In the global economic landscape, ecommerce continues to shine as a beacon of growth, with sales projected to surpass $9.9 billion in the upcoming quarter, according to ACNielsen. However, the potential of ecommerce is often undermined by poor website design. This article delves into the reasons why consumers often refrain from making purchases on ecommerce websites and provides insights on how to improve the online shopping experience.
A significant knowledge gap exists regarding the role of the web in driving both online and offline commerce. A recent eCommercePulse survey by Nielsen/Net ratings and Harris Interactive, involving over 33,000 internet users, revealed that ecommerce websites are driving more offline purchases (via phone, catalogue, or retail store sales) than online. Consumers are leveraging the web to effortlessly compare features and pricing, and then opting to make purchases offline. This trend underscores the need for companies to reassess their online and offline marketing expenditures and the corresponding return on investment (ROI).
A report by Zona Research and Keynote Systems revealed that over $25 billion was lost in ecommerce due to users abandoning websites before or during a purchase due to slow load times. Today's online shoppers are impatient; they expect information to be presented within 12-18 seconds, or they will move on to a more efficient site.
Unfortunately, many companies disproportionately allocate resources towards advertising, neglecting the importance of good website design and back-end infrastructure. According to Dataquest surveys, between 20-40% of users don't make purchases because they find it difficult to navigate the website.
Many companies fail to properly integrate ecommerce components with the overall site design. The focus is often on the aesthetics of the website, with ecommerce being an afterthought. This lack of integration can lead to a disjointed user experience and potential loss of sales.
Surprisingly, about 30% of ecommerce websites lack a functional search capability, which is a major irritant for online shoppers who want to find products quickly and efficiently. A well-designed search function can significantly enhance the user experience and boost sales.
The home or index page is a crucial part of any website as it brings together the design elements and information architecture. However, many home pages are cluttered and poorly designed, with confusing menu structures and unnecessary animations that slow down the loading time.
Privacy statements, while not the most exciting aspect of a website, play a crucial role in building trust with consumers. Many ecommerce websites, however, treat privacy statements as an afterthought, resulting in lengthy, jargon-filled documents that deter users. It's essential for a privacy statement to strike a balance between legal requirements and user-friendliness.
Too much emphasis is placed on website advertising metrics, such as clickthrough rates and certified traffic, and not enough on how users find and interact with an ecommerce website. Tools like Web Trends can provide valuable insights into user behavior, such as where visitors come from, what pages they visit, how long they stay, and their traffic patterns. By analyzing these "digital customer tracks", ecommerce companies can improve their marketing strategies and website design.
ACNielsen Nielsen/Net ratings Harris Interactive Zona Research Keynote Systems Dataquest Web Trends
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