Table of contents

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How to set up an online store on Allegro?

• Genesis
• Advantages of Allegro from a seller's perspective:
• What are the disadvantages of selling on Allegro?
• Selling on Allegro and having your own online store
• How to create an online store on Allegro step by step?
• Here's how to create a business account?
• How can you make managing a store on Allegro easier?

Close

200 million (!) – that’s the number of offers expected to be reached on the Allegro portal by the end of 2020, according to the company’s projections. The number of sellers has already exceeded 140,000. Are you considering using this sales channel? It can be a good solution. Why is it worthwhile to have a presence on Allegro, and how can you conduct business there? Learn more about how to set up an online store on Allegro.

Genesis

The Allegro portal was established in 1999. Yes! It has been over 20 years since its inception. However, initially, the service focused on private online auctions, where individual users mainly listed items and sold through bidding. Although it is still possible to purchase products in this model today, the profile of Allegro has changed. It has become an advanced sales platform where users can buy almost anything they can imagine. New and used goods, from Poland and abroad, in almost every category you can think of.

Advantages of Allegro from a seller’s perspective:

• Large user base: Allegro has over 20 million registered users.

While not all of them may be active customers, such a large pool of potential buyers who consider Allegro their primary online shopping source represents significant sales potential.

• Recognizability and trustworthiness

By choosing to sell on Allegro, you don’t have to invest in building your recognizable brand (which has pros and cons). Even though you operate your own store on the platform (and customer opinions matter), the most critical aspect is that you are conducting sales under the Allegro banner. This can make acquiring customers easier, especially in the early stages of your business.

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• Low initial costs

Starting to sell on Allegro doesn’t involve high costs. Setting up a company store is free, and the registration process is quick. However, you should be aware that expenses will be involved to make your offers attractive and visible to customers, such as creating high-quality product descriptions, using template presentations for your goods, and advertising on the platform through Allegro Ads. Nevertheless, conducting business on Allegro doesn’t mean you have to invest a large sum of money right from the start.

• Easy integration with your order management system/online store

Regardless of whether you operate a separate online store under your own domain or solely use CRM software, you can integrate the functionality of these systems with Allegro using the appropriate plugin. Allegro also provides technical support, which is an additional convenience.

• Finding the right niche will be easy for you

This is particularly advantageous for beginners in e-commerce who are contemplating what products to sell. A quick research on Allegro will allow you to assess which market niches have slightly less competition. This can be a clue to help you kickstart your business.

It will be easier for you to transition to a different industry on Allegro. As mentioned before, despite conducting sales under your own store, the reputation and recognition of the Allegro platform still apply. Therefore, if you decide to change your product range after some time altogether, it will be easier for you to do so on Allegro.

• It’s an excellent place to start

Selling on Allegro can be a prelude to establishing your online store. It provides an opportunity to explore market trends, gauge interest in your products, and learn the specifics of conducting online business.

For these reasons, the number of companies deciding to join Allegro continues to grow each year.

Remember: conducting sales on Allegro does not exclude running a standard online store. On the contrary, you can integrate customer management from both channels. Two-way integration of Allegro and your online store is offered by various SaaS e-commerce platforms. Through these platforms, you can, for example, automatically list new products on Allegro and have access to all orders received in one place.

What are the disadvantages of selling on Allegro?

No e-commerce solution is without its drawbacks. That’s obvious. So, what challenges do those who want to distribute through Allegro face?

• Intense competition

There are 140,000 sellers on Allegro, with over 100,000 being small and medium-sized companies engaged in distribution. These numbers are both impressive and, at the same time, somewhat daunting. Why? Because you may wonder how to stand out among such a sea of offers. It’s certainly not easy, especially without investing in promotion on the platform.

• Price is the key factor

Consider how you search for offers on Allegro yourself. It’s evident that you use the “sort by price” option. People usually search for more or less specific products on this platform, so the purchase cost is crucial for customers. The delivery cost is also essential, especially since the introduction of the Allegro Smart service. Within this service, buyers pay an annual subscription for deliveries and are more inclined to choose offers with free shipping. The reputation and responsiveness of a seller are also important. We are willing to spend a few extra zlotys if there is a significant difference in reliability between two stores offering the same assortment. However, remember that the price on the Allegro is a primary advantage in many industries.

• Limited possibilities for building your own brand

Although it happens that customers return to the same online store on Allegro more than once, they usually make a purchase from a seller who happens to have what they need at the best price and with the fastest delivery. Therefore, it may be more difficult for you to build long-term relationships with customers and expect them to return regularly or recommend your services to their friends. By investing in advertising and commissions on Allegro, you increase your sales volume but completely overlook the aspect of your own brand. This can be significant in the long run.

• High commissions

While starting sales on Allegro is relatively inexpensive, you should expect high transaction commissions for the deals you have closed. How much exactly? It depends on the product categories you sell, but the commission rates currently range from 2% to 16%, which can be pretty high. For example, handicrafts, erotic accessories, sports towels, and children’s products are subject to double-digit commission rates. And this, especially in the context of the importance of low prices on Allegro, means that you are doomed to lower profits or struggle to compete with major players.

