Common Home Page Mistakes Found On E-commerce Websites

5 common home page mistakes found on E-commerce websites

Looking for a few quick wins to get more sales from your E-Commerce website? Perhaps your online sales are slow? Your home page could be to blame. You might be unknowingly making one of many common home page mistakes found on E-commerce websites.

It’s not your fault though so don’t feel frustrated!

As an E-commerce store owner there is a high chance that to get online as quick and cheap as possible, you used an e-commerce store template design for your online store.

There is nothing wrong with using templates, but there are 5 BIG mistakes I have seen over and over that will definitely be losing you sales.

This article and video show you what those 5 mistakes are. The video walks you through how some of the most successful on line stores are doing things to give you some inspiration for creating the best user experience possible.

These changes are not overly complicated so you should aim to have all 5 common home page mistakes found on E-commerce websites corrected as soon as possible.

Common Home Page Mistake Number 1: 

Not having a BIG, OBVIOUS search bar so visitors can search your e-commerce site easily.

People who start their shopping experience with a search are more likely to make a purchase and their basket value is usually higher than those who didn’t use search. I heard about this but I did actually see this with my own eyes when I worked on optimising my clients’ website. Her average conversion rate was 4% but when I segmented her traffic and looked at the behaviour of visitors who used search I could see that the conversion rate for searchers was over 11%. You can see that for each of the 5 businesses in the video that each has a larger, central search bar. What do they know that you don’t? Exactly what I have just said, that searchers spend more.

Action: Get that search bar obvious!

Common Home Page Mistake Number 2:

There is no Unique Selling Point or Value Proposition on your e-commerce sites’ home page.

You are not alone when it comes to selling online. In order to stand out, you must offer something unique or something more valuable than your immediate competitors. That could be free shipping, free returns, etc. Also, YOU ABSOLUTELY MUST say why people are better off buying from you. Without these valuable bits of information you are not giving visitors a reason to buy. They are comparing you with your competitors and shopping where they get the most value.

Action: Work out your USP and Value Prop. Make it clear and obvious.

Common Home Page Mistake Number 3:

No visual hierarchy.

Visual hierarchy is using colours to tell the visitor what the important action are that they should be taking. Try the 1 second test. When someone lands on your home page, they have 1 second to see the primary action you want them to take. On the top websites that action is clearly to start their shopping journey with a search. You can see that because the search icon stands out above all other actions.

Action: Decide on what your primary action you want your visitors to take when they land on your e-commerce website homepage and make it CLEAR and OBVIOUS.

Common Home Page Mistake Number 4: 

No high quality image navigation on the home page.

Help visitors find what they are looking for when they come to your home page by attaching images to categories to encourage your visitors to desire your products. make it easy for them to browse by using high quality images to navigate through your products along with the normal navigation menu. Images create desire and intrigue.

Action. Add image navigation.

Common Home Page Mistake Number 5

Failing to build trust.

Online shoppers are very cautious online. No one wants their card details stolen or their personal details put in the wrong hands. They also want to know their questions can be answered and any help they need is readily available. All the big stores use links in their footer to give more info and to build trust. You can also add testimonials and trust seals (images) to really strengthen trust.

Action: Make sure you have plenty of links in the footer to answer questions, to give shipping and delivery information and show trust seals. Add testimonials to give social proof that your products are awesome.

Next steps:

  1. Gather statistics about the performance of your home page.
  2. Update your home page with my suggestions.
  3. Monitor the performance of your home page.
  4. Watch as you make more sales.

If you would like some help with this I can do it for you. I will:

  1. Make sure your Google Analytics is set up correctly and you are monitoring the right KPIs.
  2. Make the necessary changes to your home page.
  3. Monitor your page for performance.
  4. Report on how many extra sales you got.

If this sounds useful for you, please contact me now to discuss the next steps.

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