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11 common e-commerce mistakes -- and how to fix them

Jennifer Lonoff Schiff | Sept. 4, 2014
Ecommerce experts reveal the top ecommerce blunders businesses make and what you can do to prevent or fix them.

Mistake No. 7: Having a confusing or lengthy checkout process. "Asking customers for unnecessary information and poor checkout design can result in increased abandonment rates and therefore lower conversions," states Eades. So "make sure that you remove any fields not necessary for the checkout process."

"Make it easy for the customer to check out and don't complicate the process," adds Alexa D'Agostino, CEO, Black Rhino Solutions, a provider of marketing and Web design solutions. "Websites that have multiple checkout pages give people more reasons to click out and not finish the transaction," she explains. "If it's more difficult to pay for the items than find the item you've done something wrong." The fix: "Use a one page jQuery checkout that easily allows you to go through the different steps of account creation/guest checkout, shipping, billing and credit card information all on one page."

Mistake No. 8: Having only one shipping option and/or carrier. "One of the biggest mistakes we see from ecommerce businesses is relying on just one carrier to fulfill all their shipping needs," says Amine Khechfe, general manager and cofounder, Endicia, which provides ecommerce shipping solutions. "In actuality, each carrier provides unique perks. For example, I often tell business that if they're not using the U.S. Postal Service, they're leaving money on the table. That's because the USPS offers the most affordable rates for packages weighing less than 5 pounds. And with the new Priority Mail price decrease happening in September, ecommerce businesses have yet another affordable option for their 5 to 15 pound shipments."

Similarly, because customers have come to expect two-day or overnight shipping, it's important for ecommerce businesses to offer multiple shipping options.

Mistake No. 9: Not having a mobile or mobile optimized version of your ecommerce site. "It is a huge mistake to forget about mobile commerce when building an ecommerce business," says Chris Belew, CEO, Apptive, a mobile commerce provider. "Statistics show that more and more people are doing their research and shopping on mobile devices. In fact, 57 percent of consumers will not recommend a business with a poorly designed mobile site," he states. "Similarly, 40 percent of consumers will go to a competitor's site after a bad mobile experience." So if you want people to buy from you, "don't forget mobile!"

"I often see that businesses have not set up an ecommerce solution that is mobile optimized," adds Rahul Razdan, CEO,, a comprehensive digital platform for small business owners and entrepreneurs. "It's a huge mistake because Web traffic is rapidly moving to the mobile platform. In fact, search engines such as Google penalize websites in search ranking if they are not mobile optimized," he says. Moreover, "it's important to understand that mobile optimized does not mean 'my laptop version looks ok on the phone.' Rather, it is a well thought out plan that develops a flow for the mobile platform."


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