6 Common Mistakes Made By Ecommerce Store Owners
Are your sales suffering because of these?
There are basic things you should have on your ecommerce store — good design, free shipping or explicitly displayed shipping costs, and good customer service. However, there are some things we tend to miss out. Here are some of the common mistakes we see based on our experience with 5000+ stores who’ve installed Semantics3 Analytics.
Too Many Apps
Every once in awhile, we visit a physical retail store to make some purchases. Most of the time these experiences aren’t intrusive, and that’s great. You’re free to browse the selection privately and make your purchase when you’re ready.
However, can you imagine an ecommerce inspired brick-and-mortar retail experience?
On a lazy Sunday afternoon, you enter Target. You’re greeted by an usher at the entrance of the store holding a sign — “Enter your phone number, and we’ll give you 20% off!” Okay why not? You input your phone and browse the store.
Looking at the products on the shelves, you notice you’re given a deadline that’s constantly ticking to buy the product by a certain time, or miss out on this great sale!
All of a sudden, the store announcement goes off, “Nikita from Alabama just bought 2 packets of morning tea a few seconds ago!”
You’ve had it. You try to leave the store.
But wait! There’s more!
Here’s a 10% discount code if you stay inside the shop.
We don’t expect these sort of things to happen in a physical retail store, then why are we, as ecommerce store owners, making lives slightly miserable for our own customers?
I’m sure these apps work well to drive sales — when used wisely. The only problem is the excessive use of it, resulting in pop-ups every few minutes for your customers. Sure, I’d love to receive a discount, but I don’t need so constant pressure and sales-y nudges interfering with my private shopping experience. If I really love what I see, I’ll buy it!
Too Many Sale Events
As a consumer myself, I love sales. In fact, I’m pretty sure everyone loves a good sale. We love it so much, we can be conditioned to wait until you actually have a sale. Yes, if you’re sending out an email once every month, offering a 25% off discount code for no reason, I’ll be conditioned to wait until I see the discount from you. Or your competitor, if they send it first.
Your products are no longer perceived at the value you originally meant for it to be. Excessive sales to the wrong people can devalue your brand and devour brand loyalty from your customers.
Customers will be conditioned to wait for a sale.
If you’d really like to reward your best customers, use the segments tool from Semantics3 Analytics to filter out your Big Spending Customers, and offer just your most loyal customers the best discounts. As loyal customers to your brand, they’ll appreciate it more.
Also, if everything on your store is on sale everyday, nothing is technically on sale. It might work in the short term but in the long term it can really harm your brand.
Lack Of An Innovative Product
It’s never easy to come up with a truly interesting product that everyone will clamor over. However, without an innovative product, you’re going to find selling extremely tedious. You’ll have to pour in excessive effort into sales and marketing to keep the goods going. The right product will allow you to have a much more sane approach towards sales and marketing.
Look at other store’s products to find inspiration for your next blockbuster.
With the correct product, you’re going to find yourself pouring less money into Facebook advertisements, Instagram sponsored posts, and other advertising mediums. You’re going to be spending more of your time actually fulfilling sales.
Here’s a blogpost with a few interesting products that may inspire you: https://medium.com/@Sem3Analytics/10-cool-e-commerce-products-c9d6cfb5375d#.gzh8tgaxm
Expecting Customers To Come Organically, And Also To Love Your Products
Your website is up. Your products are in the warehouse. You’re ready to ship. You open for business. Days pass then then the days become weeks. You have one sale. It can be discouraging.
With so many different websites vying for a consumer’s attention, getting your customers to come organically can be tough. You love your products, but that doesn’t mean your customers do, or even know if they exist.
With a limited budget, you can’t afford to spend to acquire customers either. First and foremost it is important that you are your own evangelist — embrace and love the product that you want to sell and people will be more like to love and buy it as well. Secondly, ensure that you are constantly tweaking and changing your business as you go along. Lots of people launch a store and believe the hard work is done. It’s actually just started.
Not Inspiring Trust from the GetGo
As a store owner, the end goal for you is to get your customer to input their payment details and click “Submit”.
As a customer, doing so requires blind faith and trust. Customers subtly look for clues to tell us how trustworthy a site is. The biggest giveaway is how professional a site looks. A shoddy looking web page gives me no confidence to input my payment details.
A guarantee and free returns help with boosting a customer’s confidence as well if you’re trying to build trust. However, this can be expensive and a good looking site would be more economically feasible. The good thing is, it can be free! There are tons of free themes available for your store if you spend some time to look. Also, Shopify’s basic themes are pretty professional looking straight out of the box. (It doesn’t cost anything for a basic theme)
Not Talking To Your Customers
With ecommerce, a lot of us accept that customers are purely virtual and it’s an accepted situation whereby the lack of a personal touch is inevitable given the nature of ecommerce. The fact is so accepted that people don’t bother getting personal with their customers.
Semantics3 can help you locate individual customers and give you the means to contact these people through our customer profile page. Look at the activity history of the user. Find out where he/she dropped off from your site. Email the person personally, and offer discounts for the product that was abandoned in the shopping cart.
Why should you talk to your customers? There are plenty of reasons to. Find out what’s good about your website, what do you need to change.
For instance, for the owner of Nadeef Bidets, changing the placement of a particular product from the 2nd page to the 1st page increased average cart value from $80 to $100.
All this from a single call with a customer. Check out the article on how Nadeef Bidets managed to grow sales to 5 figures by calling customers personally: https://www.shopify.com/blog/nadeef-bidet-abandoned-carts
Eventually it is all about the customer and on an online store especially it’s important to find out more about your customer and know them as well as your can. Semantics3, we can help you with data down to the individual customer level.
Semantics3 Analytics is an ecommerce specific analytics tool developed by Semantics3, the company that operates the world’s largest eCommerce product database.
Published at: January 26, 2017