5 Common Mistakes Internet Retailers Make

By Meredith Keller Merkell, Inc. Founder and President 1. Hard-to-find or Strict Return Policies Selling online puts you at a big disadvantage. Your customer can't hold or touch or try on what you're selling. To make them feel confident in their purchase, it's important to assure them that you value their satisfaction and that you'll accept returns if he or she is not satisfied. Charging restocking fees, refusing to accept returns, or providing very limited return windows is a huge turnoff for a customer.

You'll attract most customers by providing as generous a return policy as is reasonable. Obviously, if you sell custom items it's reasonable to be stricter about returns. But if you sell something that can be returned, allow it, and at the very least refund their shipping and the price of the item if you're not going to pay for the return shipping. I know, you're thinking, “but that costs me money!” Yes, it does. But it doesn't cost you as much money as the customers you'll lose when you have return policies shoppers do not find favorable. You're better off selling 20 items and getting 5 returns than selling 10 items because half the customers didn't want to bother trying an item they had to pay for, pay to ship, wait for and then pay to ship back if they weren't happy with the item. This is especially important if you want to sell clothing or footwear. A little generosity with your customers goes a long way.

2. Hard-to-find Sizing Information

Maybe you know where you hid your sizing chart on your website, but if your customer doesn't, it's going to cost you sales. If you sell clothing or footwear or anything that has to fit, make sure your sizing chart can easily be found from every single product page. Do not hide this information on a customer service page. Customers want to know everything they need to know to make their purchasing decision and they want this information readily available. If you don't offer that, the customer will move on.

Even if you aren't selling something wearable, size still matters. Give the dimensions of all the products you sell, whether it's a sketchbook or a handbag. Customers will want to know if their laptop can fit into that bag or if the sketchbook will fit in their backpack.

3. Showing Products Out of Context If you've ever sold your home before, your realtor probably told you showing your home with the furniture in it makes it easier to sell. Why is this? People want to visualize the space in use, and when the house is empty it's tougher for buyers to imagine their own things in the house. The same thing is true when you sell products online. While it's great to show an item by itself, it's even better to show the item in use. If you're selling clothing or bags or hats or anything that can be paired with a model, do so. Always show wearable products on a model and without the model. Be sure to use reasonably attractive models. I understand all about wanting to subvert beauty standards, but if you're serious about selling your products, don't shove your agenda in your consumer's face. Sell the idea that your product is attractive and that wearing the product will make your customer feel attractive. If a product isn't wearable, still show it in the context it would be found in. If you're selling cloth napkins, show a place setting at a table using your napkins. Showing the product in use helps customers imagine using the item themselves or wearing the item.

This product picture on the Gifts Define website of the two little girls writing with their pencil topper pencils sells those things more than just about any other picture there. This retailer is smart to show the product alone, in use, and from several different angles. The customer can really visualize what he or she is getting and develop an interest in the product.

4. Amateurish Web Design

When you sell online, your website is the face of your business. Do not cut corners on the site's design. If you can't design a professional website yourself and you can't afford to hire professionals to do it for you, give up now. Yes, it'sharsh, but it's the truth. No consumer wants to trust his or her money or credit card information with a company that looks like they just set up shop in someone's basement. Customers want to deal with a business that looks professional and well-run. They want to know they can trust you with their money and that they will receive high quality goods in a timely fashion. If your site looks amateurish or cheap, you're implying that this isn't what can be expected of you.

It's hard to be objective about your own website but try to look at your "internet face" with a critical eye. What companies do you admire, and how do you think your website compares to theirs? If you aren't sure if your look is professional, ask for a second opinion. Not your best friend or your mother, but other professionals whose opinions your respect. Ask someone who will give you the brutal honest truth and who knows what they are talking about.

In addition to having a clean professional and attractive looking website make sure your site is easy to use. Make sure it's easy for customer to make selections about product color or size and make sure it's easy for the customer to view his or her shopping cart and complete his or her order.

5. Amateurish Product Photos

If your pictures don't look like a professional shot them you're shooting yourself in the foot when it comes to selling online. Your customer has no idea how beautiful your products are in real life, she only has your photos to rely upon. This means you must present your customer with the most flattering and stunning product photos possible. Posting product pictures that are washed out, grayish, overexposed, dark, or just look like they were shot in your basement comes across as unprofessional and gives the impression that your products are ugly and undesirable.

Shooting attractive high quality product photos is something that can be learned and requires some practice. It's also a good idea to learn to retouch your product pictures in a photo editing program like Photoshop. Having great product pictures also increases your chances of having a blogger or website take an interest in your product line. Magazine and blog writers want product pictures that make the pages of their publications look beautiful and having stunning product pictures goes a long way towards attracting that type of attention. The matter of professional product photos is so important that I've written an entire article on this subject alone. This pitfall is one I can warn retailers about until I turn blue but part of the trouble is that it's hard to be objective about your own product pictures. If you aren't sure if your product pictures are up to snuff seek an objective second opinion from a trusted colleague or professional consultant.

Did this article answer your questions? If you're interested in a personalized consulting session to help you address the issues covered in this article please contact us to schedule a consultation.

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