Ecommerce conversion failures


conversion-fail2Many Internet retailers are failing to convert
enough visitors into customers. However,
much of the time, the reasons are
foreseeable. How does your site stack up
against this list of common problems?

Slow Page Load Speed
Internet visitors want it yesterday! Any delay
becomes seen as intolerable. Google is on a
mission to speed up the Internet, because
they have seen that even small increases in
page load speed can affect conversion. Your
page load speed not only influences your
search rankings, but also has a direct impact
on the conversion rate of visitors who land
on your site.
Often, just tweaking some of your Web server
settings can result in dramatic gains. Taking
the time to set up a content delivery network
(CDN) properly, purchasing the proper amount
of hosting power and bandwidth, and optimizing
assets like images and videos can also pay
dividends. Pay attention to your coding and
programming. Reducing the number of database
calls to the minimum required in server-side
code like PHP, Python or Ruby, or optimizing
client-side code like HTML, CSS and JavaScript
can all make major improvements in your page
load speed (or at least the time it takes for the
page to start rendering).
Lack of Visual Continuity between Mobile and Desktop
Mobile sites are fundamentally different from
desktop websites. You have less space to do the
important stuff. It’s necessary to reduce, but not
to change the experience. The content on your
mobile site should be highlights and essentials
from your desktop site. It should be information
chopped down to the specifics that visitors
might be looking for: a price, a phone number
or click to call, a few features and benefits and a
purchase button. It should be limited information
but not different information.
But even though mobile is increasingly a popular
choice for key activities, it would be a mistake
to think that mobile is always used alone. In fact,
in the “always-on” world that we live in, people
often bounce between devices and regularly use
more than one device simultaneously. So there
must be continuity among their experiences.
The style, colors, headlines and branding elements
should all stay the same. Logical aspects
like product categories and content hierarchy
should remain consistent so that your mobile site
is intuitive to people who have already shopped your desktop site.
Make your mobile site an extension
of your desktop site and your customers
will thank you with their hard-earned money.