Everyone from first time vendors to seasoned e-commerce veterans can make mistakes when it comes to launching a site. Lucky for you, we’ve outlined some of the common mistakes to avoid so you aren’t left wondering where all your customers are.
Making Customers Jump through Hoops
Ideally, every customer would create a personal profile that would help vendors to track their orders, contact information and buying habits. However, if customers are required to create a profile before they can even add an item to their shopping cart, they will likely decide it’s not worth the hassle and abandon their purchase. This creates an obstacle for shoppers and disrupts the natural flow of shopping that encourages buyers to browse the entire site and potentially add additional items to their shopping cart. Keep in mind that buyers prefer to see their true total before submitting payment; this includes taxes, shipping and any discounts they might have. Be patient with your customers—allow them to add and edit their shopping cart, only asking their personal information once they are really ready to submit their order.
Charging Regular Prices for First Time Shoppers
Though it’s not sustainable to offer discounts on every transaction, offering promotions and special pricing for first time buyers is a great way to build a foundation of trust and loyaltyMost online shopping is motivated by two factors—convenience and pricing. The convenience part is already taken care of as buyers never have to leave their home, office, car, etc. to make a purchase online. The pricing, however, is your responsibility. The discounts don’t have to be huge as percentages off, free shipping and free returns (no risk) are great ways to entice customers visiting your site for the first time. If you are willing to eat part of the profit from your initial transaction with customers, you will see rewards in the form of return buyers.
Assuming a Quality Product Will Sell Itself
Because it won’t. Simply having a product, a logo and website is not enough to make it sell. It doesn’t matter how high quality, well priced and aesthetically pleasing it all is—if nobody has ever heard of your company how are they supposed to buy from you? Launching your website is just the beginning of your journey into E-Commerce, as you will constantly be working to differentiate yourself from competitors in some way. According to Internet Retailer, there are over 12 million ecommerce websites worldwide, but only about 650,000 of those are generating meaningful income (more than $1,000). That means the majority of ecommerce sites are not seeing any significant sales. Don’t be part of the majority. Find your niche and capitalize on it—whether that is low prices, handmade products or innovative design, figure out early on what you bring to the world of ecommerce.
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