11 Ecommerce Marketing Mistakes You Need to Fix

After the lockdown, numerous brands now want a share of the ecommerce landscape, which means lots of competition and a need to stand out. It’s, therefore, crucial to avoid ecommerce marketing mistakes that could cost you new customers, sales, and profits.

And if you already run an ecommerce business, then it is likely that you have to manage multiple things, right from sourcing the materials to shipping products.

Additionally, you also have to effectively market your online store to generate sales. However, sometimes when marketing your online store, you may commit some ecommerce marketing mistakes that hurt your business.

So, it’s time to take a step back and have a closer look at your ecommerce marketing strategy. Furthermore, avoiding these ecommerce marketing mistakes can help you get a share of the 5 trillion ecommerce retail sales expected this year alone.

Right?

In this post, we’ll walk you through the eleven ecommerce marketing mistakes that you need to fix to boost your ecommerce conversion rate.

So, let’s dive in.

Ecommerce Marketing Mistakes That Could Ruin Your Business

Here are the most common ecommerce marketing mistakes you need to stay clear of.

1. No Marketing Plan for Your Online Store

Planning is one of the foundational needs of ecommerce marketing.

However, most marketers fail to make a plan before starting their ecommerce businesses, a fatal mistake that could lead to a shutdown.

But what makes this one of the fatal ecommerce marketing mistakes?

You cannot just start an ecommerce business without identifying the products you will sell and whether there’s a market for them.

What’s more?

You end up spending money randomly on promotion and advertising tactics that don’t deliver returns.

What should your ecommerce business plan entail?

• Will you sell services or digital or physical products?
• What niche will you concentrate on?
• Where will you get financial resources?
• What physical resources do you need? (e.g., camera, website, shipping supplies, packaging material, etc.)
• How will you deliver?
• What are your ecommerce business goals? Where should your business be five years from now?
• What do competitors do differently?
• Is there a gap you can fill in the market?

Then, once you have these details noted down, validate your idea. Not validating is also one of the ecommerce marketing mistakes that could lead to business failure.

Test out your product or service in the market and see whether you’ll get a potential customer. Secondly, get a feel for your product and see whether there are potential problems you need to fix before launching your store.

2. Clueless of Your Target Customers

When you?make your ecommerce website , you need to know who your target audience is.

It doesn’t matter whether you host your ecommerce business on marketplaces like Amazon or e-commerce platforms like Shopify or?ShopBase . Identifying your ideal customers must rank first among the top priorities for your business.

And while this is the most important aspect of any form of marketing, it’s one of the very common ecommerce marketing mistakes.

But why focus on target audiences?

Many brands already have a presence online, and cutting through the noise can help you stand out and drive traffic to your site.

But if you don’t know your audience, you’ll never know who you’re marketing to. As a result, you won’t tailor your content to their requirements.

Worst of all?

Not knowing your audience is one of the ecommerce marketing mistakes that could waste resources and your budget.

So, you must define your target audience based on their demographics, geographics, and psychographics.

3. Inconsistent Digital Marketing Brand Voice

As your business grows, it’s relatively easy to get caught up in managing its operations. It’s one of the very common ecommerce marketing mistakes that affect even brick and mortar business owners.

However, when this happens, your brand voice may turn out diluted or irregular at times.

And guess what?

Losing or diluting your brand voice can dampen your buyer’s trust and make you lose customers.

On the other hand, when a customer trusts your brand, they are more likely to buy from you even when your products sell at a higher price.

That’s why it’s essential to avoid ecommerce marketing mistakes that ruin your customer trust.

Instead, develop a brand voice guide and share this with all your employees. By doing so, you can ensure that your brand voice will remain consistent across multiple channels.

Remember, your brand voice speaks about your brand persona, so make sure it’s consistent at all times as it’ll help you build your brand image.

4. Poorly Written Copy

Do you know what makes poorly written copy one of the ecommerce marketing mistakes you should try to avoid?

Powerful copy can ensure you attract potential customers and convince them to buy from you.

