Most Common E-Commerce Website Mistakes to Avoid
Running a business can be a rollercoaster full of twists and turns, highs and lows. One moment you’re on the top, enjoying a picture-perfect serene moment and the next, a shocking obstacle could push you into a freefall. To have more of those peaceful moments, you have to arm yourself with the right resources. For your e-commerce journey to be less bumpy and more smooth-sailing, you have to be aware of the pitfalls into which you could fall. Here are the common e-commerce website mistakes you should avoid for a successful online business.
1. Using the wrong e-commerce platform
The e-commerce platform you choose has the potential to make or break your business. It determines how to present your brand to customers, how you attract potential leads and even the scalability of your business. Unfortunately, not being sure of the platform is a most common e-commerce website mistake that business owners make.
Different platforms offer you varying sets of features and functions. Whether you’ve just ventured into the commercial field or have years of experience, you will need to spend time researching the options available for you. Ask yourself the following questions before choosing an e-commerce platform:
What products do your business offer?
- What are the features you want for your website?
- How much control do you want over the website?
- What do your customers expect from you?
- How much money can you spend on your e-commerce sites?
2. Not understanding your audience
“If you build it, they will come” is a prevalent misconception. You may have an attractive offer and a well-presented pitch, but it may not feel so great to a customer. You need to understand your target audience to reach them. Take your time and study what your audience needs from you and what you have that can make them tick. Do extensive research and build buyer personas around which you create marketing strategies. Failing to define your target audience properly will only lead to monetary loss and customer dissatisfaction.
3. Not having a brand identity
While your products define you best, you can’t sell a product unless your brand is deemed authentic. A robust and trustworthy brand identity is a necessity for a thriving business. From the results of your market research, create a brand message that will speak to your customers. Be consistent in your messaging; consistency is synonymous with dependability. Make your customers believe that you are dependable and worth their loyalty. Your brand identity and message should be crystal-clear in your content and marketing.
4. Not using testimonials and reviews
5. Website isn’t SEO-friendly
6. Poor user experience
When building an e-commerce website, it is easy to lose yourself in the aesthetics and forget about functionality. This is one of the most common e-commerce website mistakes to avoid. A website that is confusing to navigate is a huge turn off for customers. Having no categories or contact information will also make the visitors leave your site in a flash.
Make sure your e-commerce website is a perfect blend of design and functionality. Ensure the critical information, such as contact details, is easy to find. Use simple terms in your content and adapt an effortless navigation style. Offer the best service possible. Respond to customer’s queries and complaints as soon as you can. Treat customers like the lifeblood they are.
7. Account registration
One of the most common mistakes you could make in the e-commerce business, or any business for that matter, is forcing your customers to open an account to complete a purchase. According to popular studies, 23% of users abandon their shopping cart when they can’t purchase without creating an account. It’s a bitter pill to swallow but, not all users want to be members first. Some sites don’t even allow you to browse through the website without signing up first. So, what happens when you refuse to serve them without a membership? They lose interest and faith in your brand.
The solution is- guest checkouts. Let them complete their order and purchase. After they successfully finish their purchasing, ask them if they’d like to create an account and be a member.
Read our blog for more tips on improving your eCommerce checkout page.
E-commerce platform: An e-commerce platform is a software application that allows online businesses to create, launch and manage their online stores.
SEO: Search engine optimisation (SEO) is the set of techniques and functions used to improve website visibility in search engines.
SERP: Search engine results pages (SERPs) are pages of results you get when you type a query in search engines.