Is Your Site Structure Holding You Back?


Maybe you have an established ecommerce website with sales that just aren’t growing like they should. One the other hand, perhaps you are in the process of developing a new ecommerce website and want to make sure it is set up for success from the very beginning. While your marketing, production selection, and general aesthetics can affect your ecommerce sales either negatively or positively, your site structure also plays an important part in drawing in customers and encouraging them to buy—or just the opposite effect. Here are a few ways that your ecommerce website structure can devastate your sales:

  1. Lack of SEO. There are structural aspects of your website that affect your SEO in immense ways. For instance, having a site map allows bots to quickly peruse every aspect of your website. This will increase your page rank by lowering the number of clicks it takes to get to internal pages. It also ensures that every page on your website is contributing to your optimization. Tags and other marking tools tell bots what keywords and subject areas are the most important to you. If your website is not designed for good SEO, it is going to hold you back.
  2. Lack of trust. There are elements of your website that can make customers feel better about buying from you. These include and About Us page, an easy to find Privacy Policy, and good site security. While few customers will bother to read these, simply having them nonetheless creates the general feeling that you are legitimate and trustworthy.
  3. Lack of explanation. Every ecommerce website has a different buying process, one that should be clearly explained so customers know what to expect. Ensure that your ordering process and delivery policies are clear and simple. Also, post your terms and conditions so customers know when they can and cannot order and generally what to expect. These site structure elements can add to your professional image while reducing both bounce rates and customers dissatisfaction.
  4. Lack of easy updating. If your site structure makes it difficult to make updates, this can scare away customers. They don’t know if they are dealing with a website that is current or one that has been neglected and lost in cyberspace for years. Regular updates keep a site current and allow you to quickly disseminate information, so make sure your ecommerce website design allows this to be accomplished in a fast and easy manner.
  5. Lack of information. Your ecommerce website should be developed so that it offers a maximum amount of information on every product. We are talking about not just pictures, but specifications, 360 views, and all of those extras that your competitors offer. Make sure your site structure allows customers to interact with the products as much as possible to duplicate the in-store shopping experience.
  6. Too much emphasis in the wrong areas. If you have a sales site, then you don’t need a ton of corporate information. More is not more in the world of ecommerce.