6 simple mistakes Online Retailers make on websites

Top 6 Simple Mistakes Online Retailers Make

We often see eCommerce websites who aren’t achieving the best results from their online stores. With so many online retailers competing for business, we’ve put together some simple tips to help you make the most of your Website’s online performance. Avoiding these common eCommerce mistakes will help you:

  • Keep consumers’ attention
  • Retain customers
  • Increase overall conversions

Removing Products

A common mistake that many eCommerce sites employ, is to remove a product when it is temporarily out of stock.

Removing product listings means that the product page will no longer appear in search results – even though the item will soon be back in stock. Rather than remove the item, it is much better to use an email capture form, where customers can input their email address, and receive a notification when the product is back in stock. (Remember to add a checkbox for customers to join your newsletter too, as you’ll need extra consent for email marketing.)

This process reinforces the reliability of your brand, and means that loyal customers – who want to keep purchasing from you – are never left disappointed.

Not knowing your competitors

Whatever you are selling, there is always going to be a competitor.

Competition isn’t actually a bad thing – it gives you incentive to work harder to achieve recognition over other businesses. However, if you choose a niche area and there is too much competition, the chances of your target audience finding you is very unlikely.

Keywords will play a vital role in helping customers find your website, but with competitors targeting the same keywords, you’ll need to think carefully about what you target.

Broad keywords can result in endless competitor websites appearing for the same search term. Exact keywords (narrowed down from the broad keywords) allow searchers a better chance of finding you.

Not using unique descriptions

If you are selling a product from an external manufacturer, then using their generic descriptions is an absolute no-go!

Manufacturers will (most likely) be distributing their products to multiple other online retailers, who may also use the original product description. Customers will quickly see that you simply copied and pasted the content, when your google search results show exactly the same description as other companies. 

Taking the time to write your own unique item descriptions will help create a personal voice for your brand, which will then resonate across your whole product offering and all sections of your website.No Unique Descriptions

Hiding product and customer reviews

Audiences need to know exactly what they’re purchasing, and if you cherry-pick the best product reviews, your audience will be reluctant to trust your services.

If you fall into the mistake of only enabling positive reviews, your audience is going to get suspicious and search around for a more truthful online retailer. Not all negative reviews mean the product is bad – it may be that the item is only the right product for certain people, and that’s fine – you can’t please everyone.

Allowing consumers to read all feedback on your products (even the slightly less favourable) promotes honesty and truthfulness, and will allow your customers to feel confident about what they are purchasing.

Using poor quality images

Online customers rely heavily on photos to see the size, quality and details of your products.

If your product imagery is grainy, pixelated, out of focus – or the lighting and model positioning is poor – then consumers are not going to be impressed! You need to ensure your images are authentic – if the product is an item designed to be worn, make sure it is shown on a model. If the product is a household item, show it in context, so customers can see the size proportions and how it would fit into their space.

Although it can’t recreate the hands-on buying that you find at a brick-and-mortar shop, amazing product photography can dramatically improve your conversion rates and keep your customers happy in the process.

Marks and Spencer gives their visitors the option to view the clothes on a model, or just the item of clothing by itself. This provides the consumer with a choice of their preferred viewing style.

Not being mobile-compatible

In 2014, 1.6 billion people used their mobile devices to shop online globally. By the end of 2017, over two billion mobile phone and tablet users will make some form of mobile commerce transaction.

A key mistake from online retailers is not making their websites compatible for these demands. If your site is not compatible for mobiles then loading times will be slow, pages won’t be configured to small screen sizes, text will be unreadable, and links will be too small to click. We’ve all come across websites like this, and can all agree how frustrating it is – don’t pass that on to your customers!

In terms of user satisfaction, having a mobile-friendly website can ease stress when browsing, and will reduce the bounce rates from your website.

In a nutshell…

Make it simple for people to see how awesome your products are, with great photography, informative descriptions and honest reviews, and don’t stress your customers out with a website that is hard to use!

How’s your website looking?

We provide support to website owners to help improve these common issues, improving user experience and increasing customer return rates.

If this article has highlighted a few problems with your website and you need a bit of help, then get in touch.

You can give us a call on 0333 121 2013, or drop us an email to [email protected]