Website features that annoy customers

Website features that annoy customers

Making sure you brand is properly represented and all the features you require are available may seem like the most important parts of building an eCommerce website for your brand. While it is important to have a site that emcompasses who you are as a company and can do all of the things you need it to, it also needs to keep your customers happy. Keeping both yourselves and your customers content in unison is not entirely easy and may include some sacrifice on your part to find a good middle ground and create a website everyone is pleased with. While some of these sacrifices are optional and you may choose to avoid them simply because you can, there are some you should definitely not ignore. These sacrifices will involve getting rid of features that outright annoy your customer base, possibly turning them away from your website completely. So just what are these things that annoy your customers so much?

Complicated layout

As a company you may want to have a great website that hosts anything anyone could possibly ever want from you. A site where everything can be found with tabs, pages and selections to ensure that nothing customer’s need is not on your website. Of course, a website that is full to the brim with amazing content and information is great and can give your customers endless amounts of products and content to see. But what use is all of that if no one can find it? The problem with overly informational websites is that without a well thought out design they can quickly become confusing and content can easily become unaccessible. The key to a good website is allowing people to find the content they need rather than just know it is there somewhere. Instead try a simple site to create a more valuable source for customers, try condensing and streamlining your categories so you have more information in less places. You will eventually be left with a website that has few tabs and sections, but all the information and content anyone could ask for.

Forced sign ups

It is always great to have legitimate contact information for your customers as it allows you to keep in touch with them efficiently. Whether you do this by sending them email updates about their parcels delivery status or by keeping them engaged with your brand during the process of delivery in general having this information is great for building up company to customer relationships. Having people sign up at checkout is a great way to add them to your mailing list and get permission to send them newsletters and remind them of your brand as frequently as you would like, a cheap form of advertising if you wish to see it that way. But building this large email list is useless if people do not actually want the content you are sending them, or their account with you in the first place. Being forced to sign up in order to make a purchase is annoying for many customers as they just want to make a purchase quickly and move on, without having to enter all of this extra information and wasting their time. Not to mention the forced nature of this sign up will probably just lead potential customers to leave your website completely to shop elsewhere or unsubscribe the moment their purchase has been completed. To avoid this, instead let people check out as guests with the option for a sign up once a purchase is complete. Extra benefits such as content and order tracking are great things to offer to encourage after shopping sign ups.

Using pop ups

When it comes to advertising on your own website, you may want to do it as much as possible and whilst this can work the placement of these adverts is crucial. As a free form of advertising you can place your graphics wherever you want, whether it be on your homepage slider or in smaller banners across the site. The new interest they can bring you is great and its benefits cannot be ignored. A pop up may even feel like a great way to grab the attention of people who have just entered your website, or those who have been browsing for a while, as it fills the screen and cannot be missed. But the common reality is that these ads are not making our products irresistible, they are more likely making them irritating. This is because when shopping online many people are looking for a quick checkout, to make their purchase and get on with their day afterwards. Instead they are being interrupted by an intrusive pop up advertisement that fills their screen and requires interaction to get it to go away. Commonly as people close pop up windows to continue with their experience content will be ignored in search of the close button, some customers may even leave the site completely becoming frustrated if too many appear. Instead try offering your great deals in banner advertisements or website footer and let your customers shop how they want to.

Autoplay media

As a company you may want to create extra content in the form of videos that showcase new products, features or even an offer. Using video can allow you to show things that your website text cannot and an auto play setting will bring in attention making sure customers see the content you are displaying to them so boldly. This feature is great to use on products that rely on physical appearance for purchase, such as clothing. Besides, who can miss a video playing in the corner of their screen that creates sound right? But many do not want this sound to be played from their device, for many reasons. Varying from them using your website in a quiet setting or at nighttime. A sudden, hard to stop noise will more than likely lead to customers clicking off the page they were interested in or leaving your website completely in search of silence. This means the content will be missed, wasting both time in creation and possible conversions. Instead, please customers by putting an optional play button on your content for those who want to watch it, or mute your auto play videos until the user specifies that they want sound to play.

Little information

On the flip side of wanting to provide all the information you can, is wanting to give the most sleek performance you can. This could mean your company opting to keep pages clean and simple by focusing more on page aesthetic rather than putting a large amount of content on them. For all companies a good looking website is crucial for making sales, as a well put together layout make a brand seem more trustworthy than a messy one. Sales can be made with simply a product image and a price, as this is the base information a customer may need for certain products but when shopping online creating conversions is not that simple. An image and a price is not enough information for a customer to decide to make a purchase, instead the lack of information may actually put them off completely. This is because in online shopping people need reassurance, they need more verbal details as they cannot touch or physically see the item in order to assess its size or quality. They will want to know more information such as materials and dimensions to help convince them to commit to their purchase. This will mean cluttering up that sleek design a small amount, but it can be done in a clean looking way. The piece of mind it will also give your customers make it that little bit more worthwhile too.

About the Author
Laura
Content Manager