The following excerpt is from an article found on shopify. It was guest post written by Gregory Ciotti from Help Scout.
Building an ecommerce site that customers love largely comes down to two things: sweating (and testing) the small stuff, and understanding human psychology.
How do people view, browse, and use your site? While testing will be the final judgment for what works on your site, conversion studies can be a great place to begin when designing your site.
Today I’d like to go over five big ecommerce design mistakes that I commonly notice on far too many of the shops that I visit.
Be sure to take careful note if your site is making any of the following mistakes, and try implementing A/B tests with my corrections; I have a hunch you’ll see a noticeable change in your bottom line!
1. Lack of a Clear Value Proposition
One of my favorite conversion experts, Peep Laja of Markitekt, has the perfect quote for why communicating your value to customers is so important:
Your value proposition is the #1 thing that determines whether people will bother reading more about your product or hit the back button. If I could give you only one piece of conversion advice, “test your value proposition” would be it.
A strong value proposition is your argument as to why customers should buy from you when they could buy from the competition. This is especially important for ecommerce, because why should customers buy from you when they could buy from Amazon?
Unfortunately, not only do many ecommerce sites have poor value propositions, but many sites even have difficulty communicating exactly what they sell! I don’t mean to pick on Yummy Tummy—a great soup and baked goods company—but landing on their site is one of the more confusing experiences I’ve had online…
Read Full Article Here
