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5 E-commerce Website Mistakes That Will Hurt Your Business

A woman is sitting on the floor with shopping bags in front of her, engaging in E-commerce.

by Kade McConville

3 minutes

In today’s digital age, having a strong online presence is crucial for businesses. With more and more consumers opting to shop online, companies must establish and maintain a strong e-commerce website. However, many businesses, particularly small and medium-sized enterprises (SMEs), often overlook critical elements when setting up their online presence.

Today, let’s talk about some of the top e-commerce website mistakes that could be sabotaging your business in the UK and ways to avoid them:

1. Poor Website Design and Navigation

Your website is your online storefront, and just like a physical store, it should be visually appealing and easy to navigate. A poorly designed website with difficult navigation can frustrate visitors and lead to a high bounce rate. To avoid this, ensure your website has a clean, professional design with clear and concise menus.

Moreover, ensuring your website is responsive and mobile-friendly is essential. With most of the UK population using smartphones to access the internet, a mobile-friendly website is no longer an option but a necessity.

2. Inadequate Product Information and Images

Customers cannot physically examine products on an e-commerce website, so providing as much information as possible is vital. Insufficient product information can lead to a lack of trust and ultimately result in lost sales. Ensure each product has a detailed description, including dimensions, materials, and special features.

High-quality images are equally important, as they help customers visualise the product. Include multiple images from different angles and, if possible, a video demonstration. Additionally, consider offering a zoom feature to allow customers to see close-up details.

3. Complicated Checkout Process

A complicated checkout process is one of the main reasons for abandoned carts. To increase conversion rates, provide a streamlined and user-friendly checkout experience. This improved checkout includes offering guest checkout options, displaying clear shipping and return policies, and providing multiple payment options, such as PayPal, Apple Pay, and Google Pay.

4. Slow Website Load Times

In today’s fast-paced world, consumers expect quick and efficient online experiences. A slow-loading website can lead to frustration and, ultimately, lost customers. According to statistics, a one-second delay in page load time can result in a 7% reduction in conversions.

To improve your website’s load time, optimise your images, use a content delivery network (CDN), and enable browser caching. It’s also essential to regularly monitor your website’s speed using tools like Google PageSpeed Insights or GTmetrix.

5. Ignoring Search Engine Optimisation (SEO)

A well-optimised website is crucial for visibility on search engines like Google. Failing to optimise your website for SEO can result in low search rankings, making it difficult for potential customers to find your business online.

So, to enhance your website’s SEO, conduct keyword research to identify popular search terms relevant to your products and incorporate them into your website’s content. Additionally, ensure your website has a logical site structure with descriptive URLs, optimised title tags, and meta descriptions.

Conclusion

All in all, avoiding these common e-commerce website mistakes can help improve your online presence, boost conversions, and increase customer satisfaction. By focusing on creating a user-friendly website with high-quality content and a seamless checkout process, you’ll set your business up for success in the competitive world of e-commerce!

Embark Studio is a web design and digital marketing agency based in South Wales, offering a whole host of services to help you get the most out of the online world. If you are looking for ecommerce web designers to work with, reach out to us today!

Kade boasts over a decade of experience in WordPress development and mastery over ecommerce platforms like WooCommerce, Magento, Shopify, & NorthCommerce. A Business & Law graduate from the University of the West of England, Bristol, he pairs his technical expertise with a love for video games, live music, and film. Kade's passion for wellness is evident in his marathon runs across European capitals, raising funds for mental health charities. Proud dad to his two kids.

Kade McConville

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