What do unsold online shops have in common?4 min read
When setting up an online shop, everyone thinks, “I want to make it a success since I’m opening a business.” So what steps can you take to ensure success?
Looking at the failed online shops, the reasons for not selling can be summarized into three patterns. This time, I will explain the points that make your own shop successful after listing the common points of unsold online shops.
Reason for not selling 1: Failed to attract customers
The first common point seen in online shops that do not sell is that they are not able to attract customers . There are cases where they are not working on attracting customers in the first place, but there are also cases where the number of accesses to the online shop is not increasing even if some measures are taken.
If you open a mall-type e-commerce store with tens of millions of users per month, you may be able to collect access without making any effort. However, if you open an online shop yourself, it will be difficult to expect success after that if you do not take measures to attract customers from the beginning.
Reason for not selling 2: Failing to serve customers
The second common point of unsuccessful online shops is insufficient customer service.
When you say customer service, you may have an image of “a salesperson responding to a customer’s request at a physical store.” However, because online shopping does not involve face-to-face contact with customers, shops are required to have the ability to understand what customers want.
In online shopping, even if people who visit an EC site are interested in a product, they often do not purchase it for some reason. If you leave it without searching for the reason, it will not lead to sales, and your efforts to attract customers will be wasted.
Reason for not selling 3: Failed to acquire repeaters
The third common point of unsold online shops is that they have not been able to acquire repeat customers.
Repeater countermeasures do not require a large amount of advertising or labor costs. If you can get repeat customers, you can reduce costs and make profits efficiently.
On the other hand, an online store that does not increase repeat customers will only rely on new customers. It can be said that the reason why profits do not increase even if sales increase is because we have failed to acquire repeat customers.
Point 1 for a successful online shop: Strategic customer attraction
Attracting customers is the first thing to do when setting up an online store. There are various ways to attract customers, but we will introduce the most important among them.
Many people who access online shops access the site via search engines such as Google and Yahoo!. Based on that, doing your best to make your online shop appear at the top of the search results is called SEO (Search Engine Optimization) measures .
The basis of SEO measures is to build a site that is easy for users to search. For example, if you sell coffee at an online shop, if your company is displayed at the top for keywords such as “coffee, mail order” and “coffee, sales”, you will be able to guide customers to your site. Adding these keywords to your content, including page titles, descriptions, image alt attributes, etc., is one way to do it.
It’s also important to reinforce the quality of your content. Search engines are designed to display the most suitable pages according to the user’s search intent, so if you create content that is useful for users, your site will be more likely to be evaluated by search engines.
In addition, increasing the number of backlinks is also effective as an SEO measure. A backlink is a link to your website from an external website. Search engines recognize that sites that are introduced to many people are evaluated by users, so it can be said that the ideal way to improve search ranking is to increase the number of backlinks naturally while enhancing the quality of the content. .
SEO measures can be implemented without spending money, but on the other hand, there is a disadvantage that it takes time to display high in the search results. Therefore, listing advertising is a method of attracting customers that you want to work on together with SEO measures.
Listing advertisement is a mechanism to display your company in the paid ad space of search results according to the keyword searched by the user. While it is said that it takes at least 3 months for SEO measures to display a site at the top of search results, listing ads can be displayed at the top in as little as one to two days.
Another feature of listing ads is that no charges are incurred just by displaying the ad. You pay only when a user clicks on your ad, so you can get started at a low cost.
However, there is no change in the fact that it costs a certain amount to operate listing advertisements. When using listing ads, it is important to make a concrete plan of what kind of effect you are aiming for and how long you will post it.
SEO measures and listing ads are effective measures to increase search traffic to online shops. However, despite the increase in access to online shops, there are still many people who leave without purchasing products. Therefore, we would like to work together with retargeting ads.
Retargeting advertising is a mechanism that tracks the behavior of people who have visited your website in the past and displays your advertisement in the advertising space of other websites. By displaying advertisements in a timely manner, it is possible to increase the user’s willingness to purchase and prevent customers from flowing to other companies.