Businesses today seek to sell to a global market through eCommerce platforms, or online stores as opposed to the traditional brick and mortar stores. An eCommerce site helps delocalize your business so you can reach a wider market outside your geographic location.
Sometimes you can launch an ecommerce website only to realize that customers are not coming through as expected. Alternatively, you could be receiving a huge number of visitors who are not buying your offering. Both of these are cases of an underperforming site.
Such a site is not generating enough revenue to let your business grow, neither is it yielding sufficient return on investment, or ROI.
Ecommerce website underperformance could be the result of improper positioning where the content is not tailored to the actual queries that people input when they are searching online for what you are selling.
Additionally, your eCommerce site could be loading slowly, could be having thin; insufficient content thereby lacking the information that customers want, or is not optimised for mobile. A slow website discourages users from visiting it – leading to loss of potential customers. Insufficient content and lack of mobile friendliness also affect how Google indexes your eCommerce site and this may reduce the visibility of your online store to potential leads.