5 classic mistakes in E-commerce

E-commerce has its codes, its good practices and a whole set of cogs that should be tamed. The spheres are many and varied: technical, mastery of (innumerable) tools, e-marketing, sales logic, analysis, … and all the mastery has become a challenge, too, the error is fast and its consequences can be quickly impactantes .

Based on this observation, and knowing how e-commerce management can be complex, we deliver below 5 tips to better understand your everyday e-commerce:

Not having an adapted E-commerce platform

If you have the impression that you are asked to win the 24 Hours of Le Mans with a tricycle, it is probably that your e-commerce platform is undersized, even if you pedal very fast …
Let’s say the high and without adage: this is undoubtedly your most important work tool because of its central role and the fact that it is the one you use daily, it’s worth (really) the hang of it.

At the risk of disappointing you, know that there is no ideal solution (sighs), they have all their flaws and their qualities. The key will be to provide you with a solution that meets your needs and will evolve over time and grow with your business.

But which one to choose?

There are plenty of them on the market, from sales modules to implement on a CMS like Woo Commerce, Big Commerce or Shopify, to non-native solutions like Drupal to native e-commerce solutions such as Prestashop or Magento up to the powerful ones. Demandware or Hybris solutions … hard to make an informed choice. We’ll look at this later to give you more information and we’ll explain why we choose Magento trade . You will be able to forge a first idea by looking at the very interesting Gartner Magic Quadrant positioning board .
As you will have understood, it is a decisive choice .

Underestimate the importance of the product page

Does your marketing department pinch the font color of the Homepage Banner when your Branch finds that buttons in blue would give it more cachet? (Note that despite these requests, we like our colleagues). Well, I would say it does not matter! Your business is not located there, it focuses primarily on the product pages.

Then change the homepage as you are asked (good by keeping it still presentable and loading quickly) and put the package on the sacrosanct product page to be done with the little onions.

Respect the best practices: great and beautiful pictures produced , a good mark of page impeccable & price action buttonput forward , unique and optimized SEO descriptions and if possible cross selling and upselling .

Do not adapt to the client

Your site is beautiful, your products great, your photos extraordinary and what to say the catchphrase, if catchy and well thought!

But why is your conversion rate stagnating at 0.5–0.7%? This is logical: visitors should not be very talented or it is still the fault of the host, your neighbor had told you that he had trouble connecting, it should have put you flea in the ear!

What nenni, it is certainly that your site does not attract the good public or that an internal element of your (superb) site phagocyte the conversion.
The most difficult exercise will be to put your opinions aside for a moment, take a step back and look for areas for improvement because after all, as the saying goes: the customer is king .

Although exercise can be difficult, throw away your certainty and interest in your customers, their habits and needs with special attention. If you benefit from this, you can rely on your CRM via RFM studies , but also take inspiration from your social networks and of course your Analytics to identify the key factors of success and the possible obstacles .

To definitely break down your certainty, nothing like AB-Testing to let your visitors decide the best choice to make! Try, you will see the difference!

Restrict to a single market

Do not limit yourself!

You imagine selling only women but have you thought of addressing men who would like to give a gift? (After all, they make up 20% of your visits but only 2% of your orders).

At times, just raise your head to seize opportunities. For example, if your product sells well in France, it may be sold as well in Belgium where Wallonia potentially opens you 3.6 million additional customers, without sweat blood and water to adapt your site with some optimizations idoines. If the translation effort in English is not too much to bear, you can open up to gigantic markets for controlled investment costs.

In addition to the geographical character, for some products or services, the transition from BtoB to BtoC (or vice versa) is also possible and allows you to increase your audience pool.

These are just a few examples, there will always be new possibilities.
Be curious and seize opportunities.

Forgetting to analyze one’s actions

We can not say it enough: mastering data is essential in e-commerce! Sight-seeing is the best way to get lost.

A rigorous follow-up of your KPIs is a necessary evil to check the course you have set yourself and immediately appears as a priority. But do not stop there: systematically think about measuring, quantifying or even qualifying each change.

This will rely primarily on a well-configured analytics, benefit (if possible) from a tagging plan and prepare well each action.

Let’s take a typical example: you sell women’s fashion clothes and you recorded excellent sales in September through a multi-channel campaign with a Facebook Adds , Google Adwords , a partnership with 3 fashion blogs , sponsored posts on Instagram and a 10% discount on the whole site, which is relayed by a nice newsletter .

This campaign required time and investment and without a posteriori analysis of the data you will unfortunately not learn any specific.

By tracking down each event, you may find that the Facebook campaign was not profitable, that only one of the blogs was successful or worse, it is only the combination of Newsletter + discount of 10 points. have run for your sales and that all external acquisition efforts have been in vain.

Here are some ideas that can help you manage this campaign well upstream:

  • Make sure that the tracking pixel is in place and functional for Adds Facebook & Google Adwords,
  • Realize a specific campaign in Google Adwords,
  • Add for example a unique promotional code for each blog with a slight incentive to estimate the contribution of each,
  • Realize a setup & a specific audience for the Facebook & Instagram targeting campaign
  • Set up your UTM for your newsletter

The purpose will be to be able to determine with certainty if each action undertaken is efficient and / or profitable according to the criteria that you have set in order to capitalize on your past successes, improve your actions and avoid low-performing actions.

Think ROI, your efforts will pay off.


There are of course many points of vigilance to have, so if you liked the topic and want to push the cursor, do not hesitate to contact us if you have other questions.

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