Having customers click on that “Buy” button, filling shopping carts with product after product and finishing up the whole checkout process including the payment is every web store’s end goal. An interesting fact is that all of the above can be led to execution just by improving your E-commerce site’s design.
Baymard retrieved statistics recently back from 2006 up until 2016, claiming that the average cart abandonment is 69.23%. And that’s not the only statistic that matters, what matters most is why.
27% of US online shoppers have abandoned an order in the past quarter due to a “too long/complicated checkout process”. And 18% of these shoppers claim that they didn’t purchase simply because they “didn’t trust the site with their credit card information”. All of these can be fixed with a simple design change.
We’ll elaborate on how to fix this and let you in on all the common mistakes you can make when it comes to the design of your E-commerce store.
On-site search user experience
When someone comes looking for something specific on your web store and they use site search, these are the customers you do not want to miss. If they are looking for something right away when they come to your store, the chances they are in a late-stage buying mode are extremely high. And not to mention that statistics show that customers who have used on-site search lead to a 50% higher than the average conversion rates.
Your on-site search is a major driver to your customers and if they cannot find exactly what they’re looking for by simple mistakes you’ve made when setting it up, you’re in big trouble. The important things you need to have as options are:
A well-built faceted navigation, which will allow your site visitors to find what they’re looking for by clicking through the category tree and applying filters;
A full-text-search, which can help your customers find even related products;
Word-completion – it always comes in handy when the search engine suggests what you’re searching for;
Spell-checking – because people often misspell words;
Category navigation – because after all, if the user can’t find it, they won’t buy it and searching with categories is one of shoppers’ most favorite thing;
So, number one rule is to make everything in your power to have your products easily found.
If you lack the technical knowledge to improve your site search design patterns, there is an easy solution. With a little research on our side, we found a technical solution for all of the above.
Common E-commerce design mistakes and how to fix them
Confusing checkout process
One of the most costly mistakes you can make is to confuse your website visitors when they’re just about to make a purchase. You’ll achieve nothing if you rely on a long checkout process. In fact, it’s the most egregious mistake you can make.
The more pages your almost-customer goes through from adding an item to his shopping cart to actually paying for it, the more you increase the chance to lose him somewhere in between and be left with just an almost bought item.
So, follow a linear checkout process. Simple as that. Don’t create steps within steps. If you want them to create an account on your website, don’t redirect them to a previous step of the checkout. Instead of that, redirect them to the next step of purchasing.
The psychology of most customers bids them believe that a checkout process should be linear, without any interruptions. If they are redirected to another page to change a shipping address or create an account, they will immediately conclude that there is some kind of error. So, a linear checkout process should be your best friend. It sells, trust us!
Untrustworthy payment page
As we mentioned already, a lot of shoppers might leave your E-commerce site without paying for their full cart just because they “didn’t trust the site with their credit card information”. This is absolutely fixable with a few design changes.
It’s very likely that every site visitor you have isn’t familiar with the technical way a payment form works. All they do know for sure is what their intuition tells them. And intuition can be easily manipulated with a better design.
Visual cues that you definitely need to have on your payment page is security icons and badges, the background color on some of the fields. You should also have borders around the form field of credit card information. Your site can be perfectly safe but without those, your customers might abandon their shopping cart. Little design details can perceive all non-tech-savvy shoppers.
Also, consider adding descriptions to all form fields especially on the fields that are required in order to continue purchasing. Give clear instructions and leave no surprises.
Inadequate shopping cart design
The most important thing about the design of your shopping cart is that it needs to be extremely user-friendly. It should allow your shoppers to always review quantities, add and remove products and still be able to go back to the page they used to browse on.
In fact, the most successful design of a shopping cart is when the customer never has to leave the page he was on. So, use a mini cart for this purpose and don’t confuse your customers more than they already are with all the choices you’re providing as products.
Tiny product images or just one image per product
Huge mistake. If your customers can’t zoom in on a product picture or open it in a bigger window, chances they think something is wrong with that product is immensely big. Not to mention that again – if they can’t see it, they can’t buy it. Add bigger pictures, ones with good quality, which can be zoomed in and be looked at in detail.
Also, make sure to add more than one image to your products. Images from all different angles and different colors have proven to work better and drive more sales. About five images are ideal for assuring your customers to feel more relaxed about the purchase they’re making.
So, as you’ve read, we do preach that good design sells. Try out all these different bits of advice, go through your web store and spot the mistakes you’ve been making after reading this (if there are even any) and start selling more. It will cost you just a few design changes to make your E-commerce store sexier … to say the least.