What would you say is the main personality trait you need when entering online retail? You certainly require resilience, a strong work-ethic, and an element of creativity (or a way to collaborate with the creatives around you), but unless you have patience you will find the start-up process to be quite taxing.
Many newcomers to ecommerce make the mistake of thinking “if I build it they will come”. But that’s not really the case. Yes, you hear of the odd website or two taking off overnight from investing heavily in an awareness campaign but it usually doesn’t last. The reality is most businesses must invest time, energy and a whole lot of effort before they get somewhere truly profitable.
Building your website the right way from the get-go with quality and regular optimisation work means your popularity should last – and you’ll avoid seeing that quick rise and an even faster fall.
To be noticed among the 1billion sites (and counting) on the web, you need to make sure you aren’t making our top 3 ecommerce store mistakes;
- A non-existent SEO strategy
SEO is often overlooked, and it’s usually because it’s a slow burner. It takes time to see results and build your rank with Google, so many ecommerce store owners simply forget to maintain it or disregard it entirely. You won’t see results immediately – this is where patience comes in! Your website needs to develop a quality dialogue with Google and over time you will see your rank improve. Have you spoken to our team about your top 5 or 10 focus keywords or an optimisation strategy? Drop us a line.
- No logo
Your logo is essential to your brand identity and is one of the main elements your customers use to recognise you out in the market. It’s easy to create and inexpensive – and stand-alone text is not enough. If you’re worried about spending, our preferred ecommerce platform Shopify offers an easy-to-use DIY logo maker. Or ask us about our in-house logo design service.
- No proper contact or about us page
Not only does this scream untrustworthy, but you’re also missing a major opportunity to emotionally connect with your customers.
First things first, get rid of the generic email address. You need to establish authority with an address that ends with your domain name (not Gmail!) to show your customers you’re an established brand.
No location? This is a big no-no. Many visitors want to know where you’re based, not only to create trust but to also know where you’re shipping from, the costs they can expect and how long it will take their new goodies to reach them.
Finally, a proper About Us page offers a chance to create a story – Who are you? What’s the story behind your products? How did you end up in online retail? What does your tribe look like (aka your ideal customers)? Your shoppers want to get to know you and your brand so they feel like they’re part of something bigger. It doesn’t need to be 5000 words, just a collection of short snippets – clear, concise and creative – to show off your identity. Our team can help tweak your copy if you’re struggling!