In this article
we will alert you for errors that may be committing your company’s website. Is
your current website delaying revenue generation?
Too Many Photos, Not Enough Text
When you try to
tell a story only based on product pictures, you are only reaching a small
percentage of your audience.
Believe it or
not, most people trust the text more than product images to make their final
decision. Thus, many of your website images are completely ignored.
Consider the
details of each product as the most important text that you will write on your
page. This is where you can pass all the information about your items, giving
buyers the knowledge they need to make informed decisions. This becomes
especially important when selling similar products.
The example
below shows it:
At first glance, all products look alike and even images’
text doesn’t help that much. A potential client need to know, at first sight,
what’s the product, and then realize that descriptions differ from each other.
Too Many Options
It’s probably at this point that Amazon comes to our
minds. After all, even this internationally renowned company has EVERYTHING in
its page! - From cookware to romance books, from yoga pants to bits.
If every rule needs an exception, this is the perfect
example.
However, although being an exception to the rule, the
truth is that in most cases, too many options only serve to paralyze potential
buyers.
If products featuring on the page even match a broader
category, despite their differences, the scenario becomes even worse.
For example, notice the jeans from Hot Topic page (image
below).
Skinny jeans, shorts, jeans
and even skirts arise as result of one search.
Then notice how Torrid has
solved this problem.
Filter, design
quality, product images at the top of the page, all these elements facilitate
the actions of the buyer, reducing search time.
Instead of
having to do an infinite scroll page, bumping with dozens of items that do not
match with what you are looking for, visitors can directly find the product they
love.
Too Many Websites
This is a
strange situation that happens when an already established company decides to
start a e-commerce division.
Consider Thermos
company. A quick search for mugs presents results for vacuum flasks and directs
buyers to Thermos.com site, as you can see in the example below.
Thermos site looks and works just like an e-commerce
site with pictures, menus, and product description. But here is a small link in
the corner which says 'Buy'. And when clicking, it will pop up a completely new
site.
ShopTermos.com site is actually the site to
order online products. This means that if you find what you seek on the website
Thermos.com and try to buy it by clicking 'Buy', you must rescan the desired
product in the second website.
Result? Most likely buyers will not stay long on
your site.
Loyty Smarketing!