Creating an e-commerce store and maintaining its sustainability is not an easy feat. Consumers’ growing appetite for online shopping experience has further strengthened this fact, giving e-commerce business a competitive turn. Stimulating a desire for the product in the minds of customers while providing them a seamless shopping experience is all what retailers need to foster long-term relationships with them. Even a single error in the entire process can make customers ditch you in the checkout process, resulting in loss of revenue and customers’ trust.
While styling your store with bells and whistles is crucial, it is equally important for you to steer clear some mistakes to make sure your store does not fall into pieces. In this post, we have compiled a list of some common e-commerce mistakes that online merchants often make while running their online store. Avoiding these slip ups will help you provide an unrivalled shopping experience to your customers while skyrocketing your online sales.
See our post on what is the importance of Ecommerce?
[divider]Not Accurately Providing Shipping Information[divider]
The bitter truth about e-commerce sites is that they can’t instantly ship our orders. And, on the contrary, Internet shoppers want their orders to get delivered as soon as possible.
As an online merchant, having a knowledge of buyer’s psychology is extremely critical to lower their anxiety level. This can be achieved by providing a conspicuous shipping information on every page, most importantly on product pages. It’s a nice strategy of letting your customers know about the exact date when their order will be delivered without forcing them to navigate to your FAQs pages or shipping policy pages.
Displaying shipping information is all the more crucial during holidays or festive seasons. If anything that can curb online shoppers to shop from your site is unexpected shipping costs they encounter during the checkout process. So, make sure you don’t surprise them by not displaying anything that they expect before making the final purchase decision.
[divider]You’re Bragging Too Much About Your Tablet App[divider]
If a customer visits on a store using an iPad that doesn’t mean he or she is interested in downloading your iPad app too. You don’t need to work too much on customizing your applications, simply because some people actually don’t bother. Instead you can divert some resources on optimizing your site for an interactive tablet-enabled experience.
[divider]Putting the “Buy” Button Way Below[divider]
There are some e-commerce stores out there, who have to say so much about their products that they end up burying their buy button. It is always recommended to place the “buy” or “add to cart” button as close as possible to the product without undermining the relevancy of its information.
The reason being- there are people who don’t know that they have landed on an e-commerce store. It’s possible that they landed on it while searching for something else. Or they just connected to it through some forum. Whatever the case may be, it’s crucial for you to let them know that some product exists on a page and it is available for purchase as well. This is possible only when the “buy” button is located in close proximity of the product that is ready for sale.
This is especially critical for products having multiple configurations such as size, color, accessories, and more. This is because having such kind of products demand multiple drop down menus and images, thus hiding the buy button underground. To overcome this, we recommend you to break the product into separate pages provided with their configurations.
[divider]Disregarding Social Proofs[divider]
Social proofs play a pivotal role in giving boost to your conversions and online sales. Customers trust on websites which prominently display their authenticity and credibility. With social proofs we mean displaying customer reviews or featuring social media accounts provided with the number of followers. These are indicators that there is a real organization behind your website and will allow customers to better explore it for their benefits.
[divider]Your Site Performs Terribly on Some Browsers[divider]
No matter how much you love Google Chrome, but there are chunks of people out there who are still glued to older versions of Internet Explorer. Have you bothered to test your website functionality on other browsers? If not, then it’s high time you do it. Mobile sites often boast rag-tag performance on some browsers, forcing people to abandon them. And that site doesn’t have to be yours.
[divider]Providing No Feedback When Clicking on “Add to Cart”[divider]
When the user clicks on the “Add to Cart” button, this indicates the occurrence of a certain event. It shows that the customer has made a choice (consciously) to explore the buying process of your website. This can also be counted as a deliberate interaction that many customers have with your website.
Since, you do not want to lose your customers, and want them to shop on your website again and again- you should derive ways to acknowledge each step they take on your store. According to many experts, the most basic step you can take is by providing them a visual feedback whenever they move a step further. You can make use of interactive animations, images, or conveying a message that their chosen item has been added to the cart.
This way, you not only encourage their actions, but give them an impression that their request has been heard.
[divider]Your Store Lacks the Required Appeal[divider]
An unprofessional e-commerce site can put customers off right off the bat and make them feel annoyed. With unprofessional, we mean- low quality images, product descriptions, poor website loading speed, colors and textures, or anything that encourages customers to act.
Online merchants must pay adequate attention on this aspect. Any element missing or behaving badly will ultimately hamper their business.
[divider]Your Shipping Charges are Unexpectedly High[divider]
Customers immediately navigate off from a store which charges high shipping cost. The obvious solution for this is to offer free shipping, but this might not be possible in certain cases. So, charging less than 10% of the total cost of the product would be sufficient to generate expected sales.
[divider]Lengthy and Complicated Checkout Process[divider]
This is one the biggest mistakes e-commerce sites can make. You need to ensure that your customers can effortlessly provide their credit/debit card information and complete the checkout process. The more complicated it is, the more they have opportunities to abandon your website.
For a checkout process to be a success, it should only include only one page to check their orders and enter their billing details. At the end of the process, a confirmation page must be provided before they submit their order.
[divider]Lack of Customer Support[divider]
Anything that can prevent customers from buying a product from a website is not providing them an adequate support. Customers have a lot of questions and doubts in their mind before making a purchase. If they don’t know whom to ask or seek help, they will abandon the website immediately and move to another one.
You need to make it easy for customers to get in touch with you whenever the need arises. Give them a clear and precise way to contact you using live chat, feedback system, email, to solve their problems and enhance their confidence on your website.
To Wrap Up
Selling products online can help you reap benefits in numerous ways. And paying attention to the above mentioned issues will let you provide a satisfactory online shopping experience to your customers.