Why did your independent station fail? Probably you’ve made these 15 mistakes

2019-07-18 08:40:00

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Reprinted from cifnews

The competition in the e-commerce industry is increasingly fierce, and more than half of start-ups fail. This article will introduce 15mistakes that start-up e-commerce websites need to avoid, helping sellers to gain a foothold in the highly competitive e-commerce industry.


1.Wasting time on building a platform

Unless customization can directly and significantly influence the unique consumer claims (USP) of brands and brands, resources should not be wasted on developing custom problem-solving solutions.


Sellers can use Shopify, Magento, etc. to build their own e-commerce website, unless the custom independent station is the brand's unique consumer proposition, the seller should not waste time and resources on the custom independent station.


Most customers prefer a familiar shopping experience, familiar design and navigation.


Shopping carts, transportation fulfillment and other businesses are also the same. If the uniqueness is not the seller's selling point, then find someone else to solve the problem, the seller can focus on the key differences with other brands.


2.The design is not reliable

Researchers at North Umbria University have found that the design of a website often determines the key to whether a user trusts a website.


If you are not a qualified designer, don't try to design your own website.


If the brand doesn't mind that there is no unique style, then use the website theme provided on the website. If you want to highlight the brand style, then find the top designers to help design, do not be thrifty in this.


3.Product description is lengthy

From a search engine optimization perspective, the most common problem with a new e-commerce site is redundancy in the product description. The most common problem with new e-commerce sites is the lengthy product description. If the product description is only information provided by the product manufacturer, the product may not be searched on the search engine.


Google will treat these product pages as copies of other products, and the products will not appear on the search results home page.


Product descriptions should try to eliminate consumer concerns, understand consumers' past consumption, and compare products with other products so that consumers are more likely to buy on your website.


Product descriptions are a very important part of a web page and should not be overlooked. If your product stock is large, follow the Pareto principle and focus on the highest-selling or most promising product.


4.Do not make money

Although this sounds ridiculous, most e-commerce websites have developed like this in the early days.


Sellers must consider the company's future scale of development, calculate and infer costs. If the company is currently not profitable, the cost will increase as production scale increases. If sales surge, companies will start to lose money.


In the initial stage of the company, profitability should be more important than the scale of expansion. When researching enterprise development, priority must be given to profitability.


5.Did not achieve responsive web design

The website works well no matter what device it is on. At least 51% of adults now shop on smartphones, and the number is growing, with mobile payments already accounting for 21% of online payments.


Unless the design is novel at the heart of the brand, don't use custom themes that have not been tested. Sellers can use Google to test the most suitable theme for mobile and test with as many devices as possible.


It's important to test on a mobile device. Sometimes the shopping cart looks normal, but there is actually no way to submit an order.


6.No target audience

If consumers choose to buy your product instead of Amazon, a large part of the reason can be attributed to corporate culture. If you want to beat the e-commerce giant, you need to find a specific audience and gain their trust.


Finding the target audience first requires an understanding of the audience. Think about the ideal consumer and help the seller find the target audience. This includes:

(1) Understand their interests

(2) Subcultures they may be in

(3) Their important values

(4) The products can be solved for their needs

(5) Know where they often hang out


The only way to achieve this goal is to combine data analysis with the seller's intuition, and it's best to combine some real-life conversations. The more you know, the closer you are to the audience.


7.Technical SEO error

E-commerce websites are more prone to SEO errors than other types of websites. These errors can hinder search engine traffic, and the traffic generated by search engines is especially important for e-commerce business development.


Here are a few of the most common issues that need attention:

(1) A duplicate copy of the same page, usually caused by a URL variable (the content that appears after the URL question number). Sellers can follow a standardized process to resolve.


(2) Link to a page that does not exist (ie 404). Sellers can use a crawler like Screaming Frog to find this content.


(3) Connect to the redirect page (i.e. 301 or 302). Although clicking on the redirect link will still take the user somewhere, hoping to find and match the page that matches the page. However, the redirect will lower the Google page rank, which will determine the location of the site in the search results. Sellers can also use the crawler to find these. These should all be replaced with links to the final page.


(4) The page cannot be accessed from any link on the website. The seller needs to adjust the theme to ensure that all pages can be selected from the navigation. Sellers can find problems by comparing page databases and crawls. If there are no pages during the crawl, they are not connected to the home page.


Technical search engine optimization is important, and if the budget is sufficient, it is best to seek professional help.


8.The shopping cart is too complicated

Minimize the steps of the shopping cart and don't force consumers to create accounts in order to get funding.


Try to reduce the barriers for consumers when using the shopping cart, try to make the button bigger, the text smaller, and unnecessary fields can be deleted.


9.No logo

Although in most cases, sellers should provide consumers with a familiar shopping experience, because sellers also need to use a few customizable themes.


Logo is the brand's facade, allowing consumers to remember the brand, the seller must customize a logo.

If the budget is sufficient, the seller should find a designer to design the logo. If you don't have enough budget, you can use the free logo design tool to design.


10.The "About" page is empty

Many e-commerce sellers think that the About page does not bring traffic to the website, so it doesn't pay much attention.


As can be seen from the web page analysis, most visitors will stay on the About page in front of the page before leaving.


Consumers can use the About page to understand the seller's unique consumer claims, so sellers can spend some time on this page. The About page should provide enough background information to understand the brand.


11.The product did not solve the loopholes in the market

A unique consumer proposition is not just about having a niche market or focusing on a part of the market. It is normal for new e-commerce brands to be indistinguishable from competitors. If consumers can still find similar products on Amazon, it is not enough to focus on specific types of products. The seller's products need to solve the problems of similar products on the market, although this is not easy to do, but it is absolutely necessary to solve.


12.Poor customer service

Compared to creating customer loyalty, good customer service is more likely to retain customers, and what is really satisfying customers is often basic services.


What customers need is to solve the problem quickly, it is best to solve it in one call, and not to be transferred to other departments. Therefore, the seller should calculate the cost of customer service into the cost of the product.


In addition, customer service channels should be diversified, not just limited to the phone. If the brand intends to outsource customer service, it is important to choose a trusted team. Call your customer service department regularly to make sure they meet the standards.


13.Navigation is too complicated

Unless navigation is a brand's unique consumer proposition, don't spend too much time on it.


The seller can do the following:

(1) The clickable content should be large enough for the mobile phone to click

(2) Provide users with categories that can be accessed from the main menu

(3) Sorting products by price, latest, rating, etc.

(4) Click on the product, the user can quickly and easily enter the product page; highlight the "purchase" button, convenient for users to find.

(5) Provide search function.


Usually, sellers should use Google Custom Search or a solution like Swiftype to develop search engines, so it is not recommended for developers to develop them themselves.


14.Product images are not attractive

Clear and attractive visual effects are important for e-commerce websites, and more effort is needed to get the most out of your visual effects.


Some products require more visual effects than other products.


15.Insufficient product evaluation

e-commerce website, but in fact the evaluation helps the product to be sold, especially since the evaluation comes from a verified real buyer.


Merchants who put comments and questions on the site can increase sales by 18%.


While a high score is a good thing, users will want to see some negative comments, and if they don't see any negative comments, they may be suspicious. So don't be afraid of bad reviews, and keeping the scores change can help increase sales.