Small businesses set up e-Commerce websites to reach out too many people within a short duration of time to increase their sales. Although we are living in times where shoppers purchase products and services online, there are many reasons why an e-Commerce store can fail. Right?
Knowing the precise success of your online store is impossible due to many factors. According to the Small Business Administration Office (SBA), about 45-50 percent of small businesses don’t survive past the five-year mark.
There are many achievements and challenges of running an e-Commerce website. In this guide, we will analyze the Top 7 Biggest Reasons Why Your E-Commerce Stores Fail. Let us dive in.
1) Unsuitable Website Design
Your site should not only be visually appealing but must also be responsive, easy to navigate, and offers the right information. Most shoppers browse the internet via their mobile devices. Therefore, it is crucial to ensure that your e-Commerce store is responsive to both desktop and mobile phone.
Your website must include quality content to increase the rate of conversation. If there are too many advertisements, popups, cookie warnings, and several sliders, it becomes a challenge to navigate the site. Customers who experience such difficulties in your e-Commerce store may never come back in the future, which could affect the rate of traffic.
When designing your e-commerce website, keep the structure simple and straightforward. Besides visual appeal, ensure that the site is easy to navigate and allows visitors to buy products/ services quickly.
Check if your website is responsive on desktop and mobile devices too. Renovate your site with expert web developers if you feel that you are losing too many potential customers. Happy customers always recommend your e-Commerce store to others.
2) Flawed Content Marketing Strategy
Content marketing is a robust way to get attention and earn loyalty online. However, unlike a brick and mortar store where customers can interact with the products physically, with a website, they do not get any chance. Thus, your content presentation style is critical at it allows visitors on your website to have an idea of your products or service and encourages them to buy.
However, most e-Commerce owners do not have interactive content that can give them the chance to stand out from competitors. Also, copying and spinning content from other websites can lead to a flawed marketing plan.
Quality content takes time to develop, but you can employ the services of digital marketing agencies. Most content marketers focus on blog post because it works well. Discuss the specific needs of your e-Commerce store to get quality content.
Another critical thing to consider is to tell stories that sell your audience your products/services. Additionally, you can engage your customers with 3D videos that are more memorable than static content.
Conversely, you will need to update your e-Commerce regularly with user-centric, interactive, and meaningful content.
3) Security Issue of the Website
A third of online shoppers are hesitant to purchase online due to security concerns. You need to find out if your e-Commerce store has security concerns such as frequent online attacks, data breach, and downtimes.
To minimize shoppers’ concerns over security issues, use SSL certificates like GeoTrust QuickSSL Premium Wildcard to help keep your site more secure for transactions. You can also add several payment options and conduct a security audit from time to time.
Also, ensure a robust social media presence, display customer reviews, and testimonials.
4) Low Visibility on Search Engines
Search engine optimization is all positioning your e-Commerce site to attract the right customers who are ready to buy. If your e-commerce store has a lower placement in search engines, visitors may not reach you, leading to low sales.
focus on improving your search engine traffic and ranking by implementing SEO best practices to improve search engine ranking and ensure that customers find you. For instance, target the right keywords that they type in the Google search box.
Instead of relying on social media and paid ads, which are a slow medium to increase your sales, it is better to hire digital marketing experts who will help you rank and boost your sales through SEO.
5) No Scrutiny of e-Commerce Metrics
When you operate an online store, you need to monitor and test your website’s performance for handling the challenges that come quickly. When you do not scrutinize your e-Commerce, it can lead to increased bounce rates and a decrease in sales.
Depending on which tools you use, you can track data on your e-Commerce. Three crucial dimensions create the framework of measuring the service-level quality of your online store’s performance. These include the availability of your website, functionality, and speed.
6) Outdated Technology
Tech-savvy customers have a significant impact on e-Commerce stores, and gone are the days when customers would try to determine if purchasing online was worth the risk. An online store cannot afford sloppy technology because technology helps customers keep track of their purchases.
Poor choice of e-Commerce platform, OS, server, internet technology, etc. can lead to numerous issues such as security concerns, usability, scalability, and performance of your online store.
When it comes to technology and operating your e-Commerce, make sure that all parts of your business are connected and in communication. A quality and user-friendly website will ensure that you can deliver services and experiences that meet and go beyond your customers’ expectations.
Additionally, invest in a robust operating system, internet security such as SSL certificate, website builders, etc., and make the site comprehensible.
7) Lack of Customer Retention Strategy
In a crowded e-Commerce arena, making a repeat purchase can be harder than finding new customers. It would be best if you looked at the customer journey map for opportunities to re-engage customers to get them to come back.
From time to time, customers can experience issues ranging from faulty products, late deliveries, and requests for money back and so forth. Failing to address these concerns can lead to unsatisfied and unhappy customers. Conversely, new customers look at e-Commerce stores with good reviews to make a purchase decision.
Repetition of customers is the backbone of customer retention. It’s vital to have a customer retention policy that addresses your customers’ concerns for excellent customer experience.
We have rounded up the top 7 reasons the biggest reasons why your e-commerce store doesn’t succeed. However, with a targeted and strategic approach, you can increase your business brand awareness and search visibility even in the first few weeks and months.