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I don't sell enough: 8 e-commerce store mistakes to avoid for selling more

Written by Michael Villeneuve
Optimize your store
March 13 2024
6 min

You have quality products at competitive prices, and you even invest in online advertising to sell more, but nothing seems to take off, and your ROI (Return on Investment) is negative? We’ll explain how to change that!

With years of experience in e-commerce, we’ve seen many online stores that succeeded and others that unfortunately, even with good intentions, never managed to launch or sustain their activities on the web.

That’s why at Panierdachat, in addition to providing a platform to create a high-performing and professional e-commerce store, we help our merchants grow to sell even more.

8 Mistakes That Can Hinder/Stop Your Visitors from Buying

Lack of Transparency About Who You Are

Firstly, remember that even as online shopping becomes increasingly popular, with over 83% of Canadian internet users making online purchases in 2018 (and over 85% of French internet users), they want to buy securely and be reassured before making a purchase.

In terms of security, your online store platform (such as Panierdachat) secures your website pages using an SSL/TLS security certificate and securely encrypts all transactions and personal data transmitted over the internet.

But in terms of trust in the merchant, it’s up to you to reassure your visitors. Introduce yourself or show a happy and satisfied community of your services.

Have you ever come across an e-commerce site without a Facebook page and unclear about the origin of the company?
I have! And the good deal I thought I had found turned (in my mind) into a shady offer. I preferred to buy a more expensive item from a site I knew rather than from a site where I couldn’t find contact information.

So yes, if you want to sell more, you need to reassure people who don’t know you.

What You Need to Do:

Fill out the “About” page clearly and professionally. Explain who you are and show that you are passionate about your market.

Link your social networks to your store. And grow your social networks by inviting your customers, visitors, acquaintances… to have an interesting number of fans. Remember to engage with and interact with your fans. A single recent positive review can trigger a purchase from one of your new visitors.

List good customer reviews and comments on the homepage and product pages.

Check out online review sites where you’re listed. Thank the good reviews, if you wish, but more importantly, respond to unsatisfied customers to make it clear to others that these customers’ cases are exceptional.

Poorly Crafted Product Descriptions

You might think: “a visitor looking for a product like mine who lands on my product page, a simple price and a nice photo are enough to win them over.” But no!

Just like in the first point, internet users like to be reassured about the product they’re buying. And a poorly crafted or nonexistent description will reflect a lack of professionalism and quality across all your services.

Between two sites selling the same product at the same price, one with a clear and detailed description and the other with no description at all.
On which site will an internet user who knows neither choose to make a purchase? I have a small idea.

Example of a product sold on Rose Bonbon’s store.

Same product sold on a fictitious Panierdachat store with a less appealing description, just the product name – much less appealing.

Do you have hundreds of products? And does this work represent hours of updates?
Think about what it could bring you. A customer won over by the presentation of your product and your store can more easily make a purchase. And multiply that by the number of visitors who can be won over.

I think this work is worth it.

What You Need to Do:

Add an informative description to all your products, listing the product’s benefits.

Add technical details about your product when necessary: Dimensions, weight, technical name…

With Google Analytics, analyze the number of visits to your product pages and compare them with your number of purchases in the same period (with Panierdachat, you have an automatic report, the monthly sales report, to help you analyze your data).

Work on your product page according to the visits/purchases ratio and improve your conversion rate.

Website Not Adapted for Mobile

Did you know that 50.8% of global e-commerce is done via mobile? It’s growing every year and is now the majority in the world. It’s therefore essential to have a store optimized for mobile devices, with a clear menu and readable descriptions.

It would be a shame to lose 50% of potential customers who can’t navigate through your store.

What You Need to Do:

Use a responsive theme for your store (all Panierdachat themes are responsive).

Regularly test the purchase process on your mobile devices.

Optimize your product images for mobile devices.

Confusing Navigation

Imagine a real store where you have to zigzag between the rows to find the product you want. Now transpose that to a website. Not very pleasant, is it?

You know what you’re selling, but your visitors don’t. They’ll go to your store, see nothing, and leave. A visitor who leaves without finding what they’re looking for is a potential customer lost.

With a clear and intuitive navigation menu, your visitors will find what they’re looking for faster, and your conversion rate will increase.

What You Need to Do:

Make sure your categories and subcategories are clear and logical and limit the number of them so as not to disorient your visitors.

Use intuitive names for your categories.

Don’t hesitate to use a mega menu (a drop-down menu with images) if you have many products or categories.

Test your navigation menu with people who don’t know your store. Can they find a product quickly?

No or Not Enough Contact Information

What if an internet user wants more information about a product or your store’s delivery times?

Or if a customer has a problem with their order? They’ll try to find your contact information.

If it’s not clearly visible on your site, they’ll leave without buying and go to your competitors.

What You Need to Do:

Put your contact information in the header, footer, and contact page (which is accessible from your navigation menu).

Offer multiple contact options: email, phone, chat…

Respond quickly to requests for information or help from your visitors or customers.

Test your contact form regularly. Are the emails correctly sent? Does the visitor receive a confirmation message after sending their message?

A Long and Complicated Purchase Process

Did you know that 69.57% of online shopping carts are abandoned? One of the reasons for this abandonment is a complicated purchase process. And the worst part is that it’s easy to avoid.

The easier it is for a visitor to make a purchase, the more likely they are to do so.

What You Need to Do:

Minimize the number of steps in your purchase process.

Offer several payment methods: credit card, PayPal, bank transfer…

Clearly indicate the steps to be taken during the purchase process.

Regularly test your purchase process on all devices and browsers.

No or Few Images of Your Products

A visitor lands on your site. They want to buy the product they see in the photo. Except there’s only one photo, and they can’t zoom in on it. Will they take the plunge and buy?

Images are essential in online commerce because they reassure visitors about the product they’re buying.

What You Need to Do:

Take quality photos of your products with different angles, and show them being used if possible.

Allow your visitors to zoom in on the photos.

Optimize the weight of your images so that they load quickly.

Use the alt attribute to describe your photos and improve your SEO.


Optimizing your e-commerce site is essential to improve your conversion rate and increase your turnover. By working on your website, you make it easier for visitors to find what they’re looking for and to make a purchase.

Take a look at your store and ask yourself the following questions: Is it easy to navigate? Is the purchasing process fluid? Are the images of my products qualitative?

If not, it’s time to take action!

If you need help, don’t hesitate to contact us. Our team of experts will be happy to help you.
We wish you a lot of success with your store!

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about the author

Micheal Villeneuve is the President and founder of Laradev. Laradev is certified in Laravel development, specializes in universal application, and offers training and support.