Your Ugly Website is Costing You Customers!
Don’t make the mistake of rushing creation of your business website believing speed is all that matters when trying to get your products or services to buyers..
It turns out your rush job is likely going to lead to more skeptical customers than happy ones, according to new data from Vistaprint.
Vistaprint (NASDAQ:CMPR) conducted a survey of about 1,800 consumers on their reactions to eCommerce sites. The verdict? The survey revealed, in general, consumers with a bad impression of a site are less likely to buy from it.
The Cost of a Poorly Designed Website
Specifically, consumers don’t appreciate an unprofessional ugly website. Vistaprint’s survey found that 42 percent of consumers are “very unlikely” to buy from an unprofessional or ugly website. Another 21 percent of survey respondents say they are “not likely at all” to buy from an unprofessional, poorly designed site.
And if you think you’ll get a break from customers because you’re a small business. Online customers, at least, don’t care where their product is coming from so much as they care about whether they can trust the merchant. They don’t have any idea your a small business and they will not care when it come to trusting in your brand.
Your website and its appearance speak volumes about how trustworthy your business is. It also tells a story about the way you run your business. Poorly designed sites equal a poorly operated business.
If your site isn’t live yet, don’t rush things. If the site is riddled with errors or lacks detail — another important factor for consumers, according to Vistaprint’s data — consumers are likely to “walk” away from it. Inspect every portion of your site, blog, checkout, landing page and be objective.
So, before you go live with your site, make sure these things are in order. Make a plan to include all elements so that they are as close to perfect. And if your site is already live, check for these key indicators of a site that is costing you customers:
Crisp, Clean Photos
Take great shots under professional-quality lighting to really get the best images of your products. Take them from all angles and upload them to your product pages. Customers want to see as much detail as possible.
Don’t be clever with your product descriptions. Don’t confuse your customers. Get the basic information and all of it, about your products onto the site, then maybe, just maybe you can pepper in some cute language to show your business’ personality. The important things are first!
Create and Set a Terms and Conditions Policy
Customers that may not be familiar with your brand need a story to attach to your business. Explain who you are and what your company does in an About page that’s easily accessible from any page on your site.
If you’re not a web design expert, hire one. This is an investment into your business, your future! Don’t skimp, it’s a costly mistake. If you can’t not afford one then a DIY site builders are your next best option. My favorite one is Elementor!
Clean up all broken links. You can’t sell 404 pages to your customers and once they reach one on your site, they’re gone for good. Make your site easy to navigate, focusing on the main goal sell more products or services.
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