| In recent years there has been a massive growth in | | | | a map through an area that you’ve never visited |
| the use of e-commerce by both consumers and | | | | before. Unless you have a very good aptitude for |
| businesses. However trading your products and | | | | finding your way, you’re only going to get lost. |
| services online using an ecommerce online shop does | | | | Make your navigation easy, clear and simple to use |
| not always guarantee success. | | | | otherwise not only will visitors have difficult finding their |
| To have a successful ecommerce online shop | | | | way around, but they will become extremely frustrated |
| generally revolves around driving the right traffic and | | | | and leave. In a recent Harris Interactive survey 40% of |
| making the shopping experience easy and secure for | | | | the people questioned cited that poor navigation was |
| customers. This sounds like a simple enough concept | | | | the biggest complaint about ecommerce websites |
| but you would be surprised how many online | | | | they had visited online. |
| ecommerce vendors are getting it completely wrong. | | | | Poor Content |
| Now I’m sure there are many problems that are | | | | The quality of the content on a website will create an |
| unique to most companies out there that develop their | | | | immediate impression and also ensure that customers |
| own e-commerce solutions online. However there are | | | | keep returning. Ensure text is easy to read, clear and |
| also some very common pitfalls which e-commerce | | | | provides accurate information. Customers will be put |
| website owners can face. | | | | off by out-of-date or incorrect information. People |
| Lack of Planning | | | | expect the content of website to constantly be |
| By fully understanding what you want to achieve, | | | | changing so that it isn’t static and dull. Fresh content |
| setting clear goals and not rushing an ecommerce | | | | is also great for search engine indexing. |
| design and continued development means you can | | | | Online Shopping Problems |
| lower the chances of any issues in the future. | | | | Once the visitors decide to buy from you, the |
| Lack of Search Engine Optimisation (SEO) | | | | checkout procedure must be as seamless, quick and |
| People feel that an ecommerce online shop is much | | | | as simple as possible. It is estimated that around 75% |
| like running a retail store on a main street. Once they | | | | of people do not complete the shopping cart process |
| build the shop and open the doors, the business will | | | | because of slow or unclear checkout processes. |
| naturally come because people will see the shop and | | | | Make it plainly obvious for the visitors to your wesbite |
| visit it. However just because you know about your | | | | how they can buy from you. Don't make visitors |
| website does not mean that others are aware of it or | | | | search for a checkout button, or use icons that are |
| will even be able to naturally find it on their own. People | | | | difficult to interpret. Use strong calls to action and clear |
| use search engines to find websites so if your website | | | | directions to make the purchase as easy as possible. |
| is not ranked highly in the search engines then you will | | | | More than a decade into e-commerce, online |
| not receive a steady flow of passing trade. You need | | | | consumers have become increasingly savvy and will |
| to consider how well your website is optimised from | | | | not put up with experiences that do not live up to our |
| the very beginning to make sure that people can find | | | | expectations. Any companies doing business online |
| you. | | | | must pay attention to their customers’ needs and |
| Poor Website Navigation | | | | experiences during the buying process to help them to |
| Once they have found your website visitors want to | | | | succeed. |
| be able to get to the product or information they | | | | If you can eliminate the common pitfalls of |
| require in as little number of steps as possible and | | | | e-commerce then you will be able to retain more |
| with as little effort on their part. Having poor | | | | customers on your website, increasing both customer |
| navigation on your website is like driving a car without | | | | loyalty and profits. |