Last week, we learned how eCommerce stores offer fantastic revenue opportunities, the ability to be open 24/7 and traditionally, fewer overheads when compared to bricks-and-mortar retailing.
As the sector continues to grow – with more than 12 million Australian consumers shopping online – it is imperative to take note of crucial items that can significantly affect your business success. Here is the continuation of the list from last week:
6. Customers don’t know what to do
Even with an eCommerce website, you need to make it very clear what you want the customer to do on your site. Non-product pages should direct the customer using a blatant and obvious call to action. The most successful eCommerce sites tell customers exactly what to do; never leave them to guess what the next step is. It is about guiding the user through your site, step by step and ensuring they perform the actions you want them to.
7. Online marketing
What use is a watering hole in the desert if no one knows where it is? You might have an industry leading eCommerce store, backed up by outstanding customer service, however, without targeted traffic, you’ll not reach the heights you desire, or possibly not make enough sales to sustain the business.
Creating an inbound marketing funnel, will deliver leads from social media, Google organic, and paid results, and referral sources.
Once you build up sales, and testimonials and reviews begin flowing in, that will have another positive impact for you.
8. You’re not engaging your customers
Being ignored is as bad as being bullied by a sales person. Engage prospective and existing customers wherever possible. Use social media to join the discussion, and keep your products and services in front of potential customer, or those returning. Join in, or lead industry related discussions, to show yourknowledge, and credibility, or perhaps quirkiness.
9. You’re targeting the wrong audience
You may have organic and paid search campaigns on the go, along with comprehensive social media management. However, this is all wasted if you aren’t targeting the right audience. Are you targeting generic terms that may not be appealing to people looking to purchase? Research is needed here, to select the right approach, that generates sales. In addition, constant ongoing review and tweaking is required, to ensure you are making the most of your budgets.
10. Your pricing is all wrong
Pricing is a huge factor online. People can compare your pricing in seconds, instead of having to trudge around multiple physical stores. If you are too low, customers may think your products are low quality, or too high, and they’ll feel like you’re trying to rip them off. Don’t forget, shipping is a factor here, keep that as low as possible and offer free shipping where possible, or on orders over a certain amount to entice greater sales. Obviously, this is specific to what you are selling, whether it’s unique, or generic. Research and trial and error can help you find the pricing sweet spot you need, to gain and keep customers.
eCommerce is a great way of starting a business with minimal overheads, however, don’t make the fatal mistake of believing it’s as simple as knocking up an underwhelming site as fast as possible and simply putting products up without consideration. By applying the rules above, you will hopefully succeed in your eCommerce ventures, and avoid the pitfalls so many sites make.
Nathan Sinnott, Chief Executive Officer, Newpath WEB
