It seems that everybody and their neighbour have an ecommerce website, selling everything under the sun. Yet, there are only a handful of websites that could be declared a success in the brutal competition of ecommerce world.

Why is that you see ten failed ecommerce website for every successful one? The answer is really simple. It is not because of the lack of funds or any lapses in the efforts of the founders.  There are five cardinal sins of ecommerce website design that usually result in abject failure of any ecommerce project.

The first Sin- Spreading yourself too thin

Many ecommerce websites try to be a convenience store. They attempt to stock a large number of items without any regard of the margins and sale value. This leads to a huge inventory that sits idle while the store owners wonder what is wrong with their plan.

The best strategy is to focus on a niche instead of the entire market. The narrower you could go the better. Instead of supplying templates for all asocial media and blogging platforms, limit yourself to one platform and then really focus on the related community. This strategy has a better chance of success than a store that offers everything in a particular industry.

The second Sin- not focusing on the ecommerce platform.

Many store owners who have no technical background are usually guilty of this sin. They plan everything right from the design of the front page to the way inventory would look. The platform that would actually host the website is often an afterthought.

Do a thorough research on what typically works for your particular set of requirements. Ask your techie friends or hire a reliable development team for the purpose.

The third Sin- Failing to do market research

This is the flip side of the second sin.  Many store owners with technical backgrounds often fall in this trap. They are so focused on their product that they neglect to test the market feasibility for it. What good is a product that has no buyers?

The best possible way of testing the waters is to do the landing page test. Create a page about your product that clearly states the purpose and features of the product. Ask your visitors to sign up for updates about the product. The number of people who sign up is a fair indication of the interest in your product.

The fourth Sin- Your design is focused on aesthetics

This is the most common sin in the ecommerce world. Web designers and store owners are always looking for ways that would make their site stand out in the crowd. This usually means out of the way designs, garish colour schemes and dizzying layouts.

However, the reason of the success of any ecommerce website is not is design. It is the usability of the website that attracts and retains customers. Check out any successful website. You will see plain listings and layouts. Users value usability above all other things a website has to offer.

The fifth Sin- Failing to test your website

Nothing turns off a visitor as a broken link. A well-designed ‘Error 404-Page not Found’ is no consolation either. It is up to you to thoroughly check all the links on your website. There are automated tools that do this chore for you.

Broken links have the habit of creeping in with every update. Make sure that you do a scan after every update.