10 Terrible mistakes eCommerce brands must avoid

10 Terrible mistakes eCommerce brands must avoid

The pandemic of 2020-2022 has seen an exponential rise in online buying and buying trends. The thought of buying online has not only been liberated but also welcomed in recent times.

If you have the right product, then there’s a very good possibility of you making millions, right from the first year.

However, quite a few emerging eCommerce brands might find themselves struggling in their first year.

We’ve put together a list to help you learn from others’ mistakes so that you don’t have to learn them the hard way:

10 Mistakes Emerging E-commerce Brands Make

1. Not understanding your audience.

The question bigger than what you are selling is, who you are selling to, or rather, who is going to buy from you. Your entire brand revolves around the kind of customer you are going to engage with. Your entire marketing strategy revolves around your customer. Not spending enough time to understand the customer is one of the biggest mistakes that e-commerce brands make.

2. Reinventing the wheel.

New e-commerce brands often fall into the trap of always doing something someone has not done before. The obsession with being unique sometimes drives them to do everything from scratch and build something unique for every simple thing.

For instance, you absolutely should not be wasting your time, effort and energy on building your own eCommerce framework if you are starting up. Use an existing e-commerce platform like WooCommerce, Shopify or Magento so you can use the abundance of resources that the marketplace already provides. So you don’t spend time building small things from the ground up.

3. Ignoring Mobile Designs / Responsive Website

Mobile phones are becoming powerful devices and with the availability of better network bandwidth and improving infrastructure, more and more people use mobile devices to access any website. For most of our clients, an average of 85% of users come from mobile phones, and less than 15% from tablets and desktops combined.

In fact, responsive designs should be mobile-first and mobile-focused. Build your new campaign landing page for mobile first and then scale it up to desktop and higher screen sizes.

I came to this new website, with a beautiful design, I like the products, but before buying I clicked their About us page, only to find out the page is empty, or even worse, has dummy ‘Lorem Ipsum’ text. Or, I click on the social media links in the footer, and they do nothing. Dead and empty links make me think that this website is not yet ready to sell, so I am not ready to buy yet.

5. Complicated User Journey

The only reason why a user is visiting your website is because they have an intention to make the purchase. Your primary menu, categorisation of products, the process of purchasing, and post-purchase communication are all part of the user journey, and this must be as simple as it can be. One of the most terrible mistakes, if not the most, is to ignore the user journey and make the entire workflow extremely confusing and complicated.

6. Using a cheap shared hosting solution.

Shared hosting is great for small static pages, and campaigns, however, if you are collecting and storing customer information in a database then you must use a dedicated cloud solution which is properly managed. There are many inexpensive and stable cloud solutions which will help you to start small and allow you to have control when you scale big.

Would you share the hosting space of your new website with 50 other applications, where you don’t know what their security is, and what malware they may attract?

7. Improper or Incomplete Product Details

Multiple product images, and if possible, a video of product use adds a ton of credibility from a customer’s standpoint. The product page should contain ample product information that allows a curious buyers to understand everything they need to know leaving no room for any questions. Not spending enough time structuring the product details is one of the biggest mistakes an e-commerce brand can make.

8. No way to contact customer support

An e-commerce website is a virtual interface and knowing someone is there on the other side, backs up your credibility. There are customers I’ve seen sending questions to the customer support team to gauge the brand’s operational strength by response time. If there’s no way a customer can contact the brand, either via, live chat or contact form, then the brand made a huge mistake, that needs an immediate resolution.

9. Only relying on Word-of-Mouth and Organic Traffic

A great website with proper SEO still will need time to build an organic footprint. That too requires constant on-page and content efforts. Although these steps are super necessary, only relying on organic traffic acquisition, can be disastrous for an online business. Engaging, retargeting existing visitors and reaching out to new customers using advertisements and marketing efforts are extremely important. Not creating a good campaign strategy for ads and marketing can be a lethal mistake for any online business.

10. Trying to do everything by yourself

An online business has many facets. Marketing, PR, Tech, Customer Support, Operations, Logistics etc. Having the right partners for these facets so you can focus only on your business and growth is imperative in running a successful e-commerce business. As a business owner if you are focussing on anything apart from your product(s) and customers, then you are making terrible use of your time. Trying to do everything by yourself is a mistake that can kill your business.

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Top 10 mistakes that eCommerce brands make