Learn how to fix your e-commerce site's flaws.
There’s no denying the presence of e-commerce stores today. According to Pew Research, roughly 8 out of every 10 people report shopping online. Considering those stats, it’s important that your online shop is always in tiptop shape.
Much like a brick-and-mortar store, e-commerce stores show signs that you need to revamp your business and make changes for the better. Though the methods and reasons are a little different with an e-commerce store, the purpose of finding issues and improving upon them remains the same.
We want to see our companies blossom and grow into something truly amazing.
The only way to get your business to reach its full potential is by identifying when it’s a time to change and making it happen. We are going to look at some of the signs your site is due for a revamp and give you tips on how to implement fixes.
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Broken links and images
One of the things you should do every week or so is a simple run through on your website to make sure that all of your images and links are in working order.
If you notice some of your images are blank with a red "X" in the corner, this could be a sign that a problem is present. At the same time, if your links are redirecting you to blank pages, or simply not opening at all, this is a big issue and could cost your website valuable authority points.
There are some cases where you can make a small change and fix this issue, but the underlying problem might be much more severe. You may have to revamp your website and update the plugins and software you’re using because it simply isn’t compatible with the browser you, and presumably others, are using.
Low conversion rates
According to a study by WordStream, the average landing page conversion rate is around 2.35 percent, but the top 25 percent of e-commerce businesses convert 5.31 percent or better.
If you’ve been marketing like crazy and you’re still seeing low conversion rates, it may be time to rework your site. There’s a chance your site appears outdated or slow. You can increase your conversions by freshening up your website, getting fresh artwork and rethinking your marketing plan. A brand redesign is a big deal.
Sharply increasing bounce rate
Your bounce rate is defined by the percentage of people who come to your website, don’t open a secondary page and leave soon after they arrive.
There are plenty of reasons this could happen. Normally, the reason why people quickly leave a website they clicked on is because the information or product they were looking for wasn’t clearly visible to them. You’re going to want to do everything you can to ensure that you pull these people back to your website, or rather, as many of these visitors as you can. You can do this during your revamp by adding retargeting tools to certain sections of your website.
For example, you can put an abandoned cart retargeting pixel on your site for people who put products in the cart but don’t check out. They will then see ads for your store while they are browsing online and you can also send them friendly reminder emails that they have a vacant cart.
It’s hard to argue with numbers, and a case study by OptinMonster shows just why retargeting is important. A company called RocketBots retargeting strategy.
Your customer service is getting flooded
You may need to revamp your site if your customers are having trouble completing their orders and contacting customer service for help. The fact that they are reaching out to your company shows that they are interested in shopping, but they just can’t check out.
Combine this information with an unusually high abandoned cart rate and a high bounce rate and a picture starts to come into focus. Perhaps your website is not as clean and easy to use as you thought.
There are a couple ways to solve this issue. First, you’re going to want to get someone who has never been to your site before and ask them to browse it and place an order in real time. Based on their experience, you’ll be able to tell if there are any glaring problems right off the bat. Having someone else do it for you helps get rid of blind spots and they don’t have intimate knowledge about the business model.
Once you have this data, go through and have your team revamp your site page by page. The most practical place to start is the checkout page since this is where most transactional issues occur.
As you’re revamping your e-commerce site, you should always take note of things you think you can improve on. It can be challenging to make tons of small changes a couple times a week, but after enough notes, you’ll soon paint a picture of what a complete revamp will look like. All that’s left is to make it happen!