Hey there, seasoned retailer!
So you've been crushing it in your physical store for decades, but the online world feels like a whole new ballgame?
Don't worry, you're not alone.
Over the past twenty years, we’ve worked closely with e-commerce retailers long before Shopify and WooCommerce were established. We’ve seen a lot and made a ton of mistakes, and identified 12 issues that are likely causing a low sales momentum in your ecommerce business.
This article examines the top 12 mistakes many store owners make selling their high-ticket products online, how to avoid them, and how to fix them.
Let's dive in!
1. Stuck in the ‘In-Person’ Sales Mindset
Look, we get it. You're used to customers walking in, touching your products, and you working your magic in person. But online? It's a different beast.
Example: Say you're selling custom fire pits. In-store, customers can feel the quality of the stone, see the fire in action, and chat with you about design options. Online, you've got to recreate that experience digitally.
Fix:
- Use high-quality videos showcasing your products in use.
- Offer virtual consultations.
- Create detailed FAQs addressing common concerns.
Remember, you're not just selling a product; you're selling an experience and confidence in a big purchase.
2. Neglecting to Drive Quality Traffic to Your Website
You can have the most beautiful online store in the world, but if no one's visiting, you're not making sales.
Example: You've spent months perfecting your website, uploading stunning product photos, and crafting compelling descriptions. You launch with excitement, then... crickets. Your daily visitors are in the single digits, most of whom are probably your relatives.
Fix: Develop a comprehensive traffic strategy:
- Search Engine Optimization (SEO): Optimize your site to rank for relevant keywords. If someone's searching for "custom stone fire pits," you want to be on that first page of Google.
- Content Marketing: Remember that blog we talked about? Use it to attract organic traffic. Write about topics your potential customers are interested in.
- Social Media Marketing: Don't just post product photos. Share valuable content, engage with your audience, and build a community around your brand.
- Email Marketing: Build an email list and nurture those leads. Offer a discount or valuable content in exchange for sign-ups.
- Paid Advertising: Target potential customers using platforms like Google Ads or social media advertising. Start small, test, and scale what works.
- Partnerships and Collaborations: Team up with complementary businesses or influencers in your niche.
Remember, it's not just about getting traffic—it's about attracting the right traffic. Focus on reaching people who are genuinely interested in high-end fire pits (or whatever your product may be).
3. The DIY Trap: Trying to Do It All Yourself
You've built your business from the ground up, weathered storms, and emerged stronger. But here's the hard truth: e-commerce is a whole different ball game.
Example: David, our fire pit guru, decides he can save money by building his own website, writing his own product descriptions, and managing his own digital marketing. Six months in, he's overwhelmed, his site isn't performing, and sales are stagnant. Meanwhile, his brick-and-mortar business is suffering because he's spread too thin.
Fix: Recognize that e-commerce is a separate business, not just an extension of your physical store.
It requires specific expertise:
- Web Development: A professionally designed, user-friendly website is crucial for converting visitors into customers.
- Content Creation: Compelling product descriptions, blog posts, and email campaigns require strong writing skills and SEO knowledge.
- Digital Marketing: Understanding PPC advertising, social media marketing, and email automation is a full-time job in itself.
- E-commerce Strategy: Pricing, inventory management, and fulfillment for online sales often differ from in-store practices.
Instead of DIYing, invest in experts. Yes, it's an upfront cost, but it pays off. Look for agencies or freelancers with proven track records in e-commerce, particularly in your industry. They can set up systems that you can later learn to manage, or continue to outsource for optimal results.
Remember, your time is best spent on what you do best – creating amazing products and leveraging your industry expertise. Let the digital experts handle the online side of things. It's not just about having an online presence; it's about having an effective, profitable online business.
4. Underselling Your Signature Product
You've got something special. Don't let it get lost in the crowd.
Example: Your innovative, temperature-controlled fire pit is just listed alongside basic models without any special emphasis.
Fix: Create a dedicated landing page for your star product. Highlight its unique features, the story behind its creation, and why it's worth the investment. Make it the hero of your online store.
Remember, make your signature product the hero of your online store.
5. Ignoring the Digital Customer Journey
High-ticket items require extensive nurturing. Many e-commerce sites cater only to ready-to-buy visitors, ignoring the majority in research mode.
Example: Purchasing a $3,000 product involves extensive research, review-reading, and comparison - unlike an impulse $20 buy.
