Is Your eStore Too Boring to Buy From?

Believe it or not, your goldfish has a longer attention span than you do.

Our aquatic friends have us beat by one second. This may not be that newsworthy except human’s attention span has dropped 4 seconds since 2000. Remember Dory in Finding Nemo? She’s the one that can’t remember that she’s actually looking for Nemo. And now humans are devolving and goldfish are now less ADHD than we are.

That’s sad news for our entire species.

That means your eStore can’t survive if it’s just blah. You need to really WOW any potential customer that stumbles onto your site. You can’t have a boring site as people will just click to the next shiny object that catches their eye.

Here’re a few questions that will determine whether or not you’re eStore’s drab appearance may be driving customers away.

Are You Substance Or All Sales?

No one wants to be sold.

Everyone wants to buy, but no one loves the process of being hooked into a sales funnel. Why do you think Google’s Gmail gives users the option of filtering promotions out of their primary email folder?

People want substance and value. That can be done in a million ways, like adding a blog, how-to videos, creative ways to use your product or sharing social passions. Tobi, an upscale online fashion retailer, offers young women a chance to win a $3000 scholarship.

Here’s why:

“We aim to inspire the next generation of young women to pursue higher education, leadership, and of course, personal style. Her success is our success and we hope to broaden horizons and create equal opportunity throughout our communities.”

Of course, Tobi is trying to sell dresses. But the simple act of highlighting something substantial switches the focus from all selling all the time to there may be more than meets the eye.

Is Your Theme To Blah?

In real estate, it’s always location, location, location. In the world of eCommerce, it’s theme, theme, theme.

Your site’s theme can make or break your eCommerce dreams. It needs to be streamlined and easy to navigate. It can’t have a million things on the header or homepage so that your message is completely lost in the chaos. And it needs to be visually appealing to entice users to explore your products and stay on your page one minute more…

Unless you’re a graphic artist, let a design wiz create a theme for you. eCommerce service Selz offers a wide variety of eStore themes that are both beautiful and functional. They are customizable so you can include your logo, choose your own fonts, and set your color choices.

And don’t forget that sometimes, less is more. Use a great theme and even greater visuals to capture users very short attention.

Do You Have a Hook?

Is there anyone on the planet that doesn’t love Ben & Jerry’s?

They are not just selling ice cream, but an experience. Even if that experience is helping you get through a breakup. Brad Edmondson explains:

“A young woman thank co-founder Jerry Greenfield for helping her get over the end of a love affair. Greenfield had no idea what the woman was talking about, until she explained the custom of buying a pint of one’s favorite flavor and, between sobs, eating the whole thing. It gets you through the night, she said.”


Maybe selling ice cream doesn’t seem like an eStore, but the official Ben & Jerry’s site is all about selling their brand. They share their mission, new flavors, and their passion for social causes. I’m not suggesting you try to copy what Ben & Jerry are doing, rather find your own mission and incorporate that into your store.

Give Your eStore a Personality!

Nobody wants their eStore to be the guy at networking events that no one wants to talk to. You know the guy that only talks about himself and tells the same stories over and over and over again.

Nobody wants their eStore to be the guy at networking events that no one wants to talk to. You know the guy that only talks about himself and tells the same stories over and over and over again.

You want your eStore to have a personality! Maybe it’s cool, silly, modern, helpful, caring, spiritual, eco-friendly, rocker-chic, or weird. Just remember to put a unique twist that draws people to your products. That makes them want to stay a little longer on your pages.

I know it’s business, but don’t be afraid to have a little fun.


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