ECommerce site: 8 mistakes to avoid absolutely
Many users contact us daily because they have invested money in theirs online shop but they fail to make adequate sales and profits that allow them to obtain the desired revenue.
We have found that there are often mistakes that are made, and that undermine the chances of success considerably. Let’s see them together.
1) Poor quality images
Various studies on ecommerce images show that captivating and quality images receive more clicks. Users stay on the page more willingly and drive sales higher. Having good images on your site sells and generates traffic; it is a fact now.
The rush to have perfect images often causes a much underestimated side effect: the page load speed. Images, especially high quality ones, can cause serious slow downs on the page. A combination of good product descriptions, quality images and page optimization, keeping an eye on loading speed, will give the best results.
Also pay attention to another factor, namely the user’s device. If the image is not displayed at full resolution, the browser will resize it to fit the screen, causing opposite results and poor quality. The solution is to use different images to use with a responsive design and in strategic navigation points.
2) Poor descriptions or use of supplier description
This mistake is often made by clothing and giftware eCommerce sites: inserting a product without an exhaustive description cuts the hopes of indexing by search engines in the bud.
To remedy this, you need to focus your efforts on create unique quality content, not copied from other sites, neither too short nor too long in terms of word count.
It becomes essential to describe the product in an exhaustive and complete way: Google, in fact, will reward much more a content of this type in comparison with the others SEO techniques.
Consequently, there is nothing more wrong and counterproductive than using the description of the producers in an eCommerce site: the risk you can run is that Google does not index the page at all, totally eliminating it from search results.
It may not be easy to create unique content for each of the hundreds or thousands of products offered for sale: in this regard, if you cannot or do not want to modify them, at least try to mark your site with a Noindex meta tag, to avoid penalizing him.
3) Lack of product reviews
Statistical surveys have shown that at least 70% of online shoppers research reviews before buying any product If there are no such reviews, the risk is to lose potential customers for each eCommerce site.
In addition, in this regard, review sites index more easily than eCommerce sites, meeting more favor with search engines.
The advantages of product rev reside in the fact that users generate unique content free and effortlessly for your site by keeping the product page up to date.
4) SEO optimization of products not required by the market
A common mistake is that of put up for sale on an eCommerce site a wide range of products that are not in demand on the market.
For that reason it is important to find those keyword which have a fair number of search engine results.
5) Non-unique titles
Since in an online store there can be several products of the same brand, the risk is that the same keyword is repeated too many times.
It is not easy to create unique titles, but a good system is to put the keyword in this way: “Make – Model – Number” , such as “BMW 1 Series 116i” .
6) Lack of unique URLs
Regarding the address of each page, there can be problems if you create a non-unique URL, such as anonymous or abbreviated ones (which often appear on Twitter).
The customer needs clear URLs and Google even more. An example of a unique URL could be https://www.readanybook.com/ebook/harry-potter-and-the-prisoner-of-azkaban-65 , where the title is clearly seen within the address.
7) Repetition of the same content
We have insisted several times on the speech that the search engines penalize content that is repeated either within your own site or copied from another: the result is probable deletion from search engines.
Some sales related messages can be repeated in different descriptions. The products are sometimes similar and in any case the pages must be separated. In these cases so complicated to manage, solve the problem with the robot.txt to identify and block these areas, or in some cases, enter a No index tag on the pages that report these duplicates.
8) Long and complicated purchase procedure
Some research has shown that a long and complicated purchase procedure on an eCommerce site can make users impatient and lose conversions and sales.
You will have to commit to the journey your users make from product selection to purchase confirmation. The procedure must be simple, secure and provide transparent information.
Make your own eCommerce site navigable and unique in its contents it can represent a significant advantage over competitors. Google takes the user experience, that is, it rewards a site if a reader visits more pages and longer and rejects it if he leaves it to return to the search results.
And if that visitor shares the link then the search engines will position him at the top of their rankings with incredible benefits for your site.