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Online shop: How to do it right!

online shop steps

JTL Shop: This is how you get better sales.

Especially at the beginning, the euphoria about your own first online shop is still very high. The first products are connected to the shop, and the shop is ready for the first purchases.

It usually starts with a few sales a month; after a certain time, you crack this benchmark every week, but the shop does not generate any real sales compared to the well-known trading portals Ebay, Amazon, and Hitmeister.

But what is the reason for the fact that the growth rates in the online shop are very restrained and the majority of customers only shop in our shop as if by chance?

– In this blog post, you will learn what makes a successful JTL shop and how you can whip yours into shape and thus significantly improve your sales through the shop. Are you ready?

SEO, affiliate marketing, SEA, newsletter marketing, etc.

The vocabulary of an online marketer is wide-ranging, and the possible traffic channels that should bring traffic ready for conversion to the shop seem all the more impressive.

But is it really that simple? Are we throwing around relevant keywords and leaving the competition behind? Unfortunately, no. The majority of online shop operators think too complicated and too much in a vocabulary that should bring improvement.

Forget terms like SEOSEA, and Co.

At least for now.

It is much more important that you understand the advantages of stationary trading and try to use them on the Internet. With the falling sales, you will surely ask yourself what advantage the stationary trade has:

He is close to the customer!

Unfortunately, many forget the actual customer behind your online shop and do not align the online marketing channels with the appropriate target groups. Not only do you miss the customer, but you also miss the opportunity to identify customer needs at an early stage and satisfy them with the appropriate product portfolio.

First Step: How does the customer think?

Ask yourself the question: What does my usage behaviour look like when I search for a product on the Internet?

Which way do I take to reach my goal of shopping, and which features of the shop cause me to finally make the purchase?

You will quickly notice that your search for a new electric toothbrush does not usually begin in a dental care shop, unless a well-known person has made a convincing recommendation.

No, your journey to finding that new toothbrush begins with a search. Most of the time, it is an informational search with the example keyword “electric toothbrush test”.

Above all, blogs that compare electric toothbrushes and generate sales through a classic affiliate programme are at the top of the search results. With this action, the user comes a little closer to the transaction, and here you can direct him to your shop via your own blog or via an affiliate link.

Transactional search queries with a specific purchase intention, such as buy an electric toothbrush,” show that the user is much further along in the purchase process and is pursuing a clear intention: satisfaction of needs here and now! Especially with the traffic-bringer Google, you have tough competition that affects the search results. With SEO and SEA, you ensure that this user is intercepted and converted into a customer.

However, the competition for these keywords also consists of price comparison portals such as Idealo.de or Preissuchmaschine.de, in which you can have your product range listed for CPC (payment per click).

Okay, so that’s what the average user searches for… What does this insight give me?

With your online shop, you are one of many, unless you operate in a narrow niche, and the first impression counts just as much as when buying in a brick-and-mortar store.

How are the products presented?

How quickly can I find my favourite brand?

Is the seller personable or even pushy?

We also perceive these characteristics when buying online and call the whole phenomenon usability (user friendliness) and user experience (UX, user experience). That is why it is important to convince the customer with his online shop in such a way that he is willing to send money to an unknown shop.

Always remember: As a small and, above all, new online shop, you do not participate in the branding.

You are unknown, and the first impression is crucial.

You usually don’t buy stationary in the shop where the windows are the dirtiest.

Look professional, and show your visitors that you mean business. Trust elements such as Trusted Shops can work wonders here and convince one or the other customer to buy.

This also increases sales as a side effect. They try to become more effective and serve the existing traffic of the website as well as possible. Compare the situation with the hard-working salesman who is constantly thinking and looking for solutions to make his customers happy.

So you are now looking for a toothbrush, have read a comparison, and have decided on a model.

Now you want to buy, and you end up in a dental care shop. The shop quickly gains their trust, and graphic elements guide you to the shopping cart. The path from placing the product in the shopping cart to completing the order seems to be short.

But he isn’t! Many users jump off at this point, and there is no turnover. You should therefore make sure that you have all the relevant payment methods, that the shipping costs are not too high, and that there are no technical barriers in the way of the purchase.

Then you have the chance to make better use of the existing traffic and increase sales with it.

Ideally, you intercept both informative search queries and transactional search queries with your shop and accompany the user on their conversion path through the shop. This is usually only possible if you know your customers and know what motivates them to make a purchase.

You pick up on these wishes with the shop and lead the user to conversion.


E-commerce impresses with technical terms but is based on the same principles as stationary trade.

Trust, simplicity, and service decide the future of a shop, not sophisticated SEO strategies alone.

Get to know your customers and become enthusiastic about what you want to inspire them with. For this, you use the classic channels such as social media, newsletters, etc. Only a convinced seller with a strategic orientation can inspire the customer on an operational level and get them excited about his shop as a regular customer. This applies not only to JTL shop systems but also to all others. Read our JTL Performance Booster Magazine now to learn more about JTL shop systems!

Are you facing any problems?

As a full-service online marketing agency, we are happy to support you.

Do you need further help?