5 Mistakes to avoid on your e-commerce

Why is your e-commerce not selling? Here are 5 mistakes to avoid

You’ve waited weeks or months for your online store to be developed, you’ve put in all the products, you’ve optimized the texts for SEO, and you’ve published all the content, but despite all the hard work you’ve done so far, the first sales are slow in coming.

Nowadays selling online is a huge opportunity, if well exploited, but an e-commerce that doesn’t sell is no small problem.

“How do I drive traffic to my site?”
“Why aren’t users buying?”
“Is my product appealing to the market?”

If you find yourself in this situation right now, you’re in the right place.

And we already have an initial piece of good news for you.

If you’re reading this article, you’re probably on the right track: questioning yourself and being aware that something isn’t going the way you planned is a symptom of a winning mindset.

And the first step to start optimizing your business and increasing your online sales is just that. We are confident that by applying the tips you will find in this article you will see your sales take off!

Here are the top 5 reasons why your e-commerce business is not generating sales.

1. You don’t have a plan to bring traffic to the site

At Beconcept we often talk to entrepreneurs who want to start selling online or who have already set up an ecommerce site but are not getting the results they hoped for.

In most cases the problem concerns the stage prior to the development of the site itself, that is, the planning of investment in advertising and marketing.

Beyond the investment in developing the online store, in fact, what is missing is precisely a plan to bring quality traffic to the site.

Without investment in advertising, you don’t generate traffic.
Without traffic, you don’t generate sales.
Without sales, your e-commerce is not sustainable!

Therefore, if you want to generate sales, you must invest in traffic.

Let’s try a comparison with the offline sales world.

Imagine, for example, that you want to start a retail business, then a real physical store; you will have to have initial capital allocated for rent, products, staff, marketing activities to make yourself known, etc., etc.

Well, when we talk about e-commerce, having a plan to generate traffic has the same level of importance as choosing the right venue to open your physical store.

Without it, it will be very difficult for your business project to succeed.

Don’t believe anyone who tells you that nowadays it only takes a few hundred euros to start an e-commerce business. Certainly, there are tools that allow you to create a sales-ready site in much less time than ten years ago.

But this is unfortunately not enough!

If you think that doing e-commerce is a piece of cake and requires less effort from starting an offline business, we want to warn you.

Just creating and putting up an online site is a very common mistake that sooner or later you will regret; you will have to put in the investment in all those activities that will allow you to generate traffic.

So, get ready to invest in marketing!

2. The user experience of your e-commerce site is not taken care of

Let’s move on to the second critical point.

Once you launch your site online, everything will seem perfect and working, but we can assure you that with a thorough analysis, in most cases, you can always find important missing details or an inaccurate navigation structure.

In addition to the graphics, which should obviously be clean and well designed to evoke your company’s “personality,” having a well-thought-out navigation structure is of paramount importance.

The user experience (UX) of an e-commerce site refers to the overall user experience as they navigate the site to search, view and purchase products. It is important that the site is user-friendly, well-organized, and offers smooth navigation to ensure a good experience. Also part of the UX are the selling and purchasing phases: the checkout phase must be quick and simple to prevent users from abandoning the shopping cart.

The division of products into categories, the menu items, the search bar, and the proper arrangement of each individual product should all be in the right place so as to facilitate user navigation. Among the various elements to consider pay special attention to:

Website speed

Once navigation issues are resolved, an equally important aspect is the loading speed of the site. Important not only for SEO but also, and more importantly, because if your e-commerce doesn’t load quickly enough, potential customers may abandon the site before completing their purchase.

Checkout process

The checkout process is the most delicate and important phase of our online store. In fact, it is the moment when the user concludes the sale: you must try to make this process as streamlined as possible, accompanying your customer throughout the process.

If you’re not generating sales with your e-commerce, you may have gaps from a site navigability and user experience perspective.

We recommend that you do a thorough analysis to identify the critical points that could be blocking purchase, from product organization to the checkout stage.

3. You’re not bringing in quality traffic

We said that an e-commerce, in order to sell, needs traffic and users browsing it (and so far, all quite logical).

Unfortunately, however, not all users are the same.

In fact, to understand why your e-commerce doesn’t sell, you need to introduce another fundamental concept.

It is not enough to send 1,000 people to the site to get sales, because if these 1,000 people are not interested in the product, none of them will buy.
Sending quality traffic is extremely important when it comes to selling, and it is one of the main reasons why your site’s conversion rate may be very low.

At this point you may be asking yourself:

“Okay, but how do I bring quality traffic to my e-commerce site?”

Translated with www.DeepL.com/Translator (free version)

The answer to this question is directly related to a number of variables related to your marketing activities.

Let’s try to be more practical.
For example, you might ask yourself:

“Am I advertising on the right platforms?”
“Is the targeting of my Facebook Ads campaigns correct?”
“Are the images and copy I am using appropriate for my potential customer?”
“Am I using the most relevant keywords for my Google Ads campaigns?”

Clearly these are just a few considerations, but they can help you reflect on whether the actions you are taking right now are really the most appropriate for your business.

4. You’re underestimating SEO

Let’s move on to the fourth reason why you may be “stalling” with sales with your ecommerce.

SEO, or search engine optimization, is the set of all the optimizations that are done on your ecommerce to get your site to appear among the organic search results on Google or other search engines.

Basically, SEO is key to making sure that people searching for information about your product or company can find you easily.

Even better, if they can find you before your competitors!

They have been saying for a few years that SEO is dead, but we can assure you instead that it is the most powerful source of traffic to generate sales.

Of course, it is also the most complex one, which needs more time to get results.

If you want to create a solid and lasting business, we recommend investing in SEO campaigns to ensure your market positioning.

Do you need SEO consulting? Contact us here.

5. Your Unique Selling Proposition is not clear

Why would a user buy on your e-commerce?

What do you have that is unique to offer them compared to the dozens or hundreds of competitors online in the same industry as you?

If you sell an innovative product for which you hold exclusivity, you can move on, because you are extremely lucky!

If, on the other hand, you belong to the 99.9 percent of markets already probed by other competitors, you necessarily have to offer and explain to your customer what it is about you that sets you apart from everyone else and what advantage it would entail to buy from you.

The USP (Unique Selling Proposition) is a short statement by which you highlight the single, advantageous or characterizing point or performance of the product on which to focus your message to make it attractive and unique in the eyes of the consumer.

How to start a successful e-commerce

In this article we have seen the 5 most common mistakes that slow down sales on an e-commerce, but of course there are many more.

In general, it is important to pay close attention to the customer user experience and try to simplify the entire buying process as much as possible, making sure the site is secure and easily navigable.

In addition, it is essential to provide good customer support and use effective marketing strategies to increase the visibility of the e-commerce site on search engines and bring quality traffic to your site.

Put all this into practice and you’re sure to see your e-commerce sales take off!

And if you are looking for a partner to help you optimize your e-commerce, all you have to do is contact us!

Tell us about your project, the Beconcept team will know how to help you!

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