6 minute read
7 design mistakes that ruin your sales and conversion rates
Updated on January 15, 2021 by Stacey Wonder
Is your website design helping or hurting your conversion rates?
Your website design is the most important element that can alter your business growth. If you want to get your online e=commerce store listed among the leading sellers, you should take care of its website design, so that you can make it more attractive for your visitors.
We’ve seen brands fall short on the design front, which causes a loss in revenue, drop in traffic, and negative impact on their reputation.
This blog shares 7 design mistakes that can ruin your e-commerce metrics. We’ve put this list together to help your web design make a great impact on your conversion rates and sales revenue.
Outdated website design
It only takes 7 seconds for a visitor to make their first impression of any website. This means you only have 7 seconds to prove that your website is trustworthy and contains helpful information for your visitors.
Your website design is the first thing a visitor will notice when formulating those important first impressions. Before you start an online store, take stock of your design elements to make sure there is continuity and clarity across your web pages. Consider the following:
- Your site’s overall layout and visual appearance: Make sure your website is simple and clean. There should be enough white space to allow readers to easily consume your information.
- Create a catchy logo that will make a lasting impression of your brand.
- Choose a color scheme that will resonate with your target audience.
- Use a font that is easy to read.
- Don’t forget about mobile. Your site should look good no matter what device your reader is using.
The wrong color combination can quickly become obnoxious. Your website’s colors can have a great impact on your potential customers. Carefully research the best color combinations that will encourage people to spend more time on your website. The right color combinations can encourage people to:
- Spend more time on your website.
- Ultimately make a purchase.
- Feel more relaxed while browsing your online store.
Market experts suggest using red, yellow, pink, and green to boost sales because these warm colors seem to be more friendly and call buyers for making the purchase.
However, if you overuse these colors, your visitors cannot clearly understand your design. We recommend sticking with a couple of colors that best reflect your brand. Additionally, it is important to show that the main purpose of your store is to provide high-quality products for the customers, and not to make them waste their money.
How many times have you left a website, frustrated with its navigation, or lack thereof? Don’t do this to your customers. Poor navigation is one of the most popular reasons people leave an online store, so you have to make sure your navigation includes the main things that can assist your customers during their shopping.
Here are a few tips to avoid falling into the trap of poor website navigation:
- Easy to find on your page
- Located in your site’s header, body, and footer
- Include product filters for easy search
- More arrows help direct readers through each section
- Sticky “Back to Top” buttons quickly deliver readers back to the top of your page
Missing call-to-action buttons
The main task of a CTA button is to help encourage visitors to make a purchase. But if the call-to-action buttons are missed or contain general words, they won’t call visitors’ attention to using them.
By customizing and making a lot of different short messages to your clients, you can not only improve the interaction with your clients but also analyze their preferences and thus improve the service quality of your business.
Slow loading times
Another problem that will make a potential client close the webpage of your online store is slow webpage loading.
People want to receive information immediately. Slow loading times will cause them to lose interest and try the next link in search results.
To reduce your response time, Forbes experts recommend:
- Choosing your host carefully
- Reducing the size of your pictures
- Using fewer plug-ins
- Regularly check your load times (you can use a tool like PageSpeed Insights or Pingdom to check)
Reducing your web page load times not only proves your website as trustworthy but also attracts new clients because of its high efficiency.
People come to your website to find quick and clear information about your products. Don’t give them a novel. If you put too much general information about your product, it will not only drop the interest in your product but also cause a doubt whether it is worth buying.
Most online stores apply the KISS (Keep It Short and Simple) rule to brilliantly present the product, and stress its special benefits to encourage purchasing. For instance, instead of writing lengthy descriptions, you can use video guides to present the main features of your products and share why people should have one at home. Videos can greatly increase the customers' overall impression of your brand and products, which is crucial for sales revenues.
Ad banner overuse
Excessive ad banners are not only annoying and ineffective, they scream spam. Though the amount of ads you run on your website depends on personal preferences, we recommend that you place all ads on the side so as not to influence the shopping process.
It would be nice if the ads don’t appear suddenly when a person is checking out your product page, as it can easily make your customer give up on this idea and leave your website altogether. If it is put aside, the ads are more likely to appeal to the audience's interest, and you can also consider the ways of showing personalized ads so as to encourage buyers to look it over.
Web design FAQs
What are the most common design mistakes people make when launching a web store?
Seven design mistakes that can ruin your sales and conversion rates are: outdated website design, color overuse, poor navigation, missing call-to-action buttons, slow loading times, wordy content, and ad banner overuse.
How can I reduce my website’s loading time?
Reduce load time by: choosing your host carefully, reducing the size of your pictures, using fewer plug-ins, and regularly checking your load times (you can use a tool like PageSpeed Insights or Pingdom to check).
How can I improve my website’s navigation?
Your website’s navigation should be clear and easy to use. Make sure your website has design elements such as: product filters for easy search, more arrows to help direct readers through each section, and sticky Back to Top buttons to quickly deliver readers back to the top of your page.
Today, the number of e-stores is growing rapidly and more and more people decide to start an online business. Unfortunately, only a few of them are able to manage it successfully, while others find themselves in a complete mess of sales metrics which can hardly be fixed.
The success of your web store is hinged on its design, and many business owners overlook this piece of the puzzle. We hope this article showed how you can turn your situation to your advantage by avoiding the common design pitfalls discussed in this blog.