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Avoid Making These Six Mistakes That Online Store Owners Commonly Make
Online stores always bring the potential for profits and personal gains as a business owner.
Realizing the potential, however, requires a measured and strategic approach that takes time to develop.
Part of crafting a successful online store is avoiding critical pitfalls that only seem to generate missed opportunities.
Through the six examples discussed below, we’ll examine some of the common mistakes you’ll want to avoid as an online store owner.
1. Failing to Think Beyond the Initial Clickthrough
With Facebook these days, there are enough advanced tools made easy, even for beginners, to get in front of your target audience.
The issue that many online store owners face is with taking the next step in the customer acquisition process. Tons of people click on ads to learn about products they find interesting. During the moment, they might not be interested in buying—though they’re still open to persuasion in the long run.
Unfortunately, too many online businesses focus solely on getting that initial clickthrough, not on the follow-up touchpoints.
It takes between five and twenty touchpoints (we’d usually say around seven or eight) to complete a sale, on average. As such, there must be a plan in place to stay in front of audiences so that they hit those touchpoints. This way, your target consumers will continue to see a product or brand, until they finally decide to make a purchase.
Failing to bolster a touchpoint-based strategy will leave you wanting for conversions. It’s crucial for eCommerce stores to get back in front of someone who clicked an ad without making a purchase ASAP.
2. Being too Trigger Happy with Discounts
Some eCommerce stores are quite proactive about touchpoints, but a little overeager to earn the approval of customers.
What do we mean, exactly?
Just because a customer doesn’t make a purchase after that initial click through, doesn’t mean they didn’t like what they saw. They usually require some cleverly crafted persuasion—not in the form of discounts.
Some business owners might see a discount as a way to guarantee loyalty, but really it cheapens the brand. It shows potential customers that those within the company don’t value the products—so what is the customer supposed to think?
3. Failing to Self-Promote
Many brick-and-mortar store owners making the transition to eCommerce are used to caring about the more operational aspects of their business. They’ve accumulated plenty of product knowledge, are tremendous team leaders, and boast customer service expertise.
In a personal setting, those things speak for themselves and require little self-promotion. Those elements disappear in an online store where establishing a firm identity on your website becomes a must.
Online store owners need to show who they are and give their audience a brand image they can sink their teeth into.
4. Using Overly Corporate Language and Layouts
There’s an idea that being hyper-professional with the way we speak adds an air of legitimacy to our websites.
Now, if you’re selling scholarly articles to rocket scientists, maybe there’s something to that notion.
But most people don’t really relate to overly corporate and sterile messaging. There’s a lack of authenticity and a layer of inaccessibility that tends to turn audiences off.
Most consumers want to support small businesses. They tend to align with brands they can relate to and want to feel like they’re dealing with a human being, not a faceless entity.
For instance, if you run a small business, lean into being a small business owner. From there, craft a compelling narrative and emphasize that underdog personality right off the bat.
5. Failing to Choose the Right Campaign Objectives
When running ad campaigns, many online business owners tend to veer towards broader traffic and engagement campaigns.
These seem enticing because they’re an inexpensive way to get eyes on your brand, products, or services. The problem is that these campaigns don’t generate conversions because they aren’t optimized to do so.
With this cheaper data, someone who might have been an interested buyer – eventually – won’t be reintroduced to your company after the initial interaction.
Alternatively, conversion campaigns and dynamic product ads are two ways to ensure that your brand stays top-of-mind, even when a purchase isn’t made initially. These offer high-quality data that provides touch points to guide customers through the entire purchasing decision process.
6. Not Being Open to Suggestion
Any given online business owner could be an expert on how to promote their website correctly. Still, more often than not, there are limits to this kind of knowledge.
And rebuking ideas without taking the time to examine them will only lead to failure.
If you’re going to work with any agency, be open to unfamiliar ideas. You’re an active part of a collaborative process. Be aware of your limitations and learning gaps as much as you’re aware of your strengths and give the experts a chance to work some magic.
Maintaining an open mind is conducive to success. With that said, we hope your mind is open to some of the insights provided in this episode.
We want to help you eliminate these common mistakes…