10 Reasons Why You’re Failing At E-commerce (And How To Change It)

In this day and age of the internet, everyone is talking about “social media marketing” and e-commerce…

… however, there are few that seem to get it right.

While we’re sure you’ll be aware of some of these strategies, we think there will be some others that you might not know about.

Our hope…

…is that by the time you’re done reading these 10 tips, you can implement these strategies and turn your site into a MONEY MAKING MACHINE!


1. You have no Statement of Value

What is a Statement of Value (SOV)?

It’s something that let’s people know why they should buy FROM YOU.

It’s not “We’ll care more than the next guy” or “We have the lowest price” it’s something unique that you can provide better than any of your competitors.

The formula you want to use is something like this:

[PRODUCT] enables [CUSTOMER] to experience [X].

So if you were a pizza joint it could be:

“Intelixseo Pizza enables our customers to experience the freshest, locally sourced ingredients on the greatest tasting pies in the Midwest.”

Nothing has to be mentioned about price, however, you might want to.

It’s just a statement that makes a claim we believe in and communicates that to our customers.


2. Hello from the Owner

The days of “faceless commerce” are dead.

Future customers want to know who they’re doing business with and what’s important to them.

If there’s not a message from the owner (video is best) your site won’t be converting at its optimal levels.  Tell them about your mission, why you started the company and your vision moving forward.

People buy products but they’re passionate about a cause. 

How can you turn your business into a cause?  Even if it’s about making the best pizza from locally sourced ingredients.


3. No Reviews

When is the last time you went to a site and bought something without looking for a review?

Never?  Didn’t think so.

Thanks to sites like Amazon (well…actually exactly Amazon) consumers are addicted to reviews.  If you don’t have any, you’re already behind the curve.

The more reviews…

…the better and they don’t have to be 5 star, as lower ratings give authenticity to the “Reviews” section.

Consider a rewards program to encourage your customers to write something for you.

If you want to go “next level” (as the kids are saying these days) get a video review and really pump up your incentive.  This allows you to get user generated content for a fraction of the price and encourages them to buy from you again!


4. Google UTM Codes

Uh oh.  Never heard of these?  You’re in trouble.

Heard of these but aren’t using them???  Time to get to work.

Officially known as a “Google UTM Tracking Code” these are little snippets that you put into your URL that let’s Google analytics know where the traffic came from as well as what campaign directed it towards you.

Why do you care?  Because if you can track where people have been, you can tell what they’ve read and can craft your message accordingly.

Going back to our pizza example…

…if someone has seen our great selection and our weekly offers but hasn’t purchased we can send a message to them referencing what they’ve already seen and it might look something like:

“You DON’T want to eat the most delicious pizza to ever touch your lips???”

Then you can go on to reiterate how your suppliers live to provide the best ingredients to maximize flavor and finish with a certain percentage off – not much, but enough to get their attention.

We typically like 10%, however, you know your market and where your “sweet spot” is, use your judgement.


5. No Video

Do you have video on your website?  No?  Well guess what?  You’re in big trouble.


Because people that view videos are 174% MORE LIKELY TO BUY!

That’s a HUGE number and how can you pass that up?

We’re not looking for “professional level” quality, just something that’s nice and talks about the product (and ownership benefit) and what people can expect.

10 Reasons Why You’re Failing At E-commerce (And How To Change It)


6. Message is in only one format

How do you best consume information?

Do you think everyone learns the same way?  My guess is that you can easily remember movies or podcasts but then might have a harder time remembering quotes of something you read.

People want to have the same information given to them in multiple formats.

Namely – images, video, and text.

There will always be a certain percentage of your audience that will prefer one medium over the others.

Fulfill this need and watch your conversions skyrocket.


7. Not Optimized for Mobile

Did you know if your site isn’t optimized for mobile you’re actually being PUNISHED by Google?

You can have the best product in the world but if you haven’t evolved, you’re in trouble.

But it’s not just that you’re punished in the rankings…

…it’s that 33% of people that showed interest on mobile convert on a desktop or laptop computer.

Who wouldn’t love to have a 33% bump in sales?  It might be work, but it’s work that’s worth it!

If you’re not optimized for mobile, enjoy the two-fold benefit of better rankings and higher sales!


8. Overcoming objections

Everyone understands that the default response when asking for the sale is “no” and that humans (for the most part) hate change.

But did you know that someone’s objection isn’t rooted in the doubt of your product (if you’ve shown that it’s good), it’s that your prospect doubts that it will work for them!

That piece of information should fundamentally change the way you handle objections because it shifts the focus away from your product to your prospect.  It also helps you understand how you can remove as much risk as possible for them in the transaction.


9. Your return policy is inadequate


I get it, business is inherently risky and once the sale has gone through, you want to make sure that people don’t come back asking for a refund – and to ensure this, you have a return policy that spells out what has to happen in order for you to process a refund should they want one.

If that’s how you want to do business, fine.

But if that’s how you’re doing business because you don’t know any other way, it’s time to change.

Your return policy should be so simple a 3rd grader can understand it.

Think about this…

…if someone doesn’t like your product do you want them to go around saying how terrible you are to deal with or that “it didn’t work for me, but they were easy to deal with!”?

It is way more expensive to repair the damage of an unhappy customer than it is to refund them, just let them be on their way, and if nothing else, you’ve avoided a bad review.


10. You don’t isolate a single color to buy

This one might be a little more out there for you but great e-commerce sites (*cough* walmart.com *cough* *cough*) isolate the “Buy” button and make it a different color than everything on their site.

This trains your brain to look for that color when you want to buy and makes it more seamless within your subconscious.

If you have the same color anywhere on your site, get rid of it or change the “Buy” button color to something different.

You want your visitors to easily locate the button that let’s them buy from you!

If you need help implementing these strategies for a successful e-commerce, check out our Business Growth Formula.




About Bonnie

Bonnie Jo is a Media Content Manager with intelixseo, managing intelixseo’s blog, search, and social media departments. She works directly with Presidents, CEOs, COOs, to Marketing Directors, to align company marketing initiatives, material and scheduling into a seamless course of events. She likes to bring awareness for companies by identifying marketing needs, and then proposing new ways to leverage digital and social media tools. Bonnie Jo also enjoys traveling with her husband, exploring the country and learning and sharing new experiences. She has a Master Degree in Business (MBA), and worked with IBM for over 20-years managing diverse groups and customers.


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