EP035 - E-Commerce Deadly Sins

Requiring the user to create an account to checkout (See $300M button, now known to be Best Buy)

Spending too much on Adwords vs PLA's

Not offering Free shipping

Not having a fully developed channel strategy

Not telling the shopper “when they will get it”

Overfocus on customer acquisition, not enough on retention

Not having a prominent Search box

Over emphasis on mobile app vs mobile website

Lack of social proof (rating & reviews, question & answer, user generated content

Omni-channel failures (not having accurate inventory)

Poor product photography

Too much checkout friction (too many fields, leaving header/footer on)

Pricing surprises in the checkout

Prominent Promo field in the checkout (See: Promo field is costing Sears $16M/mo)

Poor Pageload Speed (too many 3rd party tags, especially on mobile)