Trendy Advisor, el fashion online search engine 100% Spanish, today launched a list of the 10 typical mistakes in an online fashion store.
These tips are intended to guide entrepreneurs of the eCommerce of the fashion sector on how to improve important issues related to your industry, such as conversion rates or the usability of your pages to improve your sales.
The 10 typical mistakes in an online fashion store that you should avoid
# 1 - Corporate eats the store
It is not bad that we want to provide corporate information to our online store to locate the user and earn their trust.
But the user comes to buy. Product information must be predominant and easily accessible from the moment you enter the page.
# 2 - We only sell products from other seasons.
The internet shopper loves deals. The maxim in online stores is to offer a wide catalog of products, and in that variety you cannot have an outlet section with garments from other seasons at a good price.
But neither is a careful selection of new product, which renews the offer and conveys the feeling that your store 'is up to date'.
# 3 - Photos of clothes on hangers
At the image level there is a big difference between a photo of a garment hanging from a hanger and one of a model wearing that same garment. The second will always be much more attractive and will offer much more information to the user about how that garment feels.
That is why it is worth investing in professional photography and models that present our product in the best possible way.
# 4 - poor product information
We have to bring the experience of buying online as close as possible to that of buying in a physical store, where the customer can touch and try on the garment. And all this without complicating the acquisition process. That is why limiting the available data to price and size is not the way.
More relevant information must be provided, such as fabric composition, washing mode or other data and interest.
# 5 - Shipping costs for the buyer
Online buyers are not convinced by assuming shipping costs, since they understand that the same product is available in a physical store without having to assume this increase in price.
For a better business strategy, we can work on two lines. The first would be to apply a minimum percentage to the product that covers these shipping costs; The second would be to negotiate the price of transport as much as possible, taking advantage of our good volume of shipments.
# 6 - An email as the only form of contact
Limiting ourselves to an email as a means of contact is no longer a receipt. Having several communication channels with the online store generates trust and contributes to customer loyalty. Phone, chat, social networks or, better, all of them.
Every consumer likes to be attended to quickly and efficiently, especially in the event of a complaint.
# 7 - Poor quality images
The first contact of the user with the product is through the photographs, and it is a key contact since, depending on their impression of the photos, this will be the first image taken from our online store.
It is preferable to use a few well-chosen images with light backgrounds that allow you to see details better than a lot of out-of-focus or poor-quality images.
# 8 - Ignore user behavior
One of the strengths of any online business has to be the close and continuous monitoring of our client's behavior as they pass through our website.
Although this involves an additional cost, knowing why users never get to 'convert', or why there are many abandonment rates is a tipping point that we can remedy. Tools such as Google Analytics or Clicktale facilitate this management.
# 9 - Complicated web browsing
The simpler the navigation through your page, the more attractive it will be for the user.
The consumer likes to be paid attention to, and one way to do this in your online store is by taking into account their profile and preferences and offering them a navigation mode related to their identity. In this way we will speed up your purchase and make you feel identified with the store.
# 10 - Work on positioning from time to time
SEO and SEM positioning is essential to appear in the first search results. But if you do not work constantly and only treat occasionally in specific actions, you will soon be forgotten. Combine the advertisement in Google Adwords with affiliate networks and other search engines that help generate more traffic and visibility to your page. Diversifying your presence on the web allows you to increase sales and access potential customers more easily.
Carlos Jordana, Partner of TrendyAdvisor assures:
The online world is complex and fashion is a very competitive market. Getting traffic and ensuring that the user has a satisfactory and full shopping experience is the goal that every online fashion store should pursue. Getting it will depend on a series of factors that should be kept in mind.