The rise of online e-commerce stores is still seen as an alternative to physical retail stores with the convenience of online shopping. However, the survival rates of a physical store being more than an e-commerce website will surprise you. According to Neil Patel, 90% of e-commerce startups fail within the first 120 days.
At the same time, the failure rate is 22% for physical stores during the same period. But does this mean that the e-commerce industry is in decline? Well, the answer is a resounding “no”.
According to Statista, total retail e-commerce sales have reached an incredible $4.9 trillion worldwide and are expected to grow 50% over the next four years, reaching $7.4 trillion by 2025. So you can understand that the market potential has no bump, but it is the e-commerce product or website that let the startups down. This analyzes the website and understands the reasons for the critical failure for your business. Here we will discuss some of the common reasons why your eCommerce website may fail and how to stop them.
Imagine trying to check the shipping costs of your favorite smartphone and accidentally clicking buy? With a lousy checkout page, an accidental click will spell disaster. A checkout page is like that counter at the end of a supermarket where you pay.
Without an optimal design, your checkout pages will drive customers away from your e-commerce website. According to a report, 21% of customers leave a purchase because of the long and complicated checkout process. This makes the checkout process one of the biggest contributors to high cart abandonment rates.
So what’s the output? The first step to avoiding accidental clicks and creating a seamless checkout experience for your audience is to lower the CLS score. This is one of the factors that Google considers to determine the web page experience for indexing your website in search results. CLS of Cumulative Layer Shift helps measure sudden changes in layers, which can cause accidental click issues. An ideal score for CLS should be less than 0.1 seconds for an improved experience and good search engine rankings.
Now, regarding the flow process and the complications, you need a well-defined roadmap. The checkout process must have a minimum of checkpoints to complete a purchase. For example, you can add guest login and checkout functionality, which does not require users to register before purchasing a product.
Take the example of the Gucci website, which offers a great shopping experience with one-click payment. It has simplified the entire checkout step into just a few steps that don’t require users to go through a long and complicated process. Likewise, you can make the checkout process easier by reducing touchpoints. SEO optimization is the second most crucial factor why your e-commerce website should not fail.
Lack of SEO optimization
Search engine optimization (SEO) helps improve your website’s visibility. It allows you to improve your search engine rankings, providing greater visibility to users looking for information about products and services like yours. However, the question here is why has e-commerce SEO become so important?
According to a study by SEMrush of 13 different e-commerce sites, organic search-based traffic accounts for 80% of total visitors. So, it is undeniable that e-commerce SEO becomes vital for your website as it helps to improve visibility and organic traffic. Here are some SEO tips to follow for your e-commerce site:
- Analyze your target audience and create profiles
- Based on profiles and analysis of search intent, create a keyword plan
- Use keywords optimally on your website
- Improve conversion with targeted CTAs
- Leverage meta tags and descriptions for better rankings
- Create an optimized link structure on your website
A streamlined checkout process and optimized SEO are essential to avoid e-commerce failures, but you need a secure website to build trust between customers.
Not securing the website
Modern online shoppers are serious about data breaches and cybersecurity. So, ignoring your e-commerce website security is not an option. According to a report by NTT, 76% of customers verify secure HTTPS connections for an e-commerce platform before purchasing.
So, if you are wondering how to get a secure HTTPS connection for your website? The answer is simple: an SSL certificate. Secure Sockets Layers uses encryption-based technology to secure the user’s device and browser connection. So, installing an SSL certificate from a trusted certificate authority (CA) is key to e-commerce security.
However, there are several sub-areas related to the different departments of sales, customer service, customer relations, etc. for an e-commerce site. Thus, an SSL certificate will not suffice and you risk installing individual certificates resulting in higher costs.
Here, a wildcard SSL certificate may be the best option as it allows you to secure the main domain and multiple subdomains. Several certificate authorities offer generic certificates such as Sectigo wildcard, Comodo Wildcard SSL, GlobalSign Wildcard SSL, RapidSSL wildcard that you can choose to secure your e-commerce site. Securing your site is essential, but it will be a simply lousy shopping experience without the right design.
Poorly designed site
Designing an e-commerce website isn’t just about adding fancy stock images, it’s also about making it functional. Your e-commerce platform should have seamless navigation capability and a highly responsive design for a smoother shopping experience.
Here you need to provide an advanced search function for users to find products quickly. Your customers can have different filters and subcategories to search for products with such functionality.
Another important aspect is to have a visual hierarchy for your website. It allows your users to find what they are looking for without much hassle. Here is a hierarchy you can follow to design your e-commerce website:
- Logo and brand name in the header
- Advanced search bar
- The navigation menu
- A cursor or hero image
- Main content
Every e-commerce website can fail, but certain factors make it more likely. If you have a well-planned e-commerce strategy, your chances of success will be higher. If you’re having trouble with your current e-commerce platform, our blog post will help you improve quality and increase your sales. With the increasing size of the e-commerce platform market, you need to consider all the factors and devise a plan to deal with the reasons for failure.
Photo credit: Feature image courtesy of NMedia.
This guest post was submitted by Riya Sander. We appreciate all guest contributions, but the opinions expressed by the author do not necessarily reflect the views of TechAcute.
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