interactivated blog

magento & ecommerce

Common Web Store Bugs That Can Send Users Away

One thing customers value the most in eCommerce websites is the convenience of shopping from their own home. After all, it’s much easier than having to go out, browse aisles upon aisles of products, and even check multiple stores at once to get the item they’re looking for. But if your web store isn’t up to your visitors’ standard – or worse, if its functionality is marred by bugs – they will go to another website and buy what they need from them. As a result, you’ll lose their business to one of your competitors.

Many eCommerce websites are riddled with bugs and they don’t seem to do anything to fix them. No matter how small they are, these bugs reduce the functionality of the site, thus driving potential customers away, while also keeping your revenue lower than it would have been without these issues.

Luckily, this can all be prevented with a well-devised quality assurance strategy and a lot of testing. If you spot any errors, you only need a bit of good coding to fix it before rolling out the page. Here we’ll take a look at some of the most common web store bugs and explain what you can do to prevent them.

1.    Slow Loading Times
In the age of superfast broadband internet, if any page on your web store is taking too long to load, most customers will swiftly close the tab and start looking for the same product someplace else.

There are a few possible reasons why slow loading times occur. In many cases, it is to do with your web host. ECommerce websites need to be able to handle a lot of incoming traffic, especially in peak times. They also need optimum uptimes to remain online at all times. If your web host can’t handle these simple demands, you should immediately start shopping around for better hosting options.

One thing customers value the most in eCommerce websites is the convenience of shopping from their own home.  One thing customers value the most in eCommerce websites is the convenience of shopping from their own home. After all, it’s much easier than having to go out, browse aisles upon aisles of products, and even check multiple stores at once to get the item they’re looking for. But if your web store isn’t up to your visitors’ standard – or worse, if its functionality is marred by bugs – they will go to another website and buy what they need from them. As a result, you’ll lose their business to one of your competitors.

Your web store may also be loading slowly if you’re not using a content management system (CMS) designed to be used for eCommerce websites. There are several reputable platforms that specialize in eCommerce nowadays and switching to one of them might solve your problems.

Finally, this can also happen if there are too many DNS lookups on one or more pages. Each individual element embedded on the page requires a DNS lookup of its own, and while they take no longer than 120 milliseconds to complete, they can all add up to 10 seconds or more. So, if a page filled with YouTube videos, images from other websites, Twitter feed, and Facebook like box is taking a while to load, try removing any elements you don’t need to see if it will load faster without them.

2.    Poor Navigation
Because your customers appreciate the convenience your web store provides, if they can’t find what they want quickly, they’ll search for another website that allows them that. This is why it’s extremely important to organize your pages so that they’re easy to find and navigate.

Not that many years ago, users had to click half a dozen times and wait for the page to load each time only to get to the category or an individual product they were looking for. The convenient system of menus and submenus turned out to be a fairly simple solution to this problem. But things can get complicated even with menus, as some web stores don’t just use menus and submenus, but also add a few categories of sub-submenus, making everything look very chaotic as a result.

To keep your pages organized and easily accessible, you should strive for intuitive navigation. This means sorting your products into categories based on their features and functionality and ensuring that a minimum number of clicks is needed for customers to get to the product they’re looking for. Another thing that might help you is to take a look at your web store’s analytics to see what pages or sections of your site are turning your customers away and optimize them to prevent losing sales.

3.    Inferior Search Engine
You’ll be surprised to find out that even today there are web stores that lack any search functionality. Similarly, there are those who have it, but it’s not working properly. Easy navigation is the key in turning visitors into customers, and high-quality search function is a great way to improve it even further. If you consider business psychology, you’ll also realize that customers who search for specific products are much more likely to buy them than those just browsing your website with no particular product in mind.

One thing customers value the most in eCommerce websites is the convenience of shopping from their own home.  One thing customers value the most in eCommerce websites is the convenience of shopping from their own home. After all, it’s much easier than having to go out, browse aisles upon aisles of products, and even check multiple stores at once to get the item they’re looking for. But if your web store isn’t up to your visitors’ standard – or worse, if its functionality is marred by bugs – they will go to another website and buy what they need from them. As a result, you’ll lose their business to one of your competitors.

First of all, a good internal search engine will always return relevant results. Furthermore, it will give users the option to sort the results based on several key criteria. Last but not least, it should include a number of boxes users can check to filter out the results that aren’t relevant to their search term.

In many cases, you can tweak the existing search system to add these features. If not, there are a few open source search platforms you can integrate into your web store at a very reasonable price. They’re slightly more advanced than most built-in search engines, so it may take some time to learn the ropes.

4.    Not Enough Checkout Options
Once your customers have found the product they were looking for and placed them in their shopping cart, they are redirected to the checkout page. If everything so far has been running smoothly, but the checkout page is not up to par, you risk losing their sale just one step before it is finalized.

There are a few important things customers look for in a checkout process. As a rule, it’s best to have a one- or two-page system in place, as they might lose their patience if they have to go through several pages and enter one or two bits of information on each of them. You can also save your customers’ time by giving them an option to store their information and create an account after they’ve finalized their purchase. If for some reason they don’t want to create an account, they can still buy the item they want.

Sometimes customers will need their items delivered sooner than they normally are. This is why you should give them at least two – preferably even more – different shipping options. Of course, faster shipping will cost them more than the regular, but they’ll usually have no problem paying for it. Finally, your web store will also benefit from giving your customers a choice of their preferred payment method, including different debit and credit cards, as well as using the popular online payment services.

The Final Word

If you can find one or more of these common issues in your web store, it’s time to start working out the kinks. It will benefit your business greatly, as you’ll grow a large pool of happy customers who keep coming back every time they want to buy the types of products you’re selling. What’s more, if they’re happy with their experience, they’ll recommend your services to their friends and families, thus helping improve your web store’s performance and increasing its revenue.

By interactivated • on December 3, 2017

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