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Ecommerce: How not to Lose the War after Winning the Battle

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If you have won the battle by getting plenty of traffic to your ecommerce site, why lose the war by having them leave due to a dysfunctional, disappointing, or confusing shopping experience? In terms of the analytics, these aren't the visitors that bounce off of the site within seconds, the visitors/shoppers being discussed here are the ones that hang around for a while, try to make things work, and then leave, a progression that can be even more frustrating than bounces. If you are seeing a pattern of visitors on your site that are leaving after spending plenty of time there or are dropping out after starting a shopping cart, there are several issues that may be driving them away, including:


Difficult navigation - Navigation issues are common on ecommerce sites that are still displaying the same site experience to mobile devices as is seen by desktop users. The solution is to change your site over to responsive design architecture so that the pages on your site adapt to the size of the screen that is being used for access. In this changeover, make sure that navigating around the site as well as to your shopping cart is as clear and simple for the escalating number of smartphones and tablets as it is for laptop and desktop users.


        Low resolution images without a zoom option - One of the biggest challenges in ecommerce is the fact that customers can't touch and feel the products they're buying, which is one of the drivers behind the high percentage of consumers who search online but still go to the physical storefront to make a purchase. If you're site isn't bridging this experiential gap with high resolution images and zoom options, especially for mobile users, there is a good chance that they will head elsewhere for better images. Betting that they will come back after finding what they want on another site isn't a risk you should be willing to take.


       Getting greedy with add-on sales - Amazon has written the book on add-on sales by suggesting additional items that will complement the product being purchased. A common mistake on many ecommerce sites is that instead of offering complementary products, the suggestions made in the shopping cart can be perceived as alternatives to the product being purchased, which can restart the shopping process rather than completing it. Instead, offer add-ons that will enhance the primary purchase such as batteries for gadgets that require them, wine accessories for a wine purchase, crayons for coloring books, etc. 


The most successful ecommerce sites focus on delivering an exceptional experience for shoppers, regardless of the screen size of the device used for access. Once a decision has been made, they facilitate a streamlined purchasing process with easy navigation and a minimum of distraction through the completion of the conversion. Starting with these steps, your site can do the same.