Whether you are selling from your own website or using a third-party site, avoid these mistakes that cost you sales and opportunities.
No understanding of target audience. If you are unclear who your ideal customer is, then you will have difficulty constructing a marketing message on your website that resonates with shoppers. You can be sure of one thing, though: when it comes to marketing and sales, it’s all about the customer. Get in front of the public and do some “retail research” to come to know the type of people who respond to your work and why they connect with what you make. Reinforcing this through the language you use on your website will help attract the customers you want.
Little or no marketing activities. It’s not uncommon for artists to complain that they do best in the studio, and are not comfortable with marketing. Yet, if you want to sell your work, you must take action to promote your work and gain exposure. To do this most effectively, you should create a plan. Do you want to use social media? Use those platforms that you like best and will stick with; you don’t have to do everything. Likewise, you may choose to blog or not, depending on your preference. Your best strategy for marketing is to build that all-important email list, and to reach out to prospects on a monthly basis.
Low traffic volume. If few people come to your website or online store, there aren’t many chances to make a sale. Install Google Analytics on your site and find out how many visitors are coming, and which sites are sending them to you. Marketing activities will help traffic, as will gaining links from other websites, including social media sites. Search engine optimization, and updating your website with new content will help drive traffic from visitors using search terms that match what you do.
Confusing navigation. Keep navigation simple on your website, and indicate clearly how your purchasing process works. If you have a shopping cart, all the better. Making customers jump through hoops to find out the price, description, or information about shipping will lead to cart abandonment, and lost sales.
Inability to establish trust. Your website should have professional presentation, and function smoothly. Customers need a comfort level to decide to go through with a purchase. Your contact information (email address and phone number) should be prominent on your site. In addition, terms need to be straightforward. Do you have a secure checkout process? A satisfaction guarantee? A return policy? These all add to a level of trust needed to close the deal.