eCommerce Trends That Can Cost You Conversions

eCommerce Trends That Can Cost You Conversions

The internet is full of trends you should follow to give your online store a competitive edge. However, not all of them are as effective as they seem to be.

We’ve listed 4 eCommerce trends that can be a burden to your business if you don’t consider the pluses and minuses before implementing them.

Social sharing buttons on product pages

Your customers are able to share or like products on your webpage. Great. But are you sure that they are really going to be active? The main problem is that low social shares on product pages can create a negative social proof.

  • One study shows that removing social sharing buttons can increase by 20% in click-throughs to the “add to cart”.
Reviews sweet as cupcakes  

We wrote many articles about the importance of online reviews. Online reviews are super important – but both positive and NEGATIVE.

Customers aren’t stupid, they will get to the idea that you removed negative reviews. Or worse – that you wrote fake reviews of yourself.

  • 95% of buyers are skeptical when an online store doesn’t have negative reviews and suspect censorship or fake reviews.
Forced account creation at checkout

You want to collect as much information as possible about your customers to create a better shopping experience. Ok. But be aware that forced registrations belong to major causes of cart abandonment.

Live chat that does not answer

Live chat is a great tool. An survey shows that 63% of buyers are more likely to return to a website that offers live chat. But if you do it badly, it’s worse than not offering it. Customers expect to be able to talk to you right away. If you don’t respond to your customer immediately, it will ruin the whole shopping experience.

Not all trends are bad. You should track new trends. But always consider the impact that can have on your business.

Karolína Alvaradová – creates a perfect return process at Retino

Benefits of Collecting Customer Feedback

Benefits of Collecting Customer Feedback

Want to drive customer loyalty? Ask for feedback from your customers after every purchase they made.

67% of customers mention bad experience as a reason to churn but only 1 out of 26 unhappy customers complain, the rest remain silent. If you don’t ask for feedback your customers will just leave without telling you what went wrong.

Feedback from your customers is valuable in many ways.

Firstly, you are going to get to know your customers better. After getting feedback from your customers you will be able to identify their needs and create business based on your customers needs. Which also means you will be able to create powerful marketing strategies.

Secondly, feedback will reveal where you can improve.  Maybe you consider your customer care service flawless and perfect. However, without an outside view you can’t be 100% sure.

Customer feedback is also an opportunity to motivate your team. Positive feedback gives them confidence that business is on the right track and also when employees feel valued, they just want to work more.

Online reviews

You can ask for feedback directly by email but online reviews are also powerful tools. Online reviews are becoming more and more important for buyers while making a buying decision. 77% of buyers read reviews before making a purchase.  People trust them more than ever, some studies show that people trust them almost as much as recommendations from people they know.

  • 83% of buyers trust recommendations from people they know, while 70% trust consumer opinions posted online.

And what’s more, every customer online review means free advertising. Your name or products are exposed to buyers and this helps boost brand awareness.

If you haven’t started collecting your customer feedback yet, you should start right away! It is the easiest way how to make your customers loyal and to identify their needs.

Karolína Alvaradová – creates a perfect return process at Retino

Online Stores That Provide Great Return Policies

Online Stores That Provide Great Return Policies

What is the secret of successful online stores? They never forget about post-purchase experience.

With 70% of customers reading your return policy, it is a great chance to turn your return policy into your competitive advantage. A today’s customer is looking for an excellent shopping and also post-shopping experience.

Look how these stores handle the return process.


Zappos’s entire business is based on hassle-free shipping and returning. Customers don’t need to worry about anything while buying items online. Zappos provides free shipping. And what’s more, buyers have 365 days to make the return and Zappos will pay for the return process.


Athleta also provide a unique return policy. They provide Give-It-A-Workout-Guarantee policy. This means: go and exercise in it and if you don’t like it you are allowed to get a full refund. Athleta also put a prepaid label in a package in case customers want to return. In Athleta customers have up to 45 days to return items.


Nordstrom handle returns on a case-by-case basis and there is no time limit for returning items. Nordstrom want every customer to be happy and satisfied with an order so if a customer wants to return, he just returns.


L.L.Bean is another store with a customer-friendly return policy. “If you are not 100% satisfied with one of our products, you may return it within one year of purchase for a refund.” They will take back any item in any condition at any time after purchase.

store return policy

In Asos customers are able to return items within 28 days from receiving them to get a refund. They are also allowed to return underwear, swimwear or items on sale. “Do you want to return something? No problem! Returns are FREE customers.” They include a pre-paid shipping label so the return process is faster and easier.

