The Top 5 eCommerce Mistakes - Lightcommerce

Posted by | May 16, 2012 | General | No Comments

Although there are thousands of online stores that offer various goods and services, the errors that pop up in them are actually quite common.

Here is a list of the top 5 most common mistakes in eCommerce:

1. Badly Designed Website

If customers don’t like what they see in your website, they won’t stay long to buy.

Don’t depend on the manufacturer’s descriptions of their products to convince the customer to purchase from you. Take the time to invest in a well-designed website, with great copy writing, decent layout, nice graphics. If you’re selling internationally, localize the website, especially for countries that use languages other than English.

2. Forgotten Products

Some websites sell their most popular product and ignore the other products that they have; those forgotten products, unsurprisingly, don’t sell.

Give customers a chance to find the product that they are looking for on your site. You will be surprised at how well some of the niche and lesser know products might sell, especially if you are one of the only online stores showcasing these products. Think outside the box and target niche!

3. Terrible Marketing

Just because a product is available to buy online it does not mean that it will sell. It has to be advertised; otherwise no one will know that it’s on the market. Depending on your goals, you can try simple word of mouth, leaflets, posting ads on social networks, or you can try some search engine optimisation techniques.

One of the greatest opportunities you have with current customers is sending promotional leaflets along with the customers order. Just think about any orders you have ever placed with Amazon or similar companies – they are always trying to sell you something else through a leaflet. Take the opportunities that you are given!

4. Payment Nightmare

Security settings, complicated checkout/payment gateways, local payment, these can push customers away instead of making sales!

Make the checkout system simple. Have a good system in place that can detect and stop fraud. If there are payment methods that are popular in some areas, make sure that your website can accept them. The biggest advice I can give you is make sure that you are using payment gateways that people are familiar with. Some of the most popular include PayPal, Google Checkout, SagePay, WorldPay and V12 Finance.

5. Lack of Data Analysis

Some people find data analysis difficult, or laborious. However, if information about your customers & site visitors remains ignored, you could miss out on a huge amount of sales.

By looking at metrics using tools such as Google Analytics you can see what customers buy the most, what they look at, what visitors do when they’re on your website. If you know what they want, you can cater to their needs and make sure that they end their visit with a trip to the checkout!

Over to You

Now it’s over to you! What, in your opinion, are some of the top eCommerce mistakes that you have seen or experienced? Let us know in the comments below!

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