Selling your company products online is a no brainer, especially when you take into account that more than two-thirds of millennials prefer to buy products and services online. Age demographics and the popularity of buying things by using mobile communication devices makes creating an eCommerce store a priority for your small business.
To get the most out of your online presence and capture as many customers as possible, make to you avoid these common mistakes many of the eCommerce sites still make these days.
Trusted Content Sells Products
Does running a blog increase the visibility of an eCommerce site? After all, your eCommerce platform is all about selling products.
If you answered yes to the question, then you have discovered the power of professionally written content that converts potential customers into valued regular customers. The widely used content marketing tool for sharing information has emerged as a vital strategy for increasing sales on eCommerce websites.
Let’s say you want to sell a branded lawnmower online. By writing a blog that promotes the positive attributes of the lawnmower, you motivate readers to at least take a look at an image of the lawnmower at your online store. Add a couple of links to the product page within the blog and you have created a powerful strategy for increasing your online store sales conversions.
Here are some other ways a blog helps you sell products online:
- Answers customer questions
- Enhances SEO ranking
- Addresses product concerns
- Increases the reach of your eCommerce site
Poor Security, No Privacy
If you read or heard about any of the data breaches on Fortune 500s or even government websites, you understand we have an identity theft crisis. Poor security and lack of privacy concerns deter many consumers from providing critical personal data online that includes credit card and bank account numbers.
A Secure Sockets Layer (SSL) allows companies to communicate safely with customers. Your customers can share personal data with you, without having to worry about a hacker stealing information. By creating a SSL, you establish a secure connection with your customers.
Remember one important thing – no business website is too small to get the attention of greedy hackers.
An SSL certificate produces an encrypted connection between your server and the browsers used by your customers. The secure connection does not disrupt the browsing or shopping experience to help you attract and retain a growing customer base.
If you not create an SSL certificate, your eCommerce site will be unable to accomplish the following:
- Accept secure payments
- Protect customer login passwords
- Secure web page forms
- Gain the confidence of site visitors to make purchases
- Establish authenticity for your eCommerce website
- Improve your eCommerce website search engine rankings
- Educates eCommerce website visitors about how your company protects personal information
- Gives your customers the peace of mind that their personal data is safe and not for sale
High Shipping Charges
If you do not offer free shipping for products sold through your company eCommerce store, you should reconsider your online shipping policy. Free shipping is a small price to pay for attracting more customers and increasing online sales.
Many customers go as far as the checkout line on eCommerce websites, but they abandon their virtual shopping carts when they realize the company charges for shipping. To retain regular customers, your online business must offer free shipping.
CEO of Clarus Commerce, Tom Caporaso, says shipping costs and customer loyalty are more connected than ever. “Most shoppers still choose free over fast, but with a growing number of retail outlets like Amazon, eBay and others now combining those options, retailers of all sizes have to find ways to cater to every customer’s interests.”
Your company might be small enough to rely on just one delivery company such as UPS or FedEx. However, as your business grows, you should consider multiple delivery companies to ensure obtaining the lowest prices and quickest shipping speeds.
Lack of Social Media Presence
Successful eCommerce businesses understand the importance of establishing a strong social media presence to connect with regular customers and customer prospects. Sites such as Facebook, LinkedIn, and Twitter have become an important part of our lives. We use social media to communicate, research information, and shop for products and services.
Social media marketing offers a solid return on your eCommerce marketing efforts. You reach potential customers and engage the loyal patrons of your business. Your social media website profiles promote a digital storefront that complements your physical storefront.
Poorly Written About and Contact Pages
Consumers look for much more in a product than features. A growing number of consumers are interested in company’s story, which you present on your About page.
A compelling about page that presents your company story personalizes the shopping experience. It describes company history, as well as the principles that motivate your team of employees. A compelling About Us narrative builds the level of trust required for eCommerce website visitors to hit the “Buy” button.
You also need to include a Contact page. Trying to communicate with you and your team of customer service professionals should never cause customer frustration.
A contact form should allow plenty of room for customers to add aname, an email, and a box to write messages. Avoid asking for personal information, such as addresses and cell phone numbers to avoid scaring potential customers away.
Opening an online store expands the reach of your company from local customers to regional or even global customers. Make sure you avoid the five common eCommerce mistakes to boost sales and fatten the bottom line.