The Internet makes it easier than ever to make a platform available to the public where we can sell our products. But just because it is easy to open an online store on the internet doesn’t mean that its management is always easy and there are many basic mistakes.
Not Using high quality images
It is one of the most common mistakes in ecommerce. Drawing an analogy to a physical store, it’s like putting a product on a shelf up high. You can see it, but hardly and without being able to touch it. This is the same, having low quality images is like looking at a product from a distance. And we have enough of a barrier that the client can’t try on or touch the product so that they can’t see it “up close” either.
Be careful, it is not only worth having large and expandable images, but also that they look professional. What would you buy before, a bag whose image is seen resting on a sofa or one that has a white background or is hanging on a model?
Not knowing your target audience
It is a very common mistake not only in ecommerce, but in many types of companies created without prior knowledge or experience. One of the first things taught in business schools is to get to know your “buyer person”, that is, we have to get to know our final consumer. We will build this consumer based on their demographic information, behavior, needs and motivations. We have to put ourselves in the place of our consumer and think how he would do it.
It is also important to know how a user or potential user uses the page. It is useless to have a beautiful design and well-programmed features if the user does not use them. With what we will have lost money and time.
Differentiation is the greatest opportunity we have to obtain more and better clients. We have to create a value proposition that makes us different from our competition, because “if we are all the same, why are they going to buy from me instead of my competition?” Today, new online stores appear every day. So the best thing you can do is to think of something that makes you different from the rest. Highlight.
Abandoned carts and retargeting
Many customers abandon the cart for different reasons: they are not interested in seeing the price of shipping costs, they want to keep it there to buy it at another time or because the final price is not enough to reach the minimum price for free shipping.
The best strategy in this case is to remember that you have a pending shopping cart on our website. This is done using an automatic email manager like Mailchimp. And if we include any short-term incentive, even better. For example, a personal discount code that lasts the next 24 hours (with which we encourage you to understand the current cart) or with a discount on the shipping price.
Shipping costs. Unclear or very expensive
As we have commented in the previous section, abandoned carts are a problem and if we do not know how to solve them, we are making a terrible mistake: not converting a highly potential customer.
A Comscore study states that 55% of customers leave the cart when they see shipping costs. So why don’t we reflect on it and give our shipping strategy a spin? It is not about eliminating them, but about giving other options to what the rest of ecommerce usually give. For example, we can imitate Amazon and allow a reduction in the shipping price if the customer does not mind receiving it a few days later. Or make a discount to those who are regular customers.
The power of advertising, SEO and SEM
In online stores it is very important to make yourself known. If nobody knows you exist, how will they buy you? Therefore, you need to invest money in advertising. The more you invest, the better. More visibility we will get.
While SEO is a great idea, it can take time as it is months-long work, not instantaneous. So the SEM option is the best. Pay Google to appear in certain search terms.
But without a doubt, the advertising platform that takes the cake in the field of ecommerce is Facebook Ads. It is incredibly effective at converting clients due to its great segmentation power. Well used, it is a very powerful tool for the relative low price it has.
Very long and / or confusing descriptive texts
Many ecommerce platforms sin in this. Long texts are created that nobody or almost nobody will want to read to buy a product. Normally what matters most are the technical aspects, especially those dedicated to the technology sector. So the descriptive text of the product will be better if we make it brief, concise and simple. That at a glance you can know what the product is about.
Responsive web is practically mandatory if you want to rank well in Google. Both for e-commerce and for any other type of page. For a long time, the majority of purchases on the internet were made from mobile phones, surpassing the PC. That is why Google gives it so much importance today.
A bad categorization and hierarchization will lead to two problems:
- Users will leave for a bad user experience. Which will increase the bounce rate and we will not convert.
- Google will penalize your ranking for having messy content and because your bounce rate will be high due to poor design.
The first thing to do before creating an online store is to make the structure ordered. And if your page is already online, modifying the structure is something to contemplate in the short/medium term.