eCommerce strategy is going to have its share of mistakes, miscalculations, and oversights.
Any time you create something as complex as an eCommerce strategy mistakes are bound to happen. In an effort to help retailers avoid exactly that, we’ve compiled a list of the top-10 most common mistakes that retailers make when developing their eCommerce strategy:
1. Ignoring Web Analytics
When you look at web analytics you’re not really looking at a collection of numbers; you’re looking at consumer behavior. Behavior can tell you a lot about how to improve the customer experience, drive a higher conversion rate, and improve customer service. Yet, many companies are not using the data available to them, letting valuable information and insights go to waste.
2. Not Personalizing the User Experience
When a potential customer chooses to visit your website, you want them to get the sense that certain elements of the site have been specifically tailored to their needs and tastes, based on such actions as which sections of the site they visit, how long they stay on certain pages, etc. The reason you want to do this is simple: the more the visitor feels like you actually understand their preferences and the items shown are relevant to them the likelihood of conversion increases.
3. Not Planning for Customer Data
4. Lack of Focus on Customer Experience
When you think about the user experience on your website it all comes down to a very small window of time. Within that window, a visitor is going to decide whether or not they like your brand enough to make an online purchase. The way you get to influence their decision is by providing them with a great user experience that is clear, seamless, and intuitive.
5. Lack of Testing
A website never gets to cross an optimization finish line. Maintaining and optimizing a website is a continual, never-ending process of testing and improving, testing and improving. By committing to continual testing you’ll be able to consistently improve site conversion rates.
6. Complex Checkout Process
7. Poor SEO Strategy
8. Overestimating the Amount of Visitors That Will Buy
9. Spending Time on Things That Don’t Matter
10. Poor Customer Service
Just because your store is going to be virtual doesn’t mean your customers aren’t going to have questions about your product or service. In fact, products sold online often face more post-purchase questions than a product sold in a physical store. So, you’d better be prepared to answer those questions consistently and in a timely manner or risk losing that customer to a competitor.
Is Your Strategy Strategic Enough?
In the hyper-competitive digital marketplace, every company is searching for a competitive edge. This is why they should each invest the time and effort in making sure that their eCommerce strategy is rock solid. If they do, they’ll quickly discover that their strategy itself is the very competitive edge they’ve been looking for.