Are These 5 Common Obstacles Getting in the Way of Your E-Commerce Sales?

10 August 2015

Every e-commerce store should consistently be looking for ways to increase their conversions and sales. There are a number of ways to boost these stats, but sometimes some important factors are overlooked.

As well as looking for opportunities to improve a website’s products, many brands can find that they are falling foul of some common e-commerce site problems; they are losing customers in ways that can be avoided.

In this post, we look at some of those avoidable traps that get in the way of e-commerce sales, so you can work to reduce the friction and improve conversions in one, clean sweep.

  1. Poor site search and internal navigation

If a potential customer comes to your website looking for a particular product, or browsing for a gift for instance, and they fail to find the right items, they will go elsewhere.

Follow these tips to improve your internal site search, so that you don’t lose customers just because they can’t find what they are looking for.

  1. Poor user experience

Many e-commerce sites are focused more on function than design. And while great functionality is clearly important, and the backend must work effectively and efficiently, failing to look at the user experience will lead to uninspired customers who don’t convert.

Make usability a priority. Show off great photos of your products, alongside creative and informative product descriptions, and use roll-over text and offer additional information where necessary.

  1. There are no reviews or user feedback

People making a purchase like to be reassured by the social proof that online reviews can provide.

Set up user review functionality on your e-commerce site and learn from the feedback that the reviews provide. You can get great insights into how people experience your products or service, as well as offering assurances to your future customers who want to know what others have thought of what they have bought.

  1. There are obstacles to customer service support

If your prospective customer has a question about a product they want to buy, or about the sales process, can she find an answer in a quick and easy manner?

A combination of a knowledgebase, with static frequently asked questions, an email address or CRM setup for general customer support questions, and live chat functionality for immediate help can be an effective way to approach accessible customer support. Some sites also incorporate user forums for informal help and support.