The e-commerce industry is worth a staggering $504.6 billion and is predicted to surpass the $700 billion mark over the next five years. And while these numbers present a world of opportunity, the environment also entails a lot of risk. In a world where Amazon takes up just under half of all e-commerce sales, smaller and newer e-commerce sites have little room for mistakes.
Therefore, if you are new to the business, it is important to do your research and avoid learning crucial lessons the hard way. Here are just some of the most common mistakes all e-commerce sites should avoid:
Lacking Social Media Presence
Merely having a social media presence raises your company’s trust levels as it eases your customer’s fear of fraud. Think of it as an extension of your e-commerce site, where shoppers can check for testimonials, comments, and likes from other social media users. Additionally, social media accounts allow you to interact with current and potential customers while also making a name for your brand through quality content.
However, if you’re just starting out, it’s advisable to take social media one platform at a time. Marketing specialist Robert Woo suggest some factors to consider, such as deciding if your brand and products are better presented through images, video, or text, and checking which platform your customers and competitors are most active on. For instance, beauty brands are likely to do well on Instagram, while tech brands are best suited on either Facebook or YouTube.
Not Having a Logo
It’s not enough to simply have a name for your e-commerce store, as it should have a visual representation as well. A logo is what differentiates you store from your competitors. Its design is also reflective of your business, like how Nike’s swoosh logo represents movement and speed. Lastly, the logo can evoke a subtle, but powerful emotional response from consumers through color palettes and shapes.
Therefore, it’s worth investing in a good graphic designer for your logo creation. But if your budget is limited, you can also explore free online tools like Ucraft, Free Logo Design, and DesignEvo.
Featuring Incomplete Product Details
New e-commerce stores often make the mistake of displaying incomplete details for their products. All product pages should have important information for visitors to learn more about its features and benefits, or else potential customers may abandon the site. Regardless of the type of product, it is recommended to include as many details as you can.
To see the importance of complete product details in action, you only need to look up product details on Amazon. The e-commerce behemoth lists important specifications such as size, shape, color, storage, technologies used, benefits, and much more. Each product page should also have information on return policies and shipping to address customers’ questions before they even ask them.
Writing Redundant Product Descriptions
While it is helpful to check how a product is displayed on other sites, it’s not advisable to copy and paste details from the product manufacturer. This is because Google will view your product pages as duplicates of others, and won’t list them high in the search results.
To optimize your product description page, Ayima notes that the key is to create unique and well-written descriptions that can bring out the best in your products. One way to do this is to use persuasive wording, like “amazing”, “remarkable”, “quick,” and “easy”. However, be mindful about being too broad. Instead of relying solely on phrases like “excellent quality”, pair them with the product’s specific benefits.
Not Taking Advantage of Video
Video is the next big thing in the world of e-commerce. According to a previous article here on Kivo Daily, conversion rates can be increased by an impressive 144% through product videos. That’s because almost 50% of shoppers look for videos before they buy a product online. In addition, videos also improve a site’s SEO, as Google indexes videos on the first page of search results.
When planning out your video content, you need to understand that it can be as simple as product demonstrations or unboxing. But if you want to stand out, you can also use video to tell a story about the product and how it can help your customers.
Adding Too Many Checkout Steps
The average American can be impatient when it comes to the online shopping process, and ease of use is an important part of the entire customer experience. In fact, OnePoll’s study of 2,000 Americans found that half are less likely to purchase something if the checkout process takes longer than half a minute. Research also found that shoppers will begin doubting their purchase after clicking on four different buttons during checkout.
In order to reduce shopping cart abandonment rates, it is necessary to optimize your e-commerce site’s checkout process. Do your best to create a one-page checkout method that shows the price of the order, options for shipping method, and fields for payment details.
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