How These 5 Common eCommerce Mistakes Can Ruin Your Holiday Cheer

Posted by Nolan Wilson

on Mon, Oct 6, 2014 @ 12:49 PM


Is your eCommerce website pulling its weight?

I urge you to do more than simply nod and say "I think so."

For some, the holiday season is a "make or break" time of the year, so now is the time to double-check and gear up!

Whether you are a large eTailer or maybe you're just starting out, there are a number of pitfalls that will limit your ability to attract new customers and achieve your end of year sales target. In today's post, we've collected a list of our top 5 "mistakes to avoid" to better prepare you for the most exciting season of the year.

What you need to avoid

1) Avoid making
things difficult for customers

Haven't we all heard the old adage, "keep it simple stupid." Place yourself in your customers' shoes and make the entire shopping experience as simple as possible. This includes everything about your website, from the moment they enter, through to the time that they check out.

Common barriers include:

  •          Low quality images
  •          Poor product descriptions
  •          Limited or missing product information
  •          Usability issues
  •          A time consuming sign up form
  •          Lack of payment options

Avoid operating on margins

Too many eCommerce websites, in an attempt to keep up with competitors and to increase sales, are operating at razor thin profit margins. While offering incentives such as discounts and free shipping is a good way to increase sales, it only makes sense if you properly assess your finances and can make still money doing so.

Avoid not targeting customers properly

eCommerce websites are increasingly operating in a more fragmented environment online. Generating new leads and customers is one of the most important (and sometimes expensive) tasks you have. Therefore, it’s essential that you have a strong system in place that allows you to target your customers in specific segments, crafting unique marketing messages and material based on the customer segments unique wants, needs, and characteristics.

Avoid little to no marketing

How are you marketing your eCommerce business? If you're not, you should be. Today's marketers should be equipped with a comprehensive inbound marketing strategy that encompasses a collection of diverse and effective strategies such as search engine marketing, social media marketing, and highly engaging content to attract customers.

Avoid annoying tactics

There are certain things eCommerce websites do that really annoy us. Marketing tactics such as hidden costs, pop ups, poor website design and usability and too many sign up forms are all a nuisance that will drive your customers away. Take a tour of your website, wearing your customers shoes, making sure that you lessen the chances of shopping cart abandonment. Take the time to evaluate:

  • Who are my customers?
  • What products and services do I offer?
  • How do my products/services meet my customers’ needs and wants?
  • How does my website make things difficult for my customers? How can this be resolved?
  • What barriers exist that prevent my customers from easily completing a sale?
  • What are my competitors doing better than me?
  •  Is my current marketing strategy effective? What needs to change? What needs to be improved?

eCommerce is expected to explode this year. Make sure you take the time to review your eCommerce site, making sure that you've identified your weaknesses while you still have the time to fix them.

Do you have any other "mistakes to avoid" that you'd like to share. We'd love to hear from you.

Want To Learn More About eCommerce?

The eCommere marketing guide to Facebook

eCommerce customer expectations: what you need to know this holiday season

eCommerce: Preparing for the holiday season, what you need to know

Want to sell better than amazon? Content is the driving force


Written by Nolan Wilson

Nolan is an avid writer, go figure! But more specifically, writing inbound online is his passion, and he's really, really good at it. You can follow Nolan on Twitter.

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