Top 5 Reasons New eCommerce Websites Fail
- Marketing Strategy
Whether hindered by lack of understanding or budget, the improper marketing of an Ecommerce website is the #1 reason sites fail. We've seen sites that have looked horrible, but were still somewhat successful (of course it's easier to even more successful with a professionally designed site). The point being, they marketed themselves effectively. Whether through SEO, pay per click or other various outlets, they had a plan and appropriate budget to implement it. The days of "build it and the orders will come" are over!
- What You’re Selling
We've seen some strange things and we've also told prospects that building a site to sell their items might not be the best idea. Be sure to consider the current economy and other issues. $1,000 dog collars are not hot items right now! Find a niche market or sell what you know best!
- Value Proposition
Every successful business needs value in what they are selling and it must be evident to the customer. Whether it's the best price, service or quality, make sure they know it. In saturated markets you'll need to be even clearer. Remember, if someone can find your item at Wal-Mart for less, there is a good chance they'll buy it there and not from you.
- Branding and Design
We all know image is everything, but some people want to believe they'll be the exception to the rule. While exceptions do happen, I wouldn't bet on it and you shouldn’t either! Remember, an Ecommerce website is not just a website; it's a business and a brand! Make sure your company looks professional and carries branding throughout all elements of what you do. If it were simple to be highly successful, we’d all be rich already!
- Competitor Research
Make sure your website offers competitive pricing, quality photos and has competitive shipping rates and policies. It's amazing what free shipping does and how often the most successful sites offer free shipping. Put yourself in your customer’s shoes and think about what makes you want to buy from the sites you shop often. Analyze everything your competitors are doing and find holes in their business model that you can fill for customers.
About the Author
Justin Smith is the CEO and Founder of OuterBox Solutions, a full service eCommerce Web Design, Development and Marketing firm. Started in 2004, OuterBox has become a leader in the eCommerce arena with over 300 clients and a team of 25. Justin briefly studied at the Art Institute of Pittsburgh and moved on to purpose the growth of OuterBox. With a strong background in design, Justin focuses on creative design concepts, marketing and business development.