The tight competition of online commerce leaves no room for approximations. That's why, a good ecommerce manager must not only manage the competition but also know the channels to reach the right target, analyze data regarding user habits and, above all, avoid making the following mistakes, often the main cause of the collapse of online sales.
1 - Slow and unintuitive sales processConsidered to be one of the biggest mistakes, the slow sales process will lead to customers becoming impatient and not completing their purchases. An ecommerce check-out must be optimized to make the sales process not only clear but also quick and intuitive. To achieve this, it is advisable to put all the necessary steps on a single page.
Before selecting the confirmation item, the user should be able to view all the data entered once again, so that any inaccuracies can be corrected.
2 - Account required to make purchasesNot all users are inclined to create an account before shopping online. It is therefore inadvisable to make this step mandatory, otherwise customers will tend to prefer sites where they are offered the opportunity to make purchases as guests. E-commerce managers who don't want to do without the mandatory subscription can propose to their customers the opening of the account at the end of the order process (not at the beginning), without forgetting to highlight the positive sides of this option (such as the possibility of speeding up purchases, monitoring orders, etc.).
3 - Poor customer serviceCustomers who don't receive adequate support are unlikely to make purchases. In order to streamline the assistance process it will be necessary to create a section dedicated to FAQ, through which you can provide comprehensive answers to those that are the most common questions.
Through the Frequently Asked Questions, moreover, potential customers will be able to avoid contacting the assistance directly, finding all the most useful answers.
4 - Unattractive site designThe design of your e-commerce must be not only functional and intuitive, but also attractive and engaging. Even the choice of colors must be selected with particular attention, taking into account the psychology of colors in marketing.
5 - Poor image qualityThe images and photos of the products on sale must not only be of excellent quality, but must also be high resolution and zoomable. Each item should be represented by several images, so as to guarantee a global vision. To optimize the images, you can use simple photo editing programs available online for free.
6 - Reduced payment typesMost users prefer to make online purchases without using a credit card.
An efficient e-commerce will have to make available to its customers as many types of payment as possible, so as to satisfy every preference.
7 - Absent product reviewsA product without reviews tends to inspire little confidence. For this reason, it will be wise to encourage your customers to give written opinions after the purchase. However, not all consumers have the time or inclination to write online reviews. To encourage them, you can offer special discounts on subsequent purchases.
8 - Slow navigationSlow e-commerce tends to annoy users.
Ecommerce businesses need to be able to offer a pleasant and smooth shopping experience. Setbacks and unwanted waits will lead the customer to abandon the goods in the cart and choose other more efficient sites. In order not to burden the system, uploading images that are too large should be avoided.
9 - Insufficient product informationProduct information should be detailed and rich in details, so that customers can learn more about a particular item and make purchases without hesitation. A professional e-commerce, therefore, will have to provide all the most relevant news about the articles or services that will be proposed online.
10 - Underestimating Cross-SellingAlready widely used with success by shopping malls, where products are often arranged in a certain way in order to be purchased together, cross-selling is also a perfect sales strategy for e-commerce.
With cross-selling, in fact, online customers will be able to easily find products or accessories related to the item already chosen.
If a customer has selected, for example, the rechargeable flashlight category, cross-selling not only gives them access to other available flashlight models, but also to different types of rechargeable batteries. According to statistics, the desire to make purchases related to complementary products arises mainly through the use of cross-selling.