• Limited promotion opportunities

Allegro, understandably, allows you to highlight your offers compared to others, so they appear above the rest. However, the same options are available in all stores. As a result, your promoted offer (for which you pay a hefty fee) is displayed alongside dozens or sometimes even hundreds of others. Therefore, to stand out here, you need to find your own way or seek the help of professionals who can develop an appropriate strategy. You also have access to Allegro’s internal advertising system, which allows you to place banners within the website, targeting users who may potentially be interested in your product or susceptible to impulse buying.

Selling on Allegro and having your own online store

A good solution, used by most entrepreneurs selling on Allegro, is combining their platform presence with running their own store. By implementing this approach:

• You increase the number of customer touchpoints – reaching them both on Allegro and through your store.
• You gain broader promotion possibilities – you can implement an appropriate marketing strategy for your external store, such as using remarketing, sponsored links, or promotions on social media. This allows you to start building a brand that will eventually become recognized on Allegro as well.
• You can show Allegro customers that you also sell outside the platform – they may choose to make a direct purchase in your store, thus avoiding commissions and increasing your profit margin.

The only thing to take care of is the precise integration of the sales system – the easiest way to do this is by using popular e-commerce platforms like open-source WooCommerce or SaaS-based solutions like Shoplo.

How to create an online store on Allegro step by step?

Do you know that you want to start an online store on Allegro? Then it’s time to take action.

First and foremost: create a business account, not a personal one. Why? Because it provides you with significantly greater possibilities. The differences between the types of accounts are presented directly by Allegro.

You can find a complete description of the differences between a personal and a business account at this link.

Let’s take a closer look at them. As you can see, a business account:

• allows you to assign an administrator who is not necessarily the owner. This is a good solution for companies where employees handle the sales process.
• displays the label “company” next to your seller information, which is vital as it builds trust and presents you as a more reliable partner than a private individual.
• provides immediate access to an invoicing account, making it easier for you to manage customer settlements and issue necessary sales documents.
• gives you the opportunity to achieve the status of Super Seller. This title, obtained by meeting Allegro’s standards, is another element that increases your credibility for portal customers.

It’s also worth noting that having a business account allows you to participate in the Allegro Smart program, which guarantees customers free shipping through specific channels.

Here’s how to create a business account?

1. Go to the Allegro registration page.

Choose the “business” option. At this stage, you will be required to provide an email address (preferably a general company email or one associated with Allegro order management) and a login. Note that the login will be visible to buyers, and you won’t be able to change it later. Since it will be your business representation on Allegro, it’s best to use your company name or the domain of your existing online store.

In the registration form, create a password for your account (which can be changed later) and provide a phone number. Choose a number that will be easily accessible to the employee responsible for handling Allegro sales.

Additionally, you need to provide your company’s information: select the country and provide the tax identification number (NIP). Allegro will automatically retrieve the rest of the data from the Central Statistical Office, and you can make any necessary corrections.

Once you have completed these steps, you will successfully create a business account on Allegro.

2. Registration form on Allegro when creating a business account.

Confirm registration by clicking on the activation email

Within a few minutes, you will receive an activation email to the email address provided in the registration form. Click on the link to confirm the account creation.

3. Undergo verification

Business accounts undergo additional verification to enhance customer security. You will be asked to transfer approximately 1 PLN from your company account. This amount will be refunded or credited to your Allegro account for future commissions. The purpose is to verify the data’s compliance.

In most cases, the registration process ends at this stage. However, in some cases, you may be asked to submit additional documents, such as if your company operates within an Academic Business Incubator or a project like “Your Startup.”

After completing these steps, you can start selling on Allegro.

But it doesn’t end there. Another option awaits you now: setting up a store on Allegro.

4. Set up a store on Allegro

Creating a business account is the first step. The second step is to create a store with products. How is it different from regular sales? You’ll be able to create a unique landing page that presents your offers in a more attractive way.

In the “Store” tab, you can include:

• Your company logo can be the logo of the e-store that you run on your domain.
• Background images that enhance the visual appeal of the website.
• Banners featuring promoted products.
• Product series and offer tags.
• Carousels with offers.
• Offers with Allegro Coins.
• Bundle offers that allow you to implement bundled selling.
• Sections showcasing products in specific price ranges (e.g., everything under 50 PLN).

Note! The “Your Store” section is only available with a purchased Allegro subscription. Currently, three subscription programs are available on the platform: Basic, Professional, and Expert – tailored to the needs of sellers operating on a small scale and those fulfilling hundreds or even thousands of orders weekly.

Subscription plans applicable on Allegro.

Setting up a dedicated store can be a good solution, primarily if you conduct sales on a large scale and aim to promote yourself more effectively on this platform. It is one of the tools that can help you appear higher on the list of advertised offers and, as a result, achieve better profits from transactions.

How can you make managing a store on Allegro easier?

Allegro provides a Sales Manager – a tool that can assist you in handling customer orders and tracking statistics on the platform. It works well, especially if you have sales on a small scale. However, players in the “higher league” often opt for additional tools that streamline the process of publishing offers, managing them, as well as handling commissions and sales statistics.

If you already have an e-store outside of Allegro, you can integrate your sales through this platform with your existing system. This way, you reduce the risk of missing or incorrectly fulfilling any orders.

