5 major mistakes online stores

Published on December 22, 2010

5 major mistakes online stores

    Pleasantly surprised at the hype surrounding the previous material , I decided to go further. This time, under the gun - online shopping. Their mistakes, nonsense, etc.



    1. The lack of a proprietary concept (logo, slogan, etc.).

    The first thing my opinion rests upon when entering the page is the site logo and the slogan under it. And it’s good if there is at least a logo on the sites of stores. Of the 50 stores issued by Google for various competitive requests, 6. did not have a logo. Not so many, but not so few.

    Many owners of online stores do not understand corny (personally asked) - a huge part of sales is based on the brand. A person has a number of cells in his head filled with brands of well-known companies. For example, “headphones - Koss”, “operating system - MacOS X”, “soda - Coca-Cola”, etc. etc. The primary task of the brand concept is to fill in the “online store -?” Cell with your name. Then the user will come back again and again.

    For example, if you sell children's books, then instead of just writing “Fairybooks.ru” in the header of the site, write “FairyBooks”, add a logo with a fairy-tale book, and write a thread with a slogan like “Your roads to a fairy tale”, or "Books for dreamers" (etc.). Add a couple of fabulous illustrations at the corners of the site, tweak the fonts - and voila, you founded the FairyBooks brand. And thinking about the next book for their baby, parents will not go to Google, but to your site, remembering the colorful logo, the funny wizard in the corner of the site and the sounding slogan.

    Yes, maybe I'm finding fault. But I'm a perfectionist, and I love when everything is beautiful. And since you have decided to do online sales, make sure that it is remembered. And not as the most nondescript site of the Runet, but as a bright, credible brand. Otherwise, why then start at all?

    2. Oversaturation of information on the main page.

    After the logo and slogan, I turn my eyes to the design and interface. And what do I see?

    Same as with web studios. I, as a copywriter, marketer, website developer, etc. I think who I worked there is - at first there is a desire to buy some thing, and then a site is searched. Not the other way around. That is, in the vast majority of cases, the user, getting to the main page of the online store, already knows (or guesses) what specific product he needs. Or at least a category. In addition, many users (from the same Google and Yandex.Market) go directly to the product page, because they don’t visit the main page at all. The exception is the New Year and holidays when people choose gifts, but even here you can limit yourself to promotions and, for example, labels (below).

    But what do we see on the main page?
    • dollar rates (cash, bank transfer, VAT, webmoney, etc.);
    • site menu (delivery, contacts, etc.);
    • category menu (TVs, refrigerators, etc.);
    • block "Top sales" (the best-selling goods from all categories);
    • block "Sale" (probably indicates the sections in which there is a sharp decrease in prices, but I really didn’t understand anything);
    • block “Shares” (pictures with descriptions of shares changing each other);
    • block "Promotion" (textual description of another some kind of promotion);
    • block "Product Search" (search string);
    • “Quick model selection” block (3 drop-down fields with huge tree-like lists);
    • block “Recommended products” (apparently, those that need to be boiled over the fastest);
    • block "New arrivals" (the last goods added to the database);
    • block "Promotional goods" (probably goods at discounted prices, visually this is not noticeable);
    • block "Articles" (picture, offer, link);

    And this is not counting the advertising banners. I practically sweated while I read all this, and then listed. Fear and horror.

    My version of how everything should really be:
    • site menu;
    • category menu;
    • block “Stocks” (changing pictures to clearly and beautifully describe the stock);
    • the “Product Search” block (an active search line, which, when you enter the first 3 letters of the name, immediately displays a drop-down list of relevant products);
    • block "Top sales" (if everyone buys, then there is a great chance that the user is interested in exactly this / can be used as "recommended", no one forbids juggling);
    • block "News" (to show that we are still alive);

    True, news can be thrown away if you reinforce the site with online chat, and a prominent indication of contacts (with Skype and / or icq).

    Why did I exclude the rest of the blocks? Firstly, I immediately removed those whose meaning I don’t understand at all (“Sale”, “Promotion”, “Quick model selection”). Bucks rate - why should I know it, if I haven’t even chosen a product, show it when paying. Articles - yes, I didn’t come to read, but to buy, a detailed description with reviews will suffice. Promotional goods - why are they not in the block “Promotions”? And if there are a lot of them, then why not show them in the category itself?

    By the way, it’s worth it to remember the New Year, as I promised above. If the number of New Year's discounts is too large to fit in one block of "Promotions", then, of course, you can add the block "Best New Year's gifts". But, there is a better solution - shortcuts. That is, the user simply enters the desired category, and in the corner of the pictures of the goods he sees various labels - either a 20% discount, or bells (“Best New Year's gift”), or coins (“Best price”), or something something else. Nobody limits the scope of imagination, but it will greatly simplify the life of users. Especially if you make a short filter for labels.

