Zingtree Tags: product finders

5 Reasons Why Shoppers Might Hate Navigating Your Website

navigating website

Your customer-facing website is meant to be an environment that welcomes, informs, engages, supports, and converts. So why is it that most users only stay on the webpage they landed on for less than 59 seconds?

Everywhere you look online, you can find examples of websites and eCommerce stores that don’t necessarily meet today’s standards of customer ease-of-use. And, while a site visitor could have gotten their answer or information they were seeking within that single webpage in 59 seconds, it’s far more likely that something just isn’t working for your target audience. With eCommerce expected to hit $4.5 trillion in 2021 (Statista) and consumers’ risings expectations for flawless, seamless web experiences to browse and purchase your products or services, it’s more important than ever to pay attention to where your site may be lacking.

There could be any number or combination of reasons why customers might not enjoy navigating your website. We’re shedding some light on a few of the most common issues that eCommerce sites run into.

1. Your products and services are hard-to-find

Poorly-designed menus, hidden information, and clunky sub-categories are responsible for a huge amount of customer dread when it comes to navigating eCommerce sites. A whopping 41% of online shoppers cite this as being a reason for disliking a website; jumping through digital hoops to find what they’re looking for just doesn’t cut it.

Having a well-organized menu of web pages and easy-to-use product finders are a fantastic method for helping customers to help themselves and find just what they need. From selecting a pair of sunglasses to figuring out the best type of bike, Zingtree product finders are the easiest way to locate specifics among a robust product offering.

2. You have poor search functionality

Search is at the core of every eCommerce website’s ability to convert customers quickly and easily. Incredibly basic search functions that don’t even use filters to refine the results can be a frustrating experience. With a poor system fleshed out for searching products, support information, and other FAQs, customers will feel lost in your website and be much quicker to abandon ship.

The more complex your product or service offering, the more advanced your search functionality should be in order to keep up with customer needs. eCommerce search tools that are efficient and effective have shown to prolong a customer’s visit to your website and is far more likely to encourage a sale.

3. You haven’t optimized your site for mobile

It’s safe to say that mobile shoppers are now officially outnumbering desktop-only online shoppers. Mobile eCommerce sales account for 34.5% of total eCommerce sales in 2017, and that number is growing still. If your mobile eCommerce site leaves something to be desired, or if it’s completely non-functional, it’s time to make it a priority.

If a customer on a smartphone opens up your website to find and purchase a product, and that mobile site is difficult to navigate, loading slowly, or clearly not set up to support such dimensions, they will leave immediately and not come back. When making final purchases and using online bill pay, this becomes even more important to remain competitive.

Image via UserZoom

4. Your design leaves something to be desired

While we may teach not to judge a book by its cover, the look and feel of your eCommerce site means absolutely everything. In fact, many consumers won’t even make a purchase from a website they don’t feel has a trustworthy appearance. If your customers type in your URL and get launched into a UI from the early 2000’s, the urge to find somewhere more visually pleasing to do their shopping is inevitable.

Website design directly correlates with how customers determine whether they believe you to be a reliable, professional company. 95% of users indicated that a positive user experience is the most important factor when they visit a website (Econsultancy). In addition, Forrester has reported that your website’s conversion rate could increase by 200 to 400% with a well-designed interface.

5. You don’t have an FAQ

When any type of purchase is involved, customers will consistently have questions about shipping, returns, manufacturing, and other specific details of your business and its products. Having a Frequently Asked Questions (FAQ) section that’s easy to locate, scan through, and find what you need saves your customer valuable time and improves your eCommerce site’s conversion rates.

Interactive FAQs and customer support decision trees were designed with this in mind, offering a powerful platform for customizing and publishing an in-depth, yet concise knowledge base of information. With an interactive element that’s simple to search through and find just what’s needed, customers feel empowered to solve their own problems without getting in touch with your eCommerce business directly.

 

Ready to learn about how Zingtree’s powerful toolkit can help you create interactive FAQs and product finders that will keep customers happy, engaged, and converting? Get in touch, be sure to check out our example decision trees, and read up about our solutions for eCommerce and retail businesses. 

Create a Product Finder to Improve eCommerce Conversions

For businesses with lots of product SKUs, helping customers find the right product is a sure-fire way of increasing sales and conversion rates; Zingtree is a perfect solution. Guided product selection is a new kind of strategy that allows customers to help themselves, self-solve, and locate exactly what they need as quickly as possible.

From picking out the perfect pair of sunglasses to the right kind of bike, to figuring out the ideal package of services, these “product finders” can help customers locate the right product in the easiest way possible.

The Facts: Customers Want Easy Access

Key metrics and figures in the eCommerce world only work to confirm what we know: simple, guided product finders are the wave of the future where customer journey and improving conversion rates are concerned. Let’s take a quick look.

Stat #1: On average, people spend about 51% of their time on their mobile phones.

It’s incredibly convenient for buyers to browse your store on mobile in short, quick, sessions during the spare pockets of time they have throughout the day. Online stores should always be optimized for quick shopping experiences that help customers find what they need within the fastest possible route. If they can’t find what they need, they’ll move on.

Stat #2: 94% of companies see “higher engagement and conversion rates” as benefits of a commitment to customer experience.

Customer experience is all about personalization. When you take the time and effort to customize an experience to specific people, they are far more likely to enjoy it and walk away feeling positive. Without any personalization, consumers can quickly jump to the assumption that those products or brand are not for them.

Stat #3: 74% of online shoppers rate product selection as important during the online search process.

That’s right — about 3/4 of all online consumers consider product selection as one of the most important parts of the search and purchase process. When you think about it, it really makes sense; making it as simple as possible to locate the right product is critical to customer satisfaction and loyalty.

What Are Product Finders?

Product finder decision trees are the perfect way to set up customers for success in a personalized, self-solving, mobile-friendly environment. Instead of the traditional eCommerce site boasting pages and pages of products, product finders allow customers to take the lead using well-thought out, pre-programmed guidance.

Nationally-recognized baseball bat manufacturer, Phoenix Bats, is a perfect example of how product finders have a direct impact on happy customers and better conversion rates.

After building and implementing a custom decision tree bat selector tool on their website to guide customers to the perfect bat for them, Phoenix Bats saw vast improvements to overall sales and revenue. Read the full case study here.

Tips for eCommerce Product Finders

No one product finder should look or feel the same — each eCommerce business’ brand should always shine through. Here are our top 3 tips for creating interactive product locators that are as helpful as they are nice to look at:

1. Create pop-up trees.

Just a few short lines of code can allow you to publish and present decision tree product finders as fun pop-ups! Shown as a button as popping up in a clean overlay window, it’s one of our many publishing options to fit any eCommerce business needs.

2. Customizations are key.

We make it easy to inject some personality a few different ways, custom CSS files being the main one. After having a designer create the perfect file, just add to your decision tree product finder to ramp up the style — take a look at one of our customer’s awesome uses of this. You can also do things like build color buttons, add images and videos, and insert GIFs for something extra informative.

3. Use for support improvements.

Interactive decision trees aren’t just for helping guide customers to the right products, they are also used for helping guide customers to the right answers and solutions. Any FAQ item, tutorial, or troubleshooting article can easily be reformatted as a decision tree, allowing customers to more easily self-solve and stay happy.


You can check out our Gallery of examples for even more inspiration.

Have any questions or want help getting started? We’re always here for you.