After several years of working in e-commerce marketing, I must admit that I’ve made some terrible mistakes from which I’ve learned something. Here is a list of ten mistakes to avoid from now on:
1.Follow the wrong KPIs
If you have a business older than one year and you don’t measure metrics like Lifetime Value, Client Acquisition Cost, days between transactions, year over year growth of revenue or conversion rate, you are looking in the wrong direction. Visits, page views are important to guide you, but they’re not enough to get an idea about the website’s performance.
2. Not differentiating yourself from the crowd
From Trout till now, everybody talks about differentiating yourself. People who are just following others’ path to success remain just followers because they are not focusing on really differentiating themselves in every aspect of their business:
3. First things first
Don’t bother with the small things like some pixels, a different design. Look at Amazon’s website..does it look like the owners invested in web design too much? Make sure that you establish your priorities properly; when Ronaldo is in front of the gate with the ball at his foot, he is not caring about his fiance’s needs, but about how can he score for his team. It’s a clear fact that resources like money, time and energy are limited. Don’t waste them, and always make sure to calculate or estimate ROI before starting to act. For example, I’ve found myself negotiating a link posting on some blog once, and then I realized how useless that was.
4. Working with second-hand teams
If you are not a programmer, then chances are that your know-how is obsolete. When you are recruiting your team, make sure to get the best you can afford. Moreover, letting technology surpass your business may hit you tougher than you may imagine. Being up to date with the latest trends, tools, used technologies in e-commerce becomes a must for a profitable business.
5. PPC first?
When it comes to traffic acquisition, make sure that you’ve already taken into consideration the other channels that bring traffic to your website. Think about how a viral campaign is working: people are coming on a website based on recommendations or buzz and then spread the word about your brand. Virality is a proof of added value for customers. You have much more trust in your friends than in PR, not to mention display ads or other forms of promotion. If you can transform your customers into evangelists, do it with no restraints. Learn more about the efficiency of ‘Viral’ as a marketing channel from this previous post.
6. Ignoring the sales funnel
The e-commerce funnel is that thing that you’ve heard about so many times at conferences and read about on the internet, but it just doesn’t seem to add value to your business. Well, you should definitely consider it, because in each step of a customer journey, you will find different fears, each one with its particularities. Learn more about how to create a sales funnel here.
7. Not doing personalization
Personalization is the suitable approach for getting people to pass through different stages in your sales funnel. Today’s e-commerce market is more about persuasion than simply having products on the shelves. If you haven’t personalize customers’ experience on-site until now, grab a free ebook about web personalization here.
8. Focusing too much on traffic
Traffic has a huge importance, but conversion rate is vital. Make sure that you’ve adjusted your website in terms of usability, content, tone of voice and become relevant by optimizing your website with A/B testing.
9. Not keeping an eye on the customer
[Tweet “It’s not about sales. It’s about repetitive sales.”].
Convincing people to come back to buy from a website can be achieved by creating HABITS; focus your efforts on creating the habit of buying each and every time a need or desire occurs. How do you do that?
- By assessing post-purchase satisfaction
- By applying the principle of ‘under-promise, over-deliver‘ that will qualify you as the top-of-mind option when it comes to recommendations.
If you don’t measure your NPS(Net promoter Score) yet, get a glimpse about how to do it here.
10. Relying too much on your instinct
There are tools that can make you find out why visitors aren’t converting and how the visitors feel on your website. Use them for their analytical component. An A/B test results or the answers received from a survey represent the Saint Graal for an e-commerce business. You can find a few things about the well known research tool, the survey, and its benefits here.