Passionate ecommerce entrepreneurs feature the best products and work really hard to offer quick deliveries & awesome support. They invest in marketing, build a great team, and do everything they can to generate sales and traffic. But sometimes, sales just don’t happen.
While there can be many reasons for low sales despite decent traffic, it’s shockingly common for the problem to lie in the work done during design & development phase. I know this from personal experience. It is thus critical to discover such issues and fix them to make your ecommerce store reach its maximum potential.
If you are suffering with low sales and traffic woes, then, these 7 insightful reports can help change the fortune of your ecommerce store:
User experience report
Online shoppers hate websites that are demanding in terms of product discovery and purchase. That’s why top online shopping platforms like Amazon are always optimizing their websites to deliver site UX. This report will help you discover:
- Usability issues
- Design failures
- Navigation blunders
Emerging ecommerce stores are giving high priority to user experience and tailoring their website for different user groups. Social media logins, guest checkout, and similar features enhance overall visitor experience. And they are worth every penny spent.
Here is an example of poor UX:
The main navigation, you see, is placed after introductory banner. Such blunders usually end up confusing website visitors. That’s why they say, never to experiment with navigation.
I have seen many businesses struggle with product sales and leads because of weak conversion elements. Let’s take an example for better understanding:
You run a new online apparel store and plan to gather emails for future marketing. Traffic is good from Google ads but people are neither filling the form nor interacting with CTAs on landing page.
What went wrong? Well, conversion report will tell you what’s wrong. It will bring to your notice:
- Lame conversion form
- Weak CTA elements
- Ad mismatch
These findings will help you make changes in your landing pages that will directly improve your conversion rate.
Page performance report
It is on product pages that visitors make their mind about buying. But there are many things that can make shoppers turn away without completing the purchase. Some the biggest reasons are:
- Incomplete product details
- Low quality images
- Flawed call to action
This report will bring into light all the issues ruining performance of product pages and help you undertake drastic improvements. In short, this is what you need if bounce rate of some site pages is unbelievably high.
They say a picture is worth a thousand words.
Cart process analysis report
Ecommerce store owners hate nothing more than cart abandonment. A big number of cart abandonments mean that shoppers were interested in the product but changed their mind at the last moment. One of the biggest reasons of this is poor shopping cart process.
Wondering what can go wrong in your shopping cart? Here are some:
- Lengthy sign up process
- Lack of data validation
- Missing trust signals
Getting your purchase process checked will help you optimize it so that people spend less time thinking and more time shopping.
Offsite SEO report
You may have paid thousands of dollars for design & development but if your marketing team has messed up offsite SEO, then, you will have a hard time generating traffic. Offsite SEO report is a great way to discover:
- Bad backlinks
- Non-performing assets
- Weak online presence
Dismal offsite SEO means long term damage and that’s why it is highly important to make sure that you have the right backlinks, social presence, and brand footprints. Social media has become the biggest factor in offsite SEO. Make sure your report covers it.
Onsite SEO report
We have seen many ecommerce stores bite the dust because their development team didn’t pay heed to best onsite SEO practices. This is the reason why I always recommend aspiring ecommerce entrepreneurs to hire an independent analyst to ascertain that their development team doesn’t ignore onsite SEO work.
Bad onsite SEO leads to:
- Indexing related issues
- Poor search presence
- Low relevant traffic
I repeat again, the major part of onsite SEO ought to be taken care of during design & development stage.
Here’s an image to summarize offsite and onsite SEO:
Entrepreneurs have diverse set of skills. They focus on building a team that can multitask and contribute to venture’s success. However, when things are not going as plan, it is best to take second opinion.
Created by business analysts and marketing specialists, scalability report throws light on what your online venture is missing in terms of branding, marketing, and everything else that influences growth. In short, it highlights:
- New growth avenues
- Strategic changes
- Marketing opportunities
These reports will not only highlight problematic areas but also show opportunities in terms of site upgrades, search presence, and branding.
The urgent need of above reports (most of them at least) however will never arise if you start on the right note, that is:
Undertake comprehensive initial planning
Whenever I think of a new business idea, I just want to launch it right away. But time, or should I say failures, have made me wiser and I always plan beforehand.
Before investing money and efforts on your amazing online idea, conduct a thorough research to get deep understanding of competitors and their position in the market.
Sometimes, hurry makes entrepreneurs jump into industries that are very crowded. And by research, I don’t mean spending a couple of hours running searches on Google.
Give your unique idea at least a week to prove that there is room to breathe.
Done with the research part?
Now, it is time to undertake comprehensive planning and figure out:
- Critical branding details like logo, domain name, and pitch.
- Technical details like page planning, URL structure, and development technology.
- Marketing options like paid media, blogging, SEO and influencers.
- More technical details like Webmaster setup.
Of course you won’t be able to manage all the above on your own. You need people who are good at what they do and actually think your idea can work. But you can get your venture off the ground on your own. I explained how to do it on Entrepreneur.com
It’s time to stop guessing & use real data and findings to launch your venture and undertake updates. Because as they say ‘only data tells the real story’
Got any questions? Comments section is all yours!