By Jessica from

The goal of any eCommerce website is to sell products. Once you’ve created your site, promoted your products and attracted potential customers, how do you ensure they become repeat buyers? Even the most well-designed eCommerce website can send customers to your competitors if you aren’t careful. Here, five common eCommerce website mistakes and how to avoid them.

1) High Shipping Costs

Charging exorbitant shipping fees is a surefire way to send your customers elsewhere. People are much more likely to abandon your shopping cart if your shipping fees aren’t reasonable. In general, aim to charge between 5 to 10% of the total cost of the item for shipping.

2) Browser Incompatibility

If your eCommerce site only supports one Internet browser, you are missing out on many potential customers. It’s important to test your site with more than one browser, so you know what needs to be tweaked. By supporting all of the most popular Internet browsers, you ensure you are reaching the maximum amount of customers possible.

3) Slow Loading

If your customers have to spend too much time waiting for your site pages to load, they will become frustrated and run straight to your competition. By making the majority of your webpages “static,” – that is, without continuously changing content – your site will load faster and provide a positive experience for customers. Having too many pages with changing content can slow down your site and give customers a frustrating user experience.

4) Lack of Images

As an eCommerce site, it’s important that potential customers are able to see high-quality images of your products. If you fail to provide images – or not enough of them – your customers won’t know what they are buying and may turn elsewhere. Make sure you provide several photographs of your products from various angles so your customers feel comfortable with their purchase decision.

5) Complicated Site Design

Don’t make your customers jump through hoops to purchase something from you. If your site design is too complicated, you’ll turn away customers and lose out on potential revenue. Provide a user-friendly design and an easy check-out process, and people are likely to become repeat customers.
As an eCommerce site owner, it’s important to avoid these common mistakes to make your customers as happy as possible. A happy customer is a repeat customer, which means more money in your pocket.