The eCommerce industry is booming and with the convenience that online stores offer to consumers, it doesn’t come as a surprise. But in their zest to taking products and services online, and standing out from the competitors, most eCommerce businesses end up making little mistakes.
Mistakes that result in loss of sales to their competitors!
In this post, we’re going to discuss the website elements that could be killing your online store’s sales.
1. An extremely poor or confusing navigation
The idea of shopping online is to be able to find the products you love and their variants, easily. If your navigation doesn’t let a visitor do that, just how do you imagine them finding their favourite pair of jeans at the amazing deal you’re running? Take a look at the navigation you offer, identify primary categories and subcategories that you as a consumer would look for products under. Optimize them as much as possible, so that you’re not overwhelming the shopper with too many options either.
For instance, we love how Flipkart has it all sorted here clearly:
2. Your product descriptions are an absolute no-no
When shopping online, we tend to look for as much information about a product as possible. Anything that helps us make an informed decision, is always welcome. This is where product descriptions are very important. Identify what information shoppers look for in a specific product range, and offer them on your website instead of letting them search for it on others.
For instance, this product description here clearly lacks the features of the product and technical specifications:
3. You have an irritating entry popup
Please say at least you don’t have an entry popup! Most online stores use an entry popup to welcome the visitor and ask him to either subscribe to their newsletter to get deals or follow them on social media. As a shopper, why would I complete this action when I haven’t yet seen what the store has to offer?
For instance, this welcome popup here. I do want that 30% off on my purchase, but let me see if the store even has the products that I am looking for?
4. You don’t have an exit intent popup
While irrelevant bombarding will make you lose sales, contextual on-site retargeting will make sure you don’t pass on the sale to a competitor. Use the window where a visitor is showing an intent of leaving your website to retarget him with an exit intent popup that encourages him to make an interaction or complete the purchase before abandoning your store site.
For instance this campaign here that gets triggered when I am just about to leave. Now I am more likely to share my address because I know what I want from the store!
5. There is no social proof available
You could be offering the best of products in the industry, but how does a shopper know if yours are any better than the other store offering them. This is where social proof in the form of product ratings and reviews comes handy. It lets the shopper know how others like him have purchased from your store and are happy with the products – encouraging him to buy from you as well.
For instance, Amazon shows ratings, reviews and frequently asked questions for each product to help shoppers make wiser purchase decisions.
6. Your shipping and return policies are unclear
The one disadvantage of online shopping is that sometimes the products don’t fit you as you expect. Similarly, people are skeptical about the products being shipped on the right time. This is why your shipping and return policies need to be crystal clear for the shoppers. If they think it isn’t clear enough, it only deems you as unreliable.
7. Wishlisting items isn’t possible on your store
Not every shopper comes with the intention of completing a purchase right away. They might just want to shortlist some products in the morning and then complete the purchase in the evening. Now if your store doesn’t allow wishlisting, imagine how hard it is going to be for him to look for the products over and over again!
For instance, Pipa Bella lets you wishlist your favourite products so you can go back to them later and choose which ones you want to buy now and come back for the others later.
8. Facebook and Instagram retargeting hasn’t crossed your mind
If your online store hasn’t been making use of Facebook pixels to retarget your visitors, you’re definitely losing out on half your sales. Retargeting lets you remind people of the products they left behind or showed interest in on your store, on social channels – the place they are more likely to check multiple times in a day.
9. The checkout process is no less than a maze
Online shopping is synonymous with the ease of doing shopping. If your checkout process itself takes 5 minutes to complete, you can be sure that your products are going to get abandoned. Optimize your checkout to let the customer make his purchase as quickly as possible. While it is obvious you might want to store his information for later, providing a guest checkout option could really help!
10. Editing your cart is a pain
I often add multiple variants of a product to my cart and then later decide on what I really want to buy. So this involves me viewing my cart items every now and then while browsing, adding or subtracting items, changing quantities or sometimes changing the size of the product based on what I am purchasing. If doing so was difficult, imagine having to delete the product, look for it again and then add it to the cart with the new requirements – tedious, right?
For example, I love how easy it is to manage my cart items on Flipkart:
11. You’re not highlighting your specials
Just because a shopper came to your store looking for something specific, doesn’t mean he isn’t open to exploring what else you have to offer. If you’re not highlighting the new launches, special deals and offers on your store, you’re most certainly losing up to 30% of your sales and the possibility of getting a higher order value placed.
For example, here’s Nykaa promoting what’s new on their store right on the home page:
Or let them know before they are exiting your site that there are some specials awaiting them! See how the House of Folklore did it. (Read case study)
12. There is no stopping cart abandonment
If you haven’t optimized your checkout process for preventing cart abandonment, you’re one of those eCommerce businesses that lose up to 69% of the sales. Using an exit intent campaign, retarget the shoppers leaving from checkout without making a purchase. Offer them a discount to complete the purchase right then or create a sense of urgency, but don’t let them go away without a trying to convert them into your customer.
For example, here’s how the House of Blouse stopped their cart items from getting abandoned and boosted their sales. (Read case study here)
13. You are never asking for customer feedback
Most eCommerce stores don’t ask for feedback from their customers or the shoppers that stop by. It is important to understand your audience, their likes, where they faced a problem and how you can improve the experience you’re offering to them. Implement occasional feedback campaigns on your site to let your customers know that you care.
Here’s an example of a sweet way to let your customers know their feedback matters to your business the most:
14. Localisation was just not on your strategy
If your store sells products world over, it is important to focus on localisation as well. While we don’t say each of your store elements and copy should be converted into different languages based on where the visitor is from, it is important to at least change the currency. No one wants to sit down with a calculator trying to convert the price of a product to their currency, they’d rather look for another site.
For instance, the moment you land on House of Blouse, they ask for your location. This helps them display the pricing of products and the correct shipping information.
15. You’re not making use of web push notifications
Desktop internet users still account for 47.8% of the traffic. It is important that you keep this traffic engaged with your store actively. Using web push notifications, you can alert them of price drops, new products, an ongoing sale and a lot more. Staying on top of their minds is the trick to getting more sales in this competitive industry.
16. You are not offering help
Sometimes online shoppers need help making purchase decisions. Since there isn’t a salesperson to assist them online, it is important for you to offer at least a live chat. Implement them on all your product pages so that they know they you’re around to help them out.
House of Blouse does this perfectly too!
It is important that every little element you use on your website is able to help the shopper make an informed purchase decision. The more helpful you are, the greater are the number of sales your online store will get.
What other things do you think an online store should definitely have?