Surely you yourself went to such sites, on which seem to be all right, but there is something repellent. Let us dwell in detail on each "repeller" of the IS because of which you can have a large percentage of failures.
When we first go to the site, we want to focus only on the product. And if attention is distracted by many labels, banners, inscriptions and screaming colors, there is only one desire - to leave the page as soon as possible. The online store should become a recreation area. Only then will the visitors want to spend as much time as possible on the site and think over each purchase.
We have already written about poorly perceived and small fonts, which need to be read. But this time we will give more information. Here are a few well-readable fonts, according to behavioral factors:
The font size should be adjusted to the generally accepted norms within 12-14.
Before creating categories and subcategories, you should thoroughly think over the structure of the site. Sit at home in silence and tranquility, take a sheet of paper and draw a hierarchical diagram of all sections, subsections, etc. For example, the category "Clothing" must necessarily be divided into the subcategory "Women's Clothing", "Men's Clothing" and "Children's Clothing". The section "Children's clothing" can be divided into several subsections: "Clothes for newborns", "Clothes from 0 to 1" and further. But do not get carried away by the process, so that the user does not dive into the "rabbit hole", where it will be difficult to get out.
If you have too many products on the site, then there must be filters. In general, users are mostly interested in several filters: "Price", "Modifications", "Brands", but you can make a number of additional filters, for example "Country producer", "Age", "Color", "Size". This is especially true for online stores, where the items' positions are more than 10 thousand.
By such are meant texts that are bad in meaning and design, overly optimized. Users will not accept a verbal pun or text that looks like an excerpt from a scientific encyclopedia. Everything should be beautifully designed and maximally informative. Excessive use of keywords in the straight, angular form of "women's clothes to buy" also do not like either your customers or search engines. Pay special attention to checking for spelling errors.
Failure to fulfill their promises, for example, to call back within 15 s or rudeness of managers can be a fatal mistake. Also, inadequate responses to negative feedback from users will show that non-professionals work in your team. To note, too good reviews also cause doubts among buyers.
To identify errors that occur on your resource, try to view the site through the user's eyes. Complete all the way from adding goods to the shopping cart and to making a purchase. Go through all the links, click on the active buttons and items. Fill out the order form and find out if it is not too difficult for the user. Send the letter and check if it has come to the e-mail. In a word, research the site for errors, as each of them can lead to loss of the buyer forever.