3 ecommerce marketing mistakes you shouldn’t repeat


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People have more than enough options to choose from when it comes to shopping online. Global brands, giant retailers, local businesses… All are happy to offer the item they want, a truly personalized approach and exceptional customer service. And to bite into a piece of this cake!

But sometimes all it takes is changing a few things to attract new customers and dismiss those who have lost their loyalty. Let’s talk about 3 common marketing mistakes in ecommerce related to various aspects of the website. And, of course, on how to save yourself from the bad experience of your customers.

1. Online store slow and unsuitable for mobiles

Statistics show that 40% of people leave a website that loads for more than 3 seconds! And just one second delay can decrease the conversion rate by 7%.

In the United States alone, m-commerce is expected to grow from $ 128.4 billion in 2019 to $ 418.9 billion by 2024. It’s much more serious than you might think, is isn’t it?

In fact, these numbers clearly determine what to focus on if you don’t want your customers to fall short of expectations when shopping over the phone. The main goal is to improve mobile conversions.

The first thing is to minimize the loading time, and the second is to eradicate any imperfections in terms of UX / UI. Besides practices like image optimization and creating a responsive website design, we recommend switching from a classic site to a progressive web app: take a look at some Magento PWA examples.

Screenshot taken from tally-weijl.com with female models dressed on it

Screenshot taken from Tally Weijl’s official website

Progressive web apps give users an app native look and feel with their blazing speeds and convenient navigation. At the same time, PWAs are still websites that do not take up space in the device memory. For marketers, PWAs also open up the ability to re-engage customers through push notifications.

Take a look at the screenshot above. Here you can see a beautifully designed Tally Weijl website. It’s simple, intuitive and convenient to use. And it’s so fast!

2. Absence of customer loyalty hooks

a) Promotions and coupons

The polls show amazing statistics regarding various promotions. For example, up to 90% of consumers use coupons!

So, pop-ups with enticing offers have become a gold standard for ecommerce, but not everyone uses them. The same goes for promo codes and banners visible in the header of an online store. Let’s fix this!

Take a look at the screenshot from the ASOS site that constantly uses this marketing tactic.

Screenshot taken from the official Ray Ban website with discounts on it

Screenshot taken from ASOS official website

b) Subscriptions & Loyalty programs

As a marketer, you can also offer people a reward for their newsletter subscription. This both helps to convince a person to buy something now and gives a chance to return them later.

This will be useful for your email marketing strategy and for customer retention. See what this looks like on Levi’s website in the screenshot below.

Registration form on the official Levi's website

Screenshot taken from Levi’s official website

3. Refuse to help with all available means

The more useful information users get from the eCommerce store, the higher the chance of purchasing. Digital marketing and IT are constantly creating new ways to better present the product online. And not using them is one of the dumbest marketing mistakes in selling online.

a) Gift sections

Gift finders and wishlists have finally become mainstream, but there are still many stores that have not added such a section to their sites. Follow the example of a well-structured Guess gift finder.

Male models in outfits on screenshot from Guess official website

Screenshot taken from the official Guess website

b) Virtual try-on

The augmented reality-based “try on” feature is the latest trend for footwear, clothing and cosmetics brands.

As the screenshot from the Lancôme online store shows, the service makes it easy to select mascara, lipstick and foundation. The website suggests uploading a photo, using a camera, or choosing a model with a similar type of appearance. It just got easier to find a perfect match! From a marketing perspective, such a feature can take product presentation to the next level.

"Try it" Lancôme website screenshot pop-up

Screenshot taken from the official Lancôme website

Last word

The message for traders here is obvious. Just try to avoid as many of the mistakes listed above as possible and don’t be afraid to try something new like live streaming and other trendy approaches. When you are able to check off all of these issues as resolved, then your ecommerce store will be more profitable and popular with buyers.


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