An online store is composed of many factors that must be taken into account if you want to offer a professional, friendly and totally safe and reliable shopping experience. One of them is the positioning, we have already said that without SEO there is nothing. But another concept that occupies a large percentage of the success of the E-commerce is the brand image.
In order to give the impression that it is a reliable commercial brand, everything has to be, in principle, in harmony. It is very important that both logos and corporate colors are the same throughout the web and all documents. Use the same pantone code or coding that is used so as not to differentiate one colour from another. There are small details that escape the human eye, and in a certain way on paper we can blame the printer for the type of paper or the type of ink, but on screen all colors must be the same.
The logo has to define the company.
Nowadays, more and more logos are formed only and exclusively by letters, by the name of the brand. But there are times when twisted logos are sought to express something that only the person who has designed it, who in those cases is usually the owner of the company, knows what it is. It would rather be a geroglyph than a logo. If we opt for an icon in the logotype, it must exemplify what the company does, unless the company belongs to a group or a holding that all carry the same logotype.
What you cannot fail with the brand image is the after-sales service.
And this is crucial. The customer’s trust in your website or your E-commerce will depend on what arrives in his hands the day the courier delivers the order. Obviously that package must have external information with the brand of the Online Store, and above all a package format that goes in line with that brand and that company image.
One problem we have is when Drop Shipping is used. In this case, it is the manufacturer or supplier who sends the order directly to the customer. For this reason, the manufacturer should be sent a shipping format, boxes or at least some stickers that identify the package and the customer can see where that order comes from without much work.
In addition, the shipment should be fully customized, especially if it includes a gift card or any gift voucher to be able to buy again on the web.
Involve the customer in some action to achieve virality.
If you involve the customer in some way in the cataloging or review of the product, it can bring you very positive things in terms of knowledge of your brand and especially your products. Ask them to write a message about what they thought of the product. Although this is a double-edged sword because although we control the quality and everything that can be controlled, we cannot know what the customer is going to put in this message. If he writes it on the website itself, we can moderate it. If he writes it on social networks, in principle it is something you can not control. So you have to be really sure if you want your client to be your best salesperson.
You should give the most professional image possible
It is very important, not only that the products you have seen on the web are the same as the ones you have in your hands, but also that the format where those products have been stored is at least acceptable, that it doesn’t give the impression of being a home delivery. Therefore, if we gave a 40& of the success of an E-commerce to the Positioning, the Brand Image would have a 20%, while the other 40% would be shared by the prices, the products, the navigability, the shipping costs, the exclusivity and so on.
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