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There are many things that you may be doing without realizing it that could be costing you sales. In this blog post, we will discuss 10 of the most common habits that eCommerce businesses engage in that can lead to lost sales. Some of these mistakes are easy to fix, while others may require a bit more effort. But it is important to remember that every sale counts, and eliminating even one barrier between your business and the customer can result in more revenue for your company!
Not Having A Marketing Strategy
The first mistake we often see eCommerce businesses make is not having a marketing strategy. It is important to remember that selling online is very different than selling in a brick-and-mortar store. You cannot just put up a website and expect people to find it. You need to be proactive in your marketing efforts, and you need to have a plan. There are many different marketing channels you can use to reach your target audience, and you need to determine which ones will work best for your business.
Some marketing channels include:
- Paid advertising (Google AdWords, Facebook Ads, etc.)
- Content marketing (blogging, infographics, whitepapers, etc.)
- Social media marketing (Facebook, Twitter, Instagram, Pinterest)
- Email marketing
- Referral programs
Not Knowing Your Target Audience
Another common mistake is not knowing your target audience. It is important to remember that not everyone is your customer. Trying to sell to everyone will just result in wasted marketing dollars and lost sales. It is much better to focus your efforts on reaching the people who are most likely to buy from you.
When defining your target audience, you should consider:
- Demographics (age, gender, location, etc.)
- Psychographics (lifestyle, interests, needs, etc.)
- Buying habits (online vs. offline shoppers, frequency of purchase, etc.)
Not Using Analytics Tools To Inform Your Decisions
Many eCommerce businesses make decisions based on gut instinct, rather than data. This can often lead to lost sales and wasted marketing dollars. It is important to use analytics tools to track your website traffic, conversion rate, and other important metrics. This data can then be used to inform your decisions and help you focus your efforts on the areas that are most likely to lead to sales.
We recommend using Google Analytics to keep track of your website data but there are several alternatives out there. The most important part is making sure that you’re consistently checking your analytics and using the data to inform your decisions.
Having A Disorganized or Hard To Read Website
Your website is often the first interaction that potential customers will have with your business. It is important to make sure that your website is well-organized, easy to navigate, and visually appealing. If your website is difficult to use or hard on the eyes, you are likely losing sales.
There is real science and psychology behind eCommerce website design and it’s best you trust a professional to handle it — like the designers at EYStudios. If not, it’s best to use a tested and platform-approved template.
Some things to avoid with your site design include:
- Clutter
- Confusing navigation
- Too much text
- Poorly written or hard to read content
- Blurry or hard to read product photography
- A dated design
Underestimating the Importance of Product Photography, Design, and Layout
The way your products are presented on your website can have a big impact on sales. Poor product photography, design, and layout can often lead to lost sales. Potential customers will not be able to visualize what the product looks like in real life, which makes it less likely that they will make a purchase.
Investing in high-quality product photography, design, and layout can be a bit of an upfront cost, but it is important to remember that it is an investment in your business.
Having Too Many Barriers Before Purchase
If there are too many barriers before purchase (e.g., pop-ups, forms to fill out, too many shipping options, etc.), potential customers are likely to abandon their purchase and go elsewhere. The goal is to make the purchase process as easy and streamlined as possible.
Some things you can do to reduce barriers before purchase include:
- Reducing the number of steps in the checkout process
- Offering multiple payment options
- Making shipping options clear and easy to understand
High Shipping Costs
Another common mistake is charging high shipping costs. Many potential customers are willing to add an item to their cart but will abandon their purchase when they see high shipping costs. In order to avoid this, we recommend offering free shipping on orders over a certain amount or providing clear and concise shipping information upfront.
Some ways to lower your own shipping costs include:
- Working with multiple shipping carriers
- Negotiating rates with shipping carriers
- Using flat rate shipping
A lot of the above can come from working with a third-party shipping company. EYStudios is partnered with a few so we can certainly help you find the best fit.
Ignoring Customer Feedback and Input
Customer feedback is essential to the success of your business. It can be used to improve your products, website, and customer service. However, many businesses make the mistake of ignoring customer feedback or input.
Make sure you are regularly collecting customer feedback and using it to inform your decisions. There are a number of ways to collect customer feedback, including surveys, customer service interactions, and social media.
Relying Too Much On Traffic From Search Engines
Organic search engine traffic is great, but it should not be your only source of traffic. Search engines are constantly changing and there is no guarantee that your website will continue to rank high in search results.
Some other sources of traffic that you should consider include:
- Social media
- Email marketing
- Paid advertising
- Referral traffic
Failing to Test Changes Before Implementing Them
Whenever you make a change to your website or product, it is important to test it before implementing it. This will help you avoid any potential problems and ensure that the change is actually an improvement to your business. Making changes without first testing them can be a costly mistake, so it is important to take the time to do it right.
There are a number of different ways to test changes, including:
- A/B testing
- User testing
- Beta testing
EYStudios Can Help
Avoiding these common mistakes will help you increase sales and grow your business. If you are unsure about how to implement any of these tips, our team at EYStudios would be happy to help. We specialize in eCommerce marketing, design, and development and have helped businesses of all sizes increase sales and grow their online presence. Contact us today to learn more!