Ecommerce Website Conversion Killers and How to fix them
Ecommerce Conversion Killers: A Complete Guide to Fixing Common Issues That Hurt Your Checkout Flow and Sales
With an average cart abandonment rate of 70% on Shopify stores and complicated checkouts contributing to 18% of abandonments, e-commerce businesses face significant challenges in converting browsers into buyers. Let’s explore the major conversion killers across your website and how to fix them.
Homepage Conversion Killers
1. Unoptimized Banner Placement
Your website banner is crucial for communicating value propositions. Common issues include:
- Inconsistent banner placement (above vs. below navigation)
- Unclear communication of shipping information
- Hidden return policies
- Unclear free shipping thresholds
2. Poor Navigation Structure
Navigation isn’t just about moving through your site – it’s about guiding customers to purchase. Key problems include:
- Cluttered navigation menus with unnecessary elements
- Default template navigation not customised to your needs
- Lack of user testing and optimisation
- Poor mobile navigation experience
Pro Tip: Implement A/B testing and tree testing to optimize your navigation structure for maximum conversion.
3. Broken Search Functionality
For large catalogs, search functionality is critical. Major issues include:
- Non-functional search features
- Poor search result relevancy
- Lack of related product suggestions
- Missing auto-complete functionality
4. Invisible Shopping Elements
Key shopping elements must be clearly visible:
- Shopping cart icon and count
- Wishlist functionality
- Country/language selector
- Accessibility options
5. Low-Quality Hero Images
Poor image quality can kill trust instantly. Ensure:
- High-resolution product photography
- Multiple product angles
- Professional image optimisation
- Regular content updates
Product Page Conversion Killers
1. Generic Product Descriptions
Stand out from competitors by:
- Creating unique product descriptions
- Highlighting specific value propositions
- Focusing on benefits, not just features
- Using compelling, original content
2. Poor Product Imagery
Optimise your product imagery by:
- Showing multiple angles and perspectives
- Including high-quality zoom functionality
- Adding lifestyle photography
- Including size reference images
3. Hidden Product Reviews
Make social proof visible by:
- Displaying reviews prominently above the fold
- Including star ratings near the product title
- Highlighting most helpful reviews
- Incorporating customer photos
Important: Don’t bury reviews below the fold – they’re crucial for building trust and encouraging purchases.
Shopping Cart Conversion Killers
1. Hidden Costs
Be transparent about all costs:
- Display VAT/tax information upfront
- Show shipping costs early in the journey
- Clearly communicate free shipping thresholds
- Avoid surprise fees at checkout
2. Complex Checkout Process
Streamline your checkout by:
- Reducing the number of steps to purchase
- Offering guest checkout options
- Providing multiple payment methods
- Including “buy now, pay later” options for high-ticket items
3. Unclear Delivery Information
Be specific about delivery:
- Show exact delivery dates, not just timeframes
- Specify business days vs. calendar days
- Offer multiple shipping speed options
- Provide real-time tracking information
Technical Issues and Monitoring
Prevent technical conversion killers by:
- Setting up monitoring alerts for conversion drops
- Regularly testing all checkout functionality
- Optimising page load speeds
- Implementing regular technical audits
Implementation Tip: Work with your development team to set up automated alerts for any significant drops in conversion rates or technical issues.
Remember, conversion optimisation is an ongoing process that requires regular testing, monitoring, and refinement. Start by addressing these common conversion killers, and continue to optimise based on your specific audience and business needs.