However, if you’ve not written compelling product descriptions, it’s likely that your website visitors may not understand what the product is all about.

Similarly, your ad and?website content ?should be on-point as well. These speak volumes about your brand too.

What’s the best way to handle your ecommerce copy?

You can try out the Problem, Agitate, Solution (PAS) formula.

You can first describe the problem that your prospects might be facing, then use an emotional tone to further agitate the prospects before providing the solution.

But there’s more to poor copy.

Poor product descriptions are another of the ecommerce marketing mistakes that could lead to loss of sales.

If you write a poor product description, you won’t properly explain the benefits of a product and why a potential buyer should purchase it.

In that case, you need to properly describe the features, benefits, and specifications using relevant content.

Your descriptions should also contain social proof in the form of testimonials and product reviews. This way, you can leverage third-party recommendations to convince the buyers further.

Furthermore,?89% ?of shoppers online check reviews before buying, while?79% ?say that content other consumers create impacts their purchasing decisions.

Additionally, you should optimize the copy you come up with for search engine optimization (SEO). This can help you rank higher on relevant searches and attract quality traffic to your website.

Additionally, if you?create a great blog , it can also help you with?link building .

5. Unoptimized for Mobile

Mobile devices are the go-to choice for ecommerce shopping today. In fact, mcommerce sales will make up?53.9% ?of the total retail ecommerce sales this year.

Therefore, it’s critical to ensure that you optimize your store for mobile devices. One of the top ecommerce marketing mistakes that you can make is leaving your website as-is.

Unoptimized mobile websites can lead to a poor shopping experience for mobile users, and you may lose out on a big chunk of your customers due to it.

You should, therefore, develop a responsive website that delivers a smooth browsing experience to your site visitors.

But how do you check for responsiveness?

Google’s Mobile-Friendly Test Tool.

6. Overlooking User Experience

With many ecommerce stores penetrating the market, it's becoming harder to stand out and convince prospects to shop from you.

And if you don’t provide a smooth shopping experience, your business suffers from one of the ecommerce marketing mistakes that hurts your chances of getting customers.

For this reason, you need to ensure that your website’s layout makes it easy for your prospects to find their products. Also, you should improve your page loading speed to reduce the chances of them bouncing away from your website.

In fact, your conversion rate can improve by?8% ?for every 0.1-second improvement in page loading speed. This makes page loading speed a necessity of conversion rate optimization.

And how can you test load speed?

You can test your current page loading speed by using tools like?PageSpeed Insights .

Remember, having a fast loading site with a simple, pleasing design, high-quality images, and great product descriptions can go a long way in improving your site's overall user experience.

Next, don’t forget to take care of one of the most common ecommerce marketing mistakes – not offering seamless checkout.

But why?

Not ensuring a smooth experience as potential customers checkout can lead to a high cart abandonment rate.

And according to research, the average cart abandonment rate is 69.80%.

But why abandon carts?

According to the same report, some of the reasons include the site needing the shopper to create an account, a long checkout process, and failure to trust the site with their details.

Others include not seeing the total cost upfront, not having enough payment methods and their card’s declining.

As you've noticed, most of these problems revolve around the checkout process. And not ensuring visitors have a seamless checkout process is one of the common ecommerce marketing mistakes you need to avoid.

But how can you fix your checkout page?

• Reduce form fields
• Include trust badges
• Include product summary at checkout
• Allow multiple payment methods
• Provide free shipping
• Offer discount codes
• Enable visitors to remove or update product quantity
• Indicate approximate shipping dates
• Allow for guest checkout

7. Failure to Segment Email Subscribers

If you have a large number of?email marketing ?subscribers, that is excellent news.

Chances are people who signed up to receive emails from you actively engage with your brand. As a result, their willingness to buy from you might be greater too.

However, if you don’t segment them and place them in one endless list, you might not send personalized product recommendations.

Failure to segment email marketing leads is one of the common ecommerce marketing mistakes that could lead to poor customer experiences. This is because you end up sending blast emails to everyone or failing to send messages that guide your leads to conversions.

Continue reading this blog at?Attrock.com .