{"id":166322,"date":"2018-12-07T08:40:49","date_gmt":"2018-12-07T13:40:49","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=166322"},"modified":"2022-06-22T09:40:38","modified_gmt":"2022-06-22T13:40:38","slug":"7-overlooked-snafus-that-kill-ecommerce-sales","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/7-overlooked-snafus-that-kill-ecommerce-sales","title":{"rendered":"7 Conversion Snafus That Kill Ecommerce Sales"},"content":{"rendered":"

There are many reasons for high exit rates and abandoned carts. Most are logical: non-competitive prices, substandard security, poor checkout processes, expensive shipping, and restrictive return and exchange policies. Other issues, though, aren\u2019t so apparent.<\/p>\n

Seemingly minor snafus in website design, wording, and navigation can drive shoppers away. Sometimes shoppers can\u2019t tell you why they left, only that they weren\u2019t comfortable buying. The good news is that most of the snafus are quickly and easily fixable.<\/p>\n

So take the new year to address problems that may be decreasing sales conversions.<\/p>\n

Here are seven often-overlooked sales killers.<\/p>\n

7 Ecommerce Sales Killers<\/h3>\n

Typos and poor grammar.<\/strong> Misspelled and misused words act as a \u201cstop\u201d when it comes to reading comprehension. It\u2019s easy to overlook these mistakes in personal text messages, but they can seriously damage marketing materials.<\/p>\n

To fix, run a spell check on every piece of textual content and use grammar checking<\/a> to find words that are used incorrectly \u2014 such as \u201ctheir\u201d instead of \u201cthere.\u201d Grammarly, for example, offers a free version that will catch many usage errors. Nothing beats a professional, experienced editor, however.<\/p>\n

Run-on sentences.<\/strong> When we read, we pause for commas, semicolons, and periods. Long sentences are frequently cumbersome to follow. Today\u2019s average online shopper tends to rush through content. Thus everything we say must be easily digestible.<\/p>\n

Use shorter sentences that focus on simple details.<\/p>\n

Bad color combinations.<\/strong> If your site experiences high bounce rates, the problem could be its color scheme. Most visitors can\u2019t explain what threw them off. It could be the overall color design<\/a>, the company\u2019s primary color, or the complementary color in calls-to-action or navigation icons.<\/p>\n

\"Color

The most popular colors are blue and green. Brown and yellow are among the least favorites. Source: Scott Design.<\/em><\/p><\/div>\n

To fix, test colors that work for your audience. Hopefully, your site uses CSS, which makes changing colors easy.<\/p>\n

Relying on manufacturer descriptions.<\/strong> Manufacturers focus on products. But their descriptions for those products often read like sales pitches, which can be a turn-off. Plus, many are poorly written and do little to help shoppers understand the item.<\/p>\n

Write your own product descriptions. Then test variations of them to improve conversions.<\/p>\n

Poor photos and videos.<\/strong> Photos and videos should be appealing and easy to understand. Grainy videos and small, fuzzy photos do little to sell a product. This is why Amazon requires the longest side of a product image to be at least 1,001 pixels and prefers a width of 2,560 pixels.<\/p>\n

\"Amazon's

Quality images that can be zoomed accommodate all shoppers, regardless of their device. This example from Amazon shows the detail of dog waste bags.<\/p><\/div>\n

Always use images and video that truly represent the product. Even if your site has a zoom feature, accommodate mobile and tablet users who pinch to zoom for a closer look.<\/p>\n

Not testing across devices and browsers.<\/strong> Ideally, your online store should look the same on a Mac as a PC, as well as when loaded via Chrome, Firefox, Internet Explorer, Microsoft Edge, and Safari. The mobile version should look and function the same on an Android device as it does on an iPhone or iPad.<\/p>\n

Ensure the site follows modern HTML and CSS standards. Try to accommodate shoppers using dated hardware and software \u2014 at least two prior versions.<\/p>\n

Not querying shoppers. <\/strong>Finding the culprits of high bounce and exit rates isn\u2019t always easy. User-testing platforms<\/a> can provide video of actual shopping sessions, to help identify conversion problems \u2014 even if users can\u2019t tell you. Watch for pauses in scrolling and hesitation when clicking buttons or filling out information.<\/p>\n

And don\u2019t be afraid to survey your customers to request candid feedback. They are often thrilled to participate. Consider offering a gift for their time, such as a coupon or a free product.<\/p>\n","protected":false},"excerpt":{"rendered":"

There are many reasons for high ecommerce exit rates and abandoned carts. Most are logical. Take the new year to address problems that may be decreasing sales conversions. Here are seven often-overlooked sales killers.<\/p>\n","protected":false},"author":273,"featured_media":166375,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58302],"tags":[],"class_list":["post-166322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-checkout",""],"acf":[],"yoast_head":"\n7 Conversion Snafus That Kill Ecommerce Sales - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"There are many reasons for high ecommerce exit rates and abandoned carts. Most are logical. Take the new year to address problems that may be decreasing sales conversions. 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