I talk a lot about things to do to improve your e-commerce business. Here are some things that some “e-tailers” do wrong.
1.) Relying on limited sources of Traffic.
I have said in the past that traffic is the key to Ecommerce success. Often time’s business owners get into a comfort zone once the get a little success and are reluctant to move out from that. With the way that Google constantly revises their algorithms that comfort zone will move right out from under you. Owners need to constantly seek out new sources to drive traffic to their sites. Traffic needs to come from and be balanced from several sources. Pay-per-click, social media, partner sites, blog, forums, email campaigns, actual foot traffic are all things that you should participate in. Rely too heavily on any one source and you may find yourself hurting down the road.
2.) Focusing on limited or current products.
We have seen this specifically in the firearm industry. So many companies only knew how to sell guns and ammo. Often it wasn’t a matter or “knowing” how to sell them at all it was simply that there were that many people buying them that even a poorly run ecommerce site could move these products. Well when the supplies of guns and ammo dried up many merchants were standing there with no new sales because they couldn’t get their hands on the 2 products that did so well for them. Their numbers dropped and many had to call it quits. The savvy owners were more prepared and quickly started promoting different items & categories in new and exciting ways. They constantly promoted a new batch of products to consumers.
3.) Letting your website sit unchanged.
I see this over and over again. Merchants set up an on-line store and then forget about it. Take a look at the larger companies out there…….take Wal-Mart or Cabalas’ for example. Every single day companies like these have something new on their site. This is simple to draw people in on a daily basis to promote new products. Consumers have become accustomed to going to websites to find new products, information etc on a regular basis. If you let your site sit unchanged it is obviously boring but more importantly you aren’t giving potential customers a reason to return. It doesn’t take much to keep it interesting it just has to be done.
4.) Not paying attention to site performance.
This is simple. If you aren’t looking at your sites analytics and understanding them there is a good chance you are wasting a bunch of time and money. It would be like slapping a scope on a rifle and never taking it to the range to ensure it is performing properly but expecting it to hit the bull’s-eye. E-commerce sites are no different. You need to know what is going on or you can never improve on your current course of action.
5.) Ignoring customer input.
We all have ideas about the types of things we think sell best or how we want to make our sites look. I propose you survey your customer base and ask them what they want to see. Reward their feed back with a small discount code. Don’t just listen to a handful of clients but rather get the biggest sampling you can. The more people you have data from the better.
6.) Live by promotions and you will die by promotions.
Short term at calculated times super discount promotions are fine. Over the long haul though the most important things are going to be good content, new and amazing products and above all else the best customer service in your industry.
7.) Not getting on board with Mobile Commerce.
Consumers in record numbers are shopping online with smart phones and tablets. This is simply put the future of e-commerce and anyone who doesn’t embrace this technology will be left in the dust. Another point is that mobile technology is how an overwhelming number of consumers are finding your brick and mortar location. So be sure your site is mobile friendly.
8.) Not paying attention to your competition.
You must watch your competition. You can learn a great deal from them to see how they are optimizing there sites, what they are selling, what they have on clearance (because it didn’t sell) and how they are ranking. If you come up in Google on a search page and there are other businesses above you they are doing a better job promoting their website. Take some cues from them and see what you can do to improve on your sites performance.
Obviously there are other pit-falls in the world of business and e-commerce but these are few things for sure to pay attention to. Again if you wish to learn more about these topics I encourage you to call us and talk to our team. 1-800-699-0820 ext 1