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5 Common Mistakes eCommerce Website Owners Make & How to Prevent Them

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5 Common Mistakes eCommerce Website Owners Make & How to Prevent Them

Sergio Aicardi
5 Common Mistakes eCommerce Website Owners Make & How to Prevent Them

Regardless of how experienced you may be, there are mistakes that are easy to make when dealing with Ecommerce. I have been working on eCommerce SEO projects in my career since 2007, and in 2014, I started my own eCommerce business. Along the way, I have gone through many trials and tribulations that helped me grow as a professional. My most recent project has been steadily growing and went from a new website with no traffic to a website that generates over $200,000 in monthly revenue with most of the traffic and sales coming from direct and organic traffic.

ecommerce seo traffic stats

My goal in this article is to share some of the most common mistakes that are made when dealing with an Ecommerce project in general. I will recommend some software solutions that I have used in my experience, but that doesn’t mean that there aren’t other solutions out there that are just as good if not better.

Preventing Spam & DDoS Attacks Before It’s Too Late

Many of reading this article may already be familiar with spammers and how to combat common spam tactics using plugins or SASs. And most likely many of you had to find out the hard way after the attacks already took place (including myself). Proactive prevention for spam and DDoS attacks is recommended if you want to prevent the tedious cleanup work needed to get rid of countless spam accounts and or dealing with the post effects of a DDoS attack.

Many CMS’s even have built-in features that help reduce general spam on your site. DDoS attacks are common on eCommerce websites that are driving a lot of sales and traffic, especially when you have competitors who are privy to DDoS attacks and how to execute them. It is not hard to do, and unfortunately, I see them happen quite a bit.

The reason why spammers target eCommerce websites is because there are so many sites out there that allow accounts to be created and ultimately create a back door for getting back-links or hacking. To prevent spammers from creating fake accounts on your site, make sure to install Recaptcha by Google or a similar service. In my experience, Recaptcha does the job very well compared to other paid solutions.

To stop DDoS attacks, I recommend a service like Cloudflare, which has been around for a long time, and they are very effective at mitigating DDoS attacks that can really slow down your business. It is a paid service, but in my years of experience, it is a service that is worth the expense to prevent downtime. I am not an affiliate for Cloudflare, I just use them for my own eCommerce business, and many of my clients and peers do as well.  There are many other software solutions available for mitigating DDoS attacks which I implore you to research.

Duplicating Product Content Instead of Creating Your Own

If you have an eCommerce site and want to rank organically for product-specific keywords then you need to write your own product content. Google doesn’t value content that is copied. Taking the manufacturer description and copying it is a rookie move that will prevent you from ranking for product specific keywords, in most cases.

Instead of taking the easy way out, take the time to develop unique product descriptions, and get original pictures of your product if possible, too — the more unique media and content you have for your product pages, the better. Taking the time to add internal links into your product description to relevant pages is also helpful if you want to build a strong intern-linking system to build page authority for other pages on your website.

The point here is to lead, not follow when it comes to your product content. Google values websites that have original product content versus product pages that duplicate existing content which Google has already indexed. To learn more about product pages and SEO, visit this blog post titled “5 Questions to Ask About your Product Page Content”.

Lacking a Robust Catalog Filter System

When you have a large product set, you MUST have a robust filter system in place to narrow down results; this is one of the most crucial elements for websites to convert traffic into sales at a better rate.

When you provide filter options for customers to select minimum and maximum price ranges, it makes it very easy for them to find a product within their budget. If you add filters for price, color, size, and various other metrics, it creates a very user-friendly experience for your users to find what they are looking for easily. In my experience, adding a robust filter system to any eCommerce website almost always results in an increased transaction rate. Improving the eCommerce transaction rate of a website leads to an increase in sales revenue and profitability in most cases.

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Having a Difficult Checkout Process

One of the biggest issues with most CMS’s out there is that they have a check out system that is overly complicated. This can be a bottleneck of an eCommerce website that frustrates customers during their shopping experience. Ultimately, a bad check out process can lead to poor transaction rates.

To improve your check out process, you should try to remove any fields or steps that aren’t 100% necessary to fulfill the order effectively. For example, many eCommerce website owners require an account to be created before a purchase can be made. Offering a guest check out is often a better idea so that it requires fewer steps in the check out process. Other checkout processes that I have seen involve several steps and several clicks to get through each step of the check out process (you lose customers this way). 

