9 Sure-Fire Ways To Be An E Commerce Failure

By Team AmeriCommerce - Updated On 2/6/2020

Here at AmeriCommerce, we’re all about giving you the knowledge and power you need to run a thriving Ecommerce business.

So, to mix it up a little, we thought we’d focus our latest blog article on how to ‘achieve’ the exact opposite!

Yup, this is a sure-fire guide to creating a lousy store that will ensure that, in the unlikely event your customers even find it, they’ll be scrambling for the ‘X’ button faster than you can say ‘bounce rate.’

1. Use bad product descriptions – or just don’t bother with them at all

Product descriptions are a great chance to proactively answer any questions your customer may have, or simply sell the products’ benefits and features.

This content is also incredibly useful in getting your products discovered through search engines. Remember, Google can’t see product images. The SEO performance of your product pages depends entirely on the quality, descriptive content you create.

So, if you want to miss a chance to persuade potential customers – and steer away search engine traffic – go ahead and use skimpy product descriptions, or just don’t bother with them at all.

2. Showcase low quality (and not enough) product images

If you walked into a bricks-and-mortar store, you wouldn’t buy a product without taking a good look at it first.

Similarly, once a customer hits your product page, they expect a comprehensive range of images to help inform their decision. These should always be high quality images – the more the better – and should provide the customer with a nuanced view of exactly what they’re buying.

If you want to establish just enough doubt in the customer’s mind to discourage them completing their purchase, just include one or two product images, and don’t worry about it if they’re low quality.

3. Design a cluttered site with confusing navigation and too many fonts and colors

The last thing you want to do is confuse your customers the second they land on your site.

It’s absolutely vital that your users feel comfortable and confident browsing through your store, which means it must be visually attractive and easy to navigate.

Flat design is in vogue these days – this is a minimalistic design approach that emphasizes usability.

So, to turn your customers off in an instant, go ahead and use tons of fonts and colors and forget about making a beautiful, stripped-back store page that is easily navigable.

4.Don’t prove your trustworthiness

Although record numbers of people now shop online, there’s no escaping the fact that it still makes some people feel uneasy.

It’s important that Ecommerce stores take steps to reassure customers – that their data is safe, their order will be delivered on time to the expected quality, and that there’s a policy in place should they change their mind. This means displaying security icons, and having clearly defined shipping and returns policies in an easily accessible place on the store page.

If you don’t want your customers to trust your store, don’t worry about providing this stuff. They’ll trust you anyway, right?

5. Make the buying process too complicated

Online shopping shouldn’t be a difficult process, but many stores still expect their customers to complete the online equivalent of a lengthy obstacle course.

You’ve done all the hard work in driving traffic to your store, and your hard work on content and design means your customer has the product in their basket. Losing them at this point is pretty much the most soul-destroying blow you can face as an online retailer.

If you want a checkout process that pretty much guarantees your customer abandons their cart, make sure they have to jump through plenty of hoops. It must be more than three pages, and be sure to make it compulsory that customers sign up for an account before they complete their purchase.

6. Don’t worry about SEO – and forget about Social

The importance of SEO in Ecommerce cannot be overstated. Forget ‘Build it and they will come’ – optimizing your store and its products to be visible through search engines is crucial, and it takes hard work on the content side of your business. After all, nearly half of all web traffic comes from natural searches.

Social media is also a huge factor in your success – not only does it represent an enormous potential pool of customers waiting to engage with your brand, but social signals are now hard-wired into Google algorithms, meaning it’s essential to your SEO performance too.

If you don’t want people to discover your store, don’t bother with product descriptions and original content, and stay away from social sites like Facebook, Twitter and Google+.

7. Make it difficult for customers to shop on different devices

Unless you’ve been living under a rock, you know that the days when people accessed the internet solely via their computer are long gone. In fact, studies have shown that mobile devices have now surpassed PCs in online retail.

If your store isn’t optimized for ease-of-use across multiple devices, odds are that your customers are going to look for – and most likely find – another site that is.

8.Don’t bother offering support

Just as you’d expect someone to be on-hand to answer your questions in a bricks-and-mortar store, online users are coming to expect the same level of support online.

There’s an immediacy to online retail that means that your users want support right now, and many will be on their way if they don’t get it.

If you want to run a really unsuccessful store, make sure you don’t offer live chat support, and don’t list your contact details on your store page. If they need help enough, they’ll find a way. And just answer any enquiries when you get a spare minute – your customers will wait for you to get back to them, right?

9.Use the wrong platform

There are countless Ecommerce platforms out there you could work with – but they aren’t all created equal. Many platforms are rooted in a ‘one size fits all’ philosophy, meaning that they’re using the exact same solutions to cater for new starters and seasoned veterans. They offer dozens of ‘light’ features but you can be sure you’ll hit roadblocks as your business grows.

At AmeriCommerce, we help you get started, and then grow with you. We’re all about giving you powerful tools to drive your business forward in the challenging world of Ecommerce.

Why not get in touch and see what we can do for you and your business?

About the Author

Team AmeriCommerce

We're a bunch of nerds, a few cat people, several musicians, numerous gaming addicts, countless beard aficionados, and possibly a hipster or two. Since 2005 our team has been building one of the world's most powerful E-Commerce platforms designed to do stuff other platforms can't.

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