Trial-and-error is all part and parcel of the process when looking to make a success of any ecommerce venture. But at the same time - why not learn from the mistakes of others, rather than repeating them yourself?
Pretty much every ecommerce newcomer will make any number of mistakes along the way – some proving more harmful than others. Nevertheless, there are certain painfully common and potentially costly errors that can and should be avoided at all costs.
…which are as follows:
1. Not Using Popups
Ask any group of 1,000 consumers and chances are at least 999 of them will tell you they hate popups. As do you, no doubt. Nevertheless, strategic and well-designed exit popups have been tried, tested and proven to significantly reduce bounce rates and shopping cart abandonment. Think of it this way – if they’ve already made the decision to depart, what’s the harm in making one last effort to make them change their mind?
2. Not Offering Free Shipping
If, for whatever reason, you cannot or will not offer free shipping, increase your product prices and pretend shipping is free. Seriously – anything that removes the addition of shipping costs from the equation can only be a good thing. According to research carried out by Compete, more than 90% of online shoppers buy more products when shipping is included in the price. By contrast, 44% head for the hills the moment they see shipping hasn’t been factored into the equation. Free shipping can be pure dynamite for improving conversion rates – the opposite applying to paid shipping.
3. Not Targeting Cart Abandoners
It’s not as if you can avoid cart abandonment entirely. In fact, approximately two-thirds of online shopping carts are abandoned – that’s just the way it is. So instead of taking a passive approach and just accepting these departures, why not send recovery emails to win at least some of them back? Which can be even more effective if you add a little incentive into the mix. Say, for example, 5% or 10% off the total cart cost, if they head back and finish the purchase this week. Apathy to such issues really is your worst enemy.
4. Not Optimising the Checkout Process
Optimising the checkout process is all about minimising friction. Or to put it another way - making it as quick and easy as possible for your customers to complete the checkout process. The longer it takes, the more time they have to change their minds. The more complicated it is, the less likely they are to bother. And when it comes to impulse purchases, you’ll only ever capitalise on these supremely valuable sales with the most streamlined conversion funnel possible.
5. Not Using Power of Social Proof
Last up, it’s important to remember that when customers arrive at your website, they don’t know who you are, what you stand for or whether they can trust you. They also probably don’t believe a word you say about your brand, your products or your services. By contrast, they’re more than happy to listen to the words of wisdom shared by their fellow shoppers. Even if they don’t know them from Adam. E-consultancy reports that close to 90% of consumers now use reviews to guide their purchases, while 60% are more likely to convert if a site clearly features customer reviews and recommendations. Statistics no ecommerce business owner at any level can afford to overlook.
If you run an ecommerce business in the Manchester region and would like to reach the widest possible audience, contact the Christian Michaels team today to arrange an obligation-free consultation – we’re waiting to take your call.
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