Starting a business on the Internet, many businessmen go through
experiments, wrong decisions and mistakes. In some cases, this way is
justified, as there is no single answer on how to attract visitors and turn
them into loyal customers. However, even during that short period of
development of e-commerce in our country, many Internet business owners have
accumulated considerable experience in creating and developing online stores
and trading platforms.
Annually several hundred thousand online stores are registered, however,
only one out of ten is still working from the number of "beginners" a
year later. What mistakes should not be allowed to create a really profitable
online store that brings a tangible income? We systematized the typical
mistakes of owners of online stores.
Purchase of un-targeted traffic
It has already been much spoken by the representatives of search engines
about the purchase of links and advertising on Internet sites that do not
attract additional visits or purchases, confirmed by banner systems and experts
of trading platforms. Therefore, it is worth remembering that:
• advertising and links are better to buy purposefully at those venues
where there is an interested audience;
• Target resources will provide the site with a higher search engine
rankings and a greater number of visitors;
• The owners of online stores should pay attention to the trading
platforms, where the audience is interested in buying.
It is sufficient to create descriptions of goods and content once
A typical misconception, for which an online store is paid for by weak
traffic, is the lack of interest from visitors and low search rankings, and the
owner - lack of profit at best, and at worst - fines from vendors and overstocked
warehouses.
The task of updating the content and text content of the online store
should be done periodically. To begin with, it is necessary to make an audit of
all commodity items and get rid of goods that are out of stock for a long time.
It is also worth paying close attention to all the texts describing the store
itself, the methods of delivery and payment for the products, and, if
necessary, to change them. When writing new texts, try to solve the needs of
the buyer, think for him and provide the necessary service.
In this regard, try to provide the visitor with up-to-date and reliable
information about the goods, availability in the warehouse and the way of
delivery.
Copying content from other sites
Today, search engines are actively lowering the search engine rankings
of sites that are engaged in copying other people's articles and in the worst
case - plagiarism. In addition, on the contrary, search engine robots indexing
web pages of sites "love" original, unique content.
So, when placing products and creating a description of products on the
website of an online store, it's worth taking a little time and effort to
create your own text describing the merits of the product. In this case, one
line will be enough, because the main thing in promotion of the online store,
is content and how informative and original it will be for the visitor. In this
case, the text description of the product, its features and photos will help to
advance the online store in the search engines.
Yes, creating original texts and taking photos of all the items in the
store can take time and effort, but without this the products will not be sold.
The buyer simply will not notice them in such a highly competitive environment
as the Internet.
Stagnation in the range of products
As in traditional trade, where retailers try to periodically update
storefronts depending on the season or the arrival of a new collection, it is
also worthwhile to update the assortment on the virtual storefronts of online
stores. If you see a drop in demand even for running products, it is worth
changing your "commodity mix," perhaps adding new products or their
varieties. So, many successful online stores often earn not only on bestselling
products, but also on the accessories that are recommended to them.
A showcase made up of cards of the products of "neighboring"
segments complementing each other, as well as recommendations to the visitor to
choose accessories that can help to free the warehouse from stale goods and to
update the entire assortment of the store. Experiment on the main page (window)
of your store with a display of different products, which, in your opinion, can
potentially be of interest to your audience.
Ignoring customer questions and complaints
Sometimes even a profitable online store can have a similar problem,
which in 100% will lead to a decrease in its popularity and, as a consequence,
to a reduction in orders. Ignoring customer problems will also inevitably lead
to the emergence of a plume of negative reputation both on the site of the
store, and on various Internet sites and social networks.
For owners of online stores, experts recommend that they personally
monitor all requests for customer complaints. Often, such requests need a quick
response, so answer all customer letters and do it as quickly as possible, a
response with a delay of more than a day has a chance to lead to loss of the
client and lose to a more efficient competitor.
In addition, the complaints of disgruntled customers need double
attention. Once you solve the problem of a dissatisfied buyer, you will create
a good reputation and get a loyal, who certainly wants to share his story in
social networks. In time, the apologies and corrected situation will bring
another committed customer.
Badly organized service and logistics
The chaos in the warehouse, the non-automated registration of goods and
their availability, the unorganized system of delivery of goods - all these
poorly adjusted internal working systems invisible to the buyer will ultimately
lead to the negative experience of buying and failing any potentially
successful online store.
Running an online store is worth counting resources on peak loads, which
can only withstand technology and personnel. You need to be prepared to correct
mistakes and failure to meet deadlines - do not overestimate the contractors
and partners. The organization of the work of the warehouse should not be
trusted by third-party contractors and it is desirable to administer by your own
strength.
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