Here’s the Problem with Your Online Presence

88% of shoppers research online before buying. Here are the most common (and fixable) mistakes that may be driving people away from your business.

While a healthy 76% of people visit brick and mortar stores before buying online, the opposite is even more widespread. A full 88% of people research online before buying in-store. This is according to research by Interactions, which also shows that 72% of people "prefer the online process for product comparisons." This includes comparing your products with those of your competitors. So, if you're like most small businesses, you have an uphill battle against the well-funded online presences of the big names.

This is clearly illustrated in an infographic created by Column Five Media for MyCase. According to their research, "almost 1/3 of small-business owners maintain their websites themselves, neglecting key site functions that consumers want."

•No Call to Action – about half of small business websites do not display their phone numbers on their homepage, and a whopping 93% do not display their email addresses

•Poor Design – 41% admit that improving the design of their website is their top priority

•Difficulty Updating – 64% cite the time needed to update their sites as a major challenge, while 25% say the cost is a hindrance

•Lack of Metrics – a full three quarters of small businesses did not use analytics at all, and for those that do, 60% admit they are clueless on what to do with them

•Invisible on Google – more than a quarter of small business sites do not even show up on Google

•Not Linked to Social Media – over 90% do not have Facebook or Twitter widgets, and 83% lack Twitter links. This is a significant oversight since, of all Millennials (the demographic with the most buying potential today), 62% use Facebook to research products before buying, according to G/O Digital

•Forgetting Mobile – a full 60% of small business websites are not optimized for mobile, the same percentage for consumers who "use mobile exclusively to make purchase decisions"

•No IT Person – this basically should otherwise tackle all other issues listed here. Moreover, 44% of small businesses have been victims of cyber attacks, costing $8,669.48 on average. Still think hiring a professional is too expensive?

These are just some of the facts to back up the need for an effective online presence, especially for your website. In the end though, the real reason to improve your website is plain common sense: you want your customers to have a convenient, pleasant, and easy way to choose your product.