You’ve finally done it. Your ecommerce site is ready to go live. Now, you can relax and wait for the orders to roll in. Can’t you?
Unfortunately, you can’t. In fact, the day you go live is the day the real work starts. Keeping your ecommerce site up and running, and profitable requires continual maintenance and monitoring.
Ensuring that your site is secure, and that it can handle the volume of transactions you anticipate is, of course, a primary concern. However, that’s something that the average business owner should anticipate and plan for. What many aren’t prepared for are the three most common challenges.
According to experts from Zfort Group, who have developed more than 150 ecommerce websites, there are three key challenges that remain common among all of them after they’ve launched. These are as follows:
Ensuring That Products are Presented in The Best Light Possible.
When a potential customer arrives on one of your product pages, that’s a big deal. It is the successful result of many efforts and investments including:
Social media outreach
Building trust and reputation
It’s a real victory. The worst thing you can do is squander that by failing to deliver what the customer wants in that moment. Here’s the real challenge. You’ve got about 8 seconds to make a good impression. There are four things you can focus on to ensure this happens.
The images on your product pages are going to register in the minds of your visitors before any of the text does. High quality images play a major role in whether or not customers will stay to read more, and whether or not they will convert.
Case studies have shown that larger images can increase conversions by up to 63%. Of course, it’s a no-brainer that images should be the highest possible quality. The rest isn’t so cut and dried. For example, there’s no right or wrong answer when it comes to the number of images that should be included on one of your product pages. That depends on the product you’re selling, and the needs of your customers. Here are a few questions to ask yourself:
Should the page show photos of various options such as color?
Will customers benefit from seeing the product from different angles?
Is my hero shot adequate?
Would a zoom feature be beneficial?
There are other things to consider as well. Tagging images will help ensure they rank in searches. Keep image file names short but relevant. Use dashes to separate words. These Tweaks are important as 78% of SEO issues can be attributed to problems with images.
Clear, readable, and compelling product descriptions are also important. This is an area where it is imperative to prioritize the needs of the mobile consumer. Keep in mind that 44% of mobile users list the ability to read product descriptions clearly as extremely important.
When writing descriptions, focus on two things - features and benefits. Shoppers want to be able to quickly discern whether or not your product will meet their needs. A scannable list of features will facilitate this. The other side to this equation are benefits. Focus on describing ways in which your product can add value or convenience to the lives of your customers.
Finally, keep social proof in mind. You know your product best, but shoppers want to know what others think as well. To be certain, many will read reviews before making a purchase. Consider embedding positive reviews about your product directly onto your web page.
Use cross reference links and data to improve customer experience, and provide information about your products. Here are some examples:
List relevant product and part numbers, especially if they have changed.
Link to complementary products and accessories that you sell.
Inform shoppers of compatibility with other products.
Let shoppers know if your product is a workable alternative for a product sold by others.
Consumers expect your product pages to load within 2 seconds. If load time exceeds 3 seconds, you’re going to start losing people. Fortunately, there are several things you can do to improve page performance. These include, image compression, enabling caching, optimizing images for SEO for starters.
Why page performance matters so much? Well, if you are experimenting with paid advertising, fast page loading speed will result in more page views, and ultimately higher conversions, especially for mobile users.
Keeping products updated regularly, and the time involved in that.
Stagnancy is the enemy. If you don’t update your products regularly to meet the changing needs and wants of your customers, you’re going to lose sales. In addition to this, your growth going forward will also depend on your ability to select and offer new products that meet your customer’s needs. Pay attention to customer feedback, and keep up with developments in your niche to keep your product offerings up to date. Here are some things to consider when determining whether or not to update or add new products to your site.
Are customers asking for upgrades and changes?
Are there new products arriving on the market that are complementary to the ones you sell?
Have changes to industry standards or regulations occurred recently? Do your products need to be revised accordingly?
Can you exploit new markets and opportunities by expanding your offerings?
Staying On Trend (with Holidays, News, Competitors, Offers, etc.)
Today’s consumers are a bit spoiled. They are accustomed to receiving special offers and discounts to commemorate virtually any event you can think of. Whether it’s Christmas, the beginning of the school year, or some other event, you can count on your competitors holding some sort of sale. Plan ahead so that you can remain competitive.
Keeping up with holidays and current events also offers you some important opportunities. Not only can you impress your customers with special offers, you can also reach them with relevant content as well. Then, there’s the opportunity to offer select merchandise for holidays and other special events.
Your ecommerce site is a bit like a needy pet. It requires constant feeding, attention, and nurturing. By staying on top of the three challenges mentioned above, you can help ensure consistent growth and profitability.