So, is running a store on Allegro worthwhile? Absolutely. However, it is important to be aware of all the challenges and limitations associated with this form of reaching customers. It is worth investing in it to expand your sales opportunities. 🙂

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Price in marketing and its functions

• What functions does price serve in marketing?
  • informative
  • promotional
  • image-building
• Price in marketing also communicates:
  • How to determine a good price?
  • So, how do you determine prices?
  • Low prices – high accessibility?
  • High prices – the exclusivity effect
• The golden mean

Close

One of the critical elements of the marketing mix is the price of a product. It largely determines whether a customer will choose your offer or turn to the competition. So the question is: what pricing policy will work best? Contrary to appearances, the principles governing consumer decisions are much more complicated than the rule “cheaper means better.” How, then, to establish a methodology in which price in marketing serves to achieve business goals?

What is the price really? Simply put, it is the monetary value at which a specific product or service can be acquired. For the buyer, it is information about how much they must invest to obtain something. But for the seller? Here, the matter becomes more complicated because the price is also a marketing communication.

What functions does price serve in marketing?

When selling their solutions on the market, the seller charges a specified fee for them. The price is primarily determined to ensure the company can sustain itself in the market, covering all costs associated with its operations and generating a profit. Planning the pricing policy at the level of economic strategy alone can pose significant challenges, especially in the face of immense competition. Many factors depend not only on the pure production costs of a given item or the delivery of a service but also on product demand, seasonality, and the overall market situation.

The marketing strategy also plays a significant role in shaping the pricing policy in this regard. After all, price is also a communication tool for the customer. In the marketing context, price serves the following functions:

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informative

It is one of the most important messages conveyed to consumers and the market. By setting a specific price, you show the customer the value of your products, allowing them to compare the presented offer with what the competition offers.

promotional

With prices, you can compete with other players in the market or further encourage customers to choose your offer. For example, when objections arise, you can slightly lower the price through price negotiation to convince them to finalize the transaction.

image-building

Price is an essential element in creating a company’s image. Look at the major players, such as the hardware manufacturer with an Apple logo. Behind their high prices, there is, of course, quality, but it can be confidently said that customers also pay for the brand, philosophy, and prestige it represents. This is the best proof that the lowest price is not always the best solution in every situation!

Price in marketing also communicates:

• the value of the product – both the literal value and the “symbolic” value that speaks to the buyer’s status,
• the quality of the product – consumers automatically associate a higher price with higher quality, but… this only works when the brand enjoys significant trust among the target audience.

It is also important to remember that the price level you set will impact the speed at which your company achieves profits. The higher the margin, the less you need to sell to make a profit. However, if you have been in business for some time, you know that this translation is not that simple – all marketing mix elements must work together.

How to determine a good price?

A sensible pricing policy directly affects a company’s revenues. That’s the theory. But how do you translate it into practice? There is no one right way. Let’s look at the world of major brands in the mobile device market – examine the strategy of the aforementioned Cupertino giant and its competitors from China. The American brand relies on high product prices (even several tens of percent higher than those set by the competition), while those from the Middle Kingdom opt for significantly lower rates and higher product availability. Looking at their financial results, it can be confidently stated that both pricing policies work and generate fantastic profits.

So, how do you determine prices?

Firstly, calculate precisely the cost of producing the product/delivering the service to the customer. Remember that this includes not only the raw materials used to fulfill the order but also the full labor costs and expenses of running the company. This, in a very simplified manner, is your base price. The one that allows you to “break even.” Secondly, look at the pricing policy pursued by your competition and factor it into your calculations. And what’s next? It gets tricky because you have to decide which marketing strategy to adopt. Meager prices, sky-high prices, or something in between? Let’s look at the typical effects of each approach.

Low prices – high accessibility?

If you set a low margin and sell products almost “at cost,” you can expect rapid sales growth (assuming other success factors are met). This is because you provide a very high level of inclusivity – your products are accessible to the masses. But every coin has two sides. A low price can mean:

• high demand for your products – which means you need to ensure a high production capacity to meet the adequate supply,
• product impoverishment means lower quality or a decrease in their value in customers’ eyes. Returning to a higher price will be tough if you sell something cheaper once.

A low price also tells the market that your solutions do not provide exceptionally high quality. And currently, quality is the value that influences consumer decisions.

High prices – the exclusivity effect

The other extreme is setting very high prices – for example, several tens of percent higher than the competition’s. This way, you communicate to your customers that you provide them with “exclusive goods” of higher quality than others in the segment. Of course, this approach requires appropriate marketing communication and a luxurious standard of products and services. Does it have a chance of success? Yes, but the key role in achieving success will be played by the image strategy and its credibility. That’s why price premium strategies are typically employed by larger players – those who can afford to defer profits over time.

The golden mean

This is the path followed by most companies in the market, which is a policy of sticking to the average prices prevailing in a given segment. If you follow this approach, you can reach a fairly broad audience, providing credibility to your solutions in terms of quality. However, be aware that in this case, you need to find other competitive advantages that will convince the customer to choose your product over one of the dozen others at a similar price.

