How Bad design and bad websites for mobile is hurting your business

Every week we get asked by companies to audit, find bugs and fix their existing e-commerce websites created by other agency’s because the company was on a budget (BTW they have just paid us double to fix the other agencies mistakes and it will pay off in the next 3–4 months through extra and returning sales) or they picked the lowest cost website designer/ developer or they brought a “theme” and this designer/developer edited it for them. Sure you can get off the self-platforms for your e-commerce site, but is your business a “off the shelf” business? I didn’t think so.

Sure buying a off the shelf product is cheaper but in the long run, the ROI (return on investment) on that “cheaper, off the shelf product” is hurting your brand image through bad design and development, its hurting your conversion rate on sales and its hurting your bottom pocket because you are losing sales and it is driving people off your website onto competitors websites because they done it right the first time.

Now not everyone is going to agree me with me here and that is fine, we are not trying to win everyone over, we are here to educate business owners, we are here to create value and ultimately sell more product or services for you online.

That’s what we do, we sell shit, and we make conversions.

The main people that will disagree with me are the people that sell or produce these off the shelf products.

When it comes to e-commerce, providing your customer with the best online experience is critical.

Lets break it down into two parts here; we have web on the desktop and web on mobile. Mobile is here to stay, wherever you go, look around people are starring at their phones, engaged on their favourite social media platform, chatting with friends or shopping online.

So lets be honest designing for desktops isn’t really a big priority now as it was 3 years ago, it’s all about mobile design and how websites function on mobile. For us it is anyway. I bet $1000 to everyone that reads this (and if my prediction is wrong I’ll be sorry but I’m sticking by it) that in 24–36 months over 90% of e-commerce traffic will be on mobile.

I would not be surprise if it were over 95%. Phones are becoming better, networks are becoming faster and developers like us, are creating new code to make websites respond faster.

We already have e-commerce clients with analytics statistics of 82% of their traffic AND purchases are through mobile, ALREADY! We are only 8% off my prediction. I am sure you will see a post when our first client does hit 90% traffic and sales via mobile.

Let’s quickly break down what makes a great e-commerce site that keeps bringing back customers and rewarding your business for doing it properly the first time.

1) The platforms for e-commerce we use/create are custom PHP/Ruby platforms, Magento, Drupal and Shopify. These are the best platforms and these platforms will reward you with great success.

2) High-level design is critical; design is what drives emotion and wants in a person. When people purchase products they are doing it to feel something and they want to feel who they are buying off create the best product, that’s is why there are so many different price points on 1 product. No one craves and dreams of that coat or pair of shoes from K-Mart, they look online and dream then buy that ‘Saint Laurent’ coat or pair of shoes. Why? Because of image, ‘Saint Laurent’ is high end and gives the buyer that status feeling. Brand you business right, select your perfect customers and brand it to them, don’t go wide, go deep. You will be rewarded with higher conversions and user engagement.

3) Mobile responsiveness, having a site that is not great with responsiveness and is not easy to find or purchase products off is broken. Having a bad responsive site is like having a bricks and mortar store with the best products and best marketing but your making your customers swim through a lake to get to your product and then they realise they have to break into the open store to purchase the products. How many of you would do that in real life? Not many, that’s how many.

4) Website speed, this one shocks me everyday. If you page does not load in 2 seconds or less. Fix it. First places to look at is how big are the pages that are loading, compress the image sizes, look at the development code, place your site on a server that’s closest to your clients. Most of our client’s customers are Australian or America based. So our Australian clients we have their sites based on servers in Sydney, Australia and our American clients their sites are based in Huston, Texas. Also having your site hooked up to a CDN network such as “Cloud Flare”.

5) Product information, images, payment and shipping details are a must. A customer is buying online, they don’t have anyone to ask questions (unless you have online chat available, kudos if you do.) The more information you can give to the customer, the better the shopping experience will be and the higher the conversion rate will be.

6) Online chat, as said above online chat gives you the upper hand to help your customers answer quick questions, which will convert into sales.

7) Make sure you have a SSL certificate and it is current with a reliable company, quick story. Today I was buying 2 new ties online, because I like ties. I was on a retailers website and their SSL certificate was out of date, this drove me off their website and onto a more expensive but safe website. I spent double the money, same product but I know my information and transaction was safe, I’m happy.

8) A quick checkout process is just as critical as a great performing responsive site. 1 page, quick processing speed and done. The best checkout speed should be around 15 seconds or less.

For more information on how to create the best shopping experience online for your consumers or to just say hey… email me personally at ollie@redcupmedia.com.au I love creating profits for our clients.