), which represents 11.5% of transactions. These developments suggest the potential creation of new payment paradigms based on “instant payment” or instant transfer. A phenomenon that aligns the French market with its neighbouring countries, and which highlights the importance of offering your customers more options when it comes to payments, bearing in mind that failure to provide the preferred payment method is responsible for half of all shopping basket cancellations.
THE LACK OF SELF-HELP TOOLS
Faced with increasingly demanding customers who want everything right away, self-help tools have become extremely important for a successful customer relationship. According to Forrester, 72% of consumers prefer to solve their problem on their own without using customer service. Hence the importance of providing them with proved tools such as a FAQ, access to instructions for use or a chat-bot. These are powerful tools, but should not replace “contact form” or “telephone assistance”.
LACK OF CONTENT AND ADVICE
In addition to self-help tools, editorial content is also important to help your customer in their choices. The brand presentation, its history, philosophy, values and commitments, are all reassuring elements for consumers who are looking for items to compare. Content should nourish the user experience, immerse them in your brand universe, demonstrate your expertise and therefore make you stand out in marketplaces.
THE LACK OF VISUALS
The absence of visuals, or visuals of insufficient quality, is a real obstacle for consumers who prefer to visualise their purchase, even when it’s a service. Photos should therefore be inspiring, aspiration-oriented to evoke emotions and positively impact your visitor. To enhance the value of a product, think about providing photos of the product in-use, giving customers a better idea of its size and appearance. You may also want to consider offering detailed views, even if your interface has a zoom function. Some products may also need more demonstrative photos to explain the benefits of the product (before/after for example).
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404 FILE NOT FOUND”
The 404 error is one of the most frequent errors on the Internet.Who hasn’t come across an error page containing “404 file not found”? These pages are generated when a page does not exist (url error) or similar. To detect them, you can use the Google Search Console tool and perform 301 redirection. You can also exploit this error page and make it useful, even pleasing for users, with a design that reflects your graphic charter, content that is inspired by your story-telling and your brand image, in order to refer the user to similar pages or to the home page.
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