10 underestimated factors in online sales

Many online stores, when thinking in terms of their strategy, focus on certain key points, such as product quality, price, or marketing. However sensible it may be not to lose sight of these elements, there are some factors that influence online consumer behavior that can go unnoticed.

These are 10 such subtle factors that can make a difference for your online business.

1. A Good Product Description

It is normal, especially for small stores, not to give due attention to details such as descriptions. However, detailed and complete information, together with good-quality photos, answering all questions that may arise about an item, is a proven way to increase conversions.

2. Sustainability

Environmentalism is not just an ethical issue: it is also smart business practice. sustainability conveys an ethical and professional image of a company, and many consumers seek to make environmentally conscious choices. There are many ways to improve a business’s environmental performance: from something as simple as recycling, to providing non-home delivery – the most sustainable delivery method.

3. New Product Pages and Best-Selling Product Pages

Refreshing the content of your homepage with the latest products will not easily capture the attention of regular visitors: eyes tend to learn to ignore what is new. It is preferable to create a special icon for the new products page, which will arouse curiosity and lead to more clicks. Another good idea is a page with the best-selling products, which captures attention, is a good introductory point for new customers, and saves clicks for regular customers.

4. Delivery Method

Shipping and delivery are essential factors for customer satisfaction in online sales. Offering the option of delivery through a pickup point, using the extensive network of InPost Pudo Points and Lockers, is the most flexible and convenient way for your customers to receive an order. Click here to see our business offer.

5. Ease of Product Search

A well-organized and easy-to-use website often makes the difference between a customer who completes a purchase and one who does not return to the store. Data shows that the most likely outcome is for a customer to abandon the search if they cannot find the product they want in two search attempts.

6. Browsing by Category

This point is related to the previous one: even in cases where the store sells a small range of products, it is worth considering organizing product pages by category. The more organized and clear the navigation is, in general, the greater the appeal to any visitor and the higher the likelihood of conversion.

7. Shipping Costs

Shipping costs have a critical weight in consumers' decisions – nobody likes paying more, and statistics show the especially discouraging effect of paying more for transport. Shipping in partnership with InPost means using a logistics approach, based on the use of a well-organized network of pickup points and effective technology, which combines quality with price. See our business offer and get in touch with us today.

8. Relevant Recommendations

Specific recommendations, based on a customer's purchase history or preferences, can be a powerful marketing tool. Personalization and differentiated, specific treatment are one of the focus areas of modern e-commerce. Increasing the level of personalization makes the buyer feel valued and is an important factor in customer loyalty.

9. A Simple Checkout Process

Many purchases are abandoned almost at the “drop of the curtain,” on the checkout screen, when it proves too complicated or cumbersome. Simplify as much as possible: if possible, enable one-click checkout.

10. Returns Policy

A clear, easy returns policy that puts the consumer at ease is an unavoidable consideration in digital commerce. Most people check the returns policy before buying, and it easily becomes decisive.

Of course, making returns easy implies the need for a reverse logistics strategy. Returns can be made with InPost in the same way as delivery, through the use of our pickup point network, a highly efficient approach.