Is this the end of dilemmas related to pricing in the context of marketing? Absolutely not. Matters of promotion, temporary price reductions, or margin differentiation for individual products are additional issues worth addressing to develop a thoughtful strategy. It is also worth doing so when preparing the next promotional campaign online.

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UX Audit – Basic UX Errors on Websites

• What is UX?
• UX Audit – What's It About?
• Expert UX Audit – What Does It Look Like?
• Results of UX Audit:
• What's Next After the UX Audit?
• Common UX Mistakes – What to Pay Attention to?
• User Experience Audit – who handles it at Verseo?
• Take care of UX, and success will come naturally

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You have an exciting offer, a polished website, a focus on quality content and SEO, engage in social media activities, and yet you are unsatisfied with the conversion rate. Perhaps the problem lies in the so-called usability of the website. A UX (User Experience) audit can help you identify and fix errors that may discourage your customers from taking advantage of your offer.

Interested? Find out more! Also, discover the most common UX errors on websites – you may find a way to improve your website. A usability audit will make visitors to your website more likely to perform the desired actions!

What is UX?

UX (User Experience) is based on the usability concept, primarily applied to evaluate websites and applications. User-friendly websites are those where users can easily find the information, products, or services they need and quickly proceed to conversions, such as purchasing. Usability also encompasses intuitiveness – the website should be easy to navigate and straightforward to use.

The term User Experience is used to describe users’ experiences and impressions while interacting with a website. It involves assessing the user-friendliness of the website and its accessibility. UX comprises various factors, from design and aesthetics to navigation and information quality.

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This concept has gained increasing attention lately, primarily due to its impact on the effectiveness of websites and applications. Prioritizing UX (User Experience) leads to higher conversion rates as it ensures that the website meets visitors’ expectations.

In addition to User Experience, the concept of User Interface (UI) is worth mentioning. It refers to the user interface, which encompasses all elements that enable interaction with the website (e.g., page layout, graphic design, typography, colors).

While UX and UI are sometimes treated as synonymous, they usually coexist, playing a significant role in how users perceive websites. A usability audit or user experience audit should incorporate both of these elements.

Conducting a UX audit of a website allows you to identify areas for improvement, analyze the website’s usability, and ultimately provide you with guidelines to enhance effectiveness.

UX Audit – What’s It About?

Even if you think your website is user-friendly, logical, and intuitive, it may appear differently to random internet users who come across it. So, how can you assess user experiences? The best way is to conduct a UX audit by an experienced user experience specialist.

User Experience Audit involves evaluating websites or applications based on meeting the expectations and needs of their visitors. Such a website audit requires knowledge of internet user habits, trends, and issues related to clarity of communication. UX audit is a complex procedure that can bring many benefits:

• It allows you to identify the strengths and weaknesses of a particular website.
• It highlights any errors made and their potential impact on conversion.
• It also identifies opportunities and threats for the future.
• It suggests actions that should be taken to develop and improve the website’s effectiveness.

Research conducted during the audit should cover aspects such as:

• Website structure and navigation between different sections.
• Page views, particularly in terms of readability.
• Clarity and unambiguity of conveyed information.
• Website usability – obtaining necessary information, placing orders, contacting the company, etc.

Audits are conducted in various ways but always require expert knowledge and experience.

Expert UX Audit – What Does It Look Like?

A UX audit is conducted using various methods. The most reliable results are obtained by combining several of them. The first step should be an expert analysis involving in-depth website research conducted by UX professionals with the necessary knowledge and experience. In this case, several established UX methodologies are applied. Which ones?

• Heuristic Analysis (Heuristic Evaluation):

This involves evaluating websites based on heuristics, which are specific principles and guidelines. The most commonly used are Nielsen’s heuristics, described in 10 points. They provide very general guidelines for the functionality of a website or application:

1. Visibility of system status.
2. Match between the system and the real world.
3. User control and freedom.
4. Consistency and standards.
5. Error prevention.
6. Recognition rather than recall.
7. Flexibility and efficiency of use.
8. Aesthetic and minimalist design.
9. Help users recognize, diagnose, and recover from errors.
10. Help and documentation.

Alternatively, one can use Schneiderman’s Eight Golden Rules, Connell’s 30 Usability Principles, or Gerhardt-Powals’ Nine Cognitive Rules. All of these guidelines convey similar principles but are formulated slightly differently. The choice of which codes to apply during the audit is not of great significance.

• Cognitive Walkthrough:

A cognitive walkthrough, also known as a cognitive stroll, is a method that involves testing potential user scenarios on a website. In this case, an expert takes on the role of a user who is visiting the website for the first time. Adopting different scenarios allows for examining each “stroll” path through the website and helps identify problem areas or explicit errors in terms of UX or UI.

• Usability Checklist:

This method involves checking the website against specific points from a usability checklist. The checklist is usually quite detailed and outlines guidelines for website construction. It is objective, which is undoubtedly an advantage, but at the same time, it is rarely tailored to a specific website, which may limit its ability to detect certain errors. The usability checklist procedure is relatively straightforward but can be time-consuming.

User testing can also be part of a UX audit. These procedures allow testing of how “ordinary” internet users navigate the website. The study can be moderated (conducted by a specialist) or unmoderated (users freely navigate the site). After completion, participants are asked to complete a survey and provide feedback on the website.

