Tip 3: Optimize your site for mobile, and make it fast
We all know more users are browsing the web on their smartphones than ever. Some people don’t even own computers or laptops anymore—their phones are their sole source of internet access. Younger customers, in the Gen Z age group especially, do more of their browsing on mobile.
If your site operates clunkily or doesn’t load at all on mobile, you’re going to lose sales. People will get fed up and click away to another site.
Your site should adjust to the size of the smartphone screen on loading, and the images should all load properly. Navigation links and buttons should work just as well and just as intuitively on mobile as they would on a laptop or desktop. You want to be sure you’re maintaining the same functionality and clean look as your desktop site—especially on your checkout page.
Your site should also be fast. A lagging page makes people pass judgment on your site, and possibly your brand, before they’ve even seen a single product. By the time your page hits 4 seconds of load time, you’ve already lost 25% of viewers.
To avoid slow loading times, lean on minimalist design and be mindful of the elements you’re using. Avoid overcrowding your e-commerce store page with a bunch of interactive graphics or random blocks of text. They will slow your load times. Use good images, but make sure they aren’t in the most data-intensive file formats. High-quality JPG images display just fine on the web, while massive PNG files will take longer to load.
Tip 4: Make checkout simple and seamless
It should be common sense, but it bears repeating: Do not make your customer struggle when they get to your checkout page. You spend lots of time and effort investing in a site that gets customers to the finish line. Make sure they cross it.
Give customers the option to check out as a guest. Make them fill out as few data fields as possible with only necessary information. Clearly label those data fields. Let them see a product preview in their cart with a description so they can review what they’re buying.
Also, don’t wait until the very end of the line to tell someone what shipping or other fees go along with their purchase. If they get all the way to “confirm purchase” and see a total that’s much higher than they anticipated, it comes across as dishonest and leads to cart abandonment.
Be up front about what shipping options are available and what they’ll cost. Outline your return and refund policies on your checkout page so that the customer knows exactly what to expect if they have to return a product. Knowing a policy is in place gives the user a little extra peace of mind and lends your site more credibility.
To get their product, the customer should know what information to give you, why they need to give it to you, and how you’re protecting it. Then, make the process easy for them.