Online shopping isn’t going anywhere.
Over the past few decades, global online shopping revenue has steadily increased — and there are no signs of slowing down.
The quilting and fabric industry is no exception to this trend. As a fabric store owner, you have the opportunity to expand your business by launching an online store.
To effectively capitalize on this digital trend, you need a well-designed and functional website. A website that’s thrown together too quickly, confuses the user, or makes it too difficult to make a purchase causes you to miss out on sales.
In this blog, we’ll discuss nine mistakes to avoid when creating your online fabric store, so you can help each customer find exactly what they’re looking for and increase sales.
1. Underestimating the Importance of an Intuitive Design
Your website should be easy to navigate for all of your customers — including those who are less comfortable with technology. A cluttered design makes it more difficult for your customers to find the fabric and accessories they’re looking for, making them less likely to place an order.
You can simplify your site’s design by creating clear categories for different products, like fabric, accessories, and tools, and organizing these categories in a simple menu structure. Use large text and buttons so users can easily move from one page of your site to another. Using large and high-quality images on your site makes it more interesting and encourages users to browse your online fabric store’s products.
Related Read: 8-Step Guide to Creating a Fabric Store Website
2. Neglecting Mobile Optimization
Mobile shopping accounts for over half of all online shopping, and that number continues to grow. To capture this market, make sure your website is accessible, functional, and looks great on mobile. Whether you’re hiring someone to create a website for you or making it yourself, make sure significant time is spent optimizing your site for mobile so users can easily explore your site and make purchases from their phones.
Because smartphones and tablets come in a variety of screen sizes, your site should adapt to these sizes and retain a clear and interesting design. As your website is designed, whether internally or externally, test it on a variety of mobile devices to ensure it looks good on each one.
3. Lacking Adequate Product Descriptions and Images
When people make an online purchase, they want to know exactly what they’re buying. Because they can’t hold an item in their hands or observe it in person, it’s important to include high-quality images and sufficient descriptions so a customer can feel confident in making an online purchase.
Product descriptions should clearly communicate what the product is. Is a customer buying a cut of fabric or an item made from fabric? It should also include what the item is made of, and features such as color, texture, and style. Is the item made of cotton, polyester, or satin? Because images can sometimes distort the view of an item, clearly describe the item’s shade. Is it dark blue, royal blue, or baby blue?
You can also include care suggestions. Can this fabric be machine washed and dried or should it be hand washed and air dried? You might even give suggestions for what kinds of projects a fabric could be used for. Is it best for quilting projects? Could it be used to make clothing? Be sure to give the customer a full sense of the product they’re buying.
High-quality images help customers make purchase decisions. When it comes to fabric, including both a zoomed-out image and a close-up image are helpful in seeing the texture and pattern of a fabric. Use images that match the real color of a fabric as closely as possible, so customers can accurately see how it would look as part of a quilt or other project.
Related Read: How To Sell Quilts Online: 9 Small Business Tips
4. Overlooking the Importance of SEO
Search engine optimization (SEO) is the process of identifying highly-searched keywords on Google and other search engines, and then incorporating these into your website to make it more searchable. Keywords are most effective when they’re specific to your industry and are being searched by your target audience.
Do online research to find keywords with high search volumes and strategically implement them on your site. In the fabric industry, keywords like “craft fabric,” “quilting fabric,” or “high-quality fabric,” might be keywords that help you rank higher in search results. Make sure they’re relevant to your business and can be used naturally in your site in places like the homepage or product descriptions.
If you create content for your site like articles and blogs, using these terms in these pieces of content further help your site in search rankings. The higher your site ranks in search results, the more people see it and the more traffic your site will receive, leading to higher sales.
5. Ignoring Customer Reviews
Online customer reviews have a significant impact on purchasing decisions. Before visiting your fabric store or making a purchase on your site, many users look for reviews left for your business on sites like Google or Yelp. The more positive reviews you have, the more confidence users will have in buying your products.
You’re more likely to get customer reviews if you ask for them. You can ask customers to leave a review after in-store purchases, and you can make it easier for them by posting a QR code they can scan. You can also set your website up to ask for online reviews after a customer makes a purchase.
Occasionally, you may get a negative review. When you read these reviews, consider what you can learn from them, especially if you notice patterns in negative feedback. Is there a certain product that customers aren’t enjoying or that’s failing to arrive on time? Respond to customers’ comments and try to address their concerns. By going above and beyond to resolve a customer’s issue, you may be able to turn a bad review into a good one.
Consider putting your best product-specific reviews next to product listings on your online fabric store. These reviews give customers a better sense of what they’re buying and encourage them to make a purchase.
6. Failing To Offer Multiple Payment Options
Customers expect a sales transaction to be fast, convenient, and secure. To facilitate this, you need a website that accepts a variety of payment methods and protects customer information.
Your website should accommodate credit or debit cards, as well as digital payment methods like PayPal, Google Pay, and others. Make sure you have a system in place that takes accurate payments and protects customers from fraud.
Related Read: How To Start a Fabric Store Online: 8 Simple Steps
7. Overcomplicating the Checkout Process
The simpler the checkout process is on your website, the more likely customers are to complete a purchase. It’s necessary for customers to input payment and shipping information, but try to set up the purchase process in as few steps as possible.
Minimize the number of fields of information customers need to fill out, and make text and buttons bold and clear so customers can easily move from one page to the next to make a purchase. The easier the online checkout process is to navigate, the more customers will complete their purchases.
8. Disregarding Customer Service
When selling online, you and your customers will inevitably encounter issues here and there. There may be a problem with shipping, a product that unexpectedly goes on backorder, or any number of other issues. For this reason, it’s important to have open channels for your customers to communicate with you, so you can help them with their issues. You can offer customer service over email, chat, or phone.
A poor customer service experience causes customers to avoid your business, and spread the word to those they know. But the opposite is also true. Going above and beyond to help a customer resolve an issue increases trust and brand loyalty.
Related Read: How To Build a Loyal Customer Base for Quilt Shops
9. Leaving Out Effective Branding
Vague or generic branding for your online fabric store makes it difficult for you to get customers’ attention. On the other hand, creating a strong and recognizable brand helps you create a loyal following. Your business’ logo, colors, and products are all important aspects of your brand that should be prominently displayed on your website.
Invest in the quality of your logo and design elements, whether you hire someone to create your site or do it yourself. Keep them consistent across your entire business, including on your website, on social media, and in-store, so customers recognize your brand wherever they find it.
You also need to develop a brand story and values. As you work on this, think about why you got into the fabric and quilt business in the first place. Are you a quilter yourself? Do you have friends who are quilters? Do you think your fabric store can make a difference in people’s lives? These are great starting points to develop your business’ story, which you can communicate on your website and on social media.
Launch Your Online Fabric Store With Like Sew
When building an online fabric store, remember these essential considerations:
- Intuitive design
- Mobile optimization
- High-quality product descriptions and images
- SEO keywords
- Positive customer reviews
- Multiple payment options
- Simple checkout process
- Quick and helpful customer service
- Recognizable branding
As you keep these qualities in mind, you can successfully launch an online fabric store that serves customers near and far.
To help you launch and grow your online store, you need a point of sale (POS) system. Like Sew is an all-in-one, cloud-based POS solution designed specifically for fabric stores. With features for website design and e-commerce, Like Sew helps you manage both your online and in-person business.
To see what Like Sew can do for you, schedule a demo today!