Such tests can be combined, for example, with the analysis of eye-tracking, clicks, scrolling, and other data, which are used to create heat maps. This enables the identification of not only the major obstacles that visitors encounter on the website but also the most important points of their interest.

Results of UX Audit:

The result of a UX audit is typically a comprehensive report that should accurately identify errors, areas for improvement, and recommendations. Errors are usually categorized into three categories:

• Critical errors – These have a significant impact on the functioning of the website and require immediate attention.
• Medium errors – They are essential but can be addressed in a secondary order.
• Basic errors – These are minor issues identified during the research but have little impact on the website’s functioning.

Errors are often further classified based on type (e.g., communication, visual, logical, etc.). This allows them to be immediately assigned to the appropriate teams and facilitates faster implementation of necessary changes.

It is also important to note that the audit report should include both quantitative data (e.g., statistics) and qualitative data obtained, for example, through user research. The more information contained in the website analysis results, the more comprehensive and objective the picture received. Consequently, the implemented improvements have a greater chance of impacting the conversion rate and user satisfaction.

What’s Next After the UX Audit?

After the UX audit, it is time to implement its findings and conduct further usability tests to assess the effectiveness of the implemented changes. It is worthwhile to create UX prototypes showcasing elements that require improvement and then conduct A/B tests.

This is a procedure in which two groups of users are presented with different versions of a website, with the versions ideally differing by only a single element. The behaviors of the study participants are then observed, and it is determined which version allows for a higher conversion rate.

After the modifications to the website are completed, a follow-up audit can be conducted to assess its effectiveness.

Common UX Mistakes – What to Pay Attention to?

Every website is unique, but certain mistakes are repeated all too often. If you want to conduct a fundamental, independent website analysis, familiarize yourself with the list we have compiled and check what to avoid!

• Interface Not Adapted to User Needs

A website should be clear and easy to navigate, above all else. Difficulties in this regard, especially those encountered right from the start, can effectively discourage users from staying on the site. This truly matters! To make the website user-friendly, you must know what you want to achieve by publishing it. It’s worth asking yourself questions about what the website is about and how users should navigate it, keeping in mind that the conversion process should not involve too many steps.

Some websites even throw obstacles in the way of their users, making it difficult to find basic information about the product or pricing and then unnecessarily prolonging the conversion process (e.g., requiring users to click through several subpages before reaching a tab for registration or purchase). It’s also important to remember that the interface should allow for the website’s future expansion, such as additional categories, products, services, or language versions.

• Form Over Content

A related mistake is prioritizing form over content. This is primarily the result of an overly ambitious approach to design or a desire to showcase one’s skills as a developer. The outcome can be a website that initially looks great but needs more upon closer examination.

An overly complicated structure, lack of clarity, excessive animations, and other visual “tricks” distract from the website’s main message. Sometimes, simplicity is truly the best approach, especially regarding usability.

• Non-Adherence to Reading Patterns

The human eye typically “scans” a presented image according to one of several reading patterns. The three most popular patterns are the Gutenberg diagram, the Z-pattern, and the F-pattern. They describe how the human eye travels.

Understanding these principles allows for placing important elements (such as registration or purchase buttons) in areas likely to catch the user’s eye. However, many creators ignore these principles and opt for solutions that may look good superficially but certainly do not ensure the desired conversion.

• Lack of Responsiveness

According to the Global Digital 2020 report, over half of all website visits occur on smartphones. However, some websites still need to be optimized for screens as small as a few inches! If a website is unreadable on the phone, it’s no wonder that you can’t boast satisfactory conversion rates. Importantly, it’s not just about having a mobile version of the website that “works to some extent,” but rather about its quality.

Copying content and features from the desktop version into a smaller version won’t suffice. It’s worth carefully considering the placement of individual elements and, if necessary, eliminating less important ones to achieve a clearer and more user-friendly design.

• Ignoring the Fold Line

This point is somewhat related to the previous one. The fold line is the line that determines the visible area of a website without scrolling down. It should be enticing. Some people, fearing that users will leave the website before accessing essential information, place the majority of the content here. However, this is a significant mistake that can be revealed through a UX audit.

It’s also important to note that the fold line is located in a different position on a computer screen, tablet, or smartphone. Therefore, the amount of information and its graphical representation above the fold line should be adjusted separately for each screen size. Remember, less is often more.

• Content Overload

Content is king – or so we can deduce from the wise analyses of marketing specialists. However, this doesn’t mean that you should bombard website users with information, and a UX audit should also take this into account.

Long, detailed product descriptions or instructions related to services offered can be your asset, but they must also be adequately presented. Otherwise, no one will read them, and many will leave the website and never return.

Instead of large blocks of text, use short paragraphs and bullet points. Highlight important elements with appropriate graphics or icons. Add buttons with call-to-action (CTA) statements.

If there is too much content on the page, consider breaking it into tabs for specific services, products, or aspects of the offering. This action can also be beneficial for SEO if you use appropriate keywords.

• Complex Forms

Forms are a minefield, especially for inexperienced website creators. If you expect users to fill out a form (e.g., registration, quotation request, contact form), ensure that it is as simple as possible! UX audits often prioritize forms due to the critical nature of this stage for website users.