Fix:
- Understand the 6 stages of the buying cycle
- Create content for each stage (research, consideration, decision)
- Implement email marketing, retargeting ads, and content marketing
- Offer multiple support channels (chat, video calls) for questions
- Provide clear post-purchase support information via email.
Remember: The journey to a high-value purchase is long. Guide your customers through it.
6. Lack of Transparency
Online shoppers are naturally skeptical, especially for big purchases. Any lack of clarity can kill a sale.
Example: Hidden shipping costs, vague return policies, or unclear production timelines.
Fix: Be upfront about everything. Clearly state all costs, policies, and timelines. Show your production process. Introduce your team. The more you share, the more customers will trust you.
Remember, selling high-ticket items online isn't just about having a website. It's about creating an experience that gives customers the confidence to make a major purchase without ever setting foot in your store. Avoid these mistakes, and you'll be well on your way to online success.
7. Website You Aren't Proud Of
You've got 35 years of experience, but your website makes you look like you started yesterday. That's leaving money on the table.
Example: A bare-bones website with no "About Us" page, limited product information, and no customer reviews. Or the checkout button doesn't work, no different payment options, etc.
Fix: Showcase your history and expertise. Include an extensive "About Us" page, customer testimonials, and detailed product information. Make your online presence match your offline reputation.
Remember, make your online presence match your offline reputation.
8. Neglecting Customer Stories
You have been in business for more than ten years and have customer reviews, but they are not showcased on the website. Your customers are your best salespeople, especially for big-ticket items. Not showcasing their experiences? Big mistake.
Example: A customer used your fire pit to transform their backyard into a cozy entertainment space, hosting weekly gatherings that have brought their family closer. That's not just a sale; it's a life-changing purchase.
Fix: Collect and prominently display customer stories. Use videos, before-and-after photos, and written testimonials.
Show potential buyers the real-life impact of your products. Remember, it's not just a sale; it's a life-changing purchase.
9. Brand Identity Crisis
Consistency is key. Using different names for your physical store, online store, and social media - That's a recipe for confusion.
Example: "Joe's Custom Fireplaces" in-store, "FirepitPro" online, and "@JoesFireDesigns" on Instagram. See the problem?
Fix: Stick to one brand name across all platforms. If you must differentiate, keep it minimal. "Joe's Custom Fireplaces" and "Joe's Custom Fireplaces Online" works much better.
Remember, consistency builds recognition and trust.
10. Inconsistent Messaging Across Platforms
Your brand should speak with one voice, everywhere.
Example: Your website says you're all about luxury, your Facebook page focuses on affordability, and your Instagram doesn't mention either.
Fix: Develop a clear brand message and stick to it across all platforms. Adjust the tone slightly for each platform if needed, but keep the core message consistent.
Remember, a unified message strengthens your brand identity.
11. Confusing Local and Online Offerings
Your local Toronto customers don't need the same info as your online U.S. buyers. Mixing these can frustrate everyone.
Example: Showcasing your in-store repair services prominently on your e-commerce site, confusing online shoppers who can't access these services.
Fix: Separate your local and online presence. Consider different websites or clearly defined sections for local vs. online customers.
Remember, clarity in offerings leads to better customer experiences.
12. The Ghost Town Blog
An empty blog section screams "we don't really know our stuff" to potential buyers.
Example: A "Blog" link that leads to a single "Welcome to our new website!" post from 2019.
Fix: Commit to regular, valuable content. Share maintenance tips, design ideas, or customer spotlights. Can't do it yourself? Hire a content creator who gets your industry.
Remember, consistent, valuable content builds authority and trust.
Alright, seasoned retailer, you've got the playbook now. These 12 mistakes? They're not just bumps in the road - they're the difference between thriving and barely surviving in the digital marketplace.
But here's the thing: every mistake is an opportunity. An opportunity to learn, to grow, and to absolutely crush it online like you've been doing in-store for years.
Remember, you're not just moving products; you're translating decades of expertise and passion into a digital experience that'll knock your customers' socks off. So, take these insights, roll up your sleeves, and get ready to show the e-commerce world what a true retail pro can do.
Your loyal customers are out there, ready to find you online.
Now go make it happen! After all, if you can build a successful brick-and-mortar empire, you've got what it takes to dominate the digital space too.
Let's turn those 35 years of expertise into the next 35 years of e-commerce success!
