Ecommerce Mistakes: What NOT to Do When Selling Your Products Online
Let’s face it: running a business — online or off — is challenging. There will be obstacles, and likely you’ll make a few mistakes. If you’re new to selling online, there are a few common ecommerce mistakes new business owners often make. Knowing what they are can help you to avoid them, or at the very least, rectify them quickly. Have you been making these common ecommerce mistakes?
- You Rely on the Online Marketplace to Do Your Marketing
While one of the perks of selling your products through an established online marketplace is that you can attract more traffic than you would through your own website, you can’t be lazy when it comes to marketing your storefront. Any business, whether it operates out of a physical store or a virtual one, needs marketing and promotion to effectively attract more customers. And even when you start attracting more customers than you can handle, don’t stop marketing. You have to market today for the customers you want tomorrow (or months from now). Don’t underestimate the power of feedback here as well, the more you know the better informed you will be for future decisions, and therefore the more efficient they will be!
- You Skimp on the Wrong Things
Sure, you want to save money, but cutting corners on the wrong things could end up costing you more money. Take your product photos. You might consider yourself an Instagram aficionado, but that does not qualify you as a professional photographer. Your product photos are what a potential customer first sees, and will quickly help her make the decision on whether she wants to buy from you or not. If the lighting is bad or the photo is blurry, you can bet she’ll go elsewhere with her money. And if you absolutely cannot afford to hire a photographer, use these pro tips to ensure the photos you do take are high-quality.
- Your Product Descriptions Lack Enthusiasm
You’re no writer, so why should your product descriptions need to be perfect? Second to your product photos, the product description is the next most important component of your online shop. A sentence or two isn’t going to cut it. Because your customers can’t hold your product in their hands to see how they like it, they’re relying on the information you provide to make an informed decision. That means: the more descriptive you can be, the better. Spend plenty of time detailing your product so your customer feels like she can actually experience it in person.
- You Try to Win the “Lowest Price” Game
Competing on price is never a good idea, and is a classic ecommerce mistake. The online marketplace space is a competitive one, but trying to be the rock-bottom pricing winner only slashes your profit margins and leaves you with customers who aren’t loyal and who just want the best deal. Whether you sell handcrafted jewellery, organic granola, or custom dog collars, you need to differentiate yourself from the competition… and not on price. If your product is quality, there will always be a market for it. It’s just a matter of you finding it.
- You Don’t Use Targeted Keywords
Selling online is all about using the right keywords to attract the kinds of customers you want. That means you need to use them in your product title, as well as your description. Not sure what keywords people are searching for? Do a little free research on Google’s Keyword Planner. Then search those keywords on Google to see who comes up in the results. If you feel like you’d fit in with the other companies using them, then start incorporating those keywords in your copy.