Ecommerce has taken the world by storm in recent years, with a large majority of people choosing to spend their hard-earned digital cash with an online retailer. The Office for National Statistics (ONS) has been monitoring the growth of online retail for a number of years; between July 2017 and July 2018, online retail enjoyed a healthy growth of 15.3%. With such rapid expansion and with the online market becoming ever more crowded, a company’s success can hinge entirely on their online presence. With these facts in mind, it’s important to think critically about your current website and how well it reflects your business.
If it has been a while since you last assessed the quality of your website, now might be the time to consider having a bit of an overhaul. It may be that you could benefit from a complete redesign, or perhaps just a few tweaks to improve the looks and functionality of your site. To help you decide, we have put together a list of 5 reasons to step up your ecommerce game in 2018.
1. Your Website Is Ugly And Outdated
How can you tell when your website is ugly and outdated? Usually it only takes a quick glance, and this is all your prospective customers are likely to give your site if it’s not up to standard. Having a visibly sub-par website can encourage web users to pass on by rather than staying and having a meaningful interaction with your brand.
All too often, as many companies grow and become busier, web design and user experience can fall by the wayside and be treated as low priority considerations – an oversight which can stunt your annual growth. Small, medium, and even large but relatively niche companies often fall foul of poor design too; it doesn’t inspire trust and loyalty to your brand and can damage your growth prospects as customers take their business elsewhere.
2. Poor Experience For Mobile Users
With every year that passes we become more and more dependent on our mobile devices. According to ONS, 78% of adults in Great Britain accessed the internet ‘on the go’ last year, meaning that a huge majority of adults access the internet away from home and work. This really puts it into perspective – with so many people accessing your website with a mobile device, can we afford to ignore calls for websites to be more mobile-friendly?
3. Your Target Audience Has Changed Or Expanded
As your business has grown, you may have noticed that your target audience has changed. This is part of the natural growth trajectory for a lot of businesses, but it can leave them with a bit of a challenge on their hands: should they continue with their current site and squeeze as much out of it as possible even when it’s groaning at the seams, or should they redesign, rebrand, and accept that growth and change are a natural and normal part of business?
The main issue with carrying on with an old, outdated site is that it can scare off potential new customers. If they find your company online and don’t feel your website represents their needs, goals and aspirations then they are highly likely to move on in search of something that they feel more closely represents them. Customer behaviour is constantly changing, and with more choice on the market than ever before you will benefit from keeping an ear to the ground and evolving with your customers.
4. Your Current Site Is Hard To Update
As an agency specialising in web design and development, we often have clients come to us with an ageing site that has been patched up and modified beyond recognition. It’s not necessarily a bad thing to work with what you have and make ad hoc changes; eventually, however, your site will start to crumble under the pressure. There’s never a good time for your site to go down, and there are only so many changes you can make to a site’s infrastructure before it finally breaks; ideally you will want a new website before you get to this point.
Keeping your website updated with fresh content and improved functionality is vital, and if your current site has taken all it can handle then it’s definitely time to move on to bigger and better things.
5. Your Current Website Is Slow
The internet is increasingly designed to be consumed in manageable chunks, and we are used to having these chunks delivered to us almost instantly. If your site is slow to load it can seriously damage your conversions – your online customers simply aren’t willing to wait for a slow page and most would prefer to find an alternative than look at a blank page or an endlessly circling page load indicator. Furthermore, a slow website can start to negatively affect your presence on search engine results pages; we all know that the further down you slip, the less likely your site is to be found. Fewer visitors sadly means less revenue for your company or even growth stagnation and decline.
Contact Attain Design To Discuss Your Ideas
It’s important to be proactive if you want to get the best results from your next website project. A good redesign, replatforming or redevelopment should be driven by data collected from users on your current site. Let’s address the elephant in the room; if you wait too long, your site will engage visitors so poorly that the Analytics data won’t be of much use. It seems counterintuitive, but the right time to start thinking about a new ecommerce site is before you need one!
If you think that your business is being held back by an ageing website, or you just want to stay ahead of the curve, then we can help. Whether the time is right for a complete redesign or you just need some tweaks and improvements to your current site, we take the time to understand your needs and help create an iron-clad yet realistic digital strategy. Call us on 01782 710 740 or drop us a message online.