6 Frequent Ecommerce Mistakes


Ecommerce companies can be set by massive corporations or by families working from a garage. It offers a relatively level area for all to compete. And, like so many companies, ecommerce operations often find unique ways to be successful.

This article's purpose is to aid ecommerce entrepreneurs find success more readily by warning about six common ecommerce mistakes that may hurt a fledgling enterprise. This listing is based on my own experience, and is by no means definitive. Nonetheless, at least being aware of these potential problems can help you and your company.

Bad Customer Service

In my view, customer service may be an ecommerce company's single greatest merchandise. Online customers have dozens -- if not hundreds -- of shops to choose from when making a purchase. Those stores that give the best customer experience before, during, and after the purchase will win customer loyalty.

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Zappos is, perhaps, the single best example of what happens to a ecommerce business the moment it makes outstanding customer service a priority. The business has gone from startup to more than $1 billion in annual sales in 11 years with a simple mantra: provide outstanding customer support.

"We have been asked by lots of people how we have grown so fast," the Zappos site states,"and the answer is in fact really simple... We have aligned the whole organization about one mission: to offer the best customer support possible. We call this our WOW philosophy."

Do not allow your ecommerce business make the mistake of providing poor customer service. Be responsive to queries and concerns, and sometimes surprise clients with free shipping updates or other unexpected benefits. Also attempt to engage clients with enlightening or entertaining site content before they purchase.

Zappos has a reputation for outstanding client service. Be like Zappos.

Worrying Too Much About Prices

You don't necessarily need to get the cheapest prices to earn sales. Be ready to be a market leader. Concentrate on things like providing outstanding customer service rather than slashing prices. If your prices are fair and your company provides a better buying experience, clients will not quibble over a dollar or two.

For instance, Zappos, which I explained above, was selling a Dansko Stefanie shoe for $125 at the time this article was written. I was able to find over a dozen other shops selling the identical shoes for less.

Zappos sells the Dansko Stefanie for $125.

Bur-Mar's sells the Dansko Stefanie for $120.

Do not allow your ecommerce business make the mistake of focusing solely on prices. Customers buy for a lot of reasons. Price is only one.

Miniscule Product Pictures

Recall ecommerce is about selling items online. You're not likely to encourage customers to make a purchase if all you supply them with is a thumbnail size photograph of the goods. Rather, go big and go professional.

As a positive example, Jinx, a stylish purveyor of gaming-and-geek-themed T-shirts, uses relatively large pictures, and frequently allows those pictures to be zoomed for much more product detail.

Jinx utilizes big, zoomable pictures to show off its products.

Do not let your ecommerce company fail for lack of photography, include large beautiful images for each product detail page.

Poor Product Descriptions

While a picture is worth a thousand words, some products do need detailed product descriptions, too. Items which are typical -- state a T-shirt -- will most likely be fine with only a few bullet points about the substance or printing procedure, but it never hurts to mention a bit about how good the product is. More complex or less common products certainly deserve a well-written explanation.

Columbia Sportswear Company utilizes two paragraphs (73 words) and five bullet points to describe a fleece hat.

Columbia Sportswear Company is ready to invest in product descriptions.

Another case of a well-done product description comes from Husqvarna, an outdoor gear manufacturer. Husqvarna provides a prose description for all its products, and a comprehensive specification with over 20 specific entries.

Husqvarna goes out of its way to provide detailed product descriptions.

Do not allow your ecommerce business make the mistake of not telling customers about this item. Always supply a well-written and sufficiently detailed product description.

Not Including Product Reviews

Many researchers and experts think that customer-generated product reviews are among the best kind of product promotion. So no smart ecommerce business must miss the chance to let customers promote services or products through testimonials.

Newegg devotes a tab to client generated product reviews on just about any product detail page. Oftentimes, Newegg gets fifty or more reviews for every item.

Newegg does a fantastic job of promoting customer generated product reviews.

Do not let your ecommerce company miss out on the ability of product reviews. Include product reviews for each item. Clients trust them, and you need to trust customers to compose them.

Not Having a Website

Your shop's blog should be the central hub for all your marketing. If you're posting videos on YouTube, blog about them. In case you've got a competition running on Facebook, blog about it. It you post product upgrades on Twitter, join them back to the site. If you bring in new products, blog about it. If you're thinking about bringing in new products, preview them in your site.

LemonStand uses its website to explain new product features, praise its clients, and receive feedback from clients.

LemonStand's blog functions as the middle of the provider's marketing and customer interaction.

REI's blog offers product previews, human-interest stories, and first-person descriptions of outside adventure.

REI engages customers with superior blog content.

Summing Up

There's absolutely no surefire recipe for ecommerce success, but I think avoiding the errors described here will help.


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