One Step Checkout Example

I like to use a solution known as “One Step Checkout” that keeps all of the check-out-process on one single page as shown in the screenshot above. It also has a built-in auto-complete and suggestion tool for the address fields that helps the customer by requiring fewer keystrokes. Fewer steps in your check out process usually result in fewer abandoned carts. 

Automatically Adding Your Customers to Your Email News Letter Lists

One other common mistake that I see eCommerce website owners make happens to take place on the checkout page as well. The mistake is made when website owners sync their email marketing software with their check out process. It may seem like a good idea to add all customers to your email marketing newsletter list at first. But, this is a pretty bad move unless you specifically ask them if they want to join with a checkbox on your check out page. The checkbox for opting into your Mailing list should be unchecked by default (as shown below) to keep your email marketing account in good standings.

unchecked newsletter subscribe button

Most email marketing platforms will disable your account if you have a high bounce rate on your email lists. By adding users to an email list that gets newsletters, you put yourself at risk for having a high unsubscribe rate and abuse rate.

What Tips Do You Have For Preventing Ecommerce Mistakes?

If you are in charge of, work on or own an eCommerce website we would love to hear from you regarding more common mistakes and how to prevent them. While we may only be scratching the surface with these five common eCommerce website mistakes, we hope that they prevent some shortcomings for those that read and implement the suggestions provided. Thank you for reading!

Sergio Aicardi
Superstar

Knows everything… well, almost.

Sergio Aicardi is the owner of The Miami SEO Company and lives in sunny South Florida. He offers consulting to many marketing companies in Miami and business owners alike. His responsibilities include developing business relationships and optimizing internal processes to ensure the business is constantly growing, while constantly enhancing the quality of services rendered.
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Newcomer

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Social Media marketing Courses are so beneficial for who are in the marketing field . nowadays Digital Marketing is the best thing to promote our products or services. and Social Media Marketing Courses are now available online too
Newcomer

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Thank you for so detailed explanation!
Rishi Thakker
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Sergio Aicardi Thank you so much for great Article those tips are really helping, Also some Ecommerce owner are doing big mistake when any big day sales coming like Black Friday they are not testing their Server with Load test with the help of that they get to know what amount of traffic there server can handle and make sure their server is ready before Sale.

so this can be checked before Sale so in that way, you can save $$ and orders.
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Social Media Marketing Courses are so beneficial for those who are in the marketing field. nowadays Digital Marketing is the best thing to promote our products or services. and Social Media Marketing Courses are now available online too
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please post more articles like this. it will beneficial for a student like us.
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Thank You So Much! Very Informative Details Given Here.
And We Are Already Very Impressed With SEMrush You Peoples Are Amazing Thank You Again.
Team Ezykr.in
Ricci M.
Pro

Asks great questions and provides brilliant answers.

Love your tips on checkout optimisation Sergio. Really important and often missed. Especially when it comes to the mobile UX.
Sergio Aicardi
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Knows everything… well, almost.

Ricci M.
Thanks for the kind words Ricci!
Adrian Lawrence
Helper

An experienced member who is always happy to help.

Many of my clients even those with seemingly successful stores often don't appreciate the importance of building quality links - one even said to me that he thoughts links were not important anymore! Some great tips here thanks for sharing I am also surprised that the ecommerce providers such as Spotify don't spend more time reading posts like this one and incorporating the points into their new releases.
Sergio Aicardi
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Knows everything… well, almost.

Adrian Lawrence
Link building has changed a lot over the last 10 years that's for sure. They're definitely still important in my opinion, but they're much harder to obtain now-a-days. Spotify, I think you meant Shopify :)
Adrian Lawrence
Helper

An experienced member who is always happy to help.

Sergio Aicardi
Thanks - yep Shopify - having a senior moment there !
Moin Shaikh
Helper

An experienced member who is always happy to help.

Great tips, Sergio.

Product's description is a big miss among most merchants and I can't stress enough on importance of unique description content for each product.

I'd like to add to focus on adding appealing product visuals:

While many eCommerce website owners take time and spend resources on getting actual product imageries, there are still a vast majority of online retailers that ignore importance of high-quality, real-life product visuals.

