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E-commerce has become the greatest hope for many businesses. On the other hand, e-
commerce mistakes have negatively affected others resulting in their businesses to
fail. While many companies today have found the right balance between e-commerce
and traditional storefronts, some brands have failed to invest sufficiently on their e-
commerce business which led them to shut down.
Below are five possible reasons behind the failures of e-commerce businesses today.
Learn from them to help prevent your company from suffering the same fate.
Lack of back-office integration
Office integration can be costly, not to mention it has to be done at the right time.
Small and medium-sized brands don’t have enough luxury to afford expensive and
risky move of instantly replacing equipment and technologies. Despite this fact, some
small online retailers still risk to ‘bolt-on’ new technologies with a misguided
expectation that this will provide a seamless customer experience.
However, this method won’t work. Rather, businesses should implement strategies that align with their initiatives since customers are liable to change and your business can only do this if you have a commerce channel that gives way to open innovation.
Lack of segmentation
Another mistake of many e-commerce brands is their tendency to integrate in-store
segmentation into their business. E-commerce shopping patterns are rapidly
transforming. Customers look at various sites, check customer reviews on Amazon,
ask for recommendations on social platforms before buying something. The key to
right segmentation profiling is to blend customer value with customer needs
characteristics in order to better understand every segment’s buying missions.
Otherwise, your e-commerce marketing budget will go to waste because you will be
struggling to identify the best ways to reach and nurture your customers, and
ultimately make repeat buying patterns
The misconception that if you build a store, customers will naturally come to you
E-commerce platforms like Shopify and BigCommerce have significantly reduced the
fee of launching an e-commerce site. As a result, sourcing products to sell on these
platforms has also gotten less expensive according to a leading SEO company in Las Vegas,
Nevada. Consequently, many people are led to believe that if they just establish an online
shop, customers will naturally show up.
The harsh truth is that this won’t happen. What you need to do instead is to focus on
customer acquisition. This entails creating a social presence, producing and
publishing content and investing in paid ads on social channels to capitalize on their
targeting capabilities.
Sending traffic off of your website
Many companies today are using content carousels that feature Instagram imagery.
While this is the new trend these days, the problem of this method is that when a
customer clicks on any of these images, they will be instantly transported off the e-
commerce site to Instagram--a site that does not need more traffic. These brands have
exerted so much time and effort to get customers to come only to encourage them to
leave.
Leading your customers to a rabbit hole of unnecessary distractions is a bad
idea even if you’re using attractive and click-worthy imagery. The best play would be
to use shoppable content widgets that will convert this content into something a
shopper can explore on the site.
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