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Business on the web – how to make the customer return?

Online stores are governed by their own laws, although when it comes to some aspects, the differences between e-stores and the traditional shopping outlets aren’t that prominent. In both cases, the quality of products, competitive product prices, sufficient speed of service and clear terms and conditions of complaints and returns are vital. After all, it is primarily these factors that will determine whether the customer will be interested in visiting the store again. The quality of these aspects is key, and will decide whether the customer is satisfied or not.

When running a business online, make sure to focus on making the store user-friendly. The customer shouldn’t find problems and frustration driving issues on your website, obstructing their goal for which they visited the site in the first place. So in order to retain the client for a longer time, it may be useful to follow these helpful tips:

Improve the speed of the page

Customers don’t like to wait ages for the gallery or the site to load. The product pictures or other subpage features should work quickly and smoothly. On average people traverse a particular subpage in less than a minute, so they’re clearly in need of quick and responsive service. So you should certainly prioritise making the site work efficiently. If our website fails to provide the ability to browse swiftly, then the customer may simply get bored or even frustrated enough to leave the website completely.

Speed can be improved by changing the hosting provider, compressing photos, using the ‘cache’, optimising the web code page correctly and abandoning the unnecessary animations or special effects that might extend the loading and navigation time. All of these issues can be easily solved by allowing specialists, such as website designers or programmers to manage your website.

Making the store webpage intuitive

Store webpages should meet all expectations of customers: be friendly, easy to use and navigate. If you consider having a well-functioning store site you should invest in: product filtration, a search engine that produces relevant results, specific & clear prices that do not conceal additional costs, perfect construction and customisation of store features, clear specification and availability of info regarding the terms and conditions of complaints and returns, among many others.

The rarity principle

The statistics show that there is a lot of interest in limited products on websites, so it’s a good idea include such ‘limited’ items on the store’s website, even if there’s plenty products in stock. It’s a chief marketing trick that always proves useful. After all, customers are happy to buy products which are on promotion, and they’re aware that the deal might end soon, especially if the prices of the products differ significantly from the original costs.web business

Thanks to this psychological trick, the customers will be more inclined to purchase something, afraid that the limited opportunity might run out, causing their regret. Although it’s useful to keep the limited/sale items as finite. The paradox is that if a customer notices multiple sales running throughout a long period of time, then the rarity principle may lose it’s effect. He/she may be too overwhelmed with the attractive deals, resulting in complete withdrawal from further shopping. The customers may also, then, doubt the quality of the products if they are all advertised as ‘on sale’. In the end, this implies that there are so many deals due to lack of purchases.

Conducting an educational campaign related to the assortment of the store

Currently, many stores decide to provide users with interesting, invaluable content which is indirectly related to the assortment of the store. A good example could be information regarding breast cancer prevention on a website that deals with lingerie boutique. Or prostate cancer treatment supported by business that deals with men’s underwear. The basic idea is to offer the client free knowledge that carries intellectual value. It also gives the user a sense of concern for his/her health and spread of awareness which increases trust. But of course, it’s best that the issue touched on is thematically relevant, otherwise the educational campaign might seem a little off and will confuse the visitor rather than enticing him.

A fight with ‘abandoned basket

It often happens that a potential customer browses the page, adds items to the cart/basket and then suddenly leaves the page. The shop owner should make every effort to ensure that such situations occur as little as possible, otherwise valuable customers will be lost.

When analysing your statistics, you should consider what may be causing the issue and why e-shopping is halted – maybe some additional hidden costs emerge during the checkout process or the delivery costs are higher than what the customer expected. A good way to bring people back or keep them enticed during checkout is to offer deals or coupon codes that will decrease the price at least a little during the process. Something is better than nothing.

Participation in social media

It’s never just about running a business profile on a social networking site, but also about being frequently active and showing participation e.g. by responding to social media users, posting photos of products from the store, offering good value deals etc. That sort of online activity will show your customer that your business runs steadily, is frequently updated and the customer service is top notch.


The use of a newsletter is nothing new. The user who made the purchase often leaves the site by providing his/her e-mail address on which coupons, discounts, information about free shipping, new updates and product renewals can be sent. This information is usually rarely looked at by general public even if it lands directly in their inbox. But when done right it’ll be something that will persuade the customer to go back to the store and make new purchases.

Care for phone/mobile users

Nowadays, adjusting the appearance and content of websites to smaller screens should be a standard procedure. Firstly we optimise our website so that it responds to smartphone users, and so we gain more customers who predominantly use a phone to browse the web. But at the same time, we take care of website transparency, ease of use, removal of distracting elements etc.

When running a business on the web a vital element of the procedure is to care for the website users. If we use the mentioned tips, take care of the site’s clear use, provide high quality products and create a good relationship with your customer based on honesty and correspondence, then you can be sure that the customer will come back again and again, and likely make another purchase.

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