In case you didn’t know, there are many deadly sins of poorly converting fashion websites and, as it says right there in the title, we’re sharing our top seven. The worst thing is, you might not even realise you’re committing one of these sins, which is what can make it even more deadly. When it comes to converting visitors into customers, it’s pretty much the most important thing for your fashion website to do, and when it’s not converting, your sales can just dwindle.
So, stop burying your head in the sand and get converting before it’s too late!
Sin #1 - The most complicated form process
A potential customer decides they want to sign up to your newsletter mailing list to get some weekly style tips but, wait, they have to fill in the world’s biggest, most convoluted form in the history of the internet. The more in-depth form-filling process you have, the less likely you’ll be email marketing your future customers. Instead, you’re going to scare them away. You only get one first impression, so use it wisely and build those forms to extract minimalistic but highly useful information.
Sin #2 – The loading speed of your website
If your website loading speed is slow, the chances of your customers sticking around and browsing your products are slim. According to research conducted by Kissmetrics, if your site has just a one second delay in page response, it can result in a 7% reduction in conversions. That’s a pretty big percentage for such a small amount of time.
You don’t get many things for free nowadays, but surprisingly there are many free tools you can utilise to test your website load speed, such as Web Page Test. Google can still use page load speed to determine search ranking, so there’s now two reasons to be proactive and sort out your speed issues.
Sin #3 – A confusing checkout procedure
When it comes to the customer journey, simple is definitely best. Closing a sale is so important for your fashion business, so why over-complicate matters? Ensuring you have a call to action button on every page, can make purchasing that perfect skater dress a much more enjoyable experience for your customer, they might even pop back and visit again soon. (Fingers crossed!).
Testing your site navigation and re-testing and then testing once more can be the difference between a purchase and a site bounce when it comes to the user journey. If you’re in a routine of continually testing all aspects of the user journey, the chances are, you’ll pick up on site flaws a lot quicker, minimising bounce rates. Remember, all designs and content on your website should be user-centric – so don’t forget that!
Sin #4 – Your website isn’t mobile optimised
Google’s algorithm update back in April 2015, the hotly anticipated ‘Mobilegeddon’, has sent many businesses into meltdown mode, watching as their traffic drops and they realise their sites aren’t optimised for the mobile user. It is of utmost importance to Google, that user experience is placed right at the top of your priority list – so, if your site isn’t mobile optimised you could be losing out on a lot of conversions.
You can use Google’s handy, (and free to use), mobile-friendly test to see how your site fares. Even if your site is mobile optimised, this tool can help you identify areas of your website that are weak, enabling you to strengthen your mobile user experience and get your site back ranking in no time.
Sin #5 – You’ve underestimated the power of customer testimonials
Trust in any brand is essential for customers when buying online. In a survey published by BrightLocal, it came to fruition that a massive 79% of consumers trust online reviews as much as a personal recommendation. So, what are you waiting for? Collect all those positive customer testimonials and display them proudly around your site, throughout your email marketing and across social media – the more channels, the better.
Be careful not to solely promote how amazing your company is 24/7, though. It’s important to balance the type of content you share, particularly on your blog and across social networks, no one likes a brand who blows their own trumpet a few too many times!
Sin #6 – Your unique selling point is hiding
If you don’t shout about your unique selling point (USP), you’re going to find it difficult to compete. Fashion is one of the most competitive industries out there and if your USP doesn’t consistently make an appearance throughout your marketing messages, then customers will keep choosing your competitor time and time again.
DRIP marketing is the most effective model to use when differentiating your business in an over-saturated market. Differentiate, Remind, Inform and Persuade – they’re not going to know what hit ‘em. Well, your USP, hopefully…
Sin #7 – You simply aren’t targeting the right people
This is a problem that can be easily overlooked. You have a great looking website and a fantastic user-friendly interface but you’re not converting visitors! It can be difficult to dedicate yourself to a specific target market. You might think trying to appeal to everyone will result in more sales, right? Wrong. If you don’t suitably segment your market, you will never be able to write specifically targeted content so it becomes very generic and unfortunately appeals to no one.
Adopting a mixture of market research and demographic analysis, will help you truly understand exactly who makes up your target audience. Knowledge is power as they say or, in this case, knowledge equals conversions.