How to avoid common ecommerce mistakes
Leo Davie / July 27, 2015
If you've got an ecommerce store, chances are that there will have been a time when there has been an obstacle to overcome that put a real spanner in the works. However, being forewarned is being forearmed, as they say, so we take a look at some of the common mistakes we've encountered when it comes to operating an ecommerce store and how you can avoid them impacting your website's development and growth.
Take a look at our list of five of the most consistent mistakes that a retailer may make when creating an ecommerce store and the steps you can take to circumnavigate them and prevent them being an issue for you.
1. Not Thinking About An SEO Strategy
One of the most common mistakes that a retailer will have when making an ecommerce website for the first time is the mindset that simply creating the website is enough i.e. a "build it and they will come" mentality. You might have the coolest, most inventive and intuitive ecommerce site on the web but if you're not supplementing it with a well thought out SEO strategy, the sad reality is that not many people will ever see it.
Another mistake that retailers will make with regard to SEO is a lack of patience with it as it will invariably take a little time for it to yield results but, when done right, it will form one of the cornerstones of the success of your ecommerce store.
We offer online marketing and SEO skills in house here at GPMD and can provide detailed strategies to help ensure that your ecommerce store has a solid platform for success.
2. Taking on too much at once
Another all too common mistake that ecommerce stores make is trying to juggle too many things at once. Any successful retailer should see their ecommerce store as a marathon and not a sprint and make sure that they take their time to do each component right rather than trying to get everything done at once - the old 'measure twice, cut once' principal is how best to approach making the most of your online retail store.
Being scattered and trying to focus on everything instead of making sure you get the fundamentals right first is something that will see many ecommerce stores fall at the first hurdle and if you want to avoid making this mistake, seeking out the services of an agency to help you formulate a strategy will likely be worth its weight in gold in the long run.
Ideally, you should focus on one channel at a time and make sure you've fully achieved your objectives with that channel before you even entertain the notion of moving onto the next.
3. Neglecting your Branding
Not paying close attention to your branding and making it front and centre on your ecommerce store is a mistake that we've seen all too often at GPMD and we know that it might not seem like a top priority when crafting your store but few things will be more instrumental to success than a well conceived branding campaign.
It needn't cost the earth to achieve elements like logos and other branding elements that will help your store stick in the mind of consumers and make sure they become repeat customers rather than one off shoppers.
4. Not having a responsive website
One of the biggest killers for an ecommerce store in this day and age is not having a responsive website i.e. one that resizes dependent on the device in which it is being viewed upon. Many retailers won't realise the importance of having a responsive website when they're first starting out but there will be millions of frustrated consumers out there who have simply given up on trying to purchase something from an ecommerce store on their smartphone when it doesn't have a responsive design.
At GPMD, we build all of our ecommerce stores with responsive design as standard as we are only too aware of its importance - not just from a usability point of view but also due to the fact Google are putting an increasing emphasis on having mobile friendly websites - so, if you want to make sure your ecommerce store gets off on the right foot, making sure it is responsive is a good place to start.
5. Poorly Planned Contact Page
When shopping online, trust is something that is abundantly important and for a lot of consumers, this trust comes from a contact page that provides plenty of detail, makes it easy to contact the retailer and provides assurances about the merchandise and how it can be returned / exchanged.
It is often surprising to see just how many ecommerce stores neglect their contact page, little realising just what an impact it could be having on their sales conversion rates. Having an easy to navigate, trust-worthy contact page should be one of the main considerations when creating your ecommerce store with business email address, a telephone number where you can be reached and ideally a bricks and mortar address as well as this invariably increases trust in a retailer.