For many business owners, launching an online retail activity is an appealing strategy. The duality of immediate accessibility for your clients – who can browse your website at any time of the day and night – and ease to purchase – contrary to a physical shop, they don’t need to queue to pay – is a significant factor of growth.
Consequently, it might come as a shock for new entrepreneurs to discover that their eCommerce business is failing to deliver a positive return. You need to consider that there are natural market fluctuations. In the UK, for instance, the Brexit uncertainty has driven customers to be more cautious in their purchases.
Famous brands reported drops in income throughout 2018. In other words, your business might be caught in a difficult situation as a result of political and social movements. However, don’t blame your low return on the market instability just yet. Indeed, businesses that commit any of the following mistakes struggle to keep their customers engaged:
#1. The website is not user-friendly
Your website provides you and your customers with a platform of interactions. While in a shop, customers are presented with shelves and racks of items, an eCommerce website offers a more sophisticated approach. It is designed to be inviting with a homepage that showcases your brand identity – thus helping new customers to understand what you offer and returning ones to know about your latest offers.
Your homepage acts as the shop front window, inviting people inside while introducing your motto. Then, web users need to rely on your site navigation to find their way to the items they want. Confusing and complex navigation solutions can turn not only new visitors off but also frustrate potential customers who would otherwise buy your products. You need a search bar and a filter function to guide visitors.
#2. Your warehouse is not safe
There can be no eCommerce business without an organised and effective warehouse. Many professionals mention Amazon warehouse as a reference. From a customer’s perspective, items that are on stock can be delivered as soon as on the evening of the same day. Small online retail companies can struggle to meet such expectations.
However, while your customers might be inclined to wait a couple of days for non-Amazon deliveries, they expect the same quality of services. While you may not have the financial means to introduce a fully automatic warehouse system, you need to rely on
Failure to follow the guide to pallet safety at work could lead to damaged pallets being used and causing breakage and injuries, for instance. Customers and staff are affected in the case of issues with storage, identification, and packaging processes.
#3. You make people wait too long for their parcel
Unfortunately, Amazon is a major influence on your customers’ lifestyle. While most people understand that small brands are not able to delivery in 24 hours or less, your customers remain naturally impatient. Brands such as La Redoute, that can register several weeks delay for simple deliveries, tend to suffer a backlash from their clients. Ultimately, most buyers expect a fast delivery system – which you can organise with your local courier industry and an AM/PM service similar to Amazon. The longer your customers have to wait, the less likely orders become.
#4. Your customer service needs improvements
When you order online, you take a risk. You don’t know whether the clothes will fit or whether the colour will be the same than on the screen. That’s why a lot of customers are worried about online shopping. As a company, you need to give them the chance to change their minds or query their order without hassle. The first rule of successful eCommerce businesses is to introduce simple and straightforward return policies. With up to 30% returns, you want to make sure these customers enjoy a positive and personal experience.
#5. Your brand lacks differentiation
Last, but not least, your business is not isolated on the market. It is one of many. Your customers will choose to buy with you based on a series of criteria, including price, product choices, availability and brand awareness. Being competitive on price only isn’t sufficient to appeal to customers. You need to differentiate your business from your competitors so that potential shoppers have a chance to discover and understand your brand values. Offering similar products, cheaper or at the same price, is not an option anymore. Customers want to establish a meaningful relationship with brands.
Building a successful eCommerce business doesn’t happen overnight. You need to put yourself in the shoes of your customers to address their requirements, both on the website and in your interactions around the orders. Make it right for them if you want to be right for the market.
- This post has been written by an outside source – See disclosure policy
