Conversion-Killer im E-Commerce


A big topic that we’re looking at
is the performance of online shops,
that is to say response time. Often it takes
over two to three seconds until a site is displayed to the customer. Sites should really have
their own requirement to remain under 2 to 3 seconds,
in the ballpark of one and a half seconds. This is a point where
lots of mistakes can be made and where a lot of
conversions are lost. There are other topics
in this context, and it’s actually always important
to note that product data is often not of
sufficient quality. This leads to, for example,
36 percent of customers in a study saying that
‘If I have poor product data and bought the item anyway,
I actually wouldn’t have ordered at all,
if the product description had been sensible and correct.’ And a third, crucial point
is difficulty getting in touch with customer service. In theory it’s enough
to have an FAQ centre on the website, for example,
but there’s more to it, such as processing email queries quickly,
managing posts on Facebook and also carrying out
a live-chat from time to time. Customers expect that. There are studies, for example,
in which 44 percent of American customers
say that they would like a live-chat solution
in the check-out area, because they still have questions. Those are three essential,
major conversion killers. Poor product data
is an issue if for example not all technical
specifications are shown: If you want to order a lawnmower
and the cutting width of the lawnmower
isn’t shown. Or for example, whether something is fitted with a petrol engine
and how much power it has, for example. If that’s not sufficient,
it’ll be sent back. Or the same goes for if
it’s a fashion item. That’s tricky to describe
in text. But that means, for example,
that sensible product images are vitally important. It’s important that I have
a zoom function so I can look at products in detail,
see the pattern or even offer video as added value. When somebody new goes live
with their online shop, they should take another in-depth look
at the whole topic of SEO. In the old shop I’ve obviously got URLs
which are listed in Google. And I have to make sure
that these URLs are transferred to the new shop and
can be reused, or even that I actively shut down
certain URLs, because I have different content. There are best practices for this
that can be applied. You should absolutely check
that you’re taking the topic of SEO into account when relaunching,
because that’s very frequently forgotten about. In addition to that of course,
when talking about the performance of an online shop, you should talk
with your IT team about how to make the shop faster. There are
technical measures which can maintain the current solution
while still being faster. Or perhaps you might
decide on another platform. In general can I only say:
Take care of the data, take care of
the product data. What I can also do is this: I can install
a simple live-chat solution on the website and therefore
offer the customer decent customer service.

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