I don’t want to be a spoilsport. Neither do I want to dampen your enthusiasm, but e commerce websites are one of the hardest nuts to crack. Prospective customers hop from one site to another looking for best deals and there are giants with deep pockets offering alluring discounts. Even if you are selling something very unique, it’s only a matter of weeks or months before someone else offers the same or better product at an even better price.
In this era of cut throat competition when it is quite hard to even stay afloat, you wouldn’t want to commit even one of these 10 sins that could dig your e-commerce business’ grave.
10 seconds. That is the magical time span for you to capture your customer’s attention. If in those 10 seconds you are unable to convey to your customers that you have what they want, they will simply ditch you.
Project your products and your USP in your landing page in such a way that you woo your customer and makes them want to see more.
Here is an example of exactly what you should not do.
The only reason why this website gets your interest would be because its that poorly designed. There is no consistency, the images are of poor quality and don’t even get me started on the comic sans!!!
Whereas, here is a website which puts across its message in the very first glance- Nail Art. The home page urges any visitor who is interested in nail art to explore the site to check what it has to offer.
A good product image is the key to hook a visitor’s interest especially when it comes to fashion. People buy by seeing the pictures. A good quality picture speaks volumes about not just the product, but also about your professionalism.
However, do not focus solely on the images and ignore the product descriptionAs per a research which
analyzed time spent by customers on Amazon, 18% of viewing time was spent on photos, whereas 82% time was spent reading text.
Product description plays an important role in the final purchase decision. You can use heatmap analyzing plugins to understand visitor’s behavior in your website and see this for yourself.
Whatever be the product, write a description that allures your customer to buy it, without focusing on the details like size, material, quality, color etc.
Here is an example of a not so good product description. It says nothing about important information like color, size and material. You can be cent percent sure that no one will buy this product seeing such a crappy description. Not just that, it pulls the credibility of seller down by a few notches.
It is a no brainer that if you sell the same item that amazon sells at a higher price than amazon, no one will come to your website twice. Competitiveness is an important quality needed to thrive in the e commerce industry. Offer discounts and other attractive offers to allure your customer in to buying from you.
Credibility makes or breaks the deal when it comes to selling online. Not giving your contact information and physical address, unprofessional web design, having an unknown payment gateway are all big turn offs.
If your website is new and doesn’t have much visitors, in all possibility you won’t have much review/ ratings. In such case, delay the option to get review/rating till the website gains a sizeable traffic, because when a customer sees that the product has no rating, they become skeptic. But if the option itself is not there, this question doesn’t rise.
New websites wouldn’t have much social media followers. In that case, don’t display your social media profiles prominently on your website. It doesn’t give a good impression to your visitors.
Equally important is having a frequently updated social media page. Customers tend to doubt the company’s credibility when they see that its Facebook page hasn’t had a status update since past 3 months.
So you have created your website. Now from where do you think you will get visitors? The lifeline of a website is organic traffic. Ads in google and facebook will require you to keep pumping in money for a really long time before you can achieve desired results. With SEO, though the effort and time required is higher, the results sustain. Here is a case study of how ToyUniverse’s organic traffic and revenue increased by 114% in a span of one year through SEO. Through making some key changes like switching to HTTPS, optimizing category pages, products, product descriptions, maintaining blog and some structural changes, they were able to double their revenue in this time span.
Navigating through your website should be a pleasurable experience. The pages should download quickly, the navigation should be predictable and the customer should be able to find what he wants in a click. That is why it is important to have a search option within the site, a sensible navigation and an easy to exit shopping cart and payment gateway.
So you have put up your online store and you have got some amazing products at great prices. What next? Do people come to your store just because you built it? Newbies generally have the misconception that people just flock in soon after they have built their site. Well, Sorry to break it. But, no one has been eagerly waiting for your store to open to buy your products. You need to let the world know about your store through an awesome marketing campaign. Once you decide on the channels to reach the your customers, stick on to it. Do not leave a channel or a campaign just because it doesn’t produce desired result in a week or a month. Most efforts will require at least 3-4 months to bring in some fruitful results.
Gone are the days when people used to read newspapers in the loo. Now, they check facebook or browse Internet through their mobile. No wonder, mobiles and tabs are overtaking desktop when it comes to Internet surfing. That is precisely the reason why your website needs to be responsive with all devices. Search engines are also considering responsiveness as an important factor for ranking and SEO.
Here is a case study of Offspring, an ecommerce site in UK selling shoes. BY increasing its mobile site usability score from Google from 60/100 to 100/100 they were able to increase mobile/tablet conversion by 15.19%, mobile/tab revenue and organic traffic by 102.58% and 25.5% respectively.
So, you got a customer to buy something from your site. How do you create brand loyalty? How can you get him to come and purchase again? The answer is simple; dealing with you should be a pleasure. Customer should be treated like a king. Ensure that your deliveries are made before the promised time. Make returns and refunds easy. Have a dependable customer care team that takes care of the customer’s problems and solves it promptly.
Remember, a happy customer will let their family and friends know about your site. But an unhappy customer will shout to the world about their shoddy experience.