5 Website Design Flaws That Make Your Retail Business Appear Untrustworthy
As the start of the huge holiday shopping season seems to get earlier every year, retailers identify September as the time to plan their holiday marketing strategies, even if Labor Day has only just passed.
Therefore, retail businesses everywhere – both brick and mortar concerns and online only retailers – should prepare their websites for the rush, adding new products, extra content highlighting those products, testing their shopping cart system and trying to make sure that their online presence is ready to deal with an influx of holiday shoppers on the lookout for a bargain.
All of this preparation is not only a good idea, it really is a must. But what many retailers do not realize is that there may be certain, often seemingly small, elements of the actual design and function of their website that may turn customers off shopping with them and sometimes even cause them to distrust the site, and therefore the company altogether.
While there are many reasons a website may put customers off here are some of the most common. Are any of these faux pas a part of your web ‘real estate’?
Looks Suspiciously Dated
Does your website look like you designed it in 2004 (or was designed in 2004)? Does a visitor still need to enable the now dreaded Flash to access all of its content? Are those ‘cool’ Web 2.0 drop shadows still a good idea in 2019?
A dated design signals to many that the site is inadequately maintained, leading them to be more that a little unsure that they can trust you with their sensitive financial information in an era when up-to-date security is a must.
Appalling Spelling and Grammar
There is a very good reason that Google began using the quality of a website’s spelling and grammar as one of their many ranking factors last year; they know that when it’s bad often a website’s visitors are immediately suspicious about the quality and reliability of a company that apparently does not even seem to know the difference between ‘your’ and ‘you’re’ and ‘there’ and ‘their’.
Even the most literate souls make spelling and grammar mistakes, so such errors are to some extent excusable. Not using some of the many, many tools available to check and recheck copy before it’s posted live to a website? Sorry, there is no excuse for that one.
Lack of Trustmarks
Do trustmarks mean anything in the grand scheme of things? Possibly not, but most consumers expect to see them, and if they don’t that raises an immediate red flag in the minds of many.
Lack of About Us/FAQ/Contact Pages
As popular as it now is, online shopping is still something of a leap of faith for many consumers. they really want to know who they are dealing with, what will happen if they need to return something and who they can contact should that be the case.
The creation of these types of pages is often overlooked by both web developers and the clients they are working for as it seems, on the surface, as if other elements (product pages, ongoing original and informational content) are far more important. However, such things are a must, even if the copy is only a few paragraphs long.
‘Log in/Sign Up via Facebook’
Social logins can be very convenient and many consumers like and respond to them well. However, a growing number of sites are making social logins a customer’s only option and that is a huge mistake.
We know Mark Zuckerberg says ‘the whole world’s on Facebook’ but the fact is that no, not everyone is a Facebook fan (shocking we know) and even if they are many consider it a private thing they don’t want to share with ‘unknown entities’.
By all means add a social login option to your website, they can be great, just make sure that consumers have the option to do things the ‘old-fashioned’ way as well.