You’ve got a beautiful product, you may even drive lots of traffic to your site, but nobody buys your products.
Maybe you aren’t getting enough of the right people to view your site or you feel it’s only a matter of time until people come to their senses.
Still, even if you’re getting the right people and plenty of them, it’s irrelevant if your website isn’t up to scratch.
A poor website is one of the biggest turn-offs to potential customers and small businesses need to do everything in their power to offer consumers a seamless online experience.
Big companies spend millions on User Experience to give customers exceptional online experiences. Those companies appreciate that even the smallest changes, such as changing the location of a button can affect conversion rates.
“User experience (UX) refers to a person’s total experience using a particular product, system or service. The first requirement for a great user experience is to meet the exact needs for the usage of a product or a service, without fuss or bother.”
Take a look at some of these examples:
Apple’s website focuses on providing a positive outlook, with smiling faces a clean, light and easy-to-use design.
JustGiving- “Makes use of psychology to engage with its audience: human faces; succinct text; few paths for a low cognitive load; and the ‘peer effect’, where you see others’ donations and may follow accordingly.”
Such organisations understand that your website helps shape the public’s perception of your brand.
That means the website needs to be truly evocative of your business.
Below, I’ve listed some of the common mistakes that are stopping great small businesses thriving online. If you’re guilty of any of the below, ensure you rectify it and if you’re unsure how to then feel free to get in touch.
Your Website Design Sucks
If I land on your website and it looks prehistoric, I won’t be buying your product.
“94% of first impressions are driven by the design of a website”- Jeff Bullas Research
It’s not because I’m stuck up about these things, the reasons are simple:
- If your website’s bad is your product rubbish too?
- I don’t want to put my details on an untrustworthy website
It’s as simple as that. If your website is ugly, I won’t buy from it and neither will the majority of consumers.
Big businesses can afford to trade off their names, but for a small business, the website is many customers first port of call and your most powerful marketing asset.
If I don’t know anything about your business and land on an ugly site, I won’t be making a purchase. First impressions are everything, so it’s time to ensure you’re making a good one.
Your Website is Too Difficult To Navigate
Is your website too difficult to navigate?
You may not think so, but think about a consumer who has never seen it before and is perhaps not the most tech savvy.
What Apple and JustGiving have in common is their simplicity- “few paths for low cognitive load”.
That essentially refers to how JustGiving gives users very few options, to ensure their attention is focused on where they want it to be.
Apple’s site may need to be more complex, but there’s a striking similarity- both designs are ‘clean’ and easy to navigate.
You need to make sure you don’t confuse your customers. To do so, ensure your design is easy enough for a child or older person to find their way through.
If you make it difficult for to make a purchase they will happily go elsewhere.
Your Website is Not Responsive
Not sure what responsive design is? Read this.
Browsing on mobile devices has overtaken desktop. That means that more potential customers are landing on your site from mobile than desktop.
“72% of consumers want mobile-friendly sites”- Search Engine Watch
This means your site needs to be responsively designed and compatible with all devices.
Unsure whether your site is responsive? Use this tool to check.
More people browsing on mobile means more people making a purchase on their mobiles too.
When I land on a website that’s difficult to view on my mobile I bounce. I imagine most people leave too.
Is that being a bit impatient?
Probably, but in the digital age the average person wants results and wants them quickly…
Your Website is Too Slow
Talking of speed, if your website is slow it could be affecting your conversion rate.
Google doesn’t like slow sites and neither do consumers. Conventional Search Engine Optimisation (SEO) wisdom suggests that users will bounce if a page takes longer than 3 seconds to load.
Is your site too slow? Use this article to check.
Your Payment Page is…
Once you’ve got me to the checkout stage you’ve got the sale, right?
Wrong, I’m afraid.
Studies have shown that the smallest of details such as getting users to sign-up before making a purchase can negatively impact your bounce rate.
“How many steps were involved? If it was more than one, then it was too many.” –Jeff Bullas
Make sure your checkout process is seamless. That means creating a simple, easy-to-use and secure check out process.
Your Content Is Uninspiring
According to the University of Missouri research, we only spend an average of 5.59 seconds scanning a webpage.
In this time, we make our mind up whether to stick or twist.
That means, if you ramble or your content is disjointed and contains errors, then you’ve probably lost us.
Focus on producing concise content to engage your audience and you might just keep us long enough to make a sale.
I could have placed visuals under the banner of content, but it’s too important.
If imagery is low-resolution and looks distorted or messy in any way, it’s a major red flag for the consumer.
If you can’t take a decent picture of your product or team then I can’t imagine you’ve put too much effort into your product or service.
*One thing to note is that large files, such as high-resolution imagery, can slow down your site. So make sure you have optimised them for the web before uploading them.
Not sure how? Read this article.
Good website design isn’t the only factor that elicits trust. As stated above, content is an important factor too, as is navigation, speed and… you get the picture.
One element of a website we’ve skipped that can help build trust is a blog. Writing good, informative content can help build trust between a business and consumer.
Outside of blogs, there are plenty of other ways to build trust. Social media and review sites like Trip Advisor can be powerful indicators to the consumer that a site is trustworthy.