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Customer Service Management

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Effect on e-commerce

So we spoke a lot earlier about conversion rate optimization, and one of the key things that can negatively impact conversion is getting your customer service and your user experience wrong.

  • A mobile site that doesn’t work as it should: This is often because it’s been designed for a desktop or a tablet page and it doesn’t reformat correctly. So it looks all wrong when the consumer is looking at it.
  • Stock availability issues: Again, people can’t buy what’s not available for them. And so you’ve done all the hard work by recruiting the customer, making a value proposition and then at the last stage you fall and miss out on the sale.
  • Pages take a long time to load: People have incredibly high expectations of how quickly they’re going to be served things. And so if your website is not quick enough you’ll lose customers.
  • Invisible buttons: It’s also important that people can see the key buttons they need to be able to press. So if you don’t have an Add to Cart or a Buy Now button in a highly visible place, then that’s going to impact your conversion and your user experience.
  • Unexpected delivery charges: People also don’t like surprises at the last minute. So by adding in delivery charges at the last minute when they’ve already got their head around how much they’re going to be paying for the product can be another key conversion killer.
  • Error pages: When people are clicking on links and not getting to where they’re expecting to, having to navigate backwards all negatively impacts the overall experience of your website, the overall perception of the brand, and crucially the amount you can sell.
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Graeme Smeaton

Graeme Smeaton is the founder of Royal & Awesome. Along with a proven track record in defining and delivering marketing strategies that drive significant growth and create real shareholder value, Graeme is highly commercial. He has extensive experience managing PLs and other key financial statements, while being an operational board director of AFG Media Ltd, and has experience negotiating with suppliers, distributors and licensing partners.

By the end of this topic, you should be able to:

  • Identify the impact of logistics, packaging, purchasing, distribution, and payment options for an e-commerce solution
  • Evaluate e-commerce revenue models and the advantages associated with different e-commerce solutions 
  • Critically appraise the requirements for managing e-commerce customers in accordance with current laws and legal guidelines

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

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E-Commerce Strategy
Graeme Smeaton
Skills Expert

The E-Commerce Strategy module will introduce the characteristics of the e-commerce business model and will help you understand the corresponding business requirements and decisions that flow from their value proposition. You will learn to recognize the strengths and limitations of different e-commerce solutions and common payment methods. Finally, you will respond to a range of different illustrations showing how the level of customer service affects an e-commerce business in an industry where trust is key to the purchasing decision.