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Top 10 eCommerce Mistakes to Know, can Affect the Sales

Emily Johns January 18, 2016

E-commerce websites are evolving at an amazing rate. Today where a majority of people depend on online websites to shop, it has become more important than ever to offer smooth shopping experience. These days, people are not just looking for great deals; they are seeking consistent user experience. From adding a product in the cart to checkout, everything needs to be seamless and quick.

However, there are still various websites that fail to do so. There are tons of mistakes that online businesses make that directly or indirectly affect their sales and ROI. And even if you are committing these mistakes unknowingly, it’s never too late to get rid of them with a little planning and care.

Top 10 eCommerce Mistakes

Today, in this article, we are discussing the top 10 eCommerce mistakes which online retailers make.

1. Lack of product description

Let’s picture it this way – you walk in a store, you like an item, you try it on and you finally buy. On the other hand, when shopping online, you don’t get to try the item on or able to feel it. You cannot deny the fact that online shopping does eliminate that kind of interaction. A number of websites don’t consider product description section an important part of their websites; however, they usually forget that it is something that helps them represent their products.

How to fix it?

Bridge the gap between customers and users by offering every possible type of information  you can including dimensions, weight, material, sizes and much more in the form of the product description.

2. Not mobile optimized website

A website receives more than 34% of traffic from mobile users on an average. Moreover, according to a recent statistic, average revenue earned by retailers via mobile users was $14.60 billion and this number is expected to increase with the passage of every year. However, tons of online retailers take it for granted.

How to fix it?

Just launching a desktop version of your website isn’t going to solve the purpose. In order to target a wider market, you need to introduce a mobile version of your website. In fact, instead of launching two different versions of your website, you can create one responsive design layout of your site which makes you website look presentable on different devices including tablet, mobile, netbook, laptab etc.

3. Not incorporating the power of content marketing

Content marketing has been making a lot of noise lately. Not only does it help business websites but also e-commerce websites to improve their sales. As a matter of fact, content is the king and no website can ever succeed without content. It has the power to make your website go viral in a matter of seconds. However, when it comes to e-commerce websites, no online retailers bother about the distributing relevant content about their website and products and thus fail considerably.

How to fix it?

Learn about proven and well-tested content marketing strategies and incorporate them in your online marketing planning. Also, make sure you use the power of social media platforms to share your content and website.

4. Poor shopping cart design

A shopping cart is an integral of your e-commerce website. It should be flexible enough to allow users to add, delete or modify their orders while remaining transparent with them. We have seen many sites that do add shopping cart but the one that is extremely difficult to use.

How to fix it?

Add a cart which is easily customizable by the customer and also navigates them to the previous page they were accessing after adding a product to the cart. You can also add a mini cart in your website and make your users add products without navigating anywhere. Don’t forget to display shipping amount in the shopping cart itself before checkout to make it a lot easier for your customers.

5. Poor Customer Support

Providing insufficient contact information can lead your website to lose many potential as well as existing customers. Web users tend to trust a website that offers complete contact information as well as around-the-clock services.

How to fix it?

Create a separate “contact us” page with complete information about your offices and headquarters along with phone numbers and a simple form through which your customers can reach out to you. Also, if possible, add a live chat feature to your website and let your customers know you are there for them.

6. Not using sufficient images and visuals

Providing the same experience as that of brick-and-mortar retailers is essential to gain trust and faith of your customers. Otherwise, it doesn’t take much for a customer to move on to another website. Customers are unable to see how the real product looks like which makes it extremely difficult for them to decide whether or not they should buy the product from your site.

How to fix it?

Adding a number of images from different angles make them see the products in detail and make their decision easy. A comScore survey has shown that a total of 64% increase was observed in the sales after adding a video with every product. Although it is not practically possible to add a video with every product, you can still add sufficient amount of images of each product to improve the sales and time spent by each customer on our website.

7. Not leveraging the power of e-mail marketing

As per a recent, an average number of customers don’t buy on their first visit to the website. In fact, more than 95% of e-commerce shoppers leave the website without making any purchase. Therefore, in order to convert your visitors into sales leads, it is important to effectively re-target them by notifying them about your latest products and offers.

How to fix it?

Email marketing is one of the best ways to reach out to your users. Email marketing presents a number of advantages over other traditional forms of marketing.

8. Slow loading pages

Web users attract more towards websites that load in a blink of an eye. If your web pages do not load in less than 3 seconds, expect to lose tons of potential customers.

How to fix it?

The best way to make your sites load faster is to use caching and cookies. Also, you can optimize your images and other visuals on your site. Moreover, you can minify JavaScript, CSS, and HTML to improve the performance of your site.

9. Ineffective landing pages

As a matter of fact, landing pages are more important than your home page since they decide whether a visitor converts into a customer or not. A majority of sites are unable to incorporate the concept of landing pages in their website and thus end up losing a dozen of potential customers.

How to fix it?

Increase your sales by grabbing the attention of your visitors with effective landing pages. Add highly interactive and enticingly appropriate landing pages to catch the eye of your visitors. Also, try not to redirect your visitors to an irrelevant page.

10. Poor navigation

Poor navigation is yet another biggest reason of failing in driving potential customers to your website. It takes less than 5 seconds for a visitor to decide whether or not he/she wants to proceed with the website. If your visitors find difficult to find something on your site, they would leave. As simple as that! As a matter of fact, the internet is full of options and why a particular visitor should consider your site if it does not lead them to what they are looking for?

How to fix it?

Well, simple. Make your website easy to navigate. And by saying that it doesn’t mean you need to add a lot of options or buttons on one single page, it means to add relevant buttons to guide your users. As an instance, if your customer is accessing his/her cart, make sure you add a back button on the page to help them navigate to their previously accessed page.

An e-commerce business is an amazing way to reach a wider market and increase ROI and sales. Therefore, it is important you make the most of it by avoiding common mistakes.

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