E-commerce is a simple concept: sell stuff online and other people will buy it. But many business owners make similar mistakes in their online stores.
When it comes to successful e-commerce sites we have already discovered that websites which look great, sell great. This is because in the online world of e-commerce, image matters.
However, despite having a great looking site packed for of all beautiful pictures of your products, you could still be putting off your customers and losing vital sales.
Here we outline 3 of the biggest mistakes e-commerce sites make when designing and laying out their site and how they can be fixed!
1 – Offering too much
Whilst plenty of choice is great, it has been found that more isn’t always better.
A variety of options might tempt prospective buyers into paying your site a visit, but they are less likely to take the plunge and make a purchase.
Scientists claim that when a consumer is presented with “too many” options they might become overwhelmed and unable to make a choice.
So shall I stop selling so many products?
The answer is no, rather than cutting down on the choices you offer your customers it is more important to look at how you present them.
One of the easiest things to do is to group similar products together and create separate category pages within your site for them. Another top tip (and one seen on many of the top e-commerce sites) is to limit the number of products per page and encourage your visitors to click next to view more, that way they feel in control of how much they are looking at.
2 – Not balancing words and images correctly
Many businesses believe that the best way to sell their products is to have a great image; but this isn’t always the case.
A study found that when customers can become overwhelmed when faced with too many pictures; leading them to skim and skip the products. This is compared to those sites that have good quality product descriptions alongside the images, where customers are more likely to slow down and take a proper look at what is on offer.
What is the perfect balance?
There are no magic numbers that must be adhered to when it comes to the balance between visuals and texts, in fact it can vary between different sites.
You can complete an A/B test to check if you have enough images on your site and then strike a balance with the words, making sure you have descriptions not only for each page but also each and every product too.
3 – Bad product layout
By this we mean whether you present the products on your site vertically or horizontally.
There is a study into the layout of e-commerce sites which has shown that customers view products listed horizontally as being greater in variety than those that are displayed vertically.
This means that sites that list their items left to right rather than top to bottom will be thought as having a greater range of choice by their prospective customers. It is thought that this is because customers will look at each column as a separate category therefore believing that they are not all part of the same choice. Horizontal rows encourage customers to purchase more than one item as they are seen as a group.
We hope that these tips will help your e-commerce site see more sales. Got any other tips? Make sure to share them with us in the comments.