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Although starting an eCommerce business might be a little overwhelming, as the area is extremely dynamic, rules change quickly and new tools appear all the time. The good news is most of the mistakes have already been made, analyzed and solutions have been found. A pragmatic approach and diligent planning will help any beginner in creating a successful eCommerce business. Let us learn what should not be done when starting an online store and which eCommerce failures have to be considered.
Choosing the wrong eCommerce platform.
Thinking several steps ahead is important when setting up an online business and choosing the right eCommerce platform for a business. It is the perfect time to think not only about which products will be offered and which design to choose, but also about the possibility of scaling a business in the future. Avoid choosing the platform just because it was recommended by someone or has many users. The platform has to be suitable for your clients and offer them the experience they are looking for. You need to be able to implement the tools necessary for your business and determine the control and customization level you need to have over the website. Choosing the right platform is the key factor for eCommerce business success.
Lack of website or eCommerce platform testing.
Testing helps improve customers’ experience. One of the common eCommerce failures is skipping the testing phase, which can erase all previous efforts and achievements. Going through the website, checking the pages’ responsiveness and purchase process, testing navigation makes the sales possible. Some entrepreneurs do the testing on their own to save resources. But the stage is so significant, that we would strongly recommend finding a reliable software testing agency. The money and clients you will save in the long run will eventually make you very satisfied.
Lack of the target audience understanding.
In order to offer the product to the right person, it is crucial to understand who the ideal customer is, which problem he has and how the product is going to solve it for him. Identifying exactly who your customer makes it clear where to find him, how to communicate to him, and whether he actually needs your product. Targeting the right audience is fundamental for building an effective marketing strategy and avoiding wasting the resources on someone, who is not the customer. So do take time to get familiar with your client, understand all possible aspects of his life and become friends with him.
Building an eCommerce business without а marketing strategy.
Understanding the target audience and competitors’ products and actions, analyzing analytics are important tools to plan a profound marketing strategy. Of course, things change and business decisions have to be adjusted during the development process. But knowing a direction and how you are planning to reach your consumers step by step help the eCommerce business achieve goals.
Overcomplicating navigation and purchase process.
Just remember you started the eCommerce platform to convert users into paying customers. The content has to be clear, site navigation is supposed to help the customer instead of confusing and no abandoned carts should be left. Making the website simple and effective will provide an enjoyable user experience for the client and profit to the business. If the customer likes the product as well, he would most likely want to come back over and over. But make sure to give him a chance to buy first eliminating the obstacles. Definitely, it would be a good idea to address a professional UX expert to optimize the website for smooth navigation and a QA/QC specialist for eCommerce testing.
Poor customer service.
Even though in the online business you do not actually meet the customers, make sure you avoid one of the common eCommerce pitfalls ignoring the client. Online customer service starts from accessibility at every step of the purchase process (e-mail, phone, support chat, newsletter) and quick responses to any of the issues which might occur. The customer has to have the feeling someone takes care of him.
Lack of information about the business and social proof.
Any relationship starts with the introduction and the first impression. Building trust and relations online are quite complicated. The “About Us” page is a great opportunity to introduce the eCommerce business to the client and tell a story. The story of the team and understanding that there are real people behind that webpage will win over the customers’ attention. Supporting the story with social proof will multiply the positive impression and the customers will more likely trust even before buying something.
Though it might be true that the best kind of learning is through one’s own mistakes, we encourage you to avoid the above-mentioned mistakes and move straight to fulfilling your goals and getting the best results. Good luck in the eCommerce space!
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This content is brought to you by Sandra Parker.
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