I spend a lot of time analyzing and optimizing eCommerce websites and have compiled a detailed list of common problems I’ve encountered. Identifying and fixing these problems will improve customer satisfaction and increase sales, so check your site and see if you have any of these issues. If you have them, fix them!
Navigation & Site Search Issues:
- Navigation too complex or unclear
- Navigation links missing on mobile version of navigation or formatted in a way that is difficult to use on small screens
- No site search – Make it easy for people to find what they’re looking for by including an easy-to-use site search tool.
- Poor site search – Site search is there but it doesn’t show accurate results.
On-Page Issues:
- Cluttered layouts – Keep the layout as simple as possible. On an eCommerce site, the transaction is the most important thing so don’t put a bunch of obstacles in the way that will either confuse or distract customers.
- Broken links – Bad user experience and bad for SEO
- Outdated information
Forms & Checkout Processes Issues:
- Forced account creation – Can’t buy without creating an account. Make it as easy to possible to buy your product without obstacles like this.
- Forms that are too long/complex – Only ask for what is necessary to complete the purchase.
- Hidden fees – These are fees a customer can’t see until they are well into the purchasing process. People get made when a fee all of the sudden shows during the checkout process.
- Confusing steps or labeling
Poor Mobile Experience:
- Slow page load speeds
- Page design doesn’t properly adjust for mobile-sized screens. Because of this, important information or buttons are not visible to people on mobile devices.
Problems with Calls-To-Action (CTAs):
- Missing or Confusion CTAs – CTA’s encourage customers to take action, so you want to have them, and you want them to be crystal clear
Security/Data Management Issues:
- Missing security headers
- HTTPS errors involving content within a page
- No information on the site about what steps are taken to protect user data
- No cookie consent banner or data management policy
Customer Service Issues:
- Missing or confusing return/refund policy
- Missing or confusing information on shipping
- Hard to figure out how to contact customer support or to get help
- No terms and conditions page
- Missing contact details for the business
- Missing accessibility statement and contact for people who have trouble using the site.
- No hours of operation or the hours on the website are different the hours posted in other places – Make sure your hours and contact info are the same everywhere.
Check your site and make sure you don’t have any of these common issues. If you do, fixing them can have a significant positive impact on sales and customer satisfaction. If you need help, feel free to contact me any time HERE!