Article

Kyle McDermott
Kyle McDermott 7 January 2022

Top 5 Mistakes When Creating a Website: What Will Get in the Way of Advertising?

Website development for ecommerce is a meticulous job with many intricacies to consider. That said, there is a range of nuances that could directly affect website performance, traffic, and other metrics. Technology has a significant impact on the way businesses operate nowadays. Online commerce is a source of profit and has many advantages, such as 24/7 customer service, global access to purchases and communication, and greater audience outreach.

There are several options for selling goods online. Some merchants create their online stores, while others prefer to use marketplaces. Both methods are good, and the choice depends more on the seller's financial capabilities.

Someone who is willing to launch a selling point faster and invest more in advertising, then they would choose marketplaces. Others prefer developing a website tailored to their unique requirements. However, in any case, sellers often seek the help of developers, whose task is to design a convenient and fully functioning retail platform.

Creating an online store can be compared to science, which doesn't tolerate or forgive mistakes. Unfortunately, a large number of websites fall into the same trap. 

In this article, we will analyze the five most common pitfalls of ecommerce websites, which took place even in the year 2021.

Major Mistakes in Website Development for Ecommerce 

In the global confrontation of marketplace vs. ecommerce website, the stumbling block is not the choice of a platform for business, but how it is developed, and what kind of mistakes can affect its performance and the result of advertising campaigns as well.

1. No Responsive Design

In 2021, any resource, whether made on a CMS or developed from scratch, should have an option to add a responsive design. Internet traffic mainly comes from smartphones, including the visitors brought in by advertising. That said, marketers should remember that a mobile-friendly website boosts chances to attract more target audiences and make an advertising campaign successful.

You need to work out a strategy and make 100% sure that your website perfectly looks and works on a smartphone. People spend a lot of time browsing on the “go”, scrolling down their feeds, looking for information and even making a purchase from their phone. The biggest mistake is to ignore this fact.

2. Ineffective or Missing CTA

It may seem that CTA is just a little button, but it is the one that calls users to action: “click here”, “call now”, “buy now”, “download for free”, etc. A missing or poorly designed call to action in the process of website development may cause visitors to leave the website frustrated. 

Launching an advertising campaign without a CTA on a website or landing page is a blunder as well as a vague call to action, probably making a customer feel confused. That said, s/he leaves the site or page without making any interaction at all. Plan the CTA. It can be a button, a text, a form - in any case, an easy-to-perform action.

3. Overload of Information

The hierarchy of website development is a visual principle used to show the significance of each web element on a platform. The information should be in a consistent and logical order to guide audiences through the following way: getting to know you, finding what they are looking for and finally, taking action in the form of a subscription, registration, purchase, etc.

In other words, we can call it the user journey formed thanks to an elaborated design and the correct content layout.

To avoid this mistake when creating a website, it is necessary to clearly understand, and articulate who you are, what way you want users to perceive you, as well as what actions they should take. Remember when you decide to run an ad, it should link to information clear to visitors. Prioritize messages for users and only then plan your advertising campaign. 

4. Hidden Navigation and Poor Design

This point is the exact opposite of the previous one. Sometimes in the pursuit of the minimalist trend, developers can overdo it and make the navigation almost hidden. For example, they leave just a hamburger menu without identifying marks.

What makes the situation even worse is that this menu can be poorly integrated into the visual design of the page, completely lost in it. If a visitor can't find the features, how long will s/he stay on the page? As strange as it may sound, users need instructions and tips. All the main elements should be in prominent places: navigation, CTA, the information that got customers to click your link.

So, what are the common mistakes in website design? They are about poor contrast, heavy web elements, overloaded with images, illegible fonts, which directly spoil the user experience and stop the journey before it barely starts.

5. Lack of Analytical Strategy

If there are no tools to track user behaviour on the site, you have nothing to do, but guess why the traffic decreased. It is impossible to manage an advertising budget without knowing the sources of conversions. And if you don't analyze the click map, it is unclear what is distracting customers from making a purchase.

So, when developing an online store, it is worth considering the factors that will affect a website's rankings in search results. Analytics helps identify and assess weaknesses and strengths in a marketing campaign to make needed changes on time.  

Conclusion 

Before launching an ecommerce website, an entrepreneur should think about the following details:

  1. Mobile-friendliness of an online store;
  2. Clearly expressed CTA buttons;
  3. Elaborated design and content layout;
  4. Convenient navigation;
  5. Analytical tools.

All the above mentioned plays an essential role in how successful an advertising campaign might be, or at least what can a business owner do in advance to boost its chances for success.

In your opinion, what additional factors can contribute to the outcome of the advertising?

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

Getting web accessibility right is a massive commercial opportunity. The World Health Organization estimates that 1.3bn people worldwide are living with some form of impairment. The benefits of making it easier for...

Michael Nutley
Michael Nutley 30 November 2023
Read more
It’s Time For Brands to Move From Personalised, to Personal

It’s Time For Brands to Move From Personalised, to Personal

At a time when almost every brand is tailoring content and offers to individual customers based on their demographic data, purchase history, and online behaviours, are these personalisation efforts still adding value?...

Shafqat Islam
Shafqat Islam 27 November 2023
Read more
From Success to Setback: Lessons in MarTech Decision-Making

From Success to Setback: Lessons in MarTech Decision-Making

We often talk to clients about the consolidation of MarTech capabilities across vendors, to the point that it’s often not too difficult to pick up a new technology if you’re comfortable working with an alternative...

Andrew Addison
Andrew Addison 29 November 2023
Read more