We often launch our online store with all the excitement in the world, only to have the not-so-exciting surprise that the months go by and we don’t get the online sales that we expected.
And while that obviously creates some kind of monumental frustration, the important thing is not to let that feeling win you over, sit down and see what happens and adjust what needs to be adjusted, for those sales to come!
So today I want to share 5 common mistakes entrepreneurs make with online stores so you can check if any of them could be hurting your online sales today and see how you can correct them. How to get more and better customersIt’s the key!
Mistake #1: The number of visits is not enough for your sales expectations
This is definitely one of the first checkups I would recommend you do. Because the sales process works like a funnel. This means that out of everyone who visits your store, only a smaller percentage will buy.
The problem is that in the online world in general, this percentage is usually much lower than we expect or know. To give you an idea, it is usually between 1% and 5% on average. Of course, that changes depending on your industry and the average price of your products, but I want you to see that these are low percentages.
What does that mean? That out of 100 people who visit your store, only 1 to 5 (at most!) buy. If we compare it to what would happen in a physical store, these numbers are low. If 100 people enter your premises, this is an avalanche of people, of which more than one will surely buy.
The thing is, in the online world, typing an ad or post is much easier and effortless. It’s not about driving into a store, parking the car and telling the clerk to their face that you don’t want to buy anything.
In the online world, entering a store is free for that person, so once they click they also close the sale and exit.
Because of this, the first common mistake is often that we have sales expectations that don’t match the traffic we bring to our store.
Mistake #2: No plan, no visits
This is often the mistake I see the most: We started our online store with all the expectations in the world, but with no plan to actually bring people to your store.
Unlike a physical store where if you’re in a good place with a good flow of traffic, some people will come in to see what you’re offering; That doesn’t happen in the online world. And we have to generate this flow of people ourselves. Without a plan to intentionally drive traffic to your online store, there will likely be very few or no visitors.
Of course, what you share on your social networks and a constant content calendar will help you bring followers to your store. But often that alone is not enough and we have to use other tools like Instagram Ads or Facebook Ads, Google Ads or Alliances to reach more people (potential customers).
That’s why it’s important to build one marketing plan to define what plans you make and with what investments you want to achieve the traffic goals you want for your online store.
Mistake #3: Not taking full advantage of social media advertising
Another error I see is this We believe that advertising pays off as an expense rather than as an investment. (A necessary investment to sell!).
Sometimes because we are afraid of “throwing money away”, because we don’t know how to do it right, or because we feel that “the people we want are not reaching us” and we think that we are doing something wrong with the segmentation.
Of course, at first it is fears or normal mistakes, the problem is that advertising on social networks, like any new world, you have to learn, try, make mistakes, adapt and try again and again. Just because you don’t know how today doesn’t mean you won’t learn.
And I think that learning to do it, or delegating it to someone if you don’t enjoy learning it, is one of the best investments you can make in your business. Because network advertising is one of the most powerful tools available to drive traffic to your online store in a fast and segmented way.
But also, and I think the most powerful of all, is that it’s a tool that allows you to re-advertise (much more segmented) to all those who have already visited your store but haven’t bought anything.
This is beginning to be the real power of advertising on the networks: the possibility of remarketing (remarketing) to people who have already interacted and shown interest in your products. Because then you’re getting more and more segmented and personalized traffic, and that’s the place when those conversion rates start to increase.
Because it’s not the same as someone coming to your store for the first time or someone who has already been and you are now promoting them with an exclusive offer on the product they were already interested in. The conversion will be much higher because you only show this ad to people who have already seen this product and with an incentive that is 100% tailored to them.
Mistake #4: You only make posts and ads for direct sales
The fourth common mistake that can hurt your online sales, counterintuitive as it may sound, is when you only post direct sales or advertise. The more we try to sell, sometimes the less we sell.
Because, as we have already seen, selling is a process. And many of your potential customers may not be ready to buy right now; but that doesn’t mean they aren’t ready to buy later.
Imagine you have an online party dress store. Maybe there are many of your potential customers who love your style and dresses, but they don’t have a party today, so they have no interest in buying it.
If you just spend your time writing direct selling messages, “buy now”, “clothes discount”, “last available”…. This person is likely to get tired, bored, and no longer want to see your posts.
On the other hand, if you also show them content that adds value, that entertains them, that connects them emotionally with your brand and with you, then that person will have an incentive to stay in your community, keep watching your publications, and, if they finally have the party, you will be one of their first options.
Why? Because you stayed by her side throughout her process and didn’t just show up to sell her when she was ready to buy.
It’s strategic to inspire you and Share valuable content on your social networks which do not only include the sale.
Mistake #5: They don’t do anything with all the people who arrive, but don’t buy right away
Finally, as we saw at the beginning, online conversions average between 1% and 5%. So what happens to the remaining 95% of people who visit your online store but don’t buy anything?
If we do nothing, nothing happens. As they came, they go, and they may never hear from your brand again.
And that’s the last common mistake we need to avoid. With the high cost (in time and money!) of driving visitors to your store, we can’t afford to lose 95% of those visits just because they’re not ready to make a purchase.
This is where the key role of email and email marketing comes into play. One of the goals of your online store should be Capture as many emails as possible of those people who are arriving (visiting) but not ready to buy (now).
To then be able to maintain a weekly or fortnightly communication with them via email and share valuable content, news or special promotions until they are ready to take the step of purchasing your products.
As always, my suggestion is to proceed step by step in order. Don’t try to adjust everything at once or now desperately go out and run email marketing campaigns if we still aren’t even getting enough traffic to our store. After all, who do we ask for the e-mail?
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