"The biggest challenge in e-commerce is to create trust. On the Web, your company is completely virtual. People can't touch the product. They don't get impressed by your big building or fancy décor.

They don't get schmoozed by your high-wattage salespeople. They simply see a few glowing pixels on the screen. Why should they give you money? Why should they sustain any hope that they'll receive the ordered product, that it will be in good condition, and that it will be what they expect based on the site's description and photos?"

This time Jakob really nails it right on the head in a short but decisive article emphasizing the importance of refining all communications and follow-ups to online customer orders and requests. It really does make a big difference.

So if you are still wondering where to make some changes to increase your online sales, you may not need to look too far indeed.

"It's an old lesson: It's much easier to close additional sales with existing customers than to acquire new customers. People who've proven willing to give you money will often give you more.

This is true for all sales channels, but it's particularly crucial for e-commerce because the first order proves your credibility if you effectively handle follow-up and delivery. The biggest challenge in e-commerce is to get the first order.

Don't blow it thereafter. Treating customers well after they place their initial order will vastly increase the probability that they'll place more orders in the future."