A sea of proverbs to live by have been created with regards to dealing with mistakes and, quite frankly, they serve humanity with so much goodness. One of my favourite, I must say is this: If you fall, fall with grace. But before I begin my litany of life’s drama, let’s talk about this inevitable deadly mistake that could happen to your website: Error 404.
What is Error 404 and why is it deadly?
Simply put, you’ll get an error if the webpage you’re trying to reach couldn’t be found on the server. Now there can be several reasons why you got that error, and we’ll be explaining that in a bit. But here’s what you should keep in mind: Error 404 is a client-side mistake that you should not ignore.
Here’s why: An error 404 will most likely result in the drop of customer satisfaction levels. And you know what could most likely happen next? The increase of your bounce rate. What is a bounce rate? It is when your customers head over to your competitors’ sites. And if that isn’t scary enough, here’s the scariest consequence: they will most likely end up purchasing from there instead. And there goes your hope for conversions! And just like a lever effect, the higher your bounce rate is, the lower your conversion rate becomes. Continue reading
So you have the perfect set of products and you’re pretty confident that the market will love you. You’ve made sure that every detail is in order—your advertising campaigns, your marketing strategies, your product’s quality. But wait! Are you sure you’ve got all your bases covered?
You see, you may have the perfect product line, but if you do not have the perfect strategy for presenting your products to the market, that won’t do you any good.
Do you see what we’re getting at here? Yes, we’re talking about your online product catalogue. If you’re aiming for more than just a ‘break even’ for your sales, then at this point you should already have seen to it that your e-commerce site is not only functional; it should be appealing as well.
Product catalogues may sound like something from the last century, but the truth is, it’s a crucial aspect that you should be most concerned about.
Just think: How many printed catalogues have you browsed through over the years, only to find yourself dumping them in the trash or stashing them in a corner without even purchasing anything from them? While your site’s visitors can’t possibly dump your catalogues in the bin, there is always that distinct possibility that they will simply ignore the products on your category page. That’s pretty much like stashing your catalogue into a forgotten cranny in their minds.
So how do you keep that from happening? How do you make sure that your category page works to encourage your market to buy your products? This anatomy of a perfect category page will help you to do just that. Continue reading