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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. 10: Not making content easily shareable on social media, especially on Pinterest. Too many companies "underestimate the social share button," says Apu Gupta, CEO, Curalate, a marketing and analytics suite for the visual Web. "Thirty-three percent of the top 100 [Internet] retailers Curalate surveyed have yet to install Pin It buttons on product pages -- [thereby] missing out on a significant opportunity to drive referral traffic back to [their] website," he notes.

"Maximizing your presence on the visual Web starts with social sharing. By making images on your website more pinnable, and by then optimizing the size and placement of share icons, you can ultimately drive awareness, aspiration and sales," he explains. "BuzzFeed, for instance, increased pinning by 10 times after enlarging the Pin It button on share bars and overlaying the icon on individual images."

Mistake No. 11: Making it hard to contact you, the seller. "Customers shopping online want to know they're not going to be left holding the bag if they need help," says Wilson. "The easiest (and free) way to do that is [to include] a phone number on your website in the header or footer." Also, make sure to provide an easy-to-find email address for customer service -- and that someone is checking and responding to email regularly.


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