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4 eCommerce Mistakes and How to Tackle Them

There are so many things that business owners have to be concerned with when it comes to selling products in an eCommerce store. It is easy to overlook some critical items that greatly affect the success of an online store. Below we have compiled a list of 4 eCommerce mistakes that we see often, and what you can do to tackle them.

 

 

eCommerce Mistake #1
Not following basic (and necessary) web standards

      Consumers are now spending more of their time online than they do watching TV, and they are visiting innumerable different websites. As an eCommerce store owner, it is wise to pay attention to web standards (as well as natural human behaviors), because they have set the tone for the way visitors know how to subconsciously behave on a website.
      For example, it is very traditional for website navigation menus to be located at the top of a page.  By stepping out of this standard and placing navigation at the bottom of the page you run the risk of disrupting the natural flow that a consumer is used to following when shopping online. That seemingly small disruption could result in a lost conversion.

Note that I am not opposed to innovating website design and functionality; in fact, I encourage it. If you do want to step out of the norm, make sure it is done in a way that it will guide visitors through your website with ease so that they do not feel lost in a maze. It is always a best practice to study how your sales funnels should look when making website navigation and design decisions.  
 

eCommerce Mistake #2
Product Organization Mayhem

      There is nothing worse than walking into a store and not knowing where to find anything. The same holds true for online store organization. Online product organization should cater to as many of your customer types that it can without it becoming obtrusive. I recommend trying to navigate your store from the prospective of your top 3 to 5 customer types. Why are they there? What are they looking for? How do they find it?
      Think about someone whose friend has told him a specific chef supply store ahs the best spatulas for flipping eggs (those things are so slippery!). When this person enters the homepage of the chef supply store, how might they go about finding this amazing utensil? They could have in mind to look for a kitchen accessories category, maybe they would look for cookware, or they would like to use a search bar to type exactly what they are looking for.
      For this same website, let's say someone is looking for a cool gift for a friend that loves to cook. From the homepage, could they easily find what the latest and greatest kitchen gadget is, or easily locate a category called kitchen essentials?
      It may be time consuming to hash out your product organization, but it will be worth it in the end.
 

eCommerce Mistake #3
Inadequate and Inaccurate Product Descriptions

      Product descriptions should be treated with tender, loving care. For one, an adequate product description should be able to sell your product for you. Don’t just say the basic elements of what the product is; describe how the products will feel to your shoppers. If wearing a tunic that you sell reminds of you of cuddling up next to a warm fire with a cup of hot cocoa on a snowy day, tell your shoppers THAT. Remember to write in a language that is going to resonate with them, though.
      Accurately describing a product may be even more important. If I buy a tunic that is supposed to keep me warm, I better not receive a thin and breezy product. Not only will I be returning what I ordered, but I wouldn’t trust the remaining product descriptions from that website and they would have lost me as a customer all together.
      Another thing to note in your product descriptions would be details that are out of the norm of your industry. Sizes run two sizes smaller than normal, a 25oz canned beverage instead of a 24oz, etc.
 

eCommerce Mistake #4
Ignoring Marketing

      So you have invested a lot of time, energy, and resources into your eCommerce store. You want to see success, and have an ever growing list of shoppers. If you don’t invest in your marketing, how are people going to find your website? There are so many avenues of online marketing that can help spread awareness of your products to the masses, and there is not a one-size fits all model that can be followed to bring you guaranteed results. If you need guidance decideing on what would be the best ROI for your marketing budget, talk with an expert.
 
 

Though this list does not address all of the areas that you should be concerned about while trying to setup an eCommerce store for success, they are very critical in order to do so. Know your audience; make sure that there is clear direction for shoppers to navigate to the things that they want to buy; be true to your products and services; get your name out there.

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