As the owner of a new eCommerce brand, it’s easy to get caught up in the excitement of launching your new business. However, the sobering reality is that 90% of eCommerce brands fail in the first 120 days.
That statistic should be a serious wake-up call for new brands and brings into focus the importance of avoiding the mistakes that other businesses have made before them. With that in mind, we’ve collated a list of the most common mistakes we’ve seen new eCommerce brands make so you can avoid falling into the same traps.
You’re welcome! ;o)
Mistake #1: Ignoring the views of your team/web developers.
From the outset, you have likely been working with your own team or a team of website developers that have gotten to know your business inside and out. They will have gained valuable insights during that time based on their own experience working on your particular project and prior industry knowledge.
Thus, when you’re making decisions about your eCommerce brand, it’s essential to get input from your team and factor in their views. All too often, new eCommerce brands ignore the valuable insights of their team in favour of emotional decisions or their personal preferences. But by doing so, you may be jeopardising the success of your business.
Remember, team members are less attached to your brand and can be far more objective with their feedback, helping you make the right business decisions.
Mistake #2: Not defining your audience.
Yes, your product(s) may appeal to a broad demographic, but in order to be successful, you need to focus on a specific target market. You will likely attract no one by trying to appeal to everyone, and your brand will likely fall short of your goals.
So, before you launch your eCommerce business, take the time to clearly define your target audience, including their age, gender, location, interests, and other relevant details. This will help you create a brand, eCommerce store and products that appeal to your target audience more specifically and, crucially, help you effectively market them via channels such as Google Ads PPC campaigns.
Mistake #3: Not paying attention to the data.
You might have heard the famous phrase;
The numbers never lie!
Never has that been more true than in the business of eCommerce. The data collected by your eCommerce store provides valuable insights into the successes and failures of your marketing campaigns, products, website design, and more.
Too often, those launching eCommerce brands either don’t bother to collect data at all or simply don’t pay attention to it. As a result, they make decisions based on gut feel or their own opinions, which can lead to the failure of their business.
Instead, be sure to constantly review data and use it to guide your decision-making process. Be it Google Analytics or Facebook ad campaign metrics, monitoring the data will help ensure that your brand makes intelligent, informed choices around common issues such as basket abandonment and avoids the pitfalls associated with emotionally-driven decision making.
Mistake #4: Getting stuck in an echo chamber.
When launching your new eCommerce venture, it can be incredibly easy to slip into a positive feedback loop created by your friends and family. Listening to friends and acquaintances when discussing your brand will only give you a biased, one-sided view that is unlikely to be accurate.
Of course, it’s important to get feedback from those closest to you, but supplement that with feedback from people who have no prior knowledge of your brand. Not only should you engage individuals who can provide objective feedback, but also seek mentors and advisors who have experience in the industry who can point out obvious flaws that your friends might be too kind to highlight.
Getting multiple perspectives on your eCommerce brand is crucial to its success as it will help you identify any potential problems that you may have missed and
Mistake #5: Failing to set clear goals for the future.
One of the most common mistakes made by emerging eCommerce brands is that they miss setting clear, achievable goals for the future.
Setting goals is an essential part of running any successful business, especially eCommerce businesses. It allows you to measure your progress and make adjustments accordingly. Yet, too often, new brands don’t take the time to establish what their key objectives are. Without a clearly defined vision for the future of your brand, how can you hope to achieve success?
Be sure to set realistic, achievable goals for your eCommerce business and then break them down into smaller, manageable milestones that give you and your team momentum and a sense of accomplishment as you move closer to your ultimate mission.
Let’s make it clear that running a successful eCommerce business is no easy task, and history is littered with brands that only lasted a few months before fizzling out. The above list is by no means exhaustive, but they are perhaps the most common mistakes/oversights we see.
By heeding the advice, you can be sure to avoid those pitfalls and increase your chances of making your eCommerce brand a success! :o)
This blog article was originally published on our subsidiary website, Cakecrumbs.