What Not to Do with Your Ecommerce Site

It’s common to talk about the various ways to expand and improve the success of an ecommerce site, like utilizing resources such as https://www.easypaydirect.com/merchant-accounts/high-risk-merchant-accounts/ to help with payment processing, contacting web designers for professional assistance, etc. but what shouldn’t we do? Let’s explore a number of pitfalls that should be avoided when selling online (keeping in mind that these pitfalls should be rephrased as “ecommerce success tips” and then emailed out to your competitors).

1. Fonts Below 12 Point

20% of visitors to a typical website are now accessing via mobile device. Remember this growing population when you determine the size of your text. If someone is looking at any of the text on your site and has to squint to see it, that obviously creates frustration, not comfort. Comfort is a key component of moving toward a sale (except in the eyeglasses industry – where it makes sense to have large pictures, prices, and Buy Now buttons, and everything else too small for the naked eye to see).

2. Inclusion of Shipping Costs

Don’t hide the price of shipping from your customers. We all know that custom printed boxes and the cost of getting them out to customers is a reality of business, so being upfront about it is better. To make sure they are picking the correct shipping service, e-commerce stores have to price up what is available, for instance, they will take a look at things like a pallet freight quote, costs per item, costs in bulk, etc. so they can make sure they are financially secure. Some sites out there will either tack on the price of shipping after billing information has been entered or inform the customer that the price for shipping will be determined when the order is processed. This, as you can imagine, feels a little disingenuous, or at least not completely upfront, to people (you can always triple-charge them after the fact… no one checks their credit card statements anyway).

3. Failure to Build SEO

You may think it is reasonable to just go after pay-per-click or advertisement-generated sales. This approach quickly becomes questionable when you consider that once organic traffic starts to come through, you are paying far less for it than when paying individually for every sale. Build the content of the site in a conscientious way, with the inclusion of a regularly updated blog, either by yourself or with the help of an expert, like the team at SERP Co (https://serp.co/services/seo/), and stand out amongst the rest when it comes to the search engines.

4. Inability to Find Stuff

It is incredibly easy to add a Google search bar specific to your website. In fact, coding your own, more site-specific search system is a wise idea. Think of someone going through a store and wanting to try out a bunch of different outfits. That person is in a buying mindset.

Never make it difficult for someone to find what they want. Unlike in a retail brick-and-mortar store, it is all too easy for an online customer to “walk out the door” (rather than at least having to jump out the window).

To Review

So, in short:

• Make sure everything is easily readable.
• Show the cost of shipping up front.
• Get organic traffic via quality, SEO-friendly content.
• Make it easy for everyone to search for what they want.

You can make all the improvements to your site that you want and put together strong marketing campaigns to bring in traffic, but if you make common mistakes, all you are doing is making your job harder.



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by Kent Roberts and Richard Norwood