An online store must convey trust. In the management of these stores, errors that undermine user confidence, reveal a lack of professionalism or, in some way, lead to users not wanting to use that store are very common. However, it is very simple to avoid these mistakes.
Here are the mistakes to avoid:
1. LACK OF PROFESSIONALISM
It only takes a few seconds to create a first impression and, often, it is unfavorable: it's the disorganized layout and confusing navigation, the photographs that have no quality, the pages that never load, the links that go nowhere … the image that comes across is that of a store in a stairwell.
2. LACK OF OPTIMIZATION FOR MOBILE
We shouldn't even talk about this anymore, but here's the record once again. Being mobile-friendly is essential.
3. COMPLEX AND CONFUSING PURCHASE PROCESS
This is a crucial element in Ecommerce – the number of clicks required should be as low as possible. Any ambiguity that could create entropy in the different steps of the process, whether due to poor usability or unclear copy, must be avoided.
4. ABSENCE OF IMPORTANT PAGES
The About, FAQ, Contacts, Returns Policy, Shipping Policy, and other pages are essential for dispelling doubts and reinforcing trust in brands or companies. Whenever possible, include a physical address.
5. LACK OF SAFETY MARKS
To be able to sell, consumers need to feel safe providing their contact and payment details. The best way to put them at ease is to demonstrate that the store is secure by adhering to the HTTPS protocol and presenting the SSL certificate seal.
6. CONTENT SHORTAGE
Não basta a fotografia, é necessário apresentar descrições de produto completas que esclareçam o utilizador relativamente aos materiais utilizados e ao funcionamento, por exemplo. E essas descrições devem ser cuidadosamente redigidas com um duplo objetivo: informativo e comercial.
7. DO NOT INCLUDE TESTIMONIALS/REVIEWS
What customers say about a brand, product or service is much more valued by potential buyers than what companies say about themselves. Integrating customer reviews into the store could be the additional stimulus needed to turn a visitor into a customer.
8. NON-EXISTENT OR “HIDDEN” CUSTOMER SUPPORT SERVICE
Whether through a phone number, a live chat or a contact form, it is important to demonstrate to visitors that they can easily contact the company, before, during and after their purchase.
9. IGNORE ABANDONED SHOPPING CARTS
It is incomprehensible that we do not try to recover people who added products to their cart but for whatever reason ended up not completing their purchase. Personalized remarketing campaigns for this audience are an excellent way to achieve this.
10. LITTLE CLARITY IN SHIPPING POLICY
One of the main reasons that leads to abandonment of a shopping cart is the surprise at the shipping cost presented at the end of a purchasing process. You must be clear with visitors about the fees to be charged.
11. WAITING FOR CUSTOMERS
It's not enough to have an online store, you need to capture traffic to then be able to sell. You can do this through Google Adwords campaigns, email marketing and ads on social media, for example. And, of course, the store must also be optimized for search engines (SEO) so that it benefits from a continuous flow of traffic as a result of a good positioning in organic search results.
