Creating a successful website is a journey fraught with potential pitfalls. I learned this the hard way, losing three years and $22,000 in the process. But you don't have to repeat my mistakes. By sharing the lessons I've learned, I hope to help you save time, money, and frustration, and to boost your sales from the get-go.
When it comes to online shopping, ease of use is paramount. A study by the Baymard Institute found that 69.57% of online shopping carts are abandoned, often due to a complicated checkout process. To combat this, ensure your shopping cart requests the zip code before the city and state, allowing for automatic field completion and saving your customers' time. This small change can significantly reduce cart abandonment rates.
Make the purchasing process as frictionless as possible by pre-selecting checkboxes and radio buttons for your customers. This reduces the effort required on their part and can lead to increased sales. Similarly, pre-select answers on survey forms to make the experience feel effortless.
An error page is not just a necessity; it's an opportunity. Use it to gather feedback on what went wrong and to provide additional navigation options. This proactive approach can turn a potential frustration into a positive interaction.
Keep your website straightforward, especially if your target audience is adults with limited time. Entertainment features should be consistent throughout the site to prevent drop-offs. For example, integrating video content should align with the site's overall theme to maintain user engagement.
Never publish "under construction" pages. Instead, wait until the content is ready. Be direct with your messaging, ensuring it's clear and understandable for all age groups. Use "Amazon" blue for your "buy me" buttons, leveraging the familiarity and trust associated with the e-commerce giant.
A search form is essential for user navigation. If a search yields no results, redirect users to a default page with special offers or navigation options, preventing the frustration of a dead end.
When building your customer database, request information incrementally. Start with an email address and then guide users to additional questions or surveys. This approach can increase both newsletter subscriptions and survey participation.
Avoid drop-down menus for state and country selections; they can be cumbersome. Instead, allow users to type in their information. Keep your website's landing page simple and direct users to their areas of interest immediately.
Ensure every page on your site serves a purpose for your visitors. Avoid unnecessary content that doesn't align with their goals. Remember, you don't need a web designer or engineer to create a successful website; a marketer with design experience can be more effective.
Don't make your customers feel unintelligent during the purchasing process. Use clear, non-technical language and provide easy ways for users to share feedback. Place popular links or buttons in the top left-hand corner, where users are most likely to click.
Use font sizes that are readable for your target audience and maintain a respectful, conversational tone. Avoid talking down to your visitors, as this can drive them away.
The "thank you" page is a valuable opportunity for cross-selling or up-selling. After expressing gratitude, present an irresistible offer to encourage further engagement.
By implementing these tips and avoiding common mistakes, you can create a more user-friendly and effective website. Start with a few changes and gradually work through the list to see significant improvements in user experience and sales.
To further reduce cart abandonment, streamline the checkout process by minimizing clicks and decision-making time. Additionally, when asking questions on your site, categorize them and spread them across multiple pages to make the process seem quicker and more manageable for users.
For more insights on reducing cart abandonment, consider the extensive research by the Baymard Institute on checkout usability. And for color psychology in marketing, look to trusted sources like Psychology Today to understand how colors like "Amazon" blue can influence consumer behavior.
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