For some, a new e-commerce site is a way to expand an already established business on the Internet
and find more buyers around the world. For others, it's a way to turn a passion or interest into a full-
time income. Regardless of your reasons for launching an online store, however, few things are as
painful as watching it struggle – especially if you've made a heavy investment in business web design
and some premium e-commerce packages.

Luckily, there are usually a few reasons that online stores aren't doing as well as they could be, and none
of them is impossible to fix. Here are five reasons your e-commerce site might be underperforming:

You don't have enough traffic. No traffic means no buyers, regardless of how well your site is designed
and how good your products are. If you haven't invested in a quality search engine optimization plan,
then it's going to be difficult to find the sales you're looking for.

You have lots of traffic, but no buyers. On the other hand, we occasionally come across businesses that
are doing everything possible to attract visitors to their pages... and very little to turn those visitors into
buyers. If you don't have a compelling marketing message, an e-mail newsletter to follow up, etc., then
you're going to struggle with a low percentage of visitors turning into customers.

You aren't testing your pages. E-commerce sites aren't really created, they just get launched and start
to evolve. That's because the first design, the first landing page text, or the first marketing idea usually
isn't the best one. It takes many rounds of split testing for most Internet businesses to find the most
profitable mix.

Your site is too hard to navigate, or buy from. How many clicks does it take to find your most popular
product? How many forms does someone have to fill out to open an account or make a purchase from
your store? The higher these numbers are, the more people are going to decide to look elsewhere to
finalize their purchases – even if they like your products and prices.

You aren't offering the right shipping options. Some people want what they order tomorrow, while
others are happy to wait and pay a lower fee. If you don't have several shipping options – as well as a
good inventory system and tax calculator – then your online store will never be as profitable as it could
be.

The bad news is that any of these issues is likely to hold your online store back. The good news is that
they are all relatively easy to correct, so all you have to do is make the decision to sell more online.


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