The five dont’s at E-Commerce

Things to avoid as a web shop operator should at all costs

First and foremost, every operator of an online shop tries to achieve the highest possible click rate. However, almost 98% of all web shop visitors leave the website without having bought anything. Often, the respective online presence of the rest of the website contributes to this. Every online retailer is therefore responsible for encouraging their online visitors to make a purchase from their own website. Here are a few things that should be kept in mind, and avoided if necessary.


Hands holding credit card and using laptop. Online shopping


Time is money

A basic requirement for a prosperous web shop is a stable and rapidly functioning server. Product images should be available as quickly as possible. The online visitor could switch to another website if they get impatient with having to wait for the product images to load. Overlaying the service mail address has proven itself to be a good idea in the unlikely event that the shop site is suspended. In doing so, the user is offered the opportunity to continue with their ordering process without a problem.


What roll does retargeting play?

If used in moderation, retargeting can be a useful tool. Overlay ads ensure that the retailer sticks in the user’s memory. The operator has the potential to win back shop visitors. However, they should not overdo it with the ad placements. If these appear every day over a long period of time on the user’s screen, their positive impact can be reversed. If the visitor feels like they are being put under pressure, then they will choose to avoid the online shop purely as a matter of principle. A frequency of up to five times a day, distributed over three days, is considered to be sufficient. Apart from this, every web shop operator should keep an eye on the activities of their visitors. If they have already purchased the product, the retargeting measures must be reset as quickly as possible.


Payment options

After a long search, multiple clicks on the corresponding links, and filling out the delivery address, the potential customer is already looking forward to their new television. But if payment by credit card is the only option, they might feel a little hard done by. This situation is occurring more and more frequently, particularly in relation to travel offers. It cannot be taken for granted that everyone has a credit card or that they would like to own one. Many people prefer standard payment by transfer, or like to pay using PayPal. Some online shops still do not provide direct debit as a method of payment. In any case, all popular payment options should always be offered. In this way, the customer’s trust is gained and the online user is happy to carry out the order transaction.


It all comes down to having the right product recommendations

As every online retailer knows, web shop visitors like to find their ideal product as quickly as possible. If they do not find their item in the product range, the operator often offers them alternative products. These recommendations should correspond to the desired product. For example, the visitor may be looking for a garden table and not be interested in garden chairs. Here, the online operator should make the effort to modify the exact settings according to an optimal schema.





As easy as possible

A web shop operator should modify their internet site so that the user gets acquainted with it without any trouble. If the order process gets too complicated, they will leave the site and look for an easier way to pay on another website. The online retailer should be prepared for every little glitch before making the website public. For this reason, the website presence should be tested by numerous people beforehand. Additionally, a real-time assistant should send multiple important pieces of information. The more eventualities that are included, the better the web shop is prepared for use in the real world.

Web shops from an international point of view

The rules that a web shop operator should keep in mind are just as applicable on a global level. Your online presence must be optimally adjusted to the customs of the relevant target country. These include the most prevalent methods of payment, as well as the normal regional navigation. With intelligent software localisation, the online shop can offer an easy to use online presence abroad too, with which every user across the world feels comfortable.