29 June 2021

Critical e-commerce mistakes to avoid

Running an e-commerce business requires a lot of effort. You have to pull your socks up from the very beginning to get ahead of the game. The Internet never sleeps, therefore, sometimes you have to burn the candle on both ends to go the extra mile and build your competitive advantage. We know what you’re going through. That’s why we created a list of critical e-commerce mistakes to avoid. Save your energy and time – you can draw experience from someone else’s mistakes. Here’s a compilation we believe is useful for both rookies and experienced players in e-commerce. Buckle up and sink your teeth into reading this article.

Don’t assume that you know your target audience

You set up your site, you place your products, you run a campaign, and… nothing happens. You’re probably wondering what went wrong. Have you done the proper research and determined the needs and expectations of your target audience? Defining the reach group and understanding their customer journey is crucial. User experience is essential – that factor determines if your potential customers stay on your website and make purchases. You need to create personas (ideal clients) and implement content that resonates with their needs. Would you buy something that you consider not worth spending your hard-earned money on? What you need to do is:

– Learn about the values that are important to your customers;

– Conduct research to find out how your customers engage with online content (and where);

– Create content that presents solutions to your customers’ problems;

– Gather opinions and define your customers’ „pain points”.

To make a story short – you need to present your products to a proper audience, attractively. To make it happen, you have to know your customers. Every industry has its own rules, but it is crucial to present your products or services in the right way to your target audience. Find out what your customers are looking for and make sure they find it on your platform.

Don’t skip the UX factor on your website

It’s all about a pleasant interaction. Your website should be a fusion of high-end design and functionality. You wouldn’t make a purchase in a shop where you can’t find the desired item or waste time in a hedge maze on your way to finalize the transaction, would you? Your goal is to convert users into satisfied customers. To achieve that, you have to carefully design your website or use a proper template that does the trick. Smooth navigation and UX are your allies. It’s also worth remembering that for UX to be effective, you need to ensure the speed and stability of your eCommerce platform. This will certainly be appreciated by your users – in positive feedback and conversions. We know how it works – contact us in case of any questions.

Don’t choose your e-commerce platform on the fly

It seems that everything is ready – you have an idea, you made a great business plan, and you’re beyond excited to set your site up. Picking the wrong CMS platform is a very common mistake. Your content management system has to offer the features that are vital to your actions. More to that, it may turn out that you need to modify some processes or features. The worst scenario is that you find out that you have to migrate to another platform – which translates to high costs in terms of time and budget. Remember – e-commerce is more than a transaction, it’s an interaction. You are establishing a relationship between your business and your customers. The right CMS is the first step to your success. Here’s a shot-list of factors you should consider before choosing your platform:

– Your budget for CMS;

– Portfolio of your products;

– Plans for scaling your business in the future;

– The kind of experience your customers will look for;

– The level of control you need over your website;

– What integrations will be necessary.

Don’t pick the CMS that just looks fancy and matches your preferences. The platform is supposed to be attractive for your customers – in various ways (especially UX), not just for you. It’s a significant factor. According to Shopify.com, 54% of customers shifted most of their spendings to online shopping (comparing to 2020), and 67% of young customers lead that trend. Also, 50% of customers declared that they seek independently owned businesses to support, and 65% of customers support small businesses. The numbers speak for themselves – choose the right CMS for your e-commerce business.

Larger companies, with more advanced CMS at some point in their business, require the presence of an additional person who will be dedicated to operate the system. It is worth bearing in mind, because the lack of a person specialized in handling such systems can negatively affect our business. Choosing the right CMS is crucial because this system plays a key role in the sales process. It often happens that at the very beginning, the system contains a lot of features that are not useful in the end. It is important that our platform is built with only the needed functionalities.

Don’t underestimate the power of SEO

According to wpforms.com – there are around 12 000 000 – 24 000 000 e-commerce businesses around the globe. This number varies, as some companies disappear and new ones are entering the market every day. That’s a lot of competition, however, there’s still room for your business there. You have to stand out in the crowd, that’s why you should consider drawing the attention of your potential customers in terms of organic traffic. That’s where SEO comes in. Each piece of content is important, as SEO is not only about the key phrases. Google.com clearly states that the search engine algorithms value content that is useful for users. Each product description, as well as the content on your website and your posts on social media – these are the opportunities for you to boost your organic traffic.

Don’t complicate the checkout process

Abandoned carts are a nightmare for e-commerce businesses. The final stage of a sales funnel should be kept simple. Any obstacle on the way of collecting money is a factor that drives your customers away from making a purchase. Don’t assume that users need to register an account to buy your products. You can collect their data after the purchase, i.e. from adding them to the email list via newsletter subscription. Stay clear, concise, and precise – any hidden fees or confusing terms will make your customer lose their trust. Finalizing the transaction has to be easy and fast, otherwise, it can never happen. These are the most common e-commerce mistakes you should avoid. Your goal is to create a community of loyal and satisfied customers. They have to be excited to visit your site and make purchases. You need to build your brand awareness and keep the UX on a high level to stay on top.

Do you want to know more about running a successful e-commerce business? We know how to make e-commerce business improve on a daily basis – this is our natural environment. Don’t hesitate and contact us, we’re more than happy to help you stay ahead of the game.
Contact us and lets schedule a quick talk.

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