Featured article by Calvin Paige, Independent Technology Author
Setting up a website for your business is easier than ever thanks to a large number of tools and services available for would-be online entrepreneurs. However, just because something is possible does not necessarily mean it is always the best solution. A poorly-designed, ill-conceived website will hurt your brand and damage your sales. Read on for a few key elements to avoid if you want to ensure your business enjoys steady growth.
Low Discoverability
A well-designed, attractive website will feature higher in search engine content and therefore increase the likelihood of someone discovering your products or services and making a purchase. Once customers find your site, the quality of the design and organization of the numerous elements will affect the levels of engagement that visitors experience which, in turn, will affect the levels of conversion.
Having a consistent approach to the design of your site is hugely important. Navigation and social media buttons should be in the same place on every page, regardless of what section of the site a visitor finds themselves in. A button leading to the home page should be prominent, and the checkout process should involve as few steps as possible to prevent user frustration.
Poor First Impressions
When potential customers visit your website, it is the digital equivalent of them walking into a traditional brick and mortar store. First impressions tend to linger, so it’s vital to ensure the customer likes what they see. An out-of-date, clumsily put together website is as unlikely to find favor with purchasers as a run-down restaurant with paint peeling off the walls and cracked windows.
Ensure your site looks up to date with a good choice of colors and themes that encourage customers to delve deeper to find out more about what is on offer. Your website is a direct reflection of your brand so don’t miss out on the opportunity deliver a strong impression of your company’s values.
If you create your site on a platform, you have full control over your BigCommerce design through the choice of templates and themes on offer. Although there are many ways to combine these elements to create an online store that best suits your particular products or services, there is a risk your site could end up looking similar to that of another vendor or, worst still, a competitor.
You can avoid this unwelcome fate by working alongside a BigCommerce development partner company that has the necessary skills to customize your eCommerce store so that you end up with something far more akin to a bespoke product that reflects a positive image of your brand.
Excessive use of images
A picture may be worth a thousand words, but excessive use of images, along with animations and videos on your site can deter potential customers as these may take longer to load. With around half of all online shoppers now conducting business from mobile devices with significantly smaller screens than those available on laptops or desktop computers, you need to bear in mind that such elements are unlikely to be as eye-catching on mobile devices.
It’s also important to avoid using graphics in place of information that should be included as text on your site as this can negatively impact on your search engine rankings.
One option is to offer the option of a lightweight version of your site for those using slower connections, but this means you end up with inconsistent user experience on different channels, which is something that studies show many visitors find extremely off-putting.