In this case, the principle is quite clear – the more fields there are, the less likely they will be filled out. Labels, additional comments, and buttons must have a clear message. If a date needs to be entered, specify the required format. For weights, measurements, etc., be sure to indicate the applicable unit.

After creating the form, examine it carefully and remove all unnecessary fields. Use checkboxes and radio buttons where possible. It is essential to provide precise error indications. If a user receives feedback after filling out and submitting all fields stating that an error occurred (without indicating which field and what the error is), they are likely to not only give up on further actions but also become irritated.

• Incorrect placement of essential elements

The most critical elements of a website should be placed in visible locations so that users don’t have to guess “what’s next” or search for the appropriate button (e.g., to add a product to the cart). Nothing is more discouraging than a website that sparks interest but then makes conversion difficult. A UX audit pays attention to such customer paths and identifies the correct flow and navigation on the website.

It’s worth remembering that there are specific unwritten rules on the internet – all confirmation buttons (“OK,” “Next,” “Agree”) should be located on the left side, while buttons for negative actions (such as “Cancel,” “Delete,” etc.) should be on the right. It has also become customary for the button to add a product to the cart to be located near the price. Making life difficult for users doesn’t pay off – even if you think it makes your website unique.

User Experience Audit – who handles it at Verseo?

A proper User Experience (UX) website audit requires a deep understanding of theoretical knowledge regarding how we interact with websites, such as Nielsen’s heuristics. It also necessitates extensive experience in handling measurement tools like Hotjar or Smartlook and high proficiency in analyzing data, for example, using Google Analytics.

Combining theory and practice allows us to have individuals who can conduct a UX audit of a website reliably, based on real data rather than wishful thinking. Experience is equally crucial in creating a detailed audit report that is both accessible in language and rich in data-supporting hypotheses. At Verseo, the usability audit of a website is carried out by the following individuals:

Anna Tratnerska – With over 15 years of experience in marketing, data analysis, and UX, Anna is a lecturer at Collegium Da Vinci in Poznan and the Head of Business Development at Verseo.

Adam Kluska – Adam has been involved in User Interface analysis and graphic design for over seven years. He considers usability audits as the best way to achieve “quick wins,” meaning rapid acquisition of more customers by eliminating barriers on websites.

If you want to increase your conversion rate and entrust your website’s UX audit to experienced specialists, it seems you have come to the right place! 

Take care of UX, and success will come naturally

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Table of contents

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Nonverbal Communication: Show me what you’re not telling me

• What is communication?
• Types of Communication
• What is more critical – nonverbal or verbal communication? How do they differ from each other?
• How to effectively utilize nonverbal communication?
• Verbal Communication – Examples
• Nonverbal Communication — Revealing More Than Words!
  • What makes up nonverbal communication?
  • Unconscious body movements and body posture in nonverbal communication
• Body language and words – effective communication in practice
• Nonverbal and verbal communication in business relationships – how to utilize them? Examples
• Words, gestures… career – direct them consciously!

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To argue that it’s worth having conversations, one probably doesn’t need to convince anyone. I discussed with Krzysztof Rzepkowski, the President of the Management Board of Sandler Training Poland, how to communicate to be well-understood, achieve sales and personal goals, and what is more important than words.

What is communication?

The Latin term ‘communicatio’ refers to the flow of information, emotions, and thoughts between participants. This exchange occurs through verbal and nonverbal signs – speech, gestures, images, and texts.

Zbigniew Nęcki, a social psychologist and head of the Negotiation Department at the Faculty of Management and Social Communication at Jagiellonian University, additionally emphasizes the intentionality of this exchange and its purpose. The aim is to improve cooperation or sharing of meanings between partners.

Types of Communication

We distinguish several types of communication:

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• Interpersonal communication involves a conversation between two people (the message’s sender and its recipient). Words, body language, movements (head tilt), gestures (interlocked fingers), or facial expressions (raised eyebrows) elicit specific reactions, resulting in the emergence of different emotional states and feelings. However, their proper interpretation does not always occur. You can read more about what to pay attention to during an exchange of sentences to be well understood in the further part of the article.
• Intrapersonal communication – taking the form of internal monologue. It is particularly favored by individuals who appreciate an intelligent audience ;).
• Social communication is based on exchanging verbal and nonverbal messages among multiple individuals.
• Indirect communication – possible using tools such as a telephone, computer, or – more elaborate – a letter.

Additionally, forms of communication can be divided into verbal and nonverbal.

What is more critical – nonverbal or verbal communication? How do they differ from each other?

Verbal communication encompasses everything you can hear. In the nonverbal variant, gestures, body movements, facial expressions (facial mimicry), and other signals visible to the human eye are significant. The combination of both forms of communication and their coherence allows for a satisfying dialogue based not only on spoken words and paralinguistic sounds but also on correctly interpreting body posture, facial expressions, hand movements, or the use of interpersonal space.

Why is nonverbal communication important?

55% of our communication consists of body language, 38% is voice tone, and words account for the remaining 7%.

Krzysztof Rzepkowski, the President of Sandler Training Poland, a trainer, manager, speaker, and academic lecturer with fifteen years of experience, confirmed that people perceive nonverbal cues better than verbal ones.