    3. Slurred internal pages of goods.

    Having made my way through the interface jungle and choosing the right product, I joyfully click on its title and get to the device’s internal page. But here my torment does not end. On the product page, be sure to find:
    • internal product code;
    • manufacturer's internal code;
    • product photo;
    • brief description of the goods (listing of characteristics);
    • indication of the bonus to the goods;
    • data on the delivery of goods;
    • phone number by which I can order the goods;
    • product price (in two currencies);
    • price of goods on credit;
    • the button “Tracking the price” (apparently, regularly sends statistics of price changes to me by mail);
    • button "Add to Cart";
    • social buttons Networks (“Share”, “Tell a friend”, “Post!”, Etc.);
    • buttons for voting for goods;
    • menu of product tabs (Description, Accessories, Modifications, Reviews, Reviews, Photos, Videos, etc., and in most sections the number 0 proudly glows);
    • full description of the goods (noodles + enumeration of characteristics);
    • a list of similarly priced products;
    • a list of the most popular products in a category;

    Firstly, the problem is the same as with the main one - a lot of information, most of which is not really needed. Secondly, some information is generally duplicated.

    The most obvious output is a jQuery button, with an info coming out (without rebooting). I clicked on “Credit” - I received an information on a loan for this product. I clicked on “Delivery” - I received information about the nuances of delivery. Etc. Even if the block is useless, it will torment the user in the form of a button much less, because the user will see a neat page with the name of the product, its photo, brief description, price, and a small cute row of buttons.

    If you still prefer tabs with a reboot, then make a simple feature - tabs in which 0 materials should not be displayed. Then their number will be reduced by almost half (on not the most popular products) and it will be much more convenient for the user.

    4. Low response speed.

    And so I (finally) chose the right product, I’m ready to pay for it, but, as a reasonable person, I want to be sure that I will receive my order. To do this, I go to the news (I look at the latest publication date), and / or write to a couple of managers in ICQ / Skype, and / or write to the built-in chat on the site. After making sure that the company is working, everything is fine and I will receive my order, I pay money.

    This is a perfect picture. But in reality ...
    • Many online stores in fact do not have a “News” section, or something similar. This is not critical, but it seems that the store has fallen asleep, closed, froze in place, etc. In addition, periodic updating of materials will only benefit both the brand and seo,
    • Many online stores do not have icq / skype manager contacts, and no chat is built-in. That is, if I want to make sure that the store is viable, I must call them in the office (spend my money), or write an e-mail (and xs how long to wait for an answer). Will I do it? Hardly, most likely go to another site.
    • This issue was described in more detail in a previous article ..

    And often it turns out that there is a product, the price is fine, and the store is silent like a fish. We have to look for another, because no one has yet canceled the fear of throwing money away.

    5. Weak customer service.

    People love to be cared for. Especially if they do not expect this. I recently ordered massage oil, and I was presented with a pack of good condoms with him. A trifle, but nice. And nowhere on the site about the gift was not said. And now I know exactly where I will order similar goods in the future.

    Many stores ignore this factor. Service, care, returns - in their opinion, this is something small, not requiring attention. But it is precisely because of these trifles that a site can crash.

    Therefore, firstly, do not be afraid to make your customers pleasant. A small note with gratitude for the purchase, congratulations on the occasion, a small penny gift, the same minimum discount coupon or something else - all this will significantly increase the loyalty of your customers, and turn them into regular customers. You just need to turn on your imagination and get a burning desire :)

    Secondly, always pay attention to the service. My sympathy (read, my desire to pay money to the store) depends on how affectionately the store managers serve me and how they will clearly and clearly answer my questions. If you think about it, the service can become your direct competitive advantage - do you know how many times I chose my technique at night?) On the other hand, rude managers will forever ruin the idea of ​​your store and cause you to miss both my money and the money of my friends / acquaintances.

    Thirdly, seriously work with the return processing service. Yes, there are marriage, drunk couriers, emergency, traffic jams, etc., but we are all human. And if they solve my problem as soon as possible, apologize (and maybe give something small), then I will not only not be offended, but also at times increase my loyalty to the store. After all, I will be sure that I will always get help. In the opposite case (they freeze me for a long time), I will not only forget about this store forever and ever, and will spoil its reputation in every way through forums, friends, acquaintances, social networks. networks, etc. And I will deliver with this much more headache than if my problem were solved immediately.

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    That's probably all. I hope you find my advice helpful.

    P.S. If anyone has ideas / themes / suggestions for the next article - welcome!)
    P.P.S. If anyone needs advice on a topic, advice, analytics, etc. - welcome in PM.