Did you know that over the next 5 years online eCommerce sales will grow by 78%?
It’s no wonder! Just think about the Asia-Pacific region, which is now the biggest market in online sales, according to eMarketer. And other regions of the world are slowly catching up.
However, at the same time, Practical Ecommerce reported that 80% of all new ecomm businesses fail, meaning only a piddling 20% succeed in the end!
What are the reasons behind these failures?
The loading time of the eCommerce platforms they use? Or the fact that they’re not mobile-friendly? (Both of these factors play a major role, in addition to many other reasons that lead to ecomm failures – we listed them all in this post.) Furthermore, customers are more impatient than ever before because they spend 66% of their time on mobile devices. (Just remember the frustration caused when you want to edit a submitted review or purchase a product on mobile, and an unexpected or unreasonable error prevents you from doing so…)
If you want to ensure the success of your ecomm business in the long run, then check out this infographic from our friends at Selfstartr. They analyzed the top 20 eCommerce platforms and compared them based on page loading time, UX and mobile friendliness.
A quick technical note before you dig into the infographic
For this infographic, researchers measured the loading time of 2,000 randomly chosen ecomm stores. If you see that your ecomm platform is scored the highest or the lowest, that doesn’t necessarily mean that your ecomm store performs that way. Everything depends on how you set up your store, which plugins and templates you use, and how fast the servers that host your ecommerce store are.
Overall, if you choose a solution that hosts your webshop, like Shopify or 3Dcart, then there’s a whole development team working on improving load time – and that means you’re off to a good start. On the other hand, if you choose a solution like Magento or WooCommerce, where your own developers need to deal with all of the aspects of hosting your shop, that may result in slower loading times. The good news is you can overcome this by using cache solutions like Varnish. The template you use can make a huge impact on performance, too. (Have a look at Google PageSpeeds’ recommendations on the topic).
Mistakes to avoid in your content strategy
It’s one thing for your eCommerce site to function well technically and work without any hiccups on mobile. Another important thing is to avoid any possible failures with your marketing content – especially when you’re running a blog on your store.
Business.com recently released a great article about why blogging is one of the most effective tactics for driving sales and which mistakes every eCommerce marketer should avoid while doing it.
Here are a few of them:
- Promotional tone: Too many banners and too much sales copy surrounding your blog content can distract people and generate a pushy feeling. Get rid of all that and instead provide value, for example sharing inspirational examples about how to use your products in the best way. Choose a friendly and conversational tone to communicate in and let people know that you are a human being… not just another company that wants to sell you something and move on.
- Irrelevant content: You’re throwing money out the window if you’re writing about topics that your audience isn’t interested in. So do some research on the topics, news sources and influencers they are following. This knowledge helps you to gain their trust and tap into virality.
- Ignoring customer feedbacks: Your blog can get a bad reputation if you leave your dear customers’ comments unanswered. The goal of a blog is to engage customers, create a chance to communicate with them, and learn more about them. People want to be heard by others. Position your company as a caring brand and you’ll win their loyalty, for sure.
- Poor visual assets: You need professional images of your products, clear and large enough to see product details. If your images are too small or low quality, you stand no chance of invoking the desire to buy them. The same goes for illustrations in your blog posts. Poor quality images can completely undermine the quality of your posts.
- Inconsistency: If your readers know when they can expect new content from you and also know what topics you cover, the higher the chance that they’ll return for a new dose of content from time to time. Consistency is also a great way to ensure that readers don’t forget about you.
It’s all about leaving a positive impression on your customers
Make sure that everything is fine with your eCommerce store technically-speaking, and provide essential content for your customers which sparks conversations, engages and builds trust toward your brand. How does your eCommerce platform perform according to the metrics featured in the infographic? Do you have a blogging strategy for your eCommerce store?
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