Ecommerce Website Conversion Killers and How to Fix Them

Are you struggling to turn browsers into buyers? Is your e-commerce store failing to convert visitors into customers? With Shopify reporting an average cart abandonment rate of approximately 70%, and complicated checkout processes contributing to 18% of these abandonments, it's crucial to identify and fix conversion killers on your website.

Homepage Conversion Killers

Your e-commerce homepage serves as the first impression for many visitors. Here are the major conversion killers to address:

• Unoptimised banners that fail to effectively communicate value propositions, shipping information, and return policies
• Poor navigation that makes it difficult for users to browse your website
• Broken search functionality, especially critical for websites with large product catalogs
• Invisible shopping basket, Wishlist, sign-up, and country selection options
• Weak hero images that fail to showcase products effectively
• Lack of clear calls-to-action above the fold
• Unoptimised homepage layout that doesn't utilise personalisation
• Absence of non-transactional content that could build brand affinity
• Poor implementation of social proof and customer reviews
• Aggressive or poorly timed email capture attempts

Product Page Conversion Killers

The product page is where purchase decisions are made. Here are the key conversion killers to eliminate:

• Generic product descriptions that don't differentiate from competitors
• Unoptimised product images and videos that fail to showcase the product effectively
• Hidden product reviews that should be visible without excessive scrolling
• Unclear "What's in the box" information
• Weak call-to-action buttons with poor contrast or limited options
• Distracting related products that aren't truly complementary
• Unclear shipping and return policies
• Absent or confusing size guides for applicable products

Shopping Cart Conversion Killers

The shopping cart is the final hurdle before purchase. Here are the critical conversion killers to address:

• Hidden costs that weren't disclosed on the product page
• Lack of trust symbols and security indicators
• Difficult or complicated item deletion process
• Excessive upsell and cross-sell attempts that may distract from completing the purchase
• Unclear delivery dates and shipping information
• Limited payment options, including the absence of buy-now-pay-later for higher-priced items
• Complicated multi-step checkout processes

Solutions and Best Practices

To optimise your e-commerce store and eliminate these conversion killers:

• Implement A/B testing to validate changes and improvements
• Ensure technical monitoring is in place to quickly identify and resolve issues
• Create clear, transparent communication about costs, shipping, and returns
• Optimise your website for both desktop and mobile users
• Regularly review and update product descriptions and images
• Simplify the checkout process while maintaining necessary security measures

By addressing these conversion killers and implementing the suggested solutions, you can significantly improve your e-commerce store's performance and increase your conversion rates.

Next Steps

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