Online store: 7 mistakes to avoid in your ecommerce to be successful

ANA BÁEZ

Nowadays, having an online store is a possibility - and practically an obligation - for any business, no matter how big or small it is. And although at first glance it may seem easy to create an e-commerce, many brands do not obtain the expected results. Bad practices and underestimation of the work often lead to frustration, a waste of time and money , and even to the end of projects that under other circumstances could have been very successful. So, what are the mistakes that should be avoided in an online store? From Teipe Digital we share them with you in this post.

Benefits of an online store

The benefits of having an online store are many. The first and most important is that it requires a smaller investment than setting up a physical store (at least at first). It allows us to increase our area of ​​influence, internationalize our products and services, sell 24/7, 365 days a year , experiment with different strategies to increase our sales quickly and obtain metrics of our results minute by minute.

However, having an e-commerce is not enough to sell. Keep reading this article and find out why!

#1 False expectations

Working on frustration tolerance is very important when setting up a business. Many entrepreneurs believe that by "publishing" their e-commerce site they will receive hundreds of visitors a day and will continue to sell. This is why 85% of online stores close before they are two years old.

E-commerce requires good planning and between three and five years to obtain significant results. It is necessary to understand that we are not the only ones who want to sell on the Internet and, therefore, it is crucial to accompany our e-commerce with relevant content for our audience, traffic campaigns and guarantee an excellent user experience so that search engines understand that we are a page worthy of appearing in the first results.

In short, an online store is cheaper than a physical one but requires the same dedication and strategy to be successful.

#2 Underestimating content marketing

Establishing a subtle relationship with our potential customers is essential to boost sales. Why? Today, before buying, we do research on the Internet to find the most suitable option for us. We watch tutorials, read blog articles and consult the experiences of other consumers to be sure we are making the right choice.

It is therefore essential to avoid fake news and provide the service or product that we promised. The more complete our online store is , the better our sales performance will be. And we will also have a longer customer retention on our website, which will improve our organic positioning in search engines.

#3 Not having a good definition of the target audience for your online store

Trying to reach everyone is probably not the best option for your online store . Knowing in depth what your ideal customer (or customers) is like in order to achieve a tone, an aesthetic and a message that suits your target audience will be very useful, both for selling and for improving your product.

#4 Lack of stock planning

When a customer wants to make a purchase on our site, there are two things that cannot happen. The first and most important is selling something that we do not have, so that it does not arrive in a timely manner. It is preferable to give the user all the information and be realistic with the expectations we generate. Otherwise, it is very likely that we will lose a customer forever, that we will get a bad rating and that the image of our brand will begin to be tarnished.

The second thing is to plan well to avoid the word "out of stock". Let's take an example: we send a newsletter promoting a product. Our client clicks with the intention of buying but can't do so because the available stock was very low. What will happen in 99% of cases is that they will go to look for that same product at your competitor. So, believe it or not, you will have carried out the advertising campaign for your competition.

#5 Not giving enough value to images and explanatory content in your online store

It is not enough to have a quality product: you need to show it as such to get the most out of it. To do this, you need to find the perfect balance between text and image, and offer the information that the user needs.
 

Investing in a good photography session is an excellent idea. We are not selling a product or a service: we are selling experiences, dreams and fantasies.

So, if you are hesitating to invest in quality photos and videos, don't hesitate any longer! Unboxing, explanatory videos, photos of details and of the product in use will be very profitable for your brand and will also contribute to improving the SEO of your e-commerce.

#6 Neglecting navigation optimization

Our users are impatient and want to find what they need quickly and easily. That's why it's essential to design our site with usability in mind.

Make sure you strategically segment all information to find what you need at a glance. Incorporate advanced search engines that know how to interpret what your users are looking for (despite spelling mistakes) and that provide different alternatives when a product is not available.

#7 Hindering payment processes

It has been proven that two out of three shopping carts in online stores are abandoned when the potential customer is already ready to pay.

So much effort to lose them at the last second! But why does this happen? Although the reasons are diverse, there are some common mistakes that your brand should not make to strengthen the bond with users:

  • Requirement to fill out forms or create a user account
  • Not having a security certificate
  • Add unforeseen expenses at the last minute
Did this article help you? At Teipe Digital we work to create effective e-commerce sites that boost your brand's performance. Contact us now for more information!
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