If you sell items on your website, there are things you should always be aware of, whether you run a fully fledged global site offering hundreds of products or are just setting up a small boutique store. In this blog post, we look at the essential elements that lead to ecommerce website success.
Let’s start with the most obvious but most important point – if you want people to buy from you, your products need to be great. But whereas in a bricks and mortar store where people can quickly ascertain the quality of your merchandise, online it’s a little more difficult. It’s therefore essential that you show your products in their best light. Self-taken, amateur shots won’t do. Make sure you have professional photographs taken of all your products and display these images with options to view from different angles and zoom in.
Once your customers have ‘clicked into’ an item to find out more, include as much information as you can – sizes, colours, dimensions, materials, availability, price and so on, as well as customer reviews and ratings if you have them.
Your brand needs to portray an image of quality and reliability, helping potential customers to understand what your company is about and encourage them to revisit. You’re expecting users to part with their hard-earned cash.
Branding and design can play a big part in making the user put trust in your products over a competitor, so you need to ensure that the various elements of your site are consistent, from layout, colours and typography to image use and tone of voice. Above all, your brand and your message needs to shine through, so make sure this is clear on every page.
The more products you are selling, the more complex your navigation system might become and it’s easy to end up with too many layers, dropdowns and multiple paths. Organising your products into a catalogue where users can browse by category or search for items is important, and including thumbnail images will help visitors to quickly find what they’re looking for.
An ecommerce site will only be successful if your customers trust you and know that their money and personal details are safe. You can raise your credibility with customer reviews and ratings, especially those from external sources, and ensure that you include FAQs, details about shipping charges, return policies and so on. If you are seen to be taking your business seriously, your customers will too.
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