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Boris Dzhingarov

5 Mistakes That Cost You E-Commerce Sales

Boris Dzhingarov
5 Mistakes That Cost You E-Commerce Sales

An e-commerce site is definitely complicated. It is not easy to design the site and various things have to be taken into account. Obviously, there are some platforms that can be used in order to make everything simpler, but modifications are still needed.

The main goal of an e-commerce site is always to make more sales. In order to do that, you have to avoid the mistakes that others make. This is what we will stay focused on below. All of these mistakes are much more common than what we would like to see. 

1. Missing or Poor Product Information

In a regular store, you can easily pick up what you want to buy, look at it, read labels and interact with what you intend to purchase. When faced with an online store, this is impossible. The properly designed e-commerce site has to make it up through the product information page and this is definitely not an easy task.

You need to think about your customers at all times since this is what will have an immediate impact on the information you add on the product information page. What would you like to see? What is missing from the product information page you look at? These are the types of questions you have to ask yourself when designing an e-commerce site.

Always try to offer all the information that you can about what you are trying to sell. This includes weight, materials, shape, size and practically anything that you could and that the buyer may be interested in. It is a good idea to highlight product benefits and technical details on the page. Just try to offer the information in a way that everyone will understand.

2. No Newsletter Sign-up Form

Most people think about getting new users to sign-up for an account when a payment is made. Having such an account is definitely a good idea due to the fact that it allows the addition of extra security to the buying process. However, it does not help increase the chances that someone that does not initially buy will purchase in the future.

This is where email sign-up forms step in to help. A person can sign-up to learn about product availability and about various deals that would be available in the future. Make sure that you optimize the welcome emails too since that can drastically increase sales.

3. Lack of Contact Information

Customers always want to know exactly who they buy something from. At the same time, they want to be able to contact someone in the event that they have questions they want to ask. The main contact information needs to be visible on all the pages of the site. They should be included in the header and the footer of the site’s pages.

Wherever possible, try to include mailing address, contact form, phone number and email address.

4. A Confusing Checkout Process

If the checkout process is confusing or complicated, sales are going to be drastically affected. This is what you have to avoid at all costs. It is really common that the customer simply leaves as soon as everything becomes too complicated. The main reason why conversion rates are small for an e-commerce site is a complicated checkout process.

The best possible checkout process is the one that is finished in few pages and that allows your customer to enter billing and shipping information. One more extra confirmation page with a summary is all the extra that is necessary. If you want to get people to sign up to an account, do this after the purchase is complete!

5. Improper Product Photographs

This is similar to the problem we have in the fact that we cannot touch and interact with products that we see in online stores. Because of the lack of the physical interaction, we need to use photographs that are of a high quality. At the same time, it is a really good idea to use many images, including some that will show the product in a regular environment, not just with the white background. For instance, if you sell a t-shirt, add a picture with a model wearing that t-shirt. It will work out a lot better than you would expect.


These are just some really common mistakes seen in a brief analysis of e-commerce sites. At the end of the day, it is really important that you take into account what the customers tell you. Every single site is different and some things may work better than others. Try to implement some sort of survey system. This would offer the information that you need in order to improve sales in the e-commerce site.

How have you improved your e-commerce site? Let us know in the comments.

Boris Dzhingarov graduated UNWE with major marketing. He writes for several sites online such as Tech.co, SEMrush.com, Tweakyourbiz.com, Socialnomics.net. Boris is the founder of MonetaryLibrary and Dzhingarov.com. You can connect with him at Google +, Twitter, LinkedIn.

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