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more than half a century ago. This same principle should apply for online

businesses.

It's OK to retouch your site from time to time, or change little details to keep it

fresh and to keep up with times. It is not ok at all to overtly change your

website’s design and make it unrecognizable to repeat customers. They want

your website, not a different one.

Don’t alienate entire audiences

While it is true that you will be targeting your products and

services to a certain audience, that doesn’t mean that you

shouldn’t leave room for other ones. To get audiences to stay and to grow, this

is especially important.

For example, if your eCommerce website sells vintage and expensive movie

memorabilia, don’t exclude the common folk that just wants to buy or stream

movies. Engage them by also selling popular movies with lower prices.

Don’t use the checkout process for marketing

This is one of the greatest sins committed by eCommerce

websites far and wide: using the checkout process to sell more

stuff. One thing that you need to understand is that the checkout process

should be super safe, fast and easy.

By using it to promote another offer or to upsell, you are interrupting the
checkout process and giving the buyer the opportunity to abandon his or her

cart, which is just bad business. The only upsell permitted there are product

upgrades, which in many cases a customer will be grateful for.

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