Building an online store: These five mistakes you should avoid
Take off, but do it right: with an online store. Trade on the Internet is booming. No wonder, since the threshold for entry into digital sales is constantly falling. In particular, the increasing number of ready-made solutions is attracting numerous entrepreneurs who want to try their luck online.
Especially in the start-up phase for an online store, some decisions can slow down the venture. Andreas Köninger* is familiar with the e-commerce industry and knows how startups can avoid the five most common mistakes.
Error #1: Act head over heels
"Anyone who wants to be successful with an online store should not act hastily. Be it in the selection of the software, the infrastructure or its subsequent updates," notes Andreas Köninger. Planning processes thoroughly is the order of the day. "If the focus is only on the quick launch of a website, the directional decisions can make future plans more difficult or completely obstruct them," the professional points out. "There is, of course, the option of making processes agile and iterative. However, such an approach requires a well-coordinated team as well as experience and brings its own challenges. Accordingly, implications for possible extensions of the digital storefront should also be considered at every step." Therefore, in case of doubt, the expert advises consulting with specialist personnel, especially when it comes to technical intricacies. "The targeted analysis of the existing concept and the resulting requirements increase the chance of sustainable success," Andreas Köninger knows.
Mistake #2: Underestimating your own innovative power
Pioneering providers often take their cue from the competition. But why appear as a copy when your own products represent something fundamentally new or a clever interpretation? "Trusting your entrepreneurial instincts and having the courage to find a gap in the market often pays off on the Internet," emphasizes Andreas Köninger. That is why it is worthwhile in any case to make the so-called Unique Selling Points (USPs), i.e. the unique features of the products, the core of the presentation. "Newcomers need a clear and unambiguous positioning and niche, but should always think about mobile traffic. Because depending on the target group, up to 50 percent of purchases already take place there," says the expert.
Error #3: Do not include order process
Only the first impression decides whether a sale is closed? That falls short! "Even when there are already items in the shopping cart, potential
Press Release customers turn away again and again. Whether this is due to the lack of availability of various shipping options, a mandatory customer account or other reasons must be carefully examined in each individual case," says Andreas Köninger. One thing is certain: The entire ordering process contributes to the success of the online store. Anyone who relies entirely on appealing images without keeping an eye on the user experience throughout the entire shopping process is recklessly gambling away sales. Particular attention should be paid to the check-out process. "Around 60 percent of customers abandon the purchase process here," explains the e-commerce specialist. For international sales, for example, a wide selection of payment options takes on great importance. While credit cards are the method of choice in one country, for example, customers from other parts of the world prefer payment services such as PayPal. "If the desired option is not available, shoppers often go in search of other stores," the expert notes.
Error #4: Neglect power optimization
Eternal loading times? Slowly building product images? Tough navigation elements? No customer likes to wait for offers, especially not on the Internet. "Online stores with a large range of functions are particularly prone to performance problems if no adjustments are made by specialist staff," Andreas Köninger describes. Even lean platforms can occasionally lose speed. "If product images lack web optimization, for example, shoppers wait too long for a page to load," says Andreas Köninger. If it takes longer than three seconds to load, most users lose patience. "Regular maintenance and optimization prevent unnecessary financial losses due to poor performance," affirms the professional.
Error #5: Want to appeal to everyone with an online store
As a rule, clearly identifiable target groups make purchases in the online store. They also account for a large proportion of sales. Accordingly, the Internet presence should be tailored to this audience. "If the focus is lost, there is a quick danger that the USPs will fade into the background," Andreas Köninger knows. This is all the more true in the B2B sector. While laypeople look for extensive explanations for products that require explanation, such as specialized sensors, the actual target group needs tangible technical data. Therefore, the e-commerce specialist advises: "In this respect, it is usually worth focusing on the core competence of the online store."
* Andreas Köninger is a member of the Management Board of SinkaCom AG. Further information at: https://www.sinkacom.de/.
Editor's note: We have not yet discussed the possibility of using AI to optimize the user experience. here reports.
