Unusual eCommerce Mistakes and The Solutions

Most eCommerce business owners already know about the most common mistakes that they should not make. Most of these have to do with customer service, product Images/descriptions, shipping options, etc. There are, however, less common pitfalls should also be avoided because they are holding you back. They may not seem like much, but they can add up to critical errors. We’re taking a look at 3 of these mistakes below. Which of these eCommerce mistakes are you making? We’d love to hear from you in the comments below.

If you do not want your sales to go down, take a quick view through the following eCommerce mistakes and how to prevent them.

Not Applying Fitts’ Law To Improve Usability

Consumers love e-commerce primarily because of its convenience. One facet of convenience is usability, which is the quality of a user’s experience when interacting with your website. For that reason, when you develop an eCommerce website your first priority should be making sure that it fits in well with your consumer’s needs, activities, and plans. Visitors should be able to find what they are looking for on your website with as little trouble or effort as possible.

One way to ensure that your website is performing at its best is applying Fitt’s Law to improve usability. Fitts’ Law predicts that the farther away a target object is and the smaller its size, the more difficult it is for the user to reach it. Your user’s eyes are drawn to larger items on the screen, and they are consequently more clickable. The implication here for you is that the elements you want your user to interact with (such as a call to action button) should be large so that they are easy to click on.

Pro-tip: You can test this by generating heat maps to see where users have clicked on a page. Crazy Egg, Lucky Orange and Clicktale are some of the most popular tools for visitor insights.

Running Too Many Split Tests at Once

A/B testing is a way to compare two versions of a website by testing a subject’s response to variant A against variant B, and determining which of the two is more effective. Most experts will tell you that, when it comes to A/B split testing, 1) No less than 95% statistical confidence should be good enough for you. 2) Only a large enough sample size can get you meaningful results. 3) You cannot have the same visitor passing through more than one test. Multiple tests increase the likelihood of error.  If you test too many variations at once, the results may be skewed if there’s a large overlap of traffic between tests. You should have independent traffic flows for each one of your running tests.

Pro-tip: If you still want to modify multiple variables at the same time, you could run a multivariate test instead of a simple A/B test. Convert, VWO and Optimizely are A/B testing and multivariate testing tools that can help improve conversions.

Cannibalising URLs

Every search professional must understand URL structures to be successful.  One of the most common SEO mistakes is self-cannibalisation, which occurs when you have multiple pages that target the same keyword and search engines display a non-optimal page over your desired landing page. It can also drag down your rankings for both pages. There shouldn’t be the same keywords on similar pages. Identify and eliminate keyword cannibalisation by following these steps:

  1. Use a keyword mapping tool. (Try Agency Analytics, Ahrefs or SEMRush.)
  2. Look through the resultant list for duplicate entries.
  3. Fix those pages by restructuring your website, creating new landing pages. consolidating your content, finding new keywords or using 301 redirects.

There you go! Pages on your website will no longer be competing for the same keywords.

Pro-tip: Keyword cannibalisation isn’t always bad. One scenario in which it is good is if you’re already ranking several pages on the first page for the same term/phrase.

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