6 Mistakes Retailers Are Making Online

Starting online business many businessmen go through experiments, wrong decisions, and mistakes. Sometimes this way of making online presence works that way and is fully justified, because there is no one-size-fits-all approach when it comes to effective online marketing. However, even though electronic commerce is a pretty young science, many online business owners gained great experience in creating and developing online stores and trading platforms.  

Hundred thousand online stores are registered annually. However, at the end only one in ten newcomers survives. What mistakes not to make in order to create a really profitable online shop that will bring high revenue? See below the list of 6 most common mistakes made in e-commerce. Avoiding those mistakes will help you learn best ways to promote business.  

1. Buying untargeted traffic

A lot is said about buying links and advertising on those sites that will hardly bring you target traffic or increase sales. This is confirmed both by search engines representatives and banner systems, and trading platforms experts. That is why one needs to keep in mind the following:   • it is necessary to buy links and advertising on those sites where is your target audience; • buying links and advertising on target resources ensure better organic positions on search engine results pages and higher traffic; • online shops owners need to focus on those trading platforms, where the audience that might be interested in the goods they sell can be reached.  

2. It’s enough to just once create the content and item descriptions for the site

It’s a common mistake, which is the reason for low traffic, absence of users’ interest, and low site rankings in the search results. As a result, shops owners bear losses, warehouses are overstocked, vendors want their money back.   Site content must be updated on a regular base. First of all, it is necessary to check if there are out-of-stock products still listed on the site. Also, pay particular attention to all descriptions on the site: delivery information, privacy policy, terms and conditions, about company, etc. These texts describing your company and customer service must be accurate and up-to-date. When writing these texts you need to solve customers’ needs, think about customers and give what they need.   Therefore, try to provide up-to-date and accurate information about products and services, availability and delivery methods.

3. Copying content from other websites

Nowadays search engines low the rankings of websites which copy or parse the content from other sites. Alternatively, those sites that provide unique, engaging, and valuable content to their readership will most likely be highly ranked by search engines.   Thus, it is worth spending time and efforts to create valuable content to describe the products when listing them in your online store. Also, it is not enough to say just a few words about a product, because high quality content is of great importance when it comes to successful promotion and effective online marketing. The more informative and valuable is the content, the greater is the result. So creating unique and quality item descriptions, specifying product features, and placing high quality images will allow to promote a small business in search engines with greater efficiency.   Yes, it will certainly take you a lot of time to create high quality content, and to make quality pictures of products. This process is money and time-consuming, but one will not be able to achieve good results and high rankings without applying great efforts to ensure high quality and unique content for the site.   Video is a pretty interesting trend in ecommerce, at least because you may be sure nobody will steal it, as opposed to written content.

4. Monotony in products

Just like it happens in traditional commerce, when retails need to periodically renew the assortment of goods in a shop window, online sellers need to renew the range of goods as well. If you observe the decrease in demand for the goods that were previously popular, it’s a good sign for you to add new products into your listings. In such a way many successful online retailers make good money not only of best sellers, but also of the products they recommend as related. Cross sales drive up demand and positively influence the conversion rate.   By suggesting and offering users to buy related goods they may be interested in, you are able to sale those goods that are of lower consumer demand than best sellers are, as well as renew the range of goods. Experiment by showing on a home page of your site different goods that are less popular in your opinion, but may be interesting for prospects and target audience.

5. Ignoring customers’ questions and complains

Sometimes even a well-managed and profitable online store may face the problem when clients are unsatisfied with customer support. Ignoring customers’ complains will most likely lead to decrease of popularity, and, as a result, to drop in sales. Unsatisfied customers will necessarily share their negative experience on your site (if a feedback option is available) and in social media.   Experts recommend sites owners to personally monitor all requests and customers’ complains. Very often complains require immediate reaction from your site. That is why it is highly recommended to answer customers’ emails as soon as possible; the best of all would be to answer request the same day as it was sent. Otherwise, a potential customer will address your smarter competitor.   Customers’ complains must be paid particular attention and be timely resolved. Having solved once a customer’s complain, you are able to build a good reputation and gain a loyal customer, which most likely would want to share his or her positive experience with you on the web. Timely apologies for any inconveniences caused and fair problem solution would bring you a one more returning customer.

  6. Poor services and logistics organization

  Chaos at a warehouse, non-automated system of tracking items availability, poorly organized delivery, all these are ill-structured business processes, which are not seen to customers, but may lead to negative customers experience and end in a total failure of your online shop.   When launching the online store it is necessary to estimate pick loads and maximum simultaneous demand you are able to manage. Otherwise, you may face up the same problem as Blackfriday2013 organizers have faced. You need to be ready to fix any problems and delivery deadlines missed. You can only depend on yourself, but not contractors and partners. It is better to personally perform warehouse workflow management, instead of depending on somebody else.

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