Ecommerce retailers make common mistakes that I see time and time again that hurts sales. While large ecommerce stores have the budget to fix some of these issues like performance and user-friendliness, they still go hidden. Small and startup stores need to pay the most attention. In order to boost your sales and build your audience, ask yourself how you’re making these mistakes:
Poor Market Focus
Whether you already sell or currently looking to build your store, you probably have a feel for who is your market. The narrower you get, the clearer your unique selling proposition.
Here is one example getting more narrow:
Fashion, to women’s fashion, to women’s plus-sized fashion, even to women’s plus-sized fashion for business.
Of the hundreds of stores I see every month, it’s rare to see even one store that is too narrow. Stop trying to compete with Amazon or other large retailers in your sector. Solve a specific problem, survey your customers why they buy, and focus on your biggest buyers.
When you sell something, you have to devise a market plan as to how you will reach your targeted consumers or how the consumers will learn about you. Facebook and Instagram are two universal channels I’ve seen do well. It isn’t enough to just be on there. You have to be doing something every day to acquire customers. You can blog for popular publications, run pay-per-click campaigns, or add to your email marketing flow, which can ultimately boost your site’s traffic.
If you do not market, nobody will notice your site, even if you have the best products to offer the public. It’s obvious at face. Too many store owners sit behind their stats and don’t take enough action.
We want things done fast and easy. You do not want to waste your time waiting for the contents of a site to load for 1 minute. People made to wait this long, don’t even come close and bounce off the site to a competitor who’s store will load quickly.
Ecommerce sites have too many third-party plugins like Twitter, Facebook, advertisements, and large images files that could be compressed. These slow down a site and should be avoided or limited to what is important or the most relevant to your site. A cloud service provider can improve your site speed.
Consumers who want to buy your items want to make the process smooth and fast. If you ask them more than 5 questions before they can bill out their purchased items, you make difficult on their part. Keep it direct and simple.
Ask only for the information you need to process their order. The biggest ecommerce checkout mistake I see with fields is requiring the person to fill in their phone number when it’s not required. Make clear what fields are optional, and reduce what is required.
The most popular browsers today are Chrome, Mozilla Firefox, Internet Explorer and Safari. As much as web designers hate to see, there are still people who prefer to use Explorer. (Ask anyone who does web design and they’ll reveal the weird things IE can do to good code.)
Make sure your site is compatible with all these browsers so everyone can view your site. I highly recommend you install and test your store in these browsers on your desktop. If you’re a larger retailer, incorporate real browser testing into your production environment because simulation software always seems to miss cross-browser issues.
There are many factors that either make the audience trust your site or think of it as fraud. People are still worried about their details when the retailer appears big. They are giving out their money to someone they do not know. Include trust icons like PayPal and VeriSign, or a FAQ page, samples, and testimonials. Organize your site, keep the font styles and colors simple, check grammars and spellings, and keep the design of your site simple yet credible to look at. All these add up to build credibility.
Joshua Uebergang is a certified Shopify marketing expert at Digital Darts. He is author of Shopify Conversion Rate Optimization and helps stores grow through marketing services like strategy, SEO, re-design, and conversion optimization.