Have you ever wondered why some visitors leave your site midway during their visit to your online store while checking your website's data? Why do they prefer other websites, and you get stranded in their choice? The reason is lying right under your nose.
Believe it or not, but your website is challenging to navigate, and that's why the potential customers back out. When you visit any site and face difficulty finding the right information, navigate through its different parts, then what you do, you leave that site, and precisely that is what your visitors do; they walk out.
Your website's theme plays a vital role in attracting more visitors and converting them into future customers. Before taking a look at the products, what makes people's attention is your site's look and feel, how fast it loads, and how easy it is to jump through its different content.
The theme of an e-commerce site plays a significant role in luring customers to your online business. There are so many distinct themes available on the Shopify Theme Store for your site, but how do you know the right choice for you? There are thousands of templates available, and choosing one from them will be a demanding task.
Many other sites provide you help in this matter of choosing a perfect theme. But they will not guarantee for the effect it will have on your visitors. To make sure, you must know what factors put a stoppage on your conversion factor that halt consumers' number.
In this article, we are presenting the top 15 conversion killing elements of your Shopify store that avert the growth of your business.
1. Unresponsive Design
This is one of the essential aspects you should keep in your mind while designing your web pages. If your website doesn't easily adjust to different devices that people can use to visit your online store like smartphones, tablets, PCs, etc., this will push them to leave the site, and thus you would lose conversions.
Ensure that there is minimal to no requirement of scrolling and zooming functions as this often makes the visit irritable, making people close the site. To be more responsive, you can add links to reach the different sections of your page quickly. You can also add links to reach the top or bottom of your page.
Adjust the size of your Call-to-action buttons so that a shopper can quickly locate them while using mobile. Another modification you can do is resizing your images and decreasing them in number if they are not adjustable and taking a lot of space on the page.
Also, exclude some content for smaller screens to avoid congestion. Keep in mind that you have to make a shopper's journey effortless.
2. Slow loading of website
Loading! How do you react when you see this word while searching for something important? Annoying right, same as with your customers and visitors.
You might have fully optimized your site with SEO, but a poorly chosen theme can mess it all up and increase your site's load time. Even search engines like Google also emphasize on loading time of the page to rank them. And as an e-commerce owner, you already know the importance of ranking. This directly affects your conversions.
Researchers have suggested that sites that take more than 3 seconds to load are most likely to be abandoned by the customers. Hence, while choosing a theme for your online store, you need to prioritize this aspect of your site.
For example, Booster is one of the Shopify themes that preloads the background pages, making the website much faster.
3. Ambiguous Headline: Absence of Clarity
Headlines should be such that they convey the purpose of the page and are not too wordy. It should be something brief that lets the shopper know what the page is all about.
Headlines must be concise, bold, and fascinating, and they must be written in some stylish way that holds the people's attention and must place them from where they are visible.
An example of an unclear headline is "Products to keep you at the forefront" in place of this, one can write "Latest Additions." If a customer looks at the first heading, he/she will not be able to identify what it is trying to say quickly.
This heading is also more significant in length; it is also possible that the shopper will ignore it. But if you look at the second heading, it is clearly stating its purpose. It is descriptive as much as it needs to be and not large in length.
Another advantage of a clear and concise heading is that the visitor will stick around to the page to get more information, even if it was not his/her original motto.
4. Difficult Phrases in Description
It will help if you remain careful in choosing the words for describing your products. Pick words wisely and ones that don't confuse the customer. Be truthful and don't try to play with words. Website owners sometimes use "not so familiar" words and catchphrases to make the description attractive and appealing.
But this might not help the visitors if they don't get what you are trying to say. So, try to avoid these ornamental words. Product description many times consists of harsh technical terms.
As your audience gets bigger and broader, you should try to simplify explanations where possible, make sure that people understand what you are trying to convey.
You can offer more detailed explanations by linking them to a separate section of your site. Use how-to images to make your words more understanding.
5. Crowded Product Page
Don't bombard your page with too many options. It is common to see too many options on the same product page as "related" or "frequently bought together." Sometimes, these options frequently pop up while the visitor navigates through the product page to gain more information.
All these things make your page look crowded and confusing, and the visitor might lose interest midway. You can sum up these options and put them on a separate page. Place links on one page to lead to another instead of stuffing them together.
For example, if you have a product page with Laptop, you can have Laptop bags nearby as "Frequently bought together." This way, people can focus on Laptops while knowing that its accessories are also available.
Another modification you can make for more space is showing a CTA with "More Laptops" instead of showing all on the same page with smaller images.
The fewer the distractions, the more likely the customer will study the product and eventually buy.
6. Mandatory Registration
When so many companies offer one-click checkout and Pinterest provides buyable pins, people want speed in buying items. At this point, you should avoid the function of compulsory account opening on your site.
This will make the visitors lose interest and move away to another site. Don't make the registration forceful with frequently occurring prompts.
You need to sign-up for generating leads, so make this process more eventual and natural. Present to your visitors some additional benefits that they will get when they register themselves on your site.
Give them some rewards like bonus points, access to certain features, etc., to make it worthwhile.
7. Excessively lengthy Forms
Now when visitors have decided to open accounts, the whole process should be as effortless and short as possible. A common mistake that website owners make is gathering as much data as possible about the user's registration form. Always stay focused on the fundamental objective of a document.
