6 eCommerce Mistakes You Want to Avoid
With eCommerce marketplaces like Amazon and EBay who dominate and account for 27% of North American retail sales, it would be easy for the small business owners to set up and sell their products on one or the other. With a loyal customer base, you want customers to buy directly from your website, I commend your spirit — you are headed in the right direction. The benefits of setting up your online store are many, but there are some common mistakes that if overlooked can have a cumulative effect and lead to profit loss.
In this post, I discuss 6 mistakes you want to avoid when building your e-commerce website and how to avoid them.
#1. You Don’t have a Clear Content Strategy
Having a content marketing strategy in place is critical to your long-term success when selling your products directly from your website. Good content will clearly communicate your value proposition and will get the attention of a targeted audience and keep them coming back for more. In order to increase your chances of success, have clear goals on what you want your content marketing efforts to accomplish. Start by creating a content marketing plan clearly identifying who you are trying to reach and what types information they would find helpful. Decide which platforms you want to share your content on, what times you will post your content, or whether you intend to invest in paid campaigns should all be accounted for in your content marketing plan. Your plan should be specific, measurable and always tied to your goals to better determine what best resonates with your audience.
#2. Your Product Descriptions Are Not Optimized
Product descriptions are vitally important for customers when deciding to purchase from your website. No product description or not enough information on your product page could lead customers to leave your site for good. The quality of your description is your last chance to convince visitors that your product is the answer to what they are searching for. Descriptions should be informative without being overly technical. Lastly, optimized descriptions are also important to help your website and product pages be found on search engines. Your descriptions should include the keywords your prospects would most likely use when searching online. Depending on your niche, you want to use a long tail keyword that identifies your product and helps your page rank on page one of search results.
#3. You Display Low-Quality Images
Product images can make or break a sale when it comes to online purchases. Naturally, people process images much faster than they ever would with text. Quality images can do much of the heavy lifting in terms of sales conversion even before you write a single word about your product! People like pictures and you want to include high-quality images that show people exactly what they can expect when they buy from you. Ideally, professional images done by a photographer is best, but can take quality images of your own with a high-resolution camera or even from your phone. People also respond well to multiple image views on product pages. By providing a different angle or view helps to give them a better feel for your product and improves their online experience.
#4. Your Product Pages Are Cluttered
Pages that are cluttered and heavy with text can be overwhelming for a potential customer. Your pages should be scan friendly to encourage people to investigate further. Pages that are poorly put together or just too busy will turn people off and they will end up clicking off the page. Make sure your pages have the right combination of text to white space which helps make it appear easier to absorb information quickly.
#5. Your Website is Not Optimized for Mobile
Mobile is where it’s at these days because people are shopping online more than ever directly from their phones. According to a 2015 study “traffic from mobile devices is now 50 percent of overall online U.S. retail traffic”. You want to make sure that when someone accesses your online store they have the best purchasing experience possible. Exactly what does it mean to have a mobile optimized website? Simply put a mobile-optimized website is one where visitors who access your site using a mobile device have the same if not better experience as they would from a desktop. There are technical differences in the way a mobile device will display images versus a desktop. For starters, you can make sure your graphics are compressed and easy to load, avoid or eliminate any unnecessary text and make sure to have call to action buttons that are bold and easy to find.
#6. You Have a Complicated Checkout Process
The most important test of your e-commerce site is the checkout process. If the final checkout is confusing or just plain irritating, you will end with more abandoned carts than expected. You want to make sure your check out process is streamlined and simple to follow. Your “Buy Now” or “Check Out” button should clearly be displayed on the page and preferably high enough so your customer won’t miss it. Shipping rates estimated delivery dates, and contact information should also be easy to find.
Please share your experiences on what works on your e-commerce site to increase sales. If you would like to discuss further how I can assist you in marketing your business, feel free to contact me at firstname.lastname@example.org or www.monarchvirtualsolutions.com
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