The most common reasons why eCommerce websites fail include:
1) Selling The Wrong Products
One of the main reasons websites fail is because the product fails. If you’re selling a product no one wants, than you’re in a tough position from the beginning. This is the biggest decision of all when starting an online store. What should you sell? Even if there are many other websites selling the product (like a name brand shoe), there is still a place for you if you market your website correctly and have a value proposition. Make sure online users want to buy the products you’re selling!
2) No Value Proposition
Be unique. Something must make your company different. Whether your products are organic or you’re connected to a charity, let people know. If you can’t think of a reason why someone should by from you instead of a competitor, than your visitors won’t be able to either.
3) There Isn't a Marketing Plan
Be sure you’ve planned how you’re going to market your website. Without a strategy developed, you’ll never make it. Map it out and take time to execute the plan. And remember, if it does not work the first time, tweak it and continue to grow your ROI. Since most online sales start with a search, have a search engine optimization and paid search marketing strategy (and budget).
4) The Website Isn't Ranking in Google
A big part of your marketing plan and business model should be eCommerce search engine optimization. The basic idea is moving you to the top of the search engines which allows search engine users to find your website when searching keywords related to your website. 36% of customers start their search for a product on Amazon, while 35% start on Google. So ranking on Google for your product keywords is still one of the best ways to be found.
5) The Design Is Just Plain Bad
Of course the look of your website is probably one of the biggest factors in whether or not you’ll be successful. We’ve all pulled up a website and as soon as it loaded hit the back arrow. Why? Because the website looked sketchy. Like they’ll steal your credit card number and you’ll never get what your purchased. Even though they may be a legitimate company, we all get worried when shopping online. The goal needs to be to build a big, strong, trusting brand and look for your online business.
6) Lack of Calls to Action
If you’re trying to get someone to add an item to their cart, make sure the button stands out. If you want them to call in, make sure your number is visible. Be sure you’re always telling the user where to go, what to do next and of course, pushing them towards a sale.
7) Complicated Checkout
Avoid Ecommerce website frustration by offering a very short checkout process. Also, don’t require registration for check out or viewing your product. Let customers go through the process and choose the option to register and save their details at the end, in case they want to come back. Otherwise let them checkout as a guest, without the need to register as many potential customers prefer to keep their personal information safe and avoid to register for the same reason.
8) You’re targeting the Wrong Audience
Targeting the right audience is like achieving a milestone for an ecommerce store. You may have organic and paid search campaigns, along with comprehensive social media management. However, all this is wasted if the audience targeted is not right. Are you targeting generic terms that may not be appealing to people looking to purchase? Lot of research is needed here to select the right approach to generate sales. In addition, constant ongoing review and tweaking is required to make sure you are making the most of your budget.
8) 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. Each and every thing should be cleared precisely to avoid confusions and best help your customer who is on your website to make the purchase. 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 customers to guess what the next step is be very clear with every next step. It is about guiding the user through your site, step by step, and ensuring they perform the actions you want them to as they might be not familiar with many things as you are, afterall its your store.
9) You’re not Engaging Your Customers
Engage prospective and existing customers when and however possible. You can use social media to join the discussion, and keep your products and services in front of potential customers or those returning. If customer is not satisfied with any product and has returned it, connect with them. Talk to them, apologize if required. Try to understand what went wrong in the whole process and make sure its not repeated with another customers.
10) Big Screen, Small Screen
We’re a society moving more and more to mobile. And this is especially true for ecommerce. Get your ecommerce website responsive if it is not yet. If your online store hasn’t been properly designed for mobile, you will be offering clutter, poor navigation options and an incredibly difficult user experience for mobile users. Make sure your site is mobile responsive as most of the customers today use mobile to access internet and make purchases online.
