2 failings in ecommerce that cause lost sales!

November 17, 2014 by
Filed under: Business Analyst Skills, ecommerce, ROI, UX / UI, Web Sites 

How well is your company managing it’s ecommerce?

The following two examples show areas where sales can be lost.

Today I came across 2 failures in ecommerce that should not happen but companies allow to happen.

1 – Online sales feature that is not available.
2 – Failure to respond to negative comments about your products.

Online sales feature not available
Today I tried to change my cell phone plan online with the company I currently have. This morning and afternoon, I was told that “We’re sorry. Change plan is not available online at this time.” How many more times will I try before I start to look at other companies to provide my cell phone service. This failure to provide a feature online at best might cause dissatisfaction with the company but at worst it gives me time to start looking at the competitors offerings which may tempt me to switch to another company! Companies cannot afford to have software that is part of the sales pipeline not functioning. It is truly like the sales pipeline has a hole in it that is leaking sales.

Negative reviews on products
Online I see two kinds of product management.

  • People behind the products respond appropriately to reviews
  • Negative reviews are left with no response
  • As a buyer online, there is no salesperson to offset the negative reviews left online nor to complement the nice reviewers. This means sales can be lost if buyers are presented with negative feedback on the review. Sales is about overcoming objections to the purchase, unfortunately with ecommerce reviews I can end up with more objections to buying an item than when I started the purchase process. It is important that your company has someone responding to reviews so that you do not loose valuable sales.

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