When it comes to your ecommerce site, there are some deathly no-no’s to avoid. From bad site design to lackluster copy, read further to see if you’re guilty of any of these seven deadly sins.
Welcome to the ecommerce confessional, where your online store can repent its missteps.
If you find yourself sweating a bit while reviewing this list of ecommerce sins, don’t worry – we’ll never judge. Instead, fix the problem and be thankful for the chance to send your store to salvation.
Ready? Here we go:
1. Lackluster site design
Simply put, if your ecommerce site design doesn’t impress, you’ve committed a major sin. Remember that like a retail store, experience is everything when shopping online. Thus, make the investment to create a design that establishes a positive, lasting impression to those who come to your site.
2. Subpar product photos
Your product photos serve as your only chance to show customers what they’re purchasing, so make it count. If your product photos are oddly sized, are super pixelated and don’t show off every angle, you’re missing out on a huge opportunity to wow customers with your offering.
3. Keyword-stuffed copy
While making your pages appealing to search engines is important, Google can never buy a product from you. Therefore, always keep shoppers at the forefront when writing for your website.
In other words, if you’re selling hot sauce and your web copy looks like this, you’re absolutely guilty of this ecommerce sin:
“Matt’s Hot Sauce meets all of your hot sauce needs, whether you like red hot sauce or green hot sauce. We also offer a wide array of organic hot sauces, and provide hundreds of hot sauce recipes to fulfill your hot sauce fix. Who doesn’t like hot sauce? Come on, everyone likes hot sauce.”
We get it. Matt sells hot sauce. Stop keyword stuffing.
No matter how cute your site, it may be up to no good
4. Outdated information
If you have text or images on your site from 2007, you’re guilty of not updating your content. For one thing, customers are turned off by outdated content, as it demonstrates a lack of attention to detail. Furthermore, search engines crave new content, so updating your pages and adding a blog to your site is a surefire way to cleanse your outdated content with something fresh.
5. Product descriptions that only describe
Just like product images are the only chance for customers to see what you’re selling, product descriptions are your best opportunity to make a sale. And just like any good salesperson, your job is to write product descriptions that highlight benefits instead of boring details. Remember this tidbit: don’t use your descriptions to sell the product, use them to sell the dream.
On that note, a less deadly (but still not cool) sin is to use manufacturer’s descriptions for your ecommerce site. Search engines hate this practice, so write original and search friendly product descriptions.
6. Not displaying payment options
Nothing frustrates customers more than getting to your checkout page, only to see that they can’t purchase with their preferred method of payment. To absolve this sin, try placing icons of the various credit cards you accept, including PayPal, within the template of your site. This will let customers know what piece of plastic they need to use from the start.
7. Asking for too much information
While the temptation to acquire customer information is strong, there’s a fine line between getting the information you need and being downright creepy. So whether it’s your email sign-up, an application on your website or even a simple contact form, keep the fields to a minimum so you won’t scare customers away.
Avoid these seven deadly sins to avoid condemning your site to lower sales
That wasn’t too bad, was it? If you found yourself wincing at any of these points, go ahead and confess; you’re in a safe place.
Now get out there, fix up your site and keep singing the praises of your online business – you deserve it!
-Matt Winn, Social Media Manager, Volusion