If you build it, they will come. That’s what people say about selling online. Create a website, pop your products on the pages, and wait for sales to roll in. But there is so much more to success in eCommerce for equine products. The accurate adage should be, “If you build it right, they will come.” What are the top mistakes for eCommerce websites, and how do you avoid them? Let’s take a closer look.
Not Doing Market Research
Before you set up your eCommerce site, it’s up to you to do the research that provides insight into your market. What makes you unique? Who is your biggest competition? What do buyers want out of a product like yours? Market research has never been as easy as it is today.
Not Understanding Your Audience
You also need to determine your target audience. It doesn’t mean that horse products are marketed to equestrians; you need to dig deeper. What is the demographic information of your target audience? This includes age, gender, income, and more. How do they typically make purchasing decisions? And what platforms do they already use?
Pricing Products Out of Reach
Your product will only be as successful as the price people are willing to pay. If you haven’t done enough research to determine if your manufacturing costs will be more than what the market will pay for the finished product, it’s time to go back to the drawing board.
Choosing the Wrong eCommerce Platform
Not all eCommerce platforms are created equal. It is easier than ever to start selling online, but that low bar doesn’t necessarily mean you can throw something up online and get results. We recommend WooCommerce through GoDaddy as a complete platform for selling online.
Not Using Good Photos for eCommerce
Unlike selling in a store where consumers can see and feel the products, selling online takes a few additional steps. You need to make sure that your visual story is perfect. Using good photography, creative images such as 360-degree views or videos of the product being used.
Not Writing Stellar Product Descriptions
The words you use are also crucial in the online sales process. Product descriptions have two purposes online. The first is so search engines can find your product and index it properly based on commonly used search terms. The other is to create an emotional connection with the consumer so they make the purchase.
Not Having an Easy to Navigate Experience
Everything today is about user experience. The cart abandonment rate is nearly 70%. That means seven out of ten people who view your products and go so far as to place them in a cart won’t complete the process. The experience needs to be easy to use so more people are likely to make that decision.
DPEG Marketing Company has 8 spots open for website design in 2022. We partner with farms and related equine businesses to help them grow.
Contact us for a FREE consultation by emailing [email protected] or calling (828) 333-3816.
