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E-commerce Mistakes and Bad Practices to Avoid

Luigi's Blog | April 5, 2022
E-commerce Mistakes and Bad Practices to Avoid

Regardless of what type of e-commerce you choose, you should remember that keeping an eye on the market and building your brand awareness requires constant monitoring. E-commerce can take the form of an online store, platforms, classifieds portals, or even forums and social media.

Regardless of the type you have chosen to speed up and increase the number of sales of your products, there are several essential tips to remember. We have selected 19 points to consider to improve your work efficiency and sales of products or services.

So, where to start?

1. Your buying process is probably too complicated

Customers don’t like complex rules or extended shopping times. When patience is waning, the joy of buying quickly diminishes. Your checkout process should allow orders to be placed promptly.

2. You’re not using urgency and scarcity correctly

First of all, the task is to maintain and increase customers’ motivation to buy. Many psychological techniques encourage clients to make purchases faster. What options can we distinguish?

  • Cart timeout – information about limited-time purchases can help customers make faster decisions.
  • Buy now for delivery tomorrow – information about a precise shipping time under a product motivates purchasing because the customer feels more confident that they will receive their shipment on time. Also, it’s worth adding information about how many people have already bought a given product.
  • Emails – headings such as “last chance”, “last moment to buy”, or “don’t miss it” are a good way of presenting yourself to the customer. Emails are still a quick and effective way to reach people. Periodic emails about new products and promotions will make customers remember your brand and feel the need to look at your sales page.

3. You’re not testing and measuring everything

Take care to report and analyze your data correctly. For example, keep an eye on the number of sessions to buy, purchase time, time spent on the website, number of page views per session, bounce rate, average basket value, and number of products per transaction. This will provide you with some insights, such as:

  • at what times do customers most often make purchases
  • how many products are usually in a shopping cart

4. You’re not sufficiently segmenting your audience

Remember that not every customer will want to buy every product. As such, you should customize certain categories for specific groups of customers. For example, you can divide them into women/men, children/teenagers/adults/the elderly to prevent simple misunderstandings and unwillingness from buying the products offered.

5. There is too much clutter on your website

Who would be willing to buy from a site lacking organization? Sort out tabs, contact information, and regulations to make them simple and easy to find. Remember about ads that may be displayed on the site and put them in places that do not cover required fields.

Adequate visibility and size of the content should make it pleasant for the user’s to view without straining their eyesight. This also applies to the segregation of offer categories, as well-matched products or services to types will be more accessible for the customer to find.

Searching for a green bag in an e-shop.
Good search will bring you a massive revenue boost.

6. You don’t have a well-optimized search bar 

An intelligent search engine should be one of the top priorities for an e-store because customers who use one are more likely to buy the products they find. Luigi’s Box is a tool that can help you find what your clients need and enhance product discovery.

Luigi’s Box provides automatic feedback on any query by showing search results before validating the query term. It also detects synonyms, meaning there is a more significant resource of keywords.

In addition, Luigi’s box is equipped with features such as ranking by match quality or business indicators. It is also multilingual and can currently be used in more than 30 languages. Luigi’s Box is a tool based on artificial intelligence that teaches you how your customers behave, helping to shorten the shopping time of clients and increase their satisfaction. Luigi’s Box provides a dashboard with different statistics, which enable you to quickly analyze any missing results or the most frequently searched terms.

7. You’re not personalizing the experience enough

Personalization is critical if you want clients to return and buy more products. Make sure to offer them what they might like according to their activity. Make them feel special and provide discounts on first purchases as a welcome invitation for new customers.

If you serve a regular customer, you can match recommended products to those previously purchased. There is mutual assistance here, as the client adds another sale and gets a tailored product.

8. You don’t have a clear CTA

Simple keywords, i.e., your short text in marketing or sales content. Remember that the CTA should be clear, appropriate to the desired action, and encourage quick clicking.

CTAs are used to subscribe to newsletters, make purchases, or visit a product page. A suitable call-to-action effectively improves the conversion rate, which translates into an increase in revenue. It is also a method of influencing clients’ emotions. Remember that you can place CTAs on different platforms without restrictions.

9. Your website loads too slowly

Take care of the correct server, domain, and developer to keep your website smooth and fast. The less patience the client has, the lower the chance they will wait for a page to load.

The reason for a website’s long loading times may be unoptimized images or due to plug-ins that slow it down. Also, we recommend switching to a virtual private server during e-commerce activities.

10. Your checkout process is too long or complicated

Take care of the appropriate chronology and order of the checkout process, remembering about:

    • shopping cart
    • billing info
    • shipping info
    • shipping method
    • preview order
    • payment confirmation

Remember that the sections should be on one page. This will significantly facilitate purchasing and eliminate any delays in liquidity page actions as the client proceeds to the following process stages. Currently, process checkout templates from various websites are relatively similar in their form.

11. You force shoppers to create an account

Don’t lead the client up a dead end. When their basket is full, and the customer is ready to order, if they have to provide information to register or log in to purchase, they will probably become irritated and abandon their cart.

Allow the customer to choose by making registration optional. Remember that they don’t need an account to receive any marketing content – it is enough to add an option of consent for sending such materials to a provided email address or phone number.

12. You don’t prioritize SEO

Remember that running a store is very popular, but it’s also a considerable challenge. The competition never sleeps, and sales are being made all the time, so how can you be more successful? One answer is with the help of online store optimization, i.e., e-commerce SEO. What do you need to take care of?

