E-commerce Website UI/UX Design Mistakes to Avoid

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SAMARITAN INFOTECH
E-commerce Website UI/UX Design Mistakes to
Avoid
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TRESSADE COOKIE JAR
These days there are multiple E-commerce websites
sprouting around the web. The ease with which a
driven entrepreneur can realise his dream of
selling his product has allowed the industry to
mushroom exponentially. Though there have been
many pitfalls with multiple start-ups falling to
generate any revenue and subsequently shutting
shop. Designing UI/UX is essentially a
problem-solving approach specific to design,
which involves assessing known aspects of a
problem and identifying the more ambiguous or
peripheral factors that contribute to the
conditions of a problem. Failing fast in a test
group and environment is the best way to achieve
the required design for user interface and user
experience (UI) and (UX). If for brick and mortar
store it was location, location, location and
store, store and store for e commerce it is UI,
UI and UI and UX, UX and UX.
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How to spot that if your UI/UX design is
hurting your e commerce business
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Samaritan Infotech
Bounce rate means the percentage of visitors to
a particular website who navigate away from the
site after viewing only one page. A high bounce
rate indicates that shoppers are not finding
what they want or need when they visit product
pages on your site. According to Conversion
Voodoo, an average bounce rate is about 33 for
e-commerce sites. They recommend adding highly
detailed product descriptions with lots of
information to keep customers engaged.
High Bounce Rate
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Shopping Cart Abandonment
TRESSADE COOKIE JAR
Customers place an item in their shopping cart,
but then they leave without completing the
checkout process. This is a common, troubling
problem for online retailers.
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One of the major problems why some E-commerce
websites are not able to attract customers is
down to the UI UX offered. So here is a list
of common mistakes to avoid -
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CREATING A COMPLEX NAVIGATION INTERFACE
SAMARITAN INFOTECH
The navigation interface of any E-commerce
website should be simple and intuitive for a
user to understand and immediately pick up. It
should provide multiple filters and sort options
to let the user drill down to the product he is
looking for and also include a comprehensive
search option. A breadcrumb navigation should be
included to always let the user know where they
are located and to provide easy navigation route
out of the current page.
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Poor quality images and product descriptions.

• A bad quality product description would generally
  be suffering below issues.
• The product images are poor quality or take too
  long to load. The descriptions are vague or
  incomplete (e.g., they lack clear
  specifications).
• There is no call to action encouraging the
  consumer to buy.
• You are missing an opportunity to showcase
  related content that would entice the viewer to
  stay on your site.
• A good quality product description and image
  ensures that

