The 4 Biggest Mistakes Businesses Make in E-commerce

Anh Luu
May 23, 2018

E-commerce absolutely skyrocketed by the mid-2000s because of the increased security of online transactions and the gradual normalcy of buying things online. Prior to companies like PayPal, which completely changed the way we interact with online retail companies, consumers were extremely hesitant to make online purchases. The fact that it wasn’t a norm made consumers a lot more wary about e-commerce than how it’s generally viewed today. Yet, this confidence didn’t happen overnight. It was the result of countless companies pouring in an immense amount of hours trying to change the way we use the internet for good. If it weren’t for the intentionality of these companies, the internet would still be feared and e-commerce would not have taken off.

Speaking of intentionality, modern businesses that want to increase their online sales can’t be dropping the ball. There are formulas and standards to follow in order to ensure that your e-commerce business will thrive. If your website isn’t optimized accordingly, it will most likely not perform as well with the intended audience. We’ll share with you some of the biggest mistakes that businesses make in e-commerce and what they can do differently to help their company thrive.

E-commerce Mistake #1: Manually Tracking ROI

Digital marketing comes in a variety of different forms; each one with its own tracking process. Oftentimes, online businesses employ multiple running campaigns at a time: PPC, video, email, social media, SEO (optimizing for organic reach), and so forth. Because all of these campaigns are on different platforms, manually tracking them and creating comparison data can be a complete nightmare. We’ll explore more on that later, but let’s go back to discussing the manual ROI tracking process. Not only is it slow by nature, but it can also be quite inaccurate if the marketer fails to update the reports according to the real-time results. The solution, therefore, is to invest in a call tracking platform that can automatically track their ROI in real time and send out accurate reports on all of their ongoing campaigns. If you’re wondering why a call tracking software would be the best solution for online campaigns, keep reading.

E-commerce Mistake #2: Not Incorporating Calls

The second most common mistake that we’ve seen on digital ads is the utter lack of call options. Many companies probably think that it might be best to keep all forms of communications online, but this might actually be harmful to the company’s conversion rates. Studies have repeatedly shown that phone calls convert significantly more than web leads, almost by a factor of 10 to 15 times. If there’s anything we can learn from those statistics, it’s that all online marketing advertisements should incorporate a call option. This makes sense, since the majority of online browsing occurs on the smartphone. Why not make it easier for consumers to utilize the same device to connect with your business?

E-commerce Mistake #3: Undermining Automations

Automating your ROI tracking methods and customer service calls can be an absolute game changer for your online business. The companies that undermine marketing automations will most likely pay the price for this by spending more time, effort and resources trying to complete tedious tasks that technology can easily replace. This includes manually routing calls, handling minor issues like shipment tracking or account balance inquiries and ROI attribution. You can actually automate all of these features with the help of an advanced IVR and call tracking software. Some call tracking software, like Phonexa’s, can automatically reroute your calls based on the callers’ purchase history or location. This saves the callers from the extra call transfer, which also allows your agents to handle more complex inquiries.

E-commerce Mistake #4: Not Consolidating Their Platforms

Finally, one of the most unforgiving mistakes that online companies make is to not consolidate their marketing platforms/software into one. This creates a variety of potential issues, with inefficiency being the root cause. Even if your business has already equipped itself with multiple marketing automations and tracking solutions, the trouble of staying updated with all of these different platforms will slow you down substantially (not to mention all of the costs associated with having multiple automation platforms). The best solution is to invest in an all-in-one marketing automation platform that has all the features you need in one place.

The essence of any great branding in general is consistency. To maintain a consistent brand image, equip your marketing efforts with Phonexa today. Phonexa’s platform was designed for all business sizes and industries, so schedule a free live demo to see how we can help your business grow.

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