Despite the many benefits being an e-commerce business offers, (fewer overheads, selling products overseas and no closing period to name just a few), a huge number of e-commerce businesses are still struggling to be profitable, with some failing to survive. If you are the owner of an e-commerce store, or if you are planning on starting one, here are five things to avoid doing.
Wrongly pricing products
One of the main reasons customers choose to shop online is to find cheaper products. But when deciding how to price your products, you need to choose wisely. Price products too low and customers may think they are low quality, but price them too high and they are likely to look elsewhere. After all, customers are able to compare prices in seconds online. Depending on what you are selling, should also try to offer either free shipping or shipping for as low as possible on orders over a certain amount.
Using poor quality images and product descriptions
When browsing physical products in store, customers are able to pick them up and take a good look before making a decision. Online shopping relies on images and descriptions, so you need to make sure they’re good quality. Poor quality images and limited descriptions will, without doubt, lose your business custom. Your photos should display your products from multiple views and include detailed descriptions, rather than relying solely on a good price.
Complicating the checkout process
With e-commerce giants like Amazon simplifying the checkout process, customers now shop online with the expectation of being able to shop quickly and easily. A confusing, multi-step checkout process is likely to frustrate customers and may cause them to turn away and look elsewhere. You should give the option at the checkout to register and save their details, but do not make this a necessity. Some customers find this time consuming and will want to checkout as a guest instead.
Not creating a mobile-friendly site
According to data from Google, four out of five smartphone owners used their phone to shop in 2015, and this number is only increasing. For this reason, it’s important that e-commerce sites have a website that’s both desktop and mobile-friendly. If your online store isn’t properly designed for mobile, this will result in a difficult user experience for the consumer and they may choose to shop elsewhere. Make sure your mobile-responsive site is clean and professional-looking with easy navigation.
Targeting the wrong audience
Regardless of the amount you plug into marketing campaigns or advertising, if you’re not targeting the right audience, you are wasting your time. When starting your e-commerce business, one of the main keys to success is to thoroughly research your target market to find out the types of consumers who will be interested in your product. Once you have done substantial research, you can begin creating organic and paid search campaigns and social media management to boost awareness of your brand.
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