Karolína Alvaradová – creates a perfect return process at Retino

BEFORE AND AFTER: Interview with Miroslav Štufka

BEFORE AND AFTER: Interview with Miroslav Štufka

Mission of Retino is to help e-shops with their returns and claims. But how does the cooperation with us look like in reality?

Meet Miroslav Štufka, founder and director of Ventishop, an online store selling professional HVAC equipment. We couldn’t be more proud of Ventishop. They have been with us from the very beginning and they really are striving to provide the best service to their customers.

Can you tell us a bit about your store –

We started our services under the Ventishop brand in 2016. Ventishop sells professional air conditioning products like fans, recuperation units and accessories for a wide range of customers. We cooperate with large construction companies as well as freelancing handymen. I have tried my best to create a customer-oriented culture in our company, which I believe is the key to market success today. Every customer has different needs and every order is unique. We want communicate clearly, be helpful and take care of our customers the best way possible. In our segment, professional after-sales service is a must.

How did you manage returns before integrating Retino?

I hate to admit this, but our returns and claims were a big pile of mess. There was no strict process to adhere to and we managed everything through emails, phone calls and post-it notes. We faced issues with legal deadlines, frequent customer questions about the progress, dealing with suppliers… We had always tried to do our best, but it was pretty tough sometimes.

How do you manage the return process now?

Once we heard about the solution offered by Retino and saw the benefits, we were excited and decided to give it a try. Tests went well and we prepaid Retino for 12 months.

One thing that our customers love is that they can create return cases themselves. Retino integrates this little form on our page and customers get cleared in a couple of seconds. They can then track the progress of their return or claim online. As for us, we now have a clear and optimized process that tells us what to do. Many things like deadlines, documents, messages are automated.

Using Retino is straightforward and easy. It saves us time we can use to grow our business.

How does the cooperation with Retino work?

It works great! They give us full support. They helped us implement the solution, but also when they ship a new feature, they reach out to us and explain how this can benefit our business. Whenever we had an issue, they were here for us, willing to understand and help us quickly.

What are the most significant benefits of using Retino?

We have more time for our business and our customers and that means a lot for us. The main benefits I would mention are total control of our return chain in real time, less phone calls from our customers because they are informed instantly, and an survey of our customer satisfaction.

Would you recommend Retino to other e-shops?

Definitely! Customer satisfaction is a key nowadays. In order to be competitive, you also need streamlined operations. We have found a strong partner in Retino that helps us to deliver those two goals. I’m sure many other shops would benefit too.

That’s very flattering, Miroslav, thanks so much for your time!

Budget-Friendly Ways to Thank Your Customers

Budget-Friendly Ways to Thank Your Customers

Telling your customers how much you appreciate them is an important part of their emotional shopping journey. It is also a great way to create a relationship between you and your customers.

Why is it so important to strengthen your relationship? 60% of businesses have lost their customers because they felt the business was indifferent to them. When a customer falls in love with your online store he is going to spend more money at your store and he is also more likely to recommend your store to someone else.

There are plenty of ways how to thank your customers. With automated emails it is easier than ever to send a thank you email to all loyal customers. So why not start thanking your customers right now?

We’ve prepared some tips how to thank your customers effectively and cheaply.

  • Show your customers that you’re utilizing their feedback. A customer feedback is an important way how to make your customer loyal but only if you do not ignore it. Show your customers that you’ve implemented their ideas.
  • Happy Birthday! When a buyer registers at your store he is usually asked to fill in his date of birth – a perfect opportunity to show your customer that you appreciate him. It’s up to you if you provide a 10% discount to him as a present or you just write him: “Happy Birthday from our team, Mark”. One thing is clear, this is the way how to create a stronger relationship.
  • Loosen up your return policy. At least you should consider adding special return policy to members of your loyalty program. Successful online stores provide excellent return policy to all buyers. Why? They don’t want to lose any opportunity and want please all customers, who are now looking for best shopping experience, including great after care service.
  • Unexpected gifts. Even a small discount or a gift with purchase can make your customers happy – more likely when it comes unexpectedly.
  • Do something extra to stick in your customer hearth. Does your customer need something to be delivered faster than usual? Do it! This is the way how to thank a buyer for being your customer. Show him that you will do anything to make him happy.

Karolína Alvaradová – creates a perfect return process at Retino