I often hear from people that they really liked my training. However, when I ask them specifically which parts, they don’t remember. That is not very important. […] The quality of your reception will be influenced by various other elements. What was the manner of nonverbal and verbal communication, how well you connected with them, and what was the energy and power in the room. […] Even the most substantive content at a conference can completely fall flat if the speaker is boring, unable to demonstrate openness with their body; if they communicate with their gaze downward, only speaking to the tips of their shoes. An exception is made for speakers who have authority and are respected by the audience. We are willing to forgive much more to those we esteem.

How to effectively utilize nonverbal communication?

The significance of the form in which we deliver our words

Although the functions of nonverbal communication are significant, it does not mean that words are unnecessary. As my interlocutor emphasizes, everything depends on their weight. This is highlighted, among other things, by intonation, which is influenced by:

1. Body posture – when you lie down, the message is uncertain, and the voice becomes dull, lacking power. When you sit, it becomes more substantial but reaches its peak when you stand up. You have the advantage – the voice resonates differently in the chest, sounding more confident. Additionally, you can assist yourself with gestures.
2. Modulation – a low voice is more persuasive, while a high voice may diminish authority in the recipient’s eyes (or rather, ears!).
3. Speaking speed – by intonating, you create the impression that you know what you’re talking about. When you leave room for the other party’s communication and potential questions, you become a partner. You gain silence and calmness. Speaking very rapidly (fast speech) can give the impression that you’re not convinced about what you want to say. Fluency in speaking plays a significant role in message delivery.
4. Speech impediments – hinder the conveyance of a severe message.

Sounds and paralinguistic factors, such as sighs, laughter, murmurs, or nods, also play a significant role in communication, confirming active listening.

Verbal Communication – Examples

Although we exchange sentences with many people daily, communication is not always mutually satisfying. During a conversation, misunderstandings can arise from unclear expression of thoughts, excessive emotions, misinterpretation of intentions, or inconsistency between nonverbal and verbal messages. It is worth mentioning the limited trust that significantly impacts interpreting the communication of the discussion partner. If we doubt their sincerity, it is difficult to maintain a good relationship and a smooth flow of information!

Other communication barriers include language and cultural differences, communication noise, or different perceptions of reality. So how can we speak to be understood? First and foremost – directly. We express our feelings and needs while respecting the other party’s opinions and allowing them to tell a different view. What else should we pay attention to be a good interlocutor?

People like people who are similar to themselves, and this similarity also stems from language. We quickly decide – even within a few seconds over the phone – whether the person we are talking to is on the same wavelength or not. It may take a little longer when I see someone because I also give other senses a chance, explains Krzysztof Rzepkowski.

Classification is also based on the language register. In a business environment, we naturally hold people who use professional terms in high regard as long as we understand their meaning ourselves. Conversely, a person unfamiliar with that language quickly makes a negative judgment about their dialogue partner because they feel uncomfortable.

If I start pretending to speak a language that is not my natural language, I can make a fool of myself. You have to be genuine and be yourself, but in sales, we put a lot of emphasis on tuning in. If someone speaks softly, speak even softer. People who talk softly don’t like people who shout. And when someone speaks loudly, they want those who also speak loudly. Maybe they won’t be able to hear themselves. If someone speaks quickly, it’s worth responding to them equally briskly because they are likely to be energetic, and their speech apparatus can’t keep up with all the thoughts appearing in their mind. If someone speaks slowly, carefully choosing and delivering their words, they prefer people who do the same. The message is one thing, and how it is delivered is another. And that determines how it is received – explains the President of Sandler Training Poland.

Nonverbal Communication — Revealing More Than Words!

One word can be spoken in a thousand ways. And we don’t necessarily have to use language to do it! Nonverbal communication (body language) may be more significant. It is also known as nonverbal speech and refers to the way information is conveyed through channels other than spoken or written language. It is essential when verbal communication is difficult or even impossible.

What makes up nonverbal communication?

• Gestures – consciously or unconsciously used. Among them, we can distinguish:

1. Illustrators (depicting characteristics of something or emphasizing important aspects of speech).
2. Emblems (replacing words – for example, a raised thumb).
3. Regulators (regulating the duration of the conversation – for example, shaking hands to bid farewell).
4. Adaptors (uncontrolled gestures that facilitate adaptation to a given situation – for example, tucking hair behind the ear).

Krzysztof Rzepkowski emphasizes that in our culture, gestures during a conversation have less significance than, for example, in Mediterranean cultures, where the rich language of nonverbal communication among Italians, especially those from the southern part of the country, has spawned dozens of textbooks with photos.

Fun fact…

Is sign language considered nonverbal communication?

Sign language is not classified as nonverbal communication. Although it consists of gestures, it is a system of signs equivalent to words for a deaf person. For this reason, it is classified as verbal communication.

