3 Major Mistakes to Avoid in eCommerce
When you run a company that sells products or services online, you have to put in a lot of effort to grow it by leaps and bounds. Sales and marketing, customer service, and even website transfer speeds are all important.
With ecommerce businesses set to generate millions in the next generation, now is a good time to establish a footprint in the online arena. If you plan to expand your online business in the long term, staying up-to-date on latest trends and statistics affecting the industry is definitely a must. Below are some key pointers to watch out for.
Do NOT shock customers with delivery fees.
According to an ecommerce survey conducted by Visual Website Optimizer (VWO), 28% of shoppers will abandon their shopping cart if they are faced with unexpected delivery costs at checkout. If delivery costs were presented from the beginning, cart abandonment did not happen as much. Other major issues included confusing shop navigation and security concerns.
The key here is to be straightforward and honest about your delivery fees. It’s generally OK to charge for delivery, but you have to make it clear that you do before shoppers get very far into the purchase process.
If there’s a fixed one-time charge, for example, specify it directly on each product page. Alternatively, if you calculate delivery charges for each individual order, then consider adding a note about that fact in the shopping cart—at the very first stage of the process, not the last. One clear way to do this is to incorporate a “calculate delivery charges” feature directly within the cart that people can use early on in the checkout process to determine any extra charges.
Do NOT demand customers to create an account.
Also identified another common cause of cutting short their shopping mid way was having to create a new user account. In fact, shoppers said they would abandon their cart if they’re forced to become a member and must spend extra time inputting a bunch of personal information apart from their address and contact details.
Always remember that many consumers do not want to spend unnecessary time completing their purchase, and are simply focused on purchasing their items, not on signing up for a club membership. To eCommerce Malaysia buyers, being suddenly forced to become a member when they’re checking out makes the whole process troublesome and creates a bad impression.
To prevent losing possibly a quarter of your potential customers due to membership registsration, consider having a guest checkout option in your shop’s buying process. It might still be a good idea to have a member checkout as an option for those who are interested to sign up, but don’t force the decision on them.
Do NOT undervalue the impact of online reviews.
The same survey also discovered that a whopping 55% of shoppers said online reviews influenced their purchase decisions greatly. In fact, reading positive reviews from happy customers make shoppers much more likely to buy a product or service with no qualms.
Online reviews are so influential because customers know that they are genuine and not falsified by a company. For instance, think about how powerful the reviews on Hermo.my can be for sales of skincare products.
To skyrocket your sales, encouraging shoppers to write reviews can be very rewarding. Some companies offer a free additional product if the customer posts a review on their website. Consider asking customers to upload their thoughts about your product or customer service directly on your website or on third-party sites like Facebook or leaving a comment on Instagram.
At the end of the day, it takes clarity, communication, and respect for the customer’s time if you want to build a foundation for a successful e-commerce business.