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Here at Appath, we want to make your path to eCommerce success as streamlined as possible, however this is a brand new challenge for you and it’s important to acknowledge that mistakes will be made; we’ve probably made them all too! The important thing is that you learn from them and become more successful as a result. So in this post we have identified the most common mistakes made by new start ups, to help you to hit the ground running…and with a bit of a head start!
A confusing checkout process
It could be argued that having a streamlined, easy and efficient checkout process is the most important element of your site. What’s the point of investing endless time and money into marketing if you can’t complete the sale? The key word is ‘investing’; you want to get your money back…and more, a lot more. So let’s look at how we ensure this happens.
- Getting to the check out from the front page should take no more than a 3 step process. View the item; click ‘buy now’; add delivery details. Once you add in more steps, you’re creating more obstacles and increasing the risk of losing your customer en route to check out.
- Make the pages as easy to fill out as possible
Lack of Payment Options
There are many websites I never purchase from due to their limited payment options; for some reason (one I can never understand), these sites don’t provide a PayPal service. PayPal is one of the most comprehensive payment options you can offer, and you need to have it installed from day 1 or you’re going to lose customers.
Requiring the customer to ‘register’ before placing their order
This is simply another obstacle. Which is more important to you? Getting the customer to buy now that they’re on your site, or capturing customer information? Remember, having their email address is great for future promotions, but you have the customer on your site now and ready to buy. Don’t distract from that. There’s an old saying that rings true …Never look a gift horse in the mouth.
Failure to recognize cross-sell opportunities
Cross selling can create a massive increase in your sales, when it’s done right. Let’s go back to that red cardigan, have a think about what other items this customer may need; perhaps some jewellery to match it, or a t-shirt to wear underneath. You need to identify these items and display them alongside the item on the description page – most eCommerce platforms will let you do this, but check to make sure.
Contact details hidden
Make these easy to find. Customers won’t feel confident about buying from you if they don’t have a way to contact you with any concerns. If your contact details aren’t clear and visible, you risk appearing untrustworthy.