Kasper Skov Jensen fromBonzeris a guest writer at ideal.shop.

There are many pitfalls when running an online shop. Here are four of them that you should avoid.

You are an expert in the products you sell. So you can easily write long descriptions of them on your online shop, but does it have the desired effect? There are some common pitfalls that you should do your best not to fall into and ruin your sales:

1.You write too long and complicated

You know a lot. Of course, you want to tell potential customers that. It can be tempting to write long texts, but you should be careful. Think about who the typical visitor to your online shop is and write with them in mind. Write in a way that your target audience can understand. Don't make it too long and complicated, or potential customers will give up and be tempted by Facebook and Netflix - or worse, buy from your competitors.

2. You'll forget the customers who need the products

You can write long product descriptions about the product's features, what it can do technically, what it consists of, etc. Remember that it quickly becomes too abstract for potential customers, who may find it difficult to see what concrete difference the product can make for them. The vast majority of customers do not buy the product as such, they buy the difference or the dream of the difference the product can make for them. A TV is not sold because it is a TV, but because the customer believes it can provide good TV viewing experiences. A sofa is ultimately sold because it is comfortable to sit on, etc. In your product descriptions, you should therefore keep an eye on the concrete/practical difference the product can have for the customer.

3. You're not doing enough to convince the doubters

Every time a visitor lands on your online shop, they are a potential customer. They often have doubts that may prevent them from making a purchase: is the product right for me? What are the shipping costs? Will my details be treated securely? What payment options do I have? What do I do if I want to return something? Make a list of the questions doubters might have when they enter your online shop and answer them briefly and concisely, for example on your front page, your product page and your checkout page.

4. You think you know your visitors' behaviour

Navigating your online shop is not the same as following a straight road with good signposting. So you can't be sure that your visitors will actually see and click on what you want them to. There may be something completely unintentional that steals their attention. And it's a shame if they don't discover your great products because they're looking at something else. With aheatmapyou get a clear insight into user behaviour and can adapt your content and design accordingly