Common Mistakes E-commerce Sellers Make in Product Promotions

Posted By: author
Posted On: 03 Mar, 2021
Last Updated On: 04 May, 2021

As the name suggests, product promotions are about advertising the e-commerce product by various means through online and offline channels.
This article will focus on the mistakes that sellers often make while bringing the products to customers’ notice.
It may lead to miscommunication or not generate enough interest from the customers’ end if a product is not promoted well.

Mistakes in Product Promotions

There are some of the common mistakes in product promotions that the sellers often make that ultimately chase away the customers, and they are:

1. Sellers not integrating Google Analytics with their online portal.

It is most crucial to know the target customers. For example, Google Analytics can bring in the data of a particular age group of visitors who visits an online portal the most and buys a specific product. This method can help in product promotion.

Suppose visitors from the age group of 15 to 20 years will be interested in purchasing the newest electronic gadgets, game accessories, etc., or a specific group of visitors who access the website from a particular state of the country. Example: Users from Delhi search for mobile accessories the most, or users from Kolkata search for ebooks or printed books. This kind of data helps sellers to plan their ad campaigns.

Google Analytics can provide much-detailed information about website visitors. If a seller has not integrated his website with Google Analytics, then there are high chances that he may lose out on many crucial analyses. Hence, product promotions will suffer.

2. Sellers putting the wrong product description.

The correct product description is a must. According to Invesp, the return rates of products to brick and mortar stores are 8% compared to 30 per cent in the e-commerce market. It is a considerable gap.

It happens because of incorrect product description as customers do not usually get the product they ordered. This mistake works completely against effective product promotion.

Customers return products due to inaccurate website descriptions of the product’s size, quality, fabric, or color. Sellers must put accurate reports of their effects on the website.  

How to calculate the rate of return  

Rate of return = rate of return – ((Current value – original value) / original value) x 100. 

3. Employing efficient Customer care staff.

A seller must keep an efficient customer care staff for better product promotion, management and for building a strong relationship with his customers. 

The staff should follow the below-mentioned protocols to handle the customers who may face issues after buying the brand’s products. Hence, the following protocols are:  

  • The Customer care staff must speak politely and solve as many queries as they can about the product.  
  • Putting customers on hold for a longer duration while solving their issues will ultimately hit the company’s reputation.  
  • The customer care staff can also provide the latest offers and discounts to the customers if they successfully resolve the issues.  
  • It is a must to track customers’ feedback about the product and customer care service.
  • A company can improve itself if the response tends towards the opposing side. For this, live chat sessions with the customers can help to track the issues and feedback.  

4. Poor user experience 

Customers will not care to navigate further if the website has issues. A developer must keep in mind to build a user-friendly website.

Problems like product lists cannot open on new tabs in the browser, images of the items have low quality, listed products are out of stock, limited options in the category section are some of the customers’ issues.

Such loopholes can affect the brand’s name adversely.  

5. Email marketing automation 

One major mistake sellers make during product promotions is sending a bulk of emails regularly to customers about the new products and discount offers, which is nothing less than a nightmare for the customers.
Usually, such emails go straight to the trash bins if they are not provided with the unsubscribe option.

6. One email for all

Emails should look personalized. Spamming customers’ email boxes will send the customers away.  

Conclusion  

A company(seller) must understand its customers while stepping into the e-commerce market. To generate interest amongst customers, companies should refrain from making some standard product promotion mistakes.
It should follow specific protocols in this regard:The company should know who its target audience is? Google Analytics tools and reports can help to find out customer’s details and buying behavior.

If the product description is incorrect, then the rate of product returns will be higher. Sellers must understand that they should be honest with the consumer about their product.

There are chances that consumers may face issues after buying a company’s item and bad customer service will damage a brand’s relationship with its buyers. 

If the product description is incorrect, then the rate of product returns will be higher. Sellers must understand that they should be honest with the consumer about their product.

There are chances that consumers may face issues after buying a company’s item and bad customer service will damage a brand’s relationship with its buyers. 

Email marketing works when the mails about the latest products or discounts are sent once a week or month as a gentle reminder.
Personalized emails help to strengthen the bond with the customers.
A company that struggles to manage its customers can improve itself only if it works on the guidelines mentioned above.
Hence, Google Analytics can provide an in-depth analysis regarding the users.
These analysis reports can help a company understand its users’ navigating behavior on the website and possibly convert them into buyers. To know more about using Google Analytics to its full potential,

Click here for more information! 

  

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