Posts Tagged website redesign

By Tom Polanski, EVP, eBrand Media and eBrand Interactive

You’re spending real money driving traffic to your website but what kind of results do you have to show for it? Are your visitors leaving the site quickly?  Are people abandoning their shopping cart before they’ve ordered? Are you having difficulty identifying the problems?

The industry standard conversion rate is 3%, which means that 97% of the traffic to a website isn’t sticking. Of course there are a number of reasons why this may be so, but most commonly, we’ve discovered that the majority of sites we’ve worked with, and that numbers in the thousands, are impediments to, rather than facilitators of sales. 

An e-commerce site shouldn’t be a challenge for the customer, no matter the size of the product array. It shouldn’t be a spook house of dead-ends, false staircases and hidden doors. A basic understanding of the psychology of the online shopper; their interests, attitudes, opinions, and behavior, along with a concession to the fact that the internet is a super highway where people are searching and scanning quickly would lead to better site design. It’s important to understand what makes your audience tick, click, and stick. 

We all suffer from a form of cultural ADD which means that we’re restless. The mouse, and better computer hardware, gives us the ability to move and groove from site to site. Take a look at your site, does it make it easy for a guest to find and get what they’re looking for? Or is the shopping process a series of frustrating friction points and irritants? 

Click on the “Continue Reading” link to find a case study, shared with us by one of our partners, where one company increased their conversions with a simple redesign. 

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