Managing an eCommerce website is a large responsibility that shouldn’t be taken lightly. The key to maintaining the success of your eCommerce website comes down to how it is run and how you manage the different issues that arise during its operation.
The problem is, however, that many business owners don’t realize the mistakes they’re making when it comes to the management of their eCommerce website. It’s important that you avoid this mistakes at all costs as they’ll have a great impact on your  eCommerce management and how your business operates.
The following is an expert guide on the mistakes that should be avoided when managing your eCommerce business.
 

Mistakes To Avoid When Managing Your eCommerce Website

 
Common eCommerce Management Mistakes That All Businesses Should Avoid | Teamwork.com High Performance Blog

Mistake #1 – Not Having A Content Marketing Strategy

The first mistake that so many different businesses make is not having a professional and well thought out content plan. Unfortunately, without a great content plan your eCommerce website won’t receive the organic or social traffic you’re looking for. Focusing some of your efforts into a content marketing plan can help to dramatically improve your rankings and overall conversion rate.
Some content on your website that needs to be considered includes product descriptions, articles, blogs, and any other website content that’s available. It’s important to have unique content that passes plagiarism tools, such as Copyscape.com. Instead of copying and pasting manufacturer’s descriptions, write your own. Copying other website’s content will impact your search engine ranking greatly.  
When building your content marketing strategy, you need to build it around your ideal customer rather than the product itself. By focusing more on the customer you have a better chance of connecting with them and drawing them into the sales funnel. This will also give you a better chance of writing more content that directly targets your audience.
While building your content marketing strategy, don’t forget to incorporate keywords which are relevant to your niche and what you have to sell. Google Keyword Planner can help you understand keyword importance and which ones you should be using for your content marketing strategy. Using more specific keywords over broad range keywords can help to build a stronger content marketing strategy that will rank your website better along with driving traffic back to the main website or product.
 
Common eCommerce Management Mistakes That All Businesses Should Avoid | Teamwork.com High Performance Blog

Mistake #2 – Operating Without Strategy

When operating your eCommerce business, you need to reduce time, energy, money and other resources you use to keep your business operating. Operating without a strategy or clear goal in mind can dramatically impact your business. When building your business strategy while managing your business you need to consider the following:

  • Identify your buyers and your market.
  • Ask your customers to leave feedback.
  • Make every process of the business transparent and easy to understand for all team members.
  • Incorporate mobile audience along with desktop users.
  • Plan a way to provide smooth management, support and services for all customers.
  • Utilize and incorporate advertising options to boost conversions.
  • Engage with your audience to build reputation.

 
Common eCommerce Management Mistakes That All Businesses Should Avoid | Teamwork.com High Performance Blog

Mistake #3 – Underestimating Mobile Use

In this day and age, mobile use has become increasingly popular for many internet users. Unfortunately, many eCommerce businesses don’t take this large audience base into consideration when designing and managing their website. For your ecommerce website to generate conversions via mobile phone users, you need to make sure your site is mobile friendly. This means your website will automatically adjust to the size of the screen when searched by potential customers. Optimizing your eCommerce website for mobiles can also help to improve your SEO efforts. SEO efforts can be dramatically improved by:

  • Improving Page Speed and Loading Times – This can be done by reducing redirects, leveraging browser caching, and minimizing code. Google also takes page speed into account when ranking your website.
  • Not Blocking Images, JavaScript, or CSS – These days smartphones and other devices can easily load these areas with ease. Googlebots also want to be able to see them so they can categorize the pages accordingly. By not blocking these areas, it allows Google to understand the responsiveness of your website and rank it accordingly.
  • Optimize Titles and Meta Descriptions – It’s important to optimize your site with SEO optimized and keyword relevant URLs, titles and meta descriptions. Try to be as concise as possible and remember that your users are working with a smaller screen so they need to know what they’re clicking on by reading the title or meta description.
  • Optimize For Local Search – Optimizing your mobile content for local search can also help boost your local SEO rankings. When optimizing for mobile, make sure you have your name, phone number, address, city and state name in the metadata of your site.

 
Common eCommerce Management Mistakes That All Businesses Should Avoid | Teamwork.com High Performance Blog

Mistake #4 – Not Managing Customer Reviews

Customer reviews are a great way to gain a positive overall reputation for your business. Unfortunately, many businesses forget to check review sites from time to time to see what customers are saying about the business. While good feedback is great, bad feedback needs to be rectified. There are many cases where you may receive poor feedback, that’s the life of owning a business. The trick is how you deal with it.
It’s always advisable to engage with those who have written the poor feedback and see whether you can resolve the issue. By attempting to make things right, or acknowledging their feedback, your customers will feel heard and appreciated. Businesses who interact with their customers and try to resolve issues generally have a better reputation than those that don’t.  
 
Common eCommerce Management Mistakes That All Businesses Should Avoid | Teamwork.com High Performance Blog

Mistake #5 – Not Measuring Website Performance

If you aren’t monitoring your business performance regularly you’re making a huge mistake. It’s important to the survival of any eCommerce website to regularly keep a check on the performance, profits, conversions, and overall revenue vs costs that you’re outlaying.
In monitoring your spending vs your profits, you can determine whether there are areas which need to be re-evaluated. Incorporating Google Analytics into your eCommerce website is a great start. You can also A/B test your eCommerce website as well to see whether any small changes can make a difference in your conversion rate. A/B testing is ideal for any eCommerce business to see whether their website it drawing in traffic to the best of its ability. Some things you should consider A/B testing include, but aren’t limited to:

  • Titles and headlines
  • Image layout and visual media
  • Call to actions
  • Content
  • Navigation layout
  • Checkout pages

Sites such as VMO.com provide users with professional A/B testing software that doesn’t require any additional IT help. A/B testing tools such as this provide an abundance of features which also include heat mapping. Heat mapping is a graphical representation of website data where certain individual values which are contained within a matrix are color represented.  
Heat mapping tools can be a vital part of A/B testing because they track your visitors browsing habits and click behavior. Incorporating heat mapping into your A/B testing can help you evaluate the usability of your website, where visitors are ignoring and where visitors are drawn to. It can also help you to remove distractions on a page which may be diverting sales away from your business.
 

Overall

Managing an eCommerce business isn’t easy, but it doesn’t have to be hard. By organizing your time and efforts, you can easily create a professional, well operating, and profitable eCommerce business you can be proud of. Were you making any of these mistakes?
 

Aaron Gray
Aaron is the co-founder of Studio 56 and is a passionate digital marketing expert who has worked with some of the largest digital marketing agencies in Australia. He has been working in the digital marketing field for ten years. Aaron loves to travel the world to not only enhance his cultural experiences but learn and enhance his skills in the digital marketing industry. He is dedicated to helping others reach their online marketing goals.