Ecommerce brands that flop tend to fail in a number of different areas
BEAM 6 Oct, 2017
Entrepreneurship is a risky business, but one that could potentially pay off big time if you do it right. When you’re just starting out, you may not be an expert in your chosen industry, but you have that passion to give it a shot — and that’s what counts.
Making mistakes is part of what moulds your character and prepares you for the challenges up-ahead as a business owner. Here are five reasons why some ecommerce brands flop, and what you can do to avoid the same pitfalls.
They Fail To Research Their Customers
Planning an effective marketing campaign is a problem-solving exercise with many stages...and it all starts with thorough research. Badly researched marketing plans will strike the wrong note with customers, and will stall your brand’s growth. Make sure that you put customer research FIRST.
Collating all of your ideas into a spreadsheet will provide you with a working document you can use for all your marketing tasks — from social media campaign targeting to email list segmentation.
They Fail To Target Their Advertising
In the early days, PPC and paid-for social media can be great sources of traffic for ecommerce stores, but they’re not foolproof. It is worth investing considerable time and energy in getting your paid-for advertising strategy just right. Poor targeting causes young ecommerce brands to waste thousands of dollars on poor advertising.
Facebook is a big one for fledgling ecommerce brands thanks to its huge, global audience. On Facebook, your target market for advertising should be around 100,000 impressions, as a rough, starting estimate. Adding common audience interest keywords will help you manage these audience segments to coincide with your ideal customer ‘personas’.
If you wish to create multiple ad sets across different platforms, try to avoid audience overlap, as the mixed messages may confuse and negatively affect audience perceptions of your brand.
They Fail To Optimize Their Campaigns
‘Green’ digital marketers sometimes forget to use the power of data and optimization, running campaigns that aren’t really driving revenue. Optimizing your ad campaigns will ensure that you receive the maximum ROI on your ad spend. This will include tagging, split testing, and making adjustments based on the results, alerting to you to your audience’s timing and ad preferences. A badly optimized campaign will have you running ragged, getting fewer and fewer results.
Research from the Advertising Research Foundation found that once a digital ad banner reaches the same person more than 40 times in a month, the likelihood of the person making a sale is dramatically decreased. While the use of banner ads online is becoming less prevalent, the lesson on visibility stays the same. If your network is showing that you are spamming audiences with too much information at inopportune times of the day, you may lose their customer forever.
This is why automating your reporting is so important. You need to see your audience’s reactions in real-time and proceed with campaign optimization with caution.
The Website Had Bad UX and UI Design
An website design can influence your customer’s behavior within milliseconds of their arrival. If it fails in terms of functionality (for example, it takes too long to load), aesthetic appeal (the design is off-putting) or has lack of informative content, the visitor is likely to leave quickly and never return.
Tips to consider in your web design:
Poor Content Marketing
Websites need to create a content strategy to build their site’s SEO and drive organic traffic from customer search and social shares. Without a proper content strategy, your brand will struggle to achieve real longevity.
Ecommerce brands that flop tend to fail in a number of different areas. Setting up your site with your audience’s needs in mind will form the basis of your success. Invest a lot of time and effort into customer research and ensure that you keep refining your store in function of customer data.
This article was written by Victoria Greene. Victoria Greene is a branding expert and freelance writer. She is the founder of Victoriaecommerce and regularly shares her ecommerce advice with entrepreneurs looking to make a success of their online business.
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