Choosing the Wrong Website Design
Your user’s experience browsing, shopping, and purchasing is everything. A poorly designed eCommerce experience will have a detrimental effect on all other aspects of your website. Your PPC ads or SEO content could bring in hundreds of customers, but with a poor website only a handful would persevere through to the end.
Think of eCommerce websites you’ve used in your own time. How easy was it to browse through products and categories? How convenient was it to add or remove products to your basket? How straightforward was the checkout process? Did you have to sign up for an account first? Did you have several payment options? – That is the user experience, and a poor user experience contributes to abandonment at all stages of purchase.
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Forgetting Mobile-Friendly Design
Never forget that approximately half of internet users access it via a mobile device. Depending on your target audience, that ratio can become even more skewed towards mobile users. If you don’t factor in the design of your mobile website, it could lead to a poor user experience compared to desktop.
To accommodate this demographic of users, navigation, and purchasing has to be as simple as possible. Users will want to find the product they are looking for with the least amount of scrolling and tapping.
Choosing the Wrong Website Developer
Not all website developers are made equal. It’s essential that – along with designing an eCommerce website with the best user experience – you understand their post-care policies and their approach to designing a website around eCommerce digital marketing.
You do not want to be stuck with a website where adding, changing or removing products is too complex to do by yourself. Nor do you want a website where only basic SEO content optimisations can be done.
There’s so much to consider when you’re choosing a website developer and designing a website. If you need any help, talk to one of our eCommerce digital marketing agency experts in a free consultation to learn more.
Letting Potential Customers Get Away
The truth is, even with a well-designed website, up to 70% of users will abandon the shop for a variety of reasons. Including reasons beyond your control. Shoppers can become distracted by the world around them, and simply forget to come back. Sometimes they’re still on the fence about the product itself and want time to think. This is why you need to have a robust remarketing strategy to bring them back.
With PPC ads and email remarketing, you can reach out to these lost customers with ads or emails that remind them of your existence, and provide more information on your brand that could encourage them complete a purchase.
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Not Setting Up Abandoned Cart Emails
One of the most powerful email remarketing techniques is that of abandoned cart emails – automatic emails that send themselves a few days after a customer has abandoned their purchase journey. These could be a simple reminder, or a special discount that encourages them to finalise their purchase.
Some platforms like Shopify have their own inbuilt abandoned cart feature, but email remarketing platforms like Mailchimp allow you to fine tune and customise those emails with content that encourages shoppers to come back.
Your Products Aren’t Appealing
The experience of your website is crucial, and so is the content populating your website. This isn’t just important for SEO, content for a product showcases its purpose and conveys reasons to buy it. Items that lack critical information, compelling content, and quality photographs are less likely to sell.
What is so good about this product? What does your brand stand for in this product? What are its key features? Would showcasing reviews increase the appeal of the product? Think about why your customers would want to buy your products and what key features they may be looking for.
Your Image Selection is Poor
A product’s image gives one of the strongest first impressions of the quality of the product, making it essential that you choose your images wisely. There are two common mistakes with images: poor quality images that do not convey the product well, and oversaturation of images that all tell the same story.
There are several types of images to consider, and you should rarely need more than one:
- The static image shows the product on a simple background, best for website browsing.
- The proportional image helps shoppers see how big an item is relative to a person or related object.
- The lifestyle inspiration image shows the product in action and its intended use to inspire the customer.
- The key features image highlights important features of the product that customers would be interested in.
Using AI When You Shouldn’t
Generative artificial intelligence is a popular tool that helps to bridge skill gaps, providing quality looking images and content in record time. But this tool is one that has to be used responsibly.
Hundreds of fake eCommerce stores also rely on AI generated content and images to create appealing looking products that in reality do not meet customer expectations. In some scenarios, the website will stay online enough to take in orders, then disappear and leave customers without products. You would not want customers to attribute your website with one of these scams.
This also highlights another issue with AI made content; it can easily create false expectations of your products and your brand. Generative AI is “narrow” in scope, meaning that it has no true awareness and is at risk of saying things that are not true. Many of the best eCommerce brands became successful by speaking in their brand voice, communicating their quality and value in their own words.
Not Seeking Help From An eCommerce Digital Marketing Agency
Without strong PPC ads, email marketing and SEO content, the prosperity of your eCommerce business will be at an incredible disadvantage. Your target audience will seldom discover your products by themselves, and it is your responsibility to use the full spectrum of eCommerce digital marketing tactics to spread awareness and bring in sales.
At InSynch we have a team of experienced digital marketing experts that are on hand to help your business drive sales in the online world. We have helped shops of all sizes, in various different industries, reach their target market.
As an award-winning eCommerce digital marketing agency in the UK, we’re dedicated to revolutionising online businesses from the website up. Book a free consultation to find out how we can help you achieve your sales goals.
