- 23 Jun 2014
We're fast approaching the point at which there is really no distinction between the dot.com companies and traditional businesses. The only distinction will be between the winners and losers, and of course, the pace of change at which companies become winners or losers."- Michael Dell (1965–), US founder, CEO, and chairman of Dell, Inc.
In 1965, Micheal Dell mentioned this in his speech, to the Direct Connect Customer at Austin Texas that the scope of e-commerce will grow bigger
in the coming times. Since late 90’s the scope of e-commerce has grown bigger and is still growing. Today there are numerous sites doing e-commerce without even opening a traditional shop. But, are these sites really satisfying all the customers need, are they able to replace the trust and comfort which is imparted at traditional shops where each customer is given individual attention? Probably “No” and the reason is unfriendly or non-reliable sites. The common mistakes that e-commerce sites make are as follows:
1. Weak Site Design
Failing to properly utilize quality images; less or irrelevant information about the company and its business leads to non-reliable image of the company in the customers mind and despite of being reliable the company loses its customers.
2. Inadequate Site Usability / confusing navigation
If the site has too many non-working links then the customers has no other option than just leaving the site and browse something else. So, it is very important that the usability of the site is proper and is working. It is not essential that too many links on the site will bring more customers rather, few working links will definitely.
3. Hiding contact information
The most important thing for the customer is to know your credibility in the market and that is only possible if you have your and your company’s contact information in a proper format for them to reach you.
4. Detailed product description
Product description is not only mentioning the product name and its color but there should be detailed information about the product as dimensions, various features, availability (in stock / out of stock, online availability / in store availability).
5. Requiring an account to order
Requiring an account to place an order is like forcing someone to swallow something he doesn’t like to eat. Whereas, giving an option of either creating an account to get promotional offers, immediate discount or newsletters will give customers freedom to choose according to their preferences and do what they want to not what they are forced to.
6. Poor customer service option
Poor customer service option is a Red Flag to the customers. If there is no proper arrangement to resolve the discrepancies promptly either online or over phone then the customer will have to think twice before even browsing your site.
7. Confusing navigation
Sometimes, with so much of technicalities it becomes difficult for the customer to understand all the links and makes it complicated for them. So, keeping the majority of the customers in mind the site should be developed in a way which is user friendly and easy to understand.
8. Poor Checkout procedures
Sometimes the company’s checkout procedures are time consuming and on top of that unclear. Generally, companies do not clearly disclose the shipping rates but hide them somewhere in the words. In such a situation the customer might withdraw the idea of buying online not because of paying extra but because of being unaware of how much It will cost to buy the product including taxes and shipping charges.
9. Poor Order Fulfilment
It is company’s responsibility to make sure that the orders has been delivered in satisfying condition and if not then the customer should have information in advance as what to do in case of dissatisfied product or service. We should always keep in mind that a happy customer will come back again and will refer your business to others at zero cost.
10 . Choosing a wrong e-commerce platform
Choosing a wrong e-commerce platform is really a big deal because the performance of your site is dependent on the choice of your e-commerce platform. You need to understand which platform is compatible with your business so that you can get most out of it.