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Descriptions are accurate, complete and engaging.
Product images are clear and show all important
details. Content includes enough information for
consumers to make an immediate
decision. Related/similar content is displayed on
the page, giving visitors additional options.
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How to spot that if your poor quality images and
product descriptions are hurting your e
commerce business
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NEGATIVE CUSTOMER REVIEWS
SAMARITAN INFOTECH
it can be eye-opening to discover how many
negative reviews focus on inaccuracies in
product descriptions. They might look something
like thisWhat I received wasnt at all what I
expected. The description for the shoes said
scarlet but they are basically maroon.The
sizing on this shirt runs so small, I had to
return it and get one TWO SIZES UP! Whats the
deal?
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REFUNDS AND RETURNS
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one of the most common reasons customers ask for
their money back is because the product image
and description didnt match the reality. And
thats not just one sale youre losing. Its all
the future sales from that customer.
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MISSING CONTACT INFORMATION
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In its second annual survey, the 2015 B2B Web
Usability Report, 51 percent of respondents
indicated that thorough contact information
was the key website element missing from most
websites. An astonishing 98 percent of
respondents said that No Contact Information /
Phone Number would cause them to leave the
website (44 percent) or be so annoyed that they
might leave the website (54 percent).
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MISSING CONTACT INFORMATION
SAMARITAN INFOTECH
In its second annual survey, the 2015 B2B Web
Usability Report, 51 percent of respondents
indicated that thorough contact information
was the key website element missing from most
websites. An astonishing 98 percent of
respondents said that No Contact Information /
Phone Number would cause them to leave the
website (44 percent) or be so annoyed that they
might leave the website (54 percent).
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NOT INCLUDING FORUM FOR USERS OR QA SECTION
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QA is user-generated content (UGC). And Google
favors UGC (text format, not yet video format)
in its search results. Many retailers and brands
see a 21 ratio of questions to reviews and for
some merchants this ratio can be much higher.
Since QA acts as a living FAQ doc on your
product page, it naturally generates an
abundance of keywords. Make sure your content is
visible to Google indexed directly on your
pages. The QA content is evergreen on ones
site, giving visitors key information to drive
conversion. In addition, when a consumer receives
an email after the question she asks has been
answered, conversion rates between 10 to 40
percent from that answer notification email are
typical
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NOT FOCUSING ON THE PRODUCT DETAILS
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A user tends to trust a website more when the
product page offers a full description of the
product. It also helps the user make a decision
when multiple images are included and detailed
reviews from other users are provided. Even if
your store prices are lower, a user will be
averse to make a purchase if the details of the
products are not correct. When related products
are displayed and sharing options are provided
there is a greater chance of diverting more
traffic to other products and your site in
general.
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CONFUSING CONTENT WITH CALL TO ACTION LINKS
SAMARITAN INFOTECH
Every Call to Action link should be prominent and
separated from content using whitespaces,
colours, and size this allows a user to see the
next step to follow in a glance. Call to Action
links should not have ambiguous titles but
instead accurately describe the next step in
short (ex- pre-order). Primary and secondary
Call to Action links should be clearly
differentiated as for example Checkout and
continue shopping.
BEN
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COMPLICATED CHECKOUT PROCESS
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The checkout process for any E-commerce site
should be streamlined. The user should be able
to clearly see the shopping cart from every page
of the site. The Cart should include all fees
including shipping to remove any ambiguity and
should allow customers to place an order without
creating an account. The whole process should be
designed to ensure fastest completion time.
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TO IMPROVE YOUR CHECKOUT PROCESS
TRESSADE COOKIE JAR
Make checkout mobile-friendly Use a progress
indicatoSrAMARITAN INFOTECH Be generous with
payment options Dont require membership or login
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HIDDEN FEES
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Hidden fees especially when it is not an industry
trend will result in trust issues by customers
and is generally bad customer service. Like in
financial industry fixed percentage of
investments are marked as fees but generally not
mentioned upfront. Sometimes on web sites taxes
etc are not added to products but appear only
when final payment is to be made.
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BIG SCREEN, SMALL SCREEN
SAMARITAN INFOTECH
It is always advisable to have a mobile apps for
your website but for start up and small
ecommerce businesses this could mean overhead
costs in maintaining apps as well as websites
for mobiles and desktops. Most of the websites
are created to be rendered on Desktops but with
proliferation of smart phones as well as smart
phones becoming the primary source or device for
surfing a start up needs to ensure that its
websites are rendered effectively and
efficiently on both the mediums.
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CUSTOMER DO NOT KNOW WHAT TO DO
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According to the Nielsen Norman Group, most users
stick around less than 59 seconds. So, if you
dont capture a users attention in less than a
minute, youve lost them. Basically, if you
havent generated interest or made a pitch in 59
seconds, then customers would not know what to do
and will leave website for good.
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NO MENTION OF SHIPPING RETURN POLICY, AND
CONTACT INFORMATION
TRESSADE COOKIE JAR
Prominent display of the WebsiteSsAMsARhITAiNpINp
FOinTECgH returns policy Instils a sense of
trust in the customer as there is no ambiguity
on any of the terms of the transaction. Also the
customer is emboldened that on encountering any
problem he can easily contact the company
support to resolve the issue when the contact
information is displayed in an accessible place.
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Contact Us
303 Malwa Tower, Near Old Palasia Square, A B
Road, Indore City, Madhya Pradesh INDIA 70002132
26 / 9993671402 info_at_samaritaninfotech.com
https//www.samaritaninfotech.com/