If it's for sign-up, keep it focused on the user's basic knowledge like name and email. If it's a form for checkout, then ask only for details appropriate to payment. If you want other information, then you can make separate surveys and feedback forms.
Go to the settings in the back end of your theme and make some fields in your forms optional.
8. Poor Formatting styles
Your content should be easily readable. Make sure to do some research on the easily legible fonts. Stay simple, and don't use cursive and other fancy styles. Use contrasting colors between background and text.
The same is applied to button colors. But be careful when choosing random colors for the button. Just because they differ from your color scheme doesn't mean that they will look attractive in the right way.
Gather information about the effect of contrast colors on conversions and details about each color.
This design choice also extends to other elements of the page relating to your product display. An important area is category pages. Also, pay attention to image previews when choosing between circular and square.
Use grids for showing product thumbnails as it will become easy for the customer to see what category and subcategory they are currently on.
9. Immoderate Generalization of your page
This applies to many elements of your store. If you serve a broad and mixed audience, then your website's communicative aspects must be diverse. For instance, difficulty in accessing language options can hurt your potential buyer. It searches for the required product strenuous for the customer.
Another issue that is frequently seen is the displaying prices in unsuitable currencies. No customer would like to do a conversion of the price in their native currency to know the real price for them. These price conversions should be made keeping in mind the additional costs in a region, such as tax and shipping.
10. Wrong-placed elements
The starting part is not knowing how and where to position each type of information. Like testimonials should be large enough with a clear picture of the person. You can also have them on landing pages.
Reduce the size of the star-ratings and place them in a row not very far below the product name. Provide the context with the number of questions answered and the participant's number.
Another notable change you can make is resizing your standards seals and badges to be easily recognizable. This way, the details within them can be easily readable and will increase the buyer's trust. Use more of these phrases like "FDA approved" "Secure Checkout."
11. Lack of Personalized Support
This is a common problem with the pages that employ chatbots and help or support pages. For the chat feature, automated answers are set to be sent whenever a keyboard is detected, killing conversions. If you give a feeling to the customer that you do not understand their problem and just assume the situation, they may leave.
Many stores have a FAQ(Frequently Asked Questions) page, which is a good idea to solve their problem. However, when a customer is submitting a query, and there are limited questions or topics, this becomes problematic.
You should always give the option of submitting a detailed message from the customer to fully understanding the issue. This hit-and-try method does not work well for the customers; provide them your personal support.
Another mistake that store owners make is placing essential pages like "About Us," "Policy," and "Contact Us" at not easily findable spots.
Research about which products cause the maximum calls to customer care. Those products can be the ones with size issues like clothes and shoes, or ones with complex functionality and features, or products that are very expensive.
Always position a CTA button nearby that can be an email, chat, or phone call. If a customer cannot easily find a solution to the problem and is not able to quickly reach out to you, then you may lose conversions.
12. Grammatical Mistakes
Grammatical errors create a wrong impression of your site. These imply that you don't value your work enough and don't care about making an effort to be correct in your expression. These create a negative impact.
Customers will look at you with less to no knowledge of the work you are doing and may leave. They will lose trust in you. So, be correct in your expression.
13. Poorly designed Blogs
To avoid low designing of the blogs, you can take the help of the preview store option of the Shopify theme to see how the blog section is looking. Choose a theme that allows customization of blog posts.
Update blogs whenever you are adding a new feature to your site. This will help customers to understand you more. Write blogs in simple but effective words. The post must be to the point of the topic and not like that it is marketing you.
14. Stressful Checkout
An ill-designed checkout procedure may result in a loss of conversions. Be clear with details consisting of the breakdown of cost, calculation of shipping cost, taxes, etc.,
Your checkout option should be intuitive and speedy. Customers should get a clear picture of the estimated cost. Try to provide at least 3-5 alternatives for making the payment. Sometimes limited checkout options also limit the customer to make a purchase.
15. Over-Shortened Click Journey to the Product
The common thinking is the fewer clicks to reach the product, the better it is. But it is not valid for every customer. Along with the quantity of the number of clicks, quality should be there. Don't try to limit these clicks overly.
Sometimes the customer doesn't find the right product in just 1-2 clicks. They have to dig deeper to find the perfect product for them. If each click takes them to their area of interest, the better chances of conversion will be. They will get more confident in the result. Don't scream "Buy" on every page.
Here is a summary of the notable points. "Less is more." It is not always the case that too much information will positively influence the visitor. It is not compulsory to have everything on the page.
Sometimes, shoppers have to look for the details, don't make it too hard to locate them. Another point is, "Be clear and precise." You have to make your customers understand you. Leave any fancy and stylish terms, slang, jargon that is not familiar enough. Be close to the knowledge that people already have.
Consistency and conciseness should be taken care of. Be consistent in the way you are displaying things. Pages should look like parts of one single unit and not independent pages. Apply any rule to every page, or don't apply it.
Perform usability tests on your site with tools like ClickHeat. It will show you the most visited area of your site by the customers. Keep your site up to date. Select a Shopify theme that integrates quickly with these additional tools.
Unlock the true potential of your Shopify store
All the features and apps you need, for one fair price.