In this article, I'll go over some common issues so you can get the most out of your B2C eCommerce website traffic. 1. Not using the filters or using them incorrectly If you're looking to buy a new dog collar, you probably already have a few criteria, like price, size, color, material, etc. However, not all collars are the same - you may want to buy a small one for a Chihuahua or a large one for a Great Dane. You might be on a budget and you might want a color that matches your favorite bag. If you were shopping at, you wouldn't be able to narrow down your options in the Collars & Harnesses category. They just give you an unsorted and unfiltered (see the difference between sorting and filtering) list of different collars and harnesses. (Larger sites can also benefit from SEJ's tips for e-commerce search success.)
Shopdog collars: they're just a jumble fax list of collars without any sorting or filtering ability ShopDog Collars: It's just a jumble of collars with no sorting or filtering capabilities! You have to browse all the pages in this category to find the cheapest option, or to find that they don't sell leather collars. You can't filter by size, and most of the time you can't even find size information on the product description page. So you just have to hope that your new harness will fit your Great Dane. As you can imagine, most customers don't risk buying the wrong product. Advertising Continue reading below Without filters, customers have a hard time finding the right product and instead of browsing all the pages in a category, they might just go somewhere else. Conversely, you can see how navigation that helps narrow down choices helps both conversion and SEO, as shown in this conversion video review for Skechers.
Adding unnecessary steps to the process The more steps customers have to take to buy a product, the less they will end up buying it. Visitors don't want to register, don't want to give their credit card number, don't want to take a million baby steps before and after adding the product to the cart – they just want to buy it. Obstacles belong in the path of track and field runners, not in your small (or large!) e-commerce store. An extreme example we found is Padani's Jewelry website. You simply cannot purchase the items directly - you can only request a quote and they will contact you. Padani's site follows the general approach of most ecommerce shops but then the purchase process requires you to contact them.