1. Careless and unattractive catalog
In the “real world” it usually happens that if someone is looking for shoes, for example, the decisions to enter or not to a certain shoe store, will be conditioned by the way they look from the outside. If the storefront appears messy, dirty or empty, that customer is likely to pass by. The same principle applies to eCommerce. If the catalog is messy and incomplete, few will “navigate” in it.
Each product must have a good page, that is, a good number of real photos and videos of first quality, which are descriptive by themselves. These images should generate so much guarantee and security in the observer, as to completely dispense with the sense of touch and blindly rely only on what is seen on the screen, at a distance.
The databases must always be updated, with exact information. Nothing is more unpleasant for any buyer to order a product and then find out that it was not available. Fictitious or uncompetitive prices are also causes that decrease sales and performance of the online store.
A successful business is one where the investor not only recovers his investment, but also makes a profit. Prices must arise from an accurate evaluation, they cannot be unreal: neither too low to be imposed on the competition, nor too high, as to pretend to recover everything invested in a single sale.
2. Bad customer service
What happens to physical, traditional stores? If the attention we get from sellers does not satisfy us, we will surely choose another place to buy. The same goes for potential customers who enter online stores, ask about a product and the answer comes a week later … or never comes.
Failure to enable customer opinions is an equally serious mistake. It is very difficult for someone to acquire a product that no other person has tried. If what generates fear are negative comments, good service and quality products are the only effective way to avoid them.
3. Ignore SEO
Internet is not just about publishing. With so much competition, positioning strategies are as vital as the products. You are welcome to have the highest quality or the best prices, if those who buy online will never find out.
4. Dispense with everything other than eCommerce
The evolution of trade is increasing to its online mode. However, at the moment the old-fashioned trade, outside of digital media, between two “flesh and blood” people who shake hands when closing a deal, still exists. Sheltering alone in the online world is the same as missing a large enough piece of cake. It’s not about opening stores in shopping centers. It is about the potential clients having, even if possible, the opportunity to see who is offering something to the face. Sector fairs, for example, are a good idea.
5. Think only on the computer screen
According to a prediction by Steve Jobs, mobile technology will eventually displace computers. Android is already the most used operating system worldwide, relegating Windows to second place. To surf the internet, only one Smartphone is enough. Those who design their online stores and do not serve the users of mobile devices, will end up relegated and surpassed.