With e-commerce shopping now the largest selling outlet for retailers, putting the right functionality in place is imperative for sales and to effectively challenge against competitors – further to this, there are many factors that can end up stalling a sale.  With an average value of £100 of goods regularly stored in online UK baskets, according to a recent review by Barclays, there is obviously still improvements to be made in enhancing user experience – so, what should retail companies be concerned about when it comes to operating their e-commerce shopping systems?

Factors to improve the e-commerce shopping experience

  1. Steer away from shared website platforms – Whilst they might lure companies as a new business with their cheap monthly subscription rates, once they are in, there is no way of breaking away to another provider without having to re-invest in a completely new website, designed at a later date. These companies begin with low rates but then often charge extra for ‘bolt-on products’ such as adding a company domain name, an SEO package and even take a percent for each product sold. Very quickly and unpredictably, these costs can eat into profit margins and leave owners with a lot less at the end.
  2. Ensure the website is optimized – The biggest issue in potential customers moving onto an alternative retailer is because the website doesn’t load or takes too long to load and plugins or high-resolution images can often be the culprit. Choose plugins which are coded well and optimize the images by making sure that they are small in resolution for screen.
  3. Check the website on a smartphone – With smartphone use predicted to grow to 64.89 million in the UK by 2025, it is now common practice for UK consumers to purchase products through their smartphone. Tailoring e-commerce shopping for smartphone is probably now more important than desktop or laptop. Review the website on a smartphone to evaluate: How quickly does it load? Is it easy to navigate around? Is the information clear?
  4. Test the checkout process – Consumers can quickly become deterred by complicated checkout processes. If there are too many steps, too much info is required to complete the transaction, or if they feel that the cart is not secure. All these factors can impact their decision to find an alternative retailer and go elsewhere for their e-commerce shopping. Review the checkout process and get others to test that it is ok to use.

Are you a retailer who runs an online e-commerce shopping within your business? At Crendon Insurance we support retailers with online retail insurance. We cover aspects such as warehousing and stock, dropshipping, import and export and support both independent retailers and those using the Amazon FBA platform or alike. To find out how we can help your online retail business please contact us or see our Amazon FBA insurance / Online Retail Insurance website pages for more details.

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