Having an online marketplace designed to meet consumer demand at the touch of a button is a no-brainer for many brands. But that doesn’t mean e-commerce comes without its own obstacles.
E-commerce marketing mistakes can be stressful. And avoiding them before they happen is a major win for brands. To help outline some of the biggest e-commerce challenges brands face, we spoke with Alexander Hollingsworth, SEO marketing associate at Oyova, an application development and marketing company. He discussed common digital marketing mistakes and what causes customers to turn away from online retailers.
Here’s what he shared:
Keep your website balanced and simple
Hollingsworth strongly advocates for seamless customer experiences - especially for those browsing the world wide web. And for good reason. Consumers appreciate simple interactions and if things get too overwhelming (there are too many choices to make, questions aren’t easily answered, or items can’t be found), they’ll grow frustrated. In other words, if consumers can't figure out how to navigate your website, they will bounce right off.
“As an online shopper, I can attest that nothing is more frustrating than not finding the necessary information. If a website doesn't have clear sizing guides, shipping information, or reviews, it can leave customers feeling uncertain and hesitant to make a purchase,” said Hollingsworth. “In today's digital age, customers have high expectations regarding the information brands provide. If customers have to dig for this information, it can lead to frustration and may cause them to leave your site to search for a competitor that provides the information they need.”
The first step in creating a simple experiences for your online customers is to create an easy-to-understand website and tweak it when necessary. Not doing so can result in unhappy customers who might feel responsible to share their experience.
“If a website is slow to load or crashes frequently, it can cause customers to lose trust in your brand and may even lead to negative reviews or word-of-mouth about your site's poor performance,” Hollingsworth said. “Confusing interfaces are also a major issue for customers. If a website is difficult to navigate or has a confusing layout, customers will likely get frustrated and leave the site.”
With an e-commerce site, you’ll often what to use discretion when approaching certain tactics. No matter how beneficial a strategy might seem, using it too often may create some blowback from consumers. When it comes to retargeting ads, Hollingsworth says, marketers should be careful not to use them more than need be.
“Retargeting ads are a great way to stay top-of-mind with customers who have previously visited your website, but if you go overboard with it, it can come across as creepy or intrusive. It's about balancing and being mindful of your customer’s needs and preferences,” said Hollingsworth. “It's important to be transparent about your retargeting efforts and give customers the option to opt-out if they choose to do so.”
For online shoppers, easy and convenient interactions are the key to feeling satisfied. Complicated interfaces, site crashes, and frequent ads can cause feelings of dismay in consumers. Providing simple online experiences is one way your brand can avoid various e-commerce marketing mistakes.
