5 Things that Drive Shoppers Crazy on E-Commerce Sites

As a web development firm with some rather rabid online shoppers among us, we’ve learned a thing or two about what drives shoppers crazy when it comes to purchasing online. And we know that those things that drive shoppers crazy ultimately leads to less sales, so it’s important to know what they are and how to fix them. Great e-commerce web design makes a big difference when it comes to making an online sale. It’s not just about looking pretty (although that’s always nice to see), it’s about making it as easy as possible for customers to purchase your product online.

So without further ado, here are the top five worst e-commerce web design mistakes we’ve seen over and over again:

Poor product images.
Don’t you hate it when you want to make a purchase but can’t see product clearly? And then you find out that there isn’t even a good way to enlarge the image? Maddening. Why stay on a website that isn’t going to be helpful? Excellent product photos with a well designed interface for seeing them enlarged can make a world of difference for a potential customer. Don’t settle for good enough.

Buy now! buy now
Having a button that says “Buy” sounds simple enough. But believe it or not, a button that says “Buy” can be perceived as misleading and even have a negative connotation for shoppers and deter them from continuing.

add to cartDesigning the button to say “Add to cart” seems a lot less final to the buyer. A customer who isn’t quite sure yet likely won’t click on the “Buy” button, but is more likely to hit the “Add to Cart” button. “Add to Cart” tends to convert more browsers into buyers – and also allows them to purchase more. Adding one thing to your virtual shopping cart suggests that you might add more things to the cart. This seemingly small e-commerce design hint can make a big difference in your sales.

Going old school.
OK, so now that you have an “Add to Cart” button, what should it do? It used to be standard in e-commerce web design to have the cart button take a visitor directly to the cart every time it was clicked. This can still vary by site, but largely, you want to be able to keep your visitors shopping, rather than going straight to the checkout. Don’t make your site’s structure interfere with what the customer wants to do. The cart should be designed to allow your customers to decide if they want to continue with the purchase quickly or do some additional shopping.

Don’t display total charges.
Have you ever tried to check out of an e-commerce site that asked for your payment information before the total charges have been displayed? This is where a lot of sites lose customers who want to know exactly what they are spending before offering up their funds. Customers should have access to their total bill, including shipping and taxes, prior to giving payment information. It’s a simple fix in your e-commerce web design that can translate to more sales and happier customers.

So many choices.
However well-intended, too many categories to choose from will likely just overwhelm customers. This can become cumbersome and can be frustrating to online shoppers and make them stop browsing. They might not know exactly what they are searching for and just want to see what is available. Best practice is to show seven or fewer top-level categories and three or fewer secondary categories. Keep it simple and easy to navigate – that will always turn into more sales.

So those are some of the e-commerce web design things mistakes we see pretty regularly. What are your least favorite things about e-commerce sites? Do you have an online shopping horror story to share? We’d love to hear about it in the comments section!

James is passionate about making the web a user-friendly place for all. He’s a seasoned web developer & usability pro who has built literally hundreds of websites over the past 15 years. No surprise, he writes frequently on web usability and accessibility issues.

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