Today, companies have a unique opportunity to leverage these devices as sales channels. However, many customers scroll for hours as if possessed and don’t end up buying. Why? Discover these common mistakes, avoid them, and boost sales on your e-commerce platform.
The annoyance of eternal scrolling
The key for users not to get tired of browsing on an e-commerce platform is a responsive design. What does this mean? A website where the content is reorganized according to the size of the screen, no matter what type of device they use: phone, tablet, or notebook.
If you don’t have a responsive design compatible with mobile devices, users won’t interact correctly with your site and will abandon it before making a purchase.
“It is no news that users are saturated with ads, calls to action, and brands that want to attract them to your e-commerce. Therefore, the speed with which they make decisions and move from one screen to another is increasing. One false step in this experience and the user will try another option in a matter of seconds,” explains Milagros Arrechea, marketing analyst at Epical.
In this context, it is essential to customize the experience according to the segment and display product information clearly, with a good menu, filters, categories, and prices so that the results are accurate. Give the customer the best possible experience.
Speed up the checkout
This is a common situation: after searching for a product for a long time, we get to the checkout to complete our data, but it is such a cumbersome task that we prefer to discard the purchase.
It can be exhausting for a user to fill in personal information such as shipping address or payment details in a form with small fields, especially if it is done from a phone screen.
On the other hand, it is very frustrating to discover essential and valuable data such as stock availability, delivery times, and additional charges (fees and taxes) in the final steps of the checkout process. You need to be transparent and provide clear and accurate information.
“Loading speed, product availability, agility in the checkout and payment facilities are the key axes when thinking about e-commerce,” says Arrechea.
Bring your products to life.
Sometimes it can be difficult to imagine a product if we have never had it in our hands. That is why it is essential to show what you are selling as clearly as possible. Otherwise, people may not feel confident about making a purchase.
Wondering how to do that? With detailed descriptions, accurate size guides, high-quality images that show the product from different angles, and, if necessary, video or 3D views.
Another important aspect, a common mistake often repeated, especially in sites that do not have a responsive design, is the impossibility of comparing simply. Allow your users to compare the chosen product with similar options you also offer on the same screen. You can use the feature “You might also be interested in…”. What’s more: you can also offer complementary products to the chosen one, boosting your sales.
Today, people have many options at their fingertips, and they want to make sure they are getting value for money. That’s why it’s critical to highlight those details that make your product unique or valuable to your customers.
Remember that creating quality content is a challenge and requires an investment of time and money. However, it is crucial for the success of your e-commerce in the current context. When thinking about the digitalization of a business, it is essential to keep in mind the following: the user experience must be outstanding!
During 2020 e-commerce took great relevance. It is a fact: more and more people are choosing to shop online through their mobile devices. This cultural shift accelerated with the COVID-19 pandemic, and it’s here to stay.