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Uh-Oh! Could You Be Making These Simple eCommerce Mistakes?

A woman looking at an e-commerce site on her laptop with a bunch of shopping bags on the table

Setting up an e-commerce store is a breeze these days—thanks to the internet and handy YouTube tutorials, practically anyone can do it.. However, some people might not have enough experience to understand that there are certain things that they might be doing wrong which could affect their e-commerce success. 

Plus with the competition being so high, even small mistakes can hold your business back. Not to mention, these problems can show up anywhere in the customer experience, making it tricky to figure out what's going wrong.

As easy as it is, it’s also very easy to slip up and make these mistakes I’m about to call out in this article. 

So, I suggest you keep on reading if you want to steer clear of these potential mistakes and ensure a smoother journey in the world of e-commerce.

Do Your Market Research

A woman doing a market research with her boss

If you're a treasure hunter, you don't just start randomly digging anywhere in the sand and cross your fingers for a jackpot. Nah, that's a waste of time and resources. You're better than that. You read the map, scope out the hiding spots and then discover the hidden treasure!

In the business world, it's the same deal. Skip the random moves; do some research.  Think Google, Facebook groups, YouTube comments, competitor reviews—tons of places with a wealth of info. 

Dive into them regularly, listen to what people are saying, and use that to reel in customers. Your conversion rates? They might just skyrocket. Don’t say we didn’t warn you!

Define Your Target Audience

Imagine trying to sell a surfboard to someone living in the middle of the desert. No matter how breathtaking the board is or how great the deal, it just won't sell. In fact, people might just get irritated seeing your ads which is something we’re trying to avoid.

Let's start by thinking about the real problems you're solving for your customers. As you gather more info, you’re putting together a character profile - your buyer personas.  For example, demographics, decision-making styles, hobbies, and preferred platforms—it's exactly what you need to win over hearts and sales.

Focus On Your Copy

A woman sipping coffee while working on the copies for her e-commerce sites

Copy is the text that paints the picture on your website. Whether it's describing your products, guiding people through orders, or even in your brand logo, it's all part of the show. 

Now, imagine this: if that text is filled with typos, misspells, or just feels off, it'd be like handing over your business card with spinach in your teeth. Not cool.

All these often overlooked mistakes can give your website an amateur vibe. And people hesitate to hit that 'Buy Now' button if things seem a bit unpolished.

Do yourself a favor and give your content a regular checkup. Hunt down typos, misspellings, and grammar hiccups. And don't stop there—make sure your copy is pulling its weight in the charm department. Here's a checklist for when you're writing:

Your brand. Let your voice shine through.

Think about your audience. What kind of language resonates with them?

Spice up those product descriptions. Give them some flair!

Nail the keyword game. Get those words to work for you.

So, what I’m trying to say here is, not only should your content be error-free, but it should also be as engaging as a gripping novel. 

Confusing Website Setup and a Not-So-Great User Experience

A man using his credit card to online shop on an e-commerce site

Don't make the classic ecommerce mistake of having a complicated website with a poor user experience. Your website should strike a balance, rocking both aesthetics and smooth functionality.

If your site's navigation feels like a maze, your content is hard to seek, or certain features are acting up, you're practically inviting people to bail.

To avoid this, give your website a makeover for an excellent user experience. Optimize navigation for a smooth ride, creating an environment users love—transform it into a space where people can effortlessly find what they need. Because a satisfied user means a potential sale in the bag!

Setting Prices Without Research

Once you've gathered intel on your audience, understanding their needs and how necessary your product is for them, you'll naturally get a sense of what your product is worth.

Yet, a common mistake in e-commerce is overlooking the research on pricing. It's a big deal—imagine if your production costs are higher than what the market is willing to shell out. On the flip side, what if your customers are willing to pay more than you assume?

Sure, some business owners base their prices on what competitors are charging, and that makes sense. But what if your research reveals dissatisfaction with existing options, and your product is a must-have solution? 

In such cases, customers might be willing to pay a premium for convenience, ethical ingredients, health benefits, or added value in your products. Don't miss out on capturing that extra value! 

Neglecting Security Measures

While keeping a close eye on your expenses, especially in the early stages of your business, it's important to view security not as a cost but as an investment. Cybercriminals have a variety of tactics, from financial fraud to phishing scams and infected links.

It's not a question of "if" but "when" your online store becomes a target, and lacking the right security measures can be disastrous.

Tightening your ecommerce site's security is a must. Start with SSL certificates to secure payments, utilize antivirus software to safeguard payment information, and make the switch to HTTPS to ensure the protection of your users and their data. 

Because, in the world of e-commerce, it's better to be safe than sorry. Trust me, you don’t want to learn that the hard way.

Restricting Payment Choices

A woman using her credit card to shop online on her smartphone

Speaking of transactions and security, here's another mistake I often see e-commerce businesses making. Nowadays, customers want flexibility in their online payment methods. Sure, credit and debit cards are standard, but some of them swear by PayPal, Apple Pay, or Google Pay. 

If you limit your accepted payment options, you risk turning away customers who have a preferred way of paying. It's like putting up a "No Entry" sign for a significant part of your audience. To avoid that, consider casting a wider net of payment choices to keep the purchasing flow smooth for everyone.

Terrible Customer Support

A woman giving customer support to a client on her laptop

Let's dive into customer service—it's a crucial component with many dimensions. 

Customer service isn't just about handling user messages on your website; it extends to how you engage with questions and comments on social media and manage customer complaints over the phone or via email. It's essentially every interaction that demands your attention and support.

Here's the bottom line: delivering mediocre customer support, whether it's a slow response time, impatience, or reluctance with refunds, is a guaranteed way to lose existing customers and discourage potential new ones. So, start stepping up your customer service game and create positive interactions today!

Final Words

At the heart of all these errors is a simple rule: prioritizing your customers. Break down as many obstacles as you can, from smoothing out shipping and payment options to simplifying site navigation and strengthening security. 

Whenever you're unsure about a decision, ask yourself, "How will this impact your customer's feelings?" When you prioritize your customer, you're on the path to creating a shopping experience that ensures they keep coming back for more.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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