Life, like the economy, is increasingly taking place in the digital space. This ongoing development has been further fuelled by the coronavirus pandemic. Digital commerce is also gaining in importance and companies are stepping up their efforts. However, great success often fails to materialise at first. Why might that be?
Time to market - eCommerce is fast-paced
Those who bring new products to market faster than the competition gain a major advantage. If you take too long, you may even lose regular customers who won't come back. Processes that are not automated slow you down. If product data has to be manually requested, processed and finally published, this can quickly take days or even weeks.
So the key here is to optimise processes in order to be able to offer the new product in the web shop as quickly as possible!
Conversion rate and shopping cart abandonment
If many visitors find their way to the web shop, this is a good and important start. However, it only pays off if a high percentage of visitors also become customers. This conversion rate can usually be easily tracked using analysis tools. If it is low (i.e. below 2 per cent), this indicates that potential customers are not finding what they are looking for. This may be because they are generally not interested in the product range. The question then arises as to why they ended up there in the first place. As long as the total number of visitors is high, such scatter losses are not a problem. They become a problem when the actual target group hardly finds their way to the web shop they are interested in. This is usually due to incorrect advertising measures or misleading SEO.
However, if the target group browses the web shop and then leaves without buying anything, the cause lies elsewhere. In this case, the potential buyer cannot find the desired products, even though they are offered in the web shop! Poor organisation of the web shop, confusion and, last but not least, unclear and inadequate product descriptions lead to this.
The latter can also be recognised by another phenomenon: Shopping basket cancellations. These are often a clear result of customer uncertainty. Are the products I have placed in the shopping basket really the right ones? The customer finds interesting products, but is not sure whether they are the right ones.
Return shipments
Once a customer has placed an order, the purchase is not yet finalised. If it only turns out after receiving the goods that it was the wrong one, they are returned. Here too, the reason often lies in inadequate or misleading information in the web shop. This is a classic bad purchase that costs money and can be avoided. The key lies in correct and complete product descriptions.
Conclusion
To summarise: the devil is often in the detail, more precisely in the product descriptions. Missing information is unsettling, leads to shopping basket cancellations, returns and generally to lower sales. It is therefore worth starting here in order to achieve greater success.
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