Not that long ago, I was heavily involved in e-commerce development for my prior company. In many ways, we struggled mightily with converting our customers into buyers. And honestly, it wasn’t because we had a disinterested audience. In the post-mortem that I did on my own about what worked and what did not, there were three major takeaways:
- It was a bad user interface. In a way, I was stuck with it because it was driven by a corporate system that was “clunky” at best. Our teams in the field did their best to make it work, but in the end, it was unattractive and ineffective as a platform for selling much of anything.
- High Cost. We didn’t get a ton of wiggle room from the folks at the top, and the prices were way out of whack compared to other comparable businesses, including ones in the local area that could easily provide like products via delivery. More local control of pricing may have made a difference.
- Zero Product Reviews. We had no system of product reviews in place. We had no way to generate locally-driven content that indicated our products had been purchased, tried, and reported on. And we didn’t have the foresight to try and offer the product or other incentives to generate reviews.
In other words, we failed pretty miserably. Some areas of the model worked, but when it came to ultimately driving conversions and incremental sales, we knew we had a pretty poor platform. And a poor design handed down from corporate doomed the eCommerce program from the beginning.
I love this infographic from CrazyEgg.com. A very good view of some of those Dos and Don’ts that could make the difference for you.