    • Find keywords – thanks to this, you will find out which phrases are most often chosen by customers and how often. For this purpose, tools for monitoring activity on the internet are perfect.
    • Take care of graphics – most users want to see a product to ensure it’s what they are looking for. Remember about high-quality photos, and pay attention to the parameters of your graphics. They should be adapted to those of your online store and have a keyword entered in the ALT parameter.
    • Watch out for “duplicate content” – make sure the content you display doesn’t appear on other stores’ websites. Google’s algorithm can penalize this practice by promoting only genuine pages, meaning your store may drop very low in search results.
    • Relevant Product URL – we recommend it be short, concise, and informative about what it directs to. For example, if the product falls under the “computer keyboards” category, it is worth including these two words in the URL.
    • Meta description – short text displayed by the search engine under your link. Include keywords to grab more attention.
    • Ability to filter products – remember that each customer is individual, so filters are essential to them for searching for something according to a specific color, height, or size.
    • Opinions and comments – nothing builds more trust than a review by an existing client. Product ratings are crucial for potential customers if they have doubts about a product. They are also a kind of communication between a store and its customers, allowing them to speak and express their opinions.
Help your customers on their product discovery journey.

13. Your recommendations are inaccurate 

Check if you are using the appropriate tools for automatic product recommendations in your online store. Content should be tailored to clients’ needs and expectations, increasing their chances of having a good customer experience and meeting their requirements.

Luigi’s Box can be handy here as well. The Recommender function helps ensure that suggestions are personalized to each user, helping to increase conversions.

Products are recommended based on the client’s preferences or previously viewed items. If a product is sold out, you display similar alternatives, increasing the chances of still purchasing.

There is also an option to present the best-selling or top-rated products. What’s more, this tool will not affect the speed of your website, so it will continue to load fast and smoothly.

14. You don’t have a mobile-friendly website

You have likely visited an online store on your phone, but the page was not adequately adapted to display it correctly on your device. When creating or editing a website, take care of all the details related to running it on mobiles and other devices. Why?

Phones are now a substantial part of people’s lives that are always carried with us and using them for shopping when on the go follows naturally. If a site is not adapted correctly, the user will face issues like lack of page fluidity or inability to click on certain tabs.

15. You don’t offer multiple payment options

Everyone has a favorite payment method depending on where they live, their age, and many other factors. That is why it is so essential to offer the customer several different options, including PayPal, Blik, GooglePay, Paypo, or payment by card or cash on delivery.

What might happen if the customer realizes that they cannot pay because you don’t offer their preferred option? They are likely to leave the site and purchase elsewhere instead. Remember that flexibility and versatility in this regard are your responsibility.

16. You don’t pay attention to design and visuals

Taking care of the appropriate colors, design, and arrangement of individual parts of your website is extremely important for the client’s perception. Consider colors that are neutral to the eye or evoke positive emotions, and remember that they should be compatible with the theme of the products you sell when designing a website.

The design of your website can have a significant impact on building brand awareness and making an impression on customers. And the visual effects will not only please the eye but also intrigue visitors, making your site more memorable.

17. Your website is not consistent with your brand

Remember that your brand should deliver a consistent message and tailored projects on all managed platforms. All statements, notes, and elements should be compatible with the theme of your brand. This also includes its mission, voice, and values ​​that guide it.

Thanks to this behavior, you can gain customers’ trust and loyalty. What can be achieved by having brand consistency? First of all, creating recognition – you want to be associated with something in particular so that customers think of your brand and not another one.

This way, customers become attached to a given style, layout, and brand attitude, returning more willingly and becoming regular customers. However, the task is not as easy as it may seem because it requires a lot of consistency and creativity on all available platforms and accounts that you manage.

To do this, be sure to have a set of corporate guidelines that will define the different aspects of your brand. Then, creating a consistent image for it will be much easier from these starting points.

18. You don’t offer multiple contact methods

A customer with a sense of security is a satisfied customer. Offering several different contact methods will allow you to dispel any doubts. This is useful, especially if one way fails, e.g., the server hangs, and your live chat stops working for a moment.

Sometimes it isn’t easy for a customer to find the topic they want to ask about in your store regulations. Any additional questions may have a positive impact on business. How? Constant communication and mutual feedback will allow you to draw conclusions that can later lead to improved product quality and efficiency of your work.

19. You don’t improve your website and actions continuously

Don’t rest on your laurels when building a brand and keeping it on the market. Customers like new products and the introduction of increasingly more innovation, so make your actions more creative. 

Perhaps you haven’t used social media so far, but it’s now time to start working on apps such as Instagram or Twitter? The more time you spend online, the more likely people will get to know and remember you. Organize promotional contests with an expiry date.

A limited time to buy will also affect the customer’s motivation and increase sales. There are tons of options when managing multiple platforms and accounts – an automated tool that will effectively improve the quality of your work and organization will be helpful here. 

Eliminate errors faster before customers catch them, and an unpleasant confrontation occurs. There is nothing worse than a bored customer – monotony will often discourage purchasing.

Remember when you have entered a website yourself only to leave it with disappointment, thinking, “there’s nothing new, I’m going to look elsewhere.” Your job is to keep customers entertained while shopping and encourage them to come back, thinking that they will find something even better in your store the next time.

20. You are ignoring multiple items on this list

From our experience, most companies are aware of their problems, and they know some of the items on this list. Nevertheless, they somehow keep postponing or ignoring them. This might be fine for a certain amount of time, but will definitely miss the opportunity they provide.

It might be painful to change how you operate your business, but improving specific processes might make your company more flexible and powerful. If you feel like you 


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    To sum up 

    We hope that these 19 practices and mistakes will allow you to improve the quality of your e-commerce store. These activities aim to increase your sales and gain more trust from customers. 

    Building brand awareness is a lengthy and challenging process that can succeed if you consider the above points. Automation with Luigi’s Box can also help improve your work by equipping you with many valuable functions, such as an intelligent search engine and personalized client recommendations.