4 crucial errors to avoid in e-commerce
The exponential growth of online commerce, being able to have a virtual shop is of fundamental importance.
Whether it's a big business or a small business, the possibility of entering an almost unlimited pool of users, as can only be done online, is now an essential feature.
To do this, however, in the best way, it is necessary to avoid some mistakes that can become fatal and that therefore lead to a transition abandonment and make the customer flee to other competing platforms.
But what are these fatal mistakes and what are the possible solutions to remedy them?
1 Shipping cost
One of the most common errors in e-commerce, which then turns out to be the most annoying for users, is to not clearly specify shipping costs before the actual purchase procedure.
In fact, the user is often willing to browse the online store noting only the price of the various products, and then finding the cost of shipping only once arrived in the shopping cart, during the final phase of the transaction.
This behavior significantly reduces the user's confidence in the store, and may therefore not repeat the purchase a second time.
For this reason it is always necessary to specify the shipping costs as clearly as possible on the homepage, or, alternatively, to add them clearly to the price of each product.
2 Image quality
Thinking of conquering a customer without presenting the products in an excellent way is pure madness.
We must always remember that we first buy with our eyes.
Yet many online stores often use low-resolution images of unprofessional quality and even find simple generic shots of the product category rather than the specific product that is sold.
The user obviously wants to see specifically the product that will go to purchase, logically missing the physical contact with the product itself, and it is therefore of utmost importance that there is a specific and detailed description of the product and that the images represent it at best .
The images present must be either from the catalog (for example the image of the product on a white background) and those that we can define of daily use (for example scenes in which the product is in its context of use).
Also using images with the product present in the context of use, makes it easier for the user to identify himself with the use of the product, which could push it more towards the purchase.
Moreover, one must never forget to make image-enlarging tools available so that the user can analyze the various details, logically for a good level of enlargement, the quality of the images is essential.
3 Complicated checkout
Often the e-commerce sites do not offer a purchase experience without problems, especially in the checkout phase of the order, or in the phase of payment.
Sometimes it is difficult to find the cart, in some cases the fields to be filled in are not clearly indicated, or a registration system is missing that allows you to save your data for any subsequent purchases.
These problems both as a whole, and taken individually, frustrates the user experience, leading him to no longer visit the store.
The ideal is to make the whole process as basic and simplified as possible.
For example, place the shopping cart icon in the upper right hand corner of the site pages, which is the location where the user usually expects to find it.
Another example is to elaborate a sort of wizard in successive steps, which allows the customer to enter the data in a simple and sequential way, starting from the personal data and the address, then continuing in the choice of payment method and then concluding with the order summary and its confirmation.
In addition, a field dedicated to any notes should never be missing, in which the user can enter any useful information for the delivery.
4 Lack of support
Although the products that can be sold are of exceptional quality, it is inevitable that the user, sooner or later, runs into some problem and will need help.
It is therefore of fundamental importance that the company provides the widest possible support system, above all because purchases often take place well beyond the usual office hours.
It is therefore necessary to provide all the information that the user might need, such as the availability of articles, payment procedures, contact details and much more.
All this information can be specified in a single page containing all the most frequently asked questions, so that the user can solve the simplest problems on his own, which are often only the result of inexperience or distraction.
This system allows the user to solve problems independently, also has two main advantages.
The first is that the user, having solved the problems himself, gains more trust in your platform and therefore feels more gratified.
The second is that in this way it is possible to lower the workload of the staff that takes care of customers, as they will have to manage fewer simple problems and concentrate only on the more complex ones.