E-commerce is clearly growing at a rapid pace, and while it's fairly simple to set up an e-commerce store, there are definitely some secrets to success that will help to make the traffic an e-commerce site receives transform into sales. It is essential to identify the top mistakes e-tailers make in order to understand them and figure out how to avoid them.
1) Maximum Loading Time:
Along with many affordances, the internet has also brought with it a feeling of impatience for consumers. Customers expect a feeling of instant gratification when shopping online, so it's imperative to make sure that your website runs at the optimal speed to ensure that consumers don't abandon their virtual shopping cars in the middle of purchase.
2) Long Check-Out Process:
Going off of number one, consumers want to make a purchase as quickly as possible. By keeping the check-out process short and sweet customers are more likely to return to shop you're your site again. By focusing on getting the consumers billing and shipping information as quickly as possible, and then providing a confirmation page with their finalized order information consumers will be satisfied that the process ran so smoothly, providing them with a better overall experience.
3) Poor Photography:
Online shopping strips the sensory experience that's provided when brick-and-mortar shopping, so that the only sense that consumers can use is sight when it comes to picking a product. It's important to make your website aesthetically pleasing and make sure your pictures are clearly and accurately depicting the product you are trying to sell, in order to ensure customer satisfaction as the end result.
4) Hiding/Improper Contact Information:
In order to make it seem as though there is a face behind your company, and that people are not dealing with an anonymous logo it's essential to make your company reachable. Failing to do this will result in diminished trust between consumers and your brand and a curiosity as to why you don't want to be reached. Trust is essential when dealing with consumers in the e-commerce market and expecting them to provide sensitive information to you online.
5) Not Having Product Reviews:
Product reviews are the best form of advertising you can have. They're being read by potential customers and act as testimonials for your company. If you create a positive customer experience and the consumers are telling others about it, it will reflect positively on your company.
6) Poor Content/Information:
Your website is a reflection of your brand, company, and will give consumers an idea of what to expect when interacting with your company. If your content is inaccurate, or incorporates spelling/grammatical errors that will be a turn off for potential customers.
While e-mail marketing can be effective, it's important not to spam your consumers. Spam is when you send the same message to a large group of people on the internet. To avoid this try to personalize your emails in order to best tailor the customer who you are trying to connect with.
8) Poor Customer Service Options:
Going off of number four, especially because customers can't get in contact with a store representatives as rapidly as they could if at a brick-and-mortar store, it's important to offer customer service as quickly as possible. Consider having a chat service or email service that is constantly monitored to ensure that your consumers are receiving the best service possible in the shortest period of time.
What are some other common e-commerce mistakes that could easily be avoided? Share your tips for e-commerce success in the comments below!
Interested in learning more about online shopping and home delivery? Check out our upcoming Home Delivery World Canada conference!
<Image: Flickr – TerranceDC>