5 Reasons Your Ecommerce Site Isn’t Working

News 5 Reasons Your Ecommerce Site Isn’t Working

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Conversion Aversion

Have you invested a shed load (that is the official industry term) of money recently in an ecommerce site that just isn’t generating results? Are you turning back towards bloodthirsty sites like eBay and Amazon, sacrificing profit for pure sales? Well before you log back in to the old eBay profile, check out the five following reasons your ecommerce website might not be working – it might make for some eerily familiar reading.

  1. Picture (Not) Perfect

Rule Number One of selling things online: It doesn’t matter what you’re trying to sell, the consumer requires as much information as possible before completing a purchase online. Think about it logically for a second; if you were going to buy a pair of jeans in a shop, you’d expect to try them on and feel like a million dollars – you wouldn’t just settle for a picture of the jeans you were about to buy sitting on an empty shelf. Trying before you buy isn’t, strictly speaking, possible online, so it’s your job to ensure the consumer has as much information as possible on the product. If your current ecommerce site isn’t cutting the virtual mustard, perhaps it’s time to give your product photography an overhaul; remember that blurry or watermarked images give you about as much credibility as a guy selling DVDs at a car boot sale. Using HD cameras, and the latest top secret web design wizardry, we can even incorporate 360° product photography into your site – and that looks good from all angles!

  1. Loser Experience

The term “user experience” gets bandied about a lot by us creative web design types, and because it’s difficult to measure, it can often get left by the wayside. The truth is, however, there’s one defining factor by which to measure user experience, and that’s sales. Chances are, if your ecommerce platform isn’t generating many sales, it’s because your consumers are being put off before they can part with their hard earned credits. Considering how your user will actually navigate through the website should be of paramount importance; are they likely to be using search bars for specific items, or will they be refining by things like brand and price to arrive at their preferred selection? Converting must be an efficient, simple process; otherwise users simply won’t do it very often. Remember as well that factors like page load time and mobile responsiveness can also affect your organic search positions.

  1. Trust Issues

Building consumer trust is difficult, and unfortunately there’s no “quick fix” for new brands. Encouraging consumer trust, however, is an entirely different ballgame altogether. Despite taking a slight hit in margins, offering verified services like PayPal and Sage Pay are a quick means of inspiring consumer confidence. Free initiatives like the Google Certified Shops extension for Magento have also proven effective in building brand image, but take a little more patience.

  1. Traffic Jam

It could simply be the case that the right kinds of users simply aren’t finding their way to your website, in which case, it’s time to re-assess your marketing channels. If you’re running SEO or paid search campaigns, take another look at the keywords you’re targeting; are these the same ones used by those looking to make a purchase? If you’ve invested in email marketing campaigns, go over your data lists every so often to make sure they’re an accurate reflection of your ideal consumer base. Finally, use your social media pages to branch out to those with similar shared interests; connect with them pre-emptively, before they even have to search for your site. Remember, you’re not on the high street anymore, and you can’t just count on customers shambling in off the street.

  1. Pricing Problems

Love it or hate it (we love it, very much), one of the great things about the internet is that competitor analysis has never been easier, with the prices and deals of brands competing with you never being more than a few clicks away. Unfortunately for you, it has never been easier for your consumer either. With so many brands on the digital market, be sure to regularly browse competitors’ sites, making sure your deals are on-trend and competitive.

Transaction Aborted

If one or more of these signs look worryingly familiar (or even if they don’t) it could be time for an overhaul of your current ecommerce website; chat to us online today for advice and quotes.

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