I mean, an actual human holding or using product on your page will work like a charm. Of course, it comes with a cost, but it's an investment, not an expense :-)
Sergio Aicardi
Superstar

Knows everything… well, almost.

Moin Shaikh
Moin,

The last part of your comment really resonated with me. I have an ecommerce website that sells mobility / disability products. Being able to see the product or feel the product would be great for us, which is why we are considering a brick and mortar store in the near future. As a digital marketer, this is very intimidating as I know very well that local retail is slowly dying due to the convenience and cost effectiveness of shopping online.
Moin Shaikh
Helper

An experienced member who is always happy to help.

Sergio Aicardi
I completely agree on the added advantage the brick and mortar store brings in for even digital businesses.

In addition, emerging technologies such as Augmented Reality can also come really handy in offering a real-word, immersive product experience to your users before they buy it online.
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Thanks for sharing this article with us.
Sergio Aicardi
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Knows everything… well, almost.

Basanti Ke Kapde
It's my pleasure, thank you for reading!
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Hi
This Article has so many valuable points . i am following Social Media Marketing Courses now . for students like us it is so valuable
Sergio Aicardi
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Knows everything… well, almost.

Riya Siva
Thanks for the compliment Riya, I'll be posting another blog soon. Stay tuned!
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Sergio thank you for your valuable insight yet again! You are a master in the digital marketing world and I have learned so many skills from you to grow my agency to where it is today. Please keep on providing amazing value to our community and SEMRush.
Sergio Aicardi
Superstar

Knows everything… well, almost.

Jeremy
Thanks Jeremy! See you on the other side :)
Dmitry Kotlyarenko
Expert

Provides valuable insights and adds depth to the conversation.

Website owners shouldn't make too many mistakes in order to save their business. As Eleanor Roosevelt said, “Learn from the mistakes of others. You can't live long enough to make them all yourself.”
Sergio Aicardi
Superstar

Knows everything… well, almost.

Dmitry Kotlyarenko
Well said Dmitry!
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This comment was deleted.
Sergio Aicardi
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Teknox
Thanks for reading!
Newcomer

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I wish I had visited this article earlier. I have worked on an ecommerce website in the past. And I faced the same issues explained in this article. Anyways thanks for the great content shared with us.
Sergio Aicardi
Superstar

Knows everything… well, almost.

Razia
You're very welcome, feel free to contact me directly if you need help with your eCommerce business. We offer great services that help drive sales via SEM/SEO.
Newcomer

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Hi Sergio,
You made a very precise post for all the E-commerce operators. I wanted to know your and other's points of view on E-mail News Letters that which list or which type of Data should be used for conversions? In my view, E-mail data collected from Blogs and other sources should be used for educating people, while Data collected via check out process should be used for Promoting sales via Email Newsletters.

BTW, I wanted to know can I make a post on your blog for the upcoming 11.11 Campaign.
Sergio Aicardi
Superstar

Knows everything… well, almost.

Ozair Akhtar
I agree with your viewpoint, to a certain degree. But its very circumstantial and can vary on a case by case basis depending on the product, service or niche.
Hamza Hahsim
Pro

Asks great questions and provides brilliant answers.

Hi Sergio,
Thanks for sharing this great content but I have a question that what can we do if someone is creating spam backlinks on our Ecommerce website? There a lot of competitors on my website and my website was doing well but from last week I have seen a lot of spam backlinks. What can I do to prevent this?
Sergio Aicardi
Superstar

Knows everything… well, almost.

Hamza Hahsim
Hi Hamza, how are they leaving the links? Are they writing comments somewhere? If so, depending on the CMS, there should be some options to prevent HTML links in comments.
Confident Clinic Dubai
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For Ecom websites internal links, categorizing the products and UI matters a lot and most important website speed!
Sergio Aicardi
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Confident Clinic Dubai
And many many more factors! Cheers and thanks for reading.
Paul Lovell
Master

A veteran community member.

Get Article Sergio, Ecommerce and sometimes be a slow ship to catch up in the race as there is usually layers of red tape to get changes made, this is where smaller more flexible and more hungry ecommerce owners can win
Sergio Aicardi
Superstar

Knows everything… well, almost.

Paul Lovell
Thanks Paul, glad you enjoyed it. Agreed.

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