Remove obstacles from your site

Posted by Koen Van den Bossche 15/09/2014 0 Comment(s) Data Analysis,

1. Obstacles in your unique value proposition.


Your website can be perfectly organized, but if you do not give your visitors enough reasons to buy from you, your conversion is woefully low. Your visitors then experience too many obstacles to buy from you. Some examples of this type of obstacle are:

  • Your delivery times are longer than with the competitor.
  • The brands you offer do not find your visitors interesting enough.
  • The return costs are much cheaper for the competitor.
  • Visitors find the customer service at the competitor much more extensive.
  • Your shipping costs are higher than the visitor wants to pay.


2. Technical obstacles.


There is no misunderstanding about this: a technical defect is the worst obstacle that you can raise the visitor. It is a real conversion jar. Why? Technical obstacles cause your visitor to literally get stuck. Ordering is no longer available and the visitor leaves your website.

  • Your webshop is not accessible. The web server on which your site is hosted stops it.
  • Your visitor gets a 404 error. This means that your visitor comes across a page that no longer exists.
  • Certain web browsers do not display your shop properly.
  • Your web pages load too slowly!
  • Your webshop indicates that certain information has been lost. For example, the contents of your shopping basket.


3. Functional obstacles..


To make an online approach for your visitor possible, your webshop offers various functionalities. An example of such functionality is the internal search function. This can suggest a car suggestion just like Google so that your visitor is guided during his search. The better this search function performs, the easier your visitor will find the product that he is looking for.

  • Your webshop never offers vouchers and your visitor has the impression that they can never enjoy a financial advantage.
  • Your site can not collect products in a wish list in order to be able to order them later, so you miss out on orders.
  • The visitor can not perform product comparisons on your site.
  • The customer can not add an extra message when he completes the order, and can not indicate how he wants the delivery. He then decides to ask the competitor where this is possible.
  • If you want to order, the customer must always register first, he only wants to buy if he can pay directly.
  • Filters do not work the right way, as a result turnover is lost.


4. Usability obstacles.


Usability has everything to do with user-friendliness. The site must, as it were, explain itself and the user must intuitively feel how he or she should use the site. If this is not the case, the visitor does not have a good surfing experience and is often perceived as annoying and sometimes irritating. The visitor then prefers to search for the same product on another site.

  • if a customer wants to continue shopping, for example, he is sent back to the home page. He looses his previous position on the page.
  • Sometimes a customer wants to see a different color of the product, but the basic product can always be seen in a different color.
  • If you have arrived at a certain location at the bottom of a page, and you do an action, the page will be reloaded and you will have to scroll down again after where you originally left off.

5. Obstacles in the area of ​​emotion and intuition.


These are by far the most difficult obstacles to clean up. A visitor arrives at your home page and usually only decides on whether he is going to surf here or not. You may not be aware of it, but visitors to your web shop constantly ask questions, there is doubt and uncertainty.

  • The design does not appeal to the customer, can you trust this website?
  • Do I have enough guarantees?
  • Is the product available quickly?
  • Am I not going to order by accident?
  • Checking out takes far too long.
  • Is the product suitable for me?