What web design factors can have impact on conversion of ecommerce website?

Accurate data analysis of your eCommerce website is an important method to observe the visitors' behavior and important points of website like at which places they are leaving your website, the speed of your website, a path which your visitors are abandoning in making final conversion, cause of having a high bounce rate and performance of the website in different browser and environment.

Finding out all possible reasons for above problems can make you better data analyst and finding out the reasons which can occur because of your web design would allow you to improve the success of your eCommerce website in terms of conversion.

Product image: it is ok to have a high quality product image on the product URL page where users want to see detail images from different angles. In many websites, thumbnail used on category pages may have higher size which may load slowly. We must optimize the thumbnail images at category pages.

Lack of breadcrumb navigation: In complex eCommerce websites with lots of products and categories, on reaching on the specific product page after following category and sub categories and applying filtering parameters, there should be a way at the top which users use to get back at the pages he came from instead of pushing the browser back button.

Lack of custom 404 pages or redirection: Web sites with large products and best selling ratio, there may be chance of so many products pages got deleted after sell which may fire 404 not found error pages. If a visitor visits this page from a search result, you should display alternate products similar to that one instead of not found page or they should get redirected to the category page of deleted product belongs to.

Lack of notification to users on incorrect action: On eCommerce website, there are many steps and modules that need to follow before making the final purchase. If at any stage user performs incorrect actions, there must be a clear notification message or instruction to follow to complete the action.
Lack of displaying relevant products: Most of the modern eCommerce CMS now integrates this function automatically. If your website has been built earlier, you should display relevant products section on specific product URL such way all products in one category should have equal links from other product pages.