Designing a successful e-commerce website
The excitement of starting your own e-commerce business can be off the charts. Perhaps, it’s an idea you’ve had bubbling away for years but never had the time to grow and now you’ve finally taken the plunge. Once you have taken those first thrilling, yet tentative, steps it’s important to get your digital offering spot on so that your amazing products sell. The digital team at KAT Marketing has given us a quick checklist for you to tick off when building your first e-commerce website:
Exceptional user journey
When your potential customer lands on your website you want them to be able to get to your product pages as quickly, and as simply, as possible. Don’t test your visitor’s patience, your website should be quick to load and your products accessible with minimal clicks to decrease the likelihood of users bouncing off in frustration. You won’t always get this right straightaway as it is a constant tweaking process. You should monitor and analyse your users’ journeys on your website, from where they landed to their point of exit consistently.
Simple payment gateways
Abandoned checkouts can be one of the most frustrating and demotivating things for any e-commerce website owner. You’ve done the hard work in getting your customer to your site, and even to the point of converting, when your payment gateway stops them in their tracks. It’s vital that you offer the full plethora of payment gateways so to not put off a customer primed at purchase to leave your website. The simpler and more professional your payment process, the more it should help limit abandoned purchases.
Tracking your successes
Successful marketing is the only way to get your brand and products in front of potential customers. Attracting customers digitally has more options than ever with PPC, social media marketing and retargeting ads available to you. Knowing which platform and strategy is working for you is imperative to the ongoing success of your marketing campaigns and your business overall. Ensure that all tracking codes are set up on your website for Google, social media and any other platform so you can see user behaviour and your revenue generators.
Upselling and securing sales
So you’ve managed to hook potential customers with your offering, now it’s time to maximise your conversion. A lot of customers will end up buying something different to the original product which drew them to your site in the first place, which means that giving them alternative options is important if you want them to continue exploring and converting. Increasing a user’s time spent on your website will also positively impact your search engine rankings, so give your customers reason to stay online.
Retaining old customers
The only way to guarantee your e-commerce business thrives is to build brand advocacy and secure returning customers year after year. If you’ve nailed the user experience then the retargeting of old and lapsed customers is vital to your continued success. Have your e-marketing in place for users who leave items in their cart and ensure that tracking is in place from social media and search engines so you can entice visitors back to your site to convert time after time.
Our top tip is to not rush into building an e-commerce website with a one-stop solution, it’s better to consult a web design agency to enable your website to be scaled easily and affordably as and when your business starts to ramp up.
20 July 2020
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