Operating your own enterprise ecommerce site is no easy task, especially if the shoppers just aren’t biting. If your store is suffering from sluggish sales, don’t get discouraged. Instead examine what factors are holding you back and what can be improved.
Below are some of the most common reasons ecommerce brands struggle to connect with shoppers and what you can do to overcome these challenges.
1. No Identity: Personality Goes a Long Way
One of the reasons your ecommerce brand might be failing is that it lacks a distinct personality, something unique that separates you from your competitors. Are you simply an online store or are you something more?
A common credo in the marketing world is that successful companies ‘sell ideas, not products’. Think about it, would you rather buy a T-shirt or an image of vintage rock-and-roll persona? Are you selling furniture or are you selling home décor for the bohemian chic?
Reimagining your brand personality will establish an intriguing niche for your company and will lead to a more dedicated customer base.
2. Bad Design: All Eyes on Me
Nothing frustrate shoppers more than a clunky website. Examine your e-store as a shopper. Where is the contact or ‘about us’ page? Are they easy to find? Where is your brand located? How do you find the FAQ section? These are common questions customers have and if they can’t discover the answers within a few seconds, they are more likely to leave your site and buy from a competitor.
Similarly, a poorly designed website can be off putting. Too much clutter makes audiences feel claustrophobic. Swap this for a clean design that displays at most a single attention grabber, like a limited-time sale or a featured item.
3. Inanimate Interface: Human After All
Just because your consumers are shopping online doesn’t mean they have forgotten the value of human interaction. If your enterprise ecommerce site is cold and sterile, shoppers won’t be rushing to the checkout page. Be sure to include plenty of humanized content on your site including customer reviews, user-sourced images and more.
Customer service is another important factor. Make sure you hire staff that is friendly, personable and ready to help shoppers who’ve hit a snag in the ordering process. A little kindness goes a long way; it can turn a refund into a sale, and a disgruntled customer into a return shopper.
4. Untrustworthy: Dressed to Impress
Building and successfully hosting an enterprise ecommerce site is all about establishing trust with your consumers. For better or worse, most shoppers make quick assumptions about a brand based on their first impressions. Anticipate this truism and do all you can to leave a lasting and positive first impression. Do you have a grainy low-quality logo? Does your brand name relate to what you are offering? Make sure everything you create amplifies the brand message.
5. Obscurity: Marketing Magic
Another impediment to your prosperity could be the fact that users just can’t find your website. Examine your brand’s SEO to see how simple or difficult it is to find your site via commonly used search engines. Establishing an ecommerce blog is a wonderful way to promote your brand and take advantage of customers’ keyword searches.
If you want to reach a broader audience, consider moving into social media marketing. For little to no cost, you can host a two-way conversation with your customers on some of the most popular social media sites including Facebook, Twitter and Instagram. While doing so undoubtedly requires extra work, it will lead to more new shoppers and more loyal customers overall.
Obviously, this article assumes that your products are produced with quality and delivered with integrity. If, after you’ve taken advantage of the tips written here, you are still grappling with low sales, it may be time to look at what you are selling and retool your strategy; but hopefully it doesn’t come to that.
Follow this advice and you’ll be sure to succeed in the world of ecommerce. Happy selling!