Why Many Websites Do Not Survive

Common mistakes when creating a selling site.

Rick Mess       |       June 16, 2020

There is a stern statistic: of the 10 selling sites created using the template, only 2–3 survive by the end of the year. Websites that remain afloat, as a rule, also do not bring serious income. Novice entrepreneurs continue to make the same mistakes and hope that they will be lucky. However, a successful business is not random luck!

“Who owns the information, he owns the world.” (Nathan Rothschild)

These wise words are the key to solving our problem too. Ignorance of market mechanisms and unwillingness to study the features of promoting a business online naturally lead people to losses. Of course, most of us do not have time to study these issues in depth. Therefore, we suggest you familiarize yourself with simple but important points based on our experience in creating sites and common sense.

1. Rush

Most people want to get everything right away and right now. This is the thinking of the consumer, not the visionary businessman. People with such thinking grab onto any suggestions to make a site quickly in one day or trust the site’s promotion to just anyone.

The same hasty approach prevents people from looking into the future — they are too busy with the present. However, it is the ability to anticipate that distinguishes a good businessman from a second-rate one.

Creating a selling website or online store is not “one step”, as the instructions say. This is a process. Ignorance of this is a common cause of failure. You can’t create a website in three clicks and sit happily waiting for sales. If you are really interested in profit, be prepared to work with your site for as long as your business exists.

Starting a profitable website is a process that takes time and labor. And the point is not only that you need to spend time on market analysis, design, and development. Practice shows that fast product launches are a common cause of failure. A guarantee of success is the creation of an early version of the product (Minimum Viable Product) and its testing, collection of information, and trial run. It is no coincidence that investors prefer to finance products with MVP. In any case, you need to think over a good site and entrust its development, design, and promotion to specialists.

This leads to a simple conclusion: try not to rush and spend time on the important stages of project development.

2. Unjustified Savings

The desire to save money when developing a project is completely reasonable and natural. Nevertheless, you need to understand where you can save and where you can’t. Someone may be tempted to entrust the work to an unfamiliar low-cost freelancer and “one cool coder,” who was advised by a neighbor. These people can know their job very well, but for serious business you need the work of a team and the opportunities that amateurs do not have. The fate of such an amateur site is to replenish the sad statistics of sites that have not survived for a year.

Thus, remember that money spent on analytics, site development, and work of good performers will later get a great deal back.

3. Ignorance of the website creation process

This is not about the details of design and development, but about the lack of understanding of their close relationship and what this leads to. It is this ignorance that prompts people to order analytics in one place, make the design in another, and take it to third parties to development. None of these people are responsible for the work of their predecessors. Everyone is interested only in his range of tasks. As a result, the project loses its integrity and does not work as efficiently as if one team was responsible for its creation and launch. Designers and developers need to work together from the start. Even Steve Jobs and Steve Wozniak alone could not build a successful corporation, but they did it in tandem.

The logical conclusion is to entrust the creation of the site to one group of employees that are responsible for all stages of development.

4. Ignorance of the features of online trading

It’s a mistake to think your online store is the equivalent of a real store. You will be able to succeed online only if you consider the online store a completely new business. You will have new customers, other consumption scenarios, a new assortment. For example, you can sell goods offline for $10 and similar for $100 at the same trading square, located in different zones. Online everything is one zone, and most likely, leaving in the assortment cheap goods, you will deprive yourself of sales margin.

This is why you should learn as much as possible about the features of virtual sales.

5. Unwillingness of changes

Many people successfully sell goods in reality and understand the logic of selling online. However, they face the fact that their site is inefficient, traffic is lost, sales are insignificant. The reason is usually the site itself. Its design is not interesting, functionality is uncomfortable for users, navigation is difficult. As a rule, the owners of such sites do not understand how important the design is, and consider it beautiful excess. It doesn’t occur to them to become in place of the user and to see how it is easier for them to achieve the goal. They admit the old car needs repairs but do not believe their site needs a redesign. On the Internet, things are changing faster than in the world of old cars, and it needs to be responded to stay afloat. It is useful to watch the websites of competitors periodically to check whether your website lagged behind life.


6. Grand scale

Some entrepreneurs are eager to create a full-fledged project from scratch, considering it the key to high income. They launch an online store for 100 items in the assortment or offer an extensive list of online services. But the wider the business, the more costs, and more problems. Such a strategy often leads to the fact that the financial opportunities of the entrepreneur end much earlier than the moment when the business begins to make a profit.

We would advise to start with small projects, then test and develop them. It`s better to launch a project in stages, having previously estimated the costs of each stage.

Instead of a conclusion

To create a good website, you should think through each step, conduct a market analysis, and study the features of online trading. It`s better to entrust your site to a professional team in which designers and developers work in tandem. Think like a businessman, but look at your site through the eyes of the user. And the most important thing is what Nathan Rothschild said.

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