OuterBox’s eCommerce Blog
11 Main Reasons for Unsuccessful eCommerce Websites
Often when talking with potential clients they ask, “What are the main reasons eCommerce websites do not succeed?”. There are many variables, some which we (an eCommerce design company) can affect and some that are up to you, the client. Below we’ve outlined important issues you must consider.
1) Products You’re Selling
I’ve talked with people looking to build a website selling a small amount of strange products a wondered, “is there really a large enough marketing for these products”? This is the biggest decision of all when starting an online store. What should you sell? make sure you choose quality products that people want! Even if there are many other websites selling the product (like a name brand shoe), there is still a place for you if you market your website correctly. Make sure online users want to buy the products you’re selling!
2) Pricing
Most important of all! We’ve all heard the stories and seen the websites that we know are making millions and they look very amateur. Although amateur is never good, even at times these people succeed when offering LOW prices. Of course these sites would do even better if they had better design and a solid marketing strategy, but the idea is low prices will attract customers! This is the case in the retail market outside of the web, but even more important on the web when the next store is only a click away. Be sure you’re researched your competitors (or hired us to do it) and that your prices are competitive.
3) Marketing Plan
Be sure you’ve planned how you’re going to market your website. Without a strategy developed, you’ll never make it. Map it out and take time to execute the plan. And remember, if it does not work the first time, tweak it and continue to grow your ROI.
4) Search Engine Optimization
A big part of your marketing plan and business model should be eCommerce search engine optimization. To learn more about SEO, click the “eCommerce search engine optimization” the the previous sentence. The basic idea is moving you to the top of the search engines which allows search engine users to find your website when searching keywords related to your website.
5) Design / General Feel
Of course the look of your website is probably one of the biggest factors in whether or not you’ll be successful. We’ve all pulled up a website and as soon as it loaded hit the back arrow. Why? Because the website looked sketchy. Shady. Like they’ll steal your credit card number and you’ll never get your items. Even though they may be a legitimet company we all get worried when shopping online. The goal needs to be to build a big, strong, trusing brand and look for your online business.
6) Calls to Action
If you’re trying to get someone to add an item to their cart, make sure the button stands out! If you want them to call in, make sure your number is visible! Be sure you’re always telling the user where to go, what to do next and of course, pushing them towards a sale.
7) Content
A good amount of content will allow users to learn more about you and feel more comfortable shopping with you. Whether its an about us page or product details, you must inform your visitors!
8 ) Shipping
Shipping is tough to pay for. We all hate it. Who wants to buy a $35 item that cost $20 to ship? Even if $35 is a great price, it seems like you’re paying another $20 for nothing! Try your best to lower shipping prices and offer free shipping as much as possible. Let me stress that again, FREE shipping. (You’ll sell WAY more.)
9) Promotions
Run promotions! Give someone a reason to buy today! Even if you’re not offering a great deal, make it seem like it! I know many website who always have a 15% off sale. That’s because the set their price 15% higher and now always make their items seem like they are on sale. Easy enough.
10) Product Photos
This is a big one! As the old saying goes, “a picture is worth a thousand words”. If a visitor does not want to read multiple paragraphs they can learn about your product by looking at detailed photos. Be sure your users can zoom and see the details. If your product warrants multiple angles or a shot of the back, show it!
11) Have an edge!
Be unique. Something must make your company different. Whether your products are organic or you’re connected to a charity, let people know!
Aged Domain Names – How Important? Very.
Recently we’ve spent some time researching aged domain names after finding a combination of tools that allowed us to pick up some good ones. A few of the domain purchased were ClevelandAgency.com and Designs2020.com . One of the tools I recommend using to find domain name age would be http://www.webconfs.com/domain-age.php
Running a search on this site will show you that ClevelandAgency.com is 9 years and 9 months old, while Designs2020.com is 8 years 6 months old (As of Sept. 2009). We also picked up CoolDJgear.com which is 8 years 6 months old. Now you may be thinking, how much did these cost? The answer would be the same as any other domain, new or with age. No one owned these so we purchased them through Name Secure (similar to Go Daddy only less expensive) and now we own these gems.
So, what’s the big deal? Well, someone owned these before us and for whatever reason, they never renewed them. What happened is Google saw these existed 8+ years ago and now still considers them to have “age”. Domains with age will typically rank above brand new domain names. Think about it…. would you rather visit a website that has been around for years or was created last week? Chances are the site created last week may not have the same wealth of information and as strong of a brand as the site (or company) that has been around for years. Whether you think this way or not, as of now, Google does. These old domain names make ranking higher much easier.
A few test show how valuable aged domain names are. You’ll see by looking at the few domains we listed above that we’ve added a few paragraphs of text and set up inexpensive hosting accounts for these sites. As of Sept. 2009 they are all just 1 page websites with a paragraph or 2 of text. Even though none of these rank for major keywords, with the minimal amount of content they have, they do rank.
Why does this matter? If you’re building a new site, the last thing you want to do is sit in the Google “Sandbox” after it’s developed. The Sandbox is known to hold websites and not let them rank (in basic terms) for an amount of time until they prove themselves. A brand new domain name is not going to rank. That’s just reality. We recommend trying to find a name that someone use to own, and now they don’t. You can even use the Wayback Machine to see what the website use to be. I believe a website that use to have a good amount of content and was possibility a respectible site will rank better than one that was just a landing page. In consulsion, take time and find an aged domain. You’ll results much quicker! (if you have to pay someone to find you one, do it!)
