A recent Google search for a gadget took me to the website of exactly the right product, at a very attractive price, but one thing put me off buying it straight away - a pretty prominent typo.
My first thoughts - Is it a real company or a scam website to collect credit card details? What will the service be like if they don’t care enough to check their spelling?
That prompted me to look at rival products rather than making an immediate purchase. I wasn’t familiar with the brand or others in the market, so had no real benchmark.
I ended up buying from the site as so many of the other factors felt right - great product, great looking site, good price, and a professional and prompt response from the sales team behind the ‘Live Chat’ device. Oh, and the product arrived next day, ahead of the promised delivery time.
The typo didn’t cost the company a sale in this instance, but it certainly would have done had a suitable alternative had been available.
Are typos really a big deal on websites?
There is some evidence to suggest that typos deter customers from making an online purchase.
In 2011, eCommerce entrepreneur Charles Duncome noticed that the word ‘Tights’ was misspelled as ‘Tihgts’ on a category page of his TightsPlease.co.uk shop. Once the error was corrected, conversions from the page increased by 80%.
He proceeded to implement an ongoing conversion review to identify the worst performing pages on the site and improve them. It found that spelling mistakes and poor grammar both damaged conversion rates.
The TightsPlease.co.uk example involves items valued at around £7 that could be bought in a few minutes. If the bad impression created by a typo was enough to stop people buying on that site, could it also deter people from making an enquiry about your £50,000 product or service?
First impressions count and any mistakes give prospective customers a reason to leave your website immediately, without reading any of the key sales content. The only beneficiaries of that are your competitors, as the next few mouse clicks will lead the customer back to Google and on to their websites.
Using a professional copywriting and proofreading service is the most effective way to avoid typos appearing and should more than pay for itself in the form of additional sales and enquiries from your website, ads and social media presence.
At Smart Arts, copywriting and proofreading come as standard with both new websites and our ongoing digital marketing service, as we understand how important it is for our clients to present a professional image to customers. We’re not perfect, we do make mistakes from time to time - but we definitely recognise the significance of getting it right, and the dangers of getting it wrong.
For more information about our services or to arrange an informal discussion about how we could help your business, call us on 01484 302010, email us at firstname.lastname@example.org or tweet us @smartartsuk.