Blog Content

Home – Blog Content

E-commerce Web Design Mistakes That Kill Conversions

diksha
December 13, 2024
No Comments

E-commerce is a booming industry with a lot of competition. To win the audience’s attention, you must make your product stand out and avoid web design mistakes that can hamper your conversion. According to a report, there are between 12 and 24 million online stores, and this number is supposed to grow.

To convert your online visitors into a purchasing customer you must work on some other aspects as well other than product. Many users do not complete the buying process due to poor website performance and web design. 48% of users regard website design as one of the factors for judging the credibility of the website.

In this blog what is a good E-commerce conversion rate, factors to avoid in an e-commerce website that hamper your conversion rate, and the functionality of your website? We’ll also learn some tips to enhance the web design of e-commerce.

What is a good E-commerce conversion rate?

The conversion rate of an e-commerce website depends on a variety of factors such as industry, audience type, location, etc. The average ecommerce rate is 3.4% for desktops and 2.9% for mobile. An overall good conversion rate is 3.2%. However, the top 25% of e-commerce websites have a conversion rate of 5-10%.

Some industry-specific conversion rates are 4.9% for food and beverage, 1.4% for furniture, etc.

These averages are only generic and the conversion rate of your platform will depend on your goal, objective, audience type, etc.

Things to avoid in E-commerce web design that can hamper conversion

Here is a list of elements that e-commerce websites should avoid.

Navigation: You have only a little time to capture the users’ attention; once you do that you have to keep them engaged and ensure a smooth user experience. A very important factor for this is ensuring smooth and clear navigation. If users can’t find the product or have to go through multiple links to reach their desired product then chances are they will bounce from your website. The navigation of your website should be clear wherein the products are displayed in different categories and subcategories. Adidas has designed its website smartly wherein they have ensured smooth and clear navigation.
Inadequate Information: One of the other reasons why users abandon the product is the lack of adequate information. In order to make a buying decision they need adequate information such as product specifications, description, etc. Also, they expect to know the payment methods, expected date of delivery, and shipping process. Als,o users do not wish to pay extra fees for shipping. Many a times users are unaware of this charge until the final checkout process. 49% of users abandon their conversion process due to this reason.
Reviews: Use reviews along with User-generated content, this will add more to your credibility and help in building trust. It carries more value when his review is accompanied by an image and video. It makes your brand more transparent and users also feel more connected to you. Sola Wood Flowers has a special section for review wherein they use UGC as well.
Checkout Process: Another major reason why many shoppers abandon their shopping experience is due to the complex checkout process. Sometimes the process is too lengthy or requires personal information of the user.
Speed: Another reason for abandonment is slow website speed. According to a study a brand can lose up to 25% of their online visitors if the website takes more than four seconds to load. Interestingly Walmart found that their conversion rate improved by 2% for every 1 second improvement in page load time.
Social Proof: Many e-commerce websites limit their reviews to product pages only which is not good. You should highlight your reviews on your social media platform, homepage, etc.
Content: Content is not limited to text only, it includes images, videos, interactive elements, etc. The quality of images and video should be of high resolution and clear. Avoid using blurry images. Use multiple images from different angles.

Tips to enhance web design of E-commerce

These are some of the tips to enhance the web design of your e-commerce website.

Guest account: Allow users to complete a purchasing process from a guest account as well. 35% of shoppers have abandoned the checkout process due tothe unavailability of guest account options.
Multiple payment methods: Offer multiple payment methods to your users such as Cash On Delivery, Credit card, PayPal, etc. Many users abandon their shopping process due to the unavailability of multiple payment methods.
Call-to-Action: Use clear and actionable CTAs that guide and encourage your users to complete the purchasing process.
Mobile Friendliness: Ensure your e-commerce website is accessible on mobile devices and all screen sizes. The quality of the website should not suffer due to screen size.
High Quality Image: Use high quality images that showcase different features of the products. Provide a 360 degree view of the product. Upload pictures taken from all angles with zoom functionalities.
Privacy Policy: Highlight the measures that you will take to protect user’s information and data. State your privacy policy clearly and display trust badges and SSL certificates.
Product Information: Provide all the required information related to the product. Highlight the reviews and all the specifications of your product.
Easy Checkout: Ensure your checkout process is clear and smooth. Reduce the number of steps or fill the saved information automatically so that the buying process is smooth.
Refund Policy: State your refund and return policies. It helps in building trust and credibility in the users.
Speed: To enhance the speed of your website you must reduce the image size, compress file size, and use caching to reduce the page load time.
Performance Monitoring: Frequently update plugins, software, and themes to ensure smooth performance of the website.
Browser: Make sure your website is compatible with all browsers.

The e-commerce websites are not about what you are selling but also about how you are selling. From the first interaction on the website to completing the purchasing process, every step is important. Avoid the above-mentioned elements to ensure a good conversion rate. Lumia 360 provides digital solutions to small and medium businesses. We have provided solutions for creating a responsive and engaging web design. To know more about our services email us at info@lumia360.com or call us at 514-668-5599.