As an online retailer, you face a lot of competition. The Internet is huge: there are over 860 million websites, with over 100 million of these added in 2013 alone. Furthermore, there are over 48 billion webpages indexed by Google. To compete effectively it is more important than ever to have a well designed website that is easy to navigate. Here are three ways that a poorly designed website can negatively impact your sales.
1. Poor User Experience
As an emerchant your #1 priority should be to make it easy for shoppers to find what they are looking for and quickly complete a purchase. The more obstacles and complications shoppers face, the greater the likelihood of losing customers at some point.
If it is difficult for customers to navigate your site and find items, you are losing sales
If you require multiple steps to complete a purchase, you are losing sales.
If you only offer traditional payment methods such as credit cards, you are losing sales.
Unless you have a highly loyal customer base, shoppers will abandon if it takes too long or too much effort to get what they want. So, a positive user experience is critical to convert browsers into buyers. Ensure each page of your store, including your ecommerce checkout is optimized for usability.
2. SEO Performance Will Tumble
Google takes user experience into account when determining rankings. So, if shoppers don’t like your site, the search engines won’t either. Then, your competitors’ sites will rank higher in search results and attract more customers.
Another benefit of good navigation is that it makes your site easier for search engines to find and crawl it. Making your site crawlable is essential for Google to notice your content.
3. Uninspired Design Won’t Inspire Users to Purchase
If your site is compelling and well designed then it will capture shoppers’ attention, making them more likely to stay and ultimately shop. To get started, here are some homepage elements to think about
Color scheme: What colors reinforce your identity? Or, resonate with your target customer
Header: Make sure that it is simple, consistent with your brand and visually appealing. In short, give it personality
Well-organized and consistent: Make sure that how you group and organize content and products is logical and consistent throughout your site.
Strive inspire customers and foster conversions with your website’s design, usability and streamlined checkout. If you take these factors into account you will have a site that shoppers can find and navigate, improving their shopping experience and ultimately winning more customers.