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Communication in e-commerce: when it sucks and what helps against it
02.01.19, Jan Loeper

Nervous factors are abundant in e-commerce. Too long load times, a confusing order or problems with the checkout process: Visitors often leave the website because their life - or even the purchase - is made more difficult. An often underrated conversion killer, which is costly to online store operators, is the wrong customer communication. Things can go wrong here, from too many notifications to irrelevant content.


When is communication annoying?

Most people are familiar with it: Popups that suddenly appear that offer no added value or impersonally formulated emails that do not suit the recipient. This annoys the users and leads to 19% of the respondents to customer loss and 28% to the loss of confidence¹. Surveys confirm that burdensome and intrusive communication is particularly annoying². The result: shopping cart crashes that could be prevented. Shop owners should therefore choose other means of communication. This offers a service-oriented approach.


The biggest annoyance factors in communication


  1. relevance: Shop visitors are not interested in content that is irrelevant. The message must always provide added value and fit the situation.
  1. timing: Bad timing restricts the UX. Good timing depends on channel, purpose and customer needs. It is important that the message does not disturb the user during the purchasing process.
  1. frequency: Too frequent notifications miss their effect and can annoy quickly. Intelligent technologies are dynamic and remember which visitor received which notification at what time.
  1. customer request: If the customer wants fewer notifications, the shop operator has to comply with this request, not least for legal reasons. Opt-out features provide quick and easy solutions in such cases.
  1. communication: Nothing signals indifference as much as an inappropriate communication. In order to convey appreciation, the appropriate communication must be selected for each individual customer. While some shop visitors want to be warmly addressed, others like it more objectively.


Calculate annoyance factor!

In the eBook Annoying factor in e-commerce you will learn how to optimize communication. In addition wou will learn to calculate the annoyance factor of emails and popups.



E-Book Kaufabbrecher analysieren und zurückgewinnen



Learn now:


  • What does the annoyance factor in e-commerce mean?
  • How NOT to use popups and emails
  • How to add value for customers
  • How to maximize revenue with as few touchpoints as possible
  • How technology helps to minimize the annoyance factor
¹ uniserv, 2016. 
² Statista, 2017.

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