• Facial expressions – a very difficult element to control. Based on facial expressions, one can assess the sincerity of the communication.
• Physical distance – the smaller the distance between conversational partners, the closer their relationship. We distinguish between public distance (over 360 cm around the body), social distance (120-360 cm around the body), personal distance (45-120 cm around the body), and intimate distance (45-50 cm around the body, which is a very close distance).
• Physical appearance – a relatively superficial form of nonverbal communication that is easy to manipulate, such as relying on the halo effect (the tendency to attribute positive or negative qualities based on first impressions). For example, tattoos, once associated with delinquency and theft, result in limited trust. On the other hand, being punctual may lead to attributing additional positive qualities, such as reliability and conscientiousness.

Punctuality is a classic example of the halo effect. If I am consistently on time for our meetings, it implies other qualities you attribute to me. This is a tool that impostors can effectively use. Simply dressing well and being punctual can lead to being judged as an honest person – warns Krzysztof Rzepkowski.

Adam Galinsky and Hajo Adam introduced the term “Clothing Cognition,” which refers to the influence of a specific clothing element on our perception among people. An example of this is a doctor’s coat, symbolizing knowledge and precision. However, if we refer to the same coat as a painter’s smock, the value of the person wearing it significantly diminishes. In the eyes of observers and the wearer themselves!

• Body posture and movements – for example, slouching can be interpreted as closing oneself off, while steepling hands can indicate composure and self-assurance.
• Eye contact – eye movements or changes in pupil size can reveal shyness, discomfort, insincerity of intentions, boredom, hostility, and aggression. Sustained eye contact for over 70% of a conversation may be seen as excessively intrusive and tactless.
• Touch expresses a closer relationship with our conversation partner but also reveals emotions. For example, resting the chin on one’s hand may suggest boredom, while offering a handshake is a clear signal that the meeting is ending.

These elements of nonverbal communication are interconnected and can complement or contrast with other signals we convey through spoken or written language. Understanding all these elements is important to grasp the full context and message of communication between people.

Unconscious body movements and body posture in nonverbal communication

Not all nonverbal behaviors are conscious. Some of them, such as playing with hair, rubbing hands, or tapping fingertips on a table, are reactions to strong emotions like stress, reluctance, embarrassment, or impatience.

When it comes to unconscious nonverbal behaviors, they can be challenging to control. When I’m stressed, I may not even be aware that I’m doing something. […] Stress manifests differently in different individuals – for some, it manifests through their body, for others through their tone of voice, and for others, it shows on their faces. However, everything can be managed. The key is the level of self-worth – states Krzysztof Rzepkowski.

So, how can we make unconscious nonverbal cues more conscious?

Controlling our bodies is complex and not obvious, but extraversion can be learned in certain situations. It is worth starting from within, not from the outside. Ask yourself, what stresses me in this situation? Which of my deficits is activated that I feel such pressure, embarrassment, shame, or fear when talking to a stranger? Let’s not treat the symptoms, but let’s get to the core problem and work on it – advises Krzysztof Rzepkowski.

Body language and words – effective communication in practice

As my colleague Arek Gleń from Sandler emphasizes, you don’t have to be confident in sales. You have to be confident in your actions. And I agree with that – Krzysztof Rzepkowski.

A good plan and practice will help us overcome our fears, weaknesses, and limitations in nonverbal and verbal communication. Through this, it will be easier for us to consciously deliver appropriate and precise messages, even in stressful situations.

Fear disappears only through action. If I have 100 phone conversations or client meetings, by the 101st, I feel much more confident in that area, knowing what I will say. The conversation framework is also fundamental. If I’m going into a meeting, having a sense of confidence gives me the awareness that I will be in charge, and I know which direction it will take. Usually, the client asks questions, and the salesperson tries to adapt, drifting and then crashing on the uncomfortable questions or getting stuck in shallow waters. If I have an action plan, know what questions to ask, can engage the client in the meeting flow, and then stick to that plan, I feel comfortable and confident – explains Krzysztof Rzepkowski.

Nonverbal and verbal communication in business relationships – how to utilize them? Examples

Effective communication (both nonverbal and verbal) is the foundation of valuable personal and business relationships. They have shared social significance that is worth leveraging! How can you properly prepare for a meeting with a potential client or business partner to make an excellent first impression, be understood, and increase your influence for a satisfying sales outcome?

Tuning, adjusting. In the initial response. […] No matter how much I try not to judge people, not to draw hasty conclusions, it happens beyond my control. Very quickly and unconsciously, conditioning a sense of security. People generally like people who are similar to themselves, so I can make an excellent first impression by knowing who I am meeting and preparing accordingly based on that information. Or I can quickly adjust on the spot – explains Krzysztof Rzepkowski.

Words, gestures… career – direct them consciously!

Good preparation for a meeting – checklist:

✅ I know who I’m meeting.

✅ I can tune myself to them with my attire, appearance, and communication.

✅ I have put myself in the client’s shoes and answered a set of potential questions.

✅ I am prepared for possible objections (there is no sale without them!).

✅ I have good subject matter preparation.

All of this increases my self-confidence. I don’t blush, and I don’t stutter. I have the ability to observe my body and control it. I am not stressed and can pay undivided attention – summarizes Krzysztof Rzepkowski.

But what if it doesn’t go well? What if someone interprets the message, words, gestures, emotional state, and current mood in the wrong way? Will nonverbal and verbal communication fail? Try again! And remember – not everyone will be your client. If the meeting ends in failure, say “goodbye” and instantly… “next, please!”