8 tips for successfully creating your e-commerce site

8 tips for successfully creating your e-commerce site

Guest article, written by La Fabrique du Net.

Creating an e-commerce site involves respecting certain best practices. Besides the crucial choice of the best e-commerce website creation software, many parameters come into play. Branding, natural referencing or even payment experience, every detail counts.

In this article, we are going to give you 8 valuable tips to make the creation of your e-commerce site a real success.

# 1 Make your brand image a priority

When we talk about the words “e-commerce” or “online shopping”, Internet users want to address established brands. E-commerce sites without identity, only there to collect information and take money, it’s over!

If you want To build the confidence you need to generate sales, you need to seriously think about your branding. Your branding is like the DNA of your company ; it’s who you are as a business, and it’s what sets you apart from your competition.

To optimize your e-commerce site, take the time to define your branding and then incorporate it into your design. If you’re not sure who you are as a brand, that’s okay! You just need to do a little soul searching before you get started. Ask yourself questions like:

  • If my brand was a person, who would it be?
  • If I had to describe my brand in three words, what would they be?
  • What makes my brand different from other e-commerce sites?
  • What do we do better than anyone else in the market?

Once you know who you are, you can incorporate that branding into your e-commerce site. This branding will help you gain the trust of your audience and improve your business performance metrics.

To read to go further: Brand content: don’t be guided only by data

# 2 Put the package on SEO and the overall performance of your site

Good SEO means your pages rank higher in search engines. The game is worth the candle. Indeed, the average click-through rate decreases by more than 50% between the first and second position in the search results.

Site performance and page load speed make a big difference when it comes to SEO. Indeed, 40% of Internet users leave a site where a page that takes more than 3 seconds to load. To help you, you can use a tool like PageSpeed Insights which will detail all the possible improvements to improve the overall performance of your site.

Since July 2018, page load speed on mobile devices is even an integral part of Google’s algorithm for page ranking. A page that loads quickly indicates a better user experience, think about it!

To read to go further: SEO trends 2020: 5 areas of development

# 3 Secure your site to gain the trust of your Internet users

Trust between the customer and the e-merchant takes time to build but is essential for sales. First, strengthen the security of each page of your e-commerce site using the protocol HTTPS. Customers rightly expect you to keep their personal data secure.

To verify that a site is secure, simply take a look to the left of the web address. If you see a padlock there, you can breathe. Otherwise, there is no indication that your data will be protected.

Of course, sensitive information about bank data require high security. If you accept credit cards, your site must be up to standard PCI (Payment Card Industry). For added security, do not store vital data, such as credit card information, on your business website. If your site is hacked, you are responsible.

# 4 pay close attention to your navigation menu

Menus make it easy for users to navigate between pages on your website to find what they’re looking for. The main menu should appear on all pages for the best user experience, preferably at the top of the page.

Again, there are good practices to follow when creating your menu. To begin, do not create a menu with too many options as it can be confusing for internet users. If you have a lot of different categories and pages on your website, you can use a drop-down menu to organize them more easily, without causing visual overload.

For example, the Zalando e-commerce site offers a large number of different products, which they have classified into a few categories in their navigation menu. They then use a drop-down menu that appears when you hover over each category to show more specific product types. This is a great organizing strategy to avoid overwhelming site visitors.

# 5 use high quality images

This does not surprise anyone, images play a vital role, especially on an e-commerce site. No one will buy a product without seeing it. If you want people to buy your products, you need to show them what they are buying with high quality images.

Present your products with professional images (and images of your product from several different angles) goes a long way in building the confidence of your customers. If they feel like they know what they’re buying, they’re more likely to simply buy.

This isn’t the hardest trick to pull off, so have plenty of high-quality images of what you’re selling on your ecommerce site.

# 6 create a frictionless payment experience

The Abaco site does not require the creation of an account.

Good news, a user has found the product they were looking for on your site! To convert this Internet user into a customer, you must offer a frictionless customer journey, with a perfect payment experience. To get started, let’s see what NOT to do:

  • Add unexpected shipping costs,
  • Not having a clear return policy,
  • Do not accept certain types of payment,
  • Be required to create an account to order.

By doing this, there is a good chance that the user’s basket will turn into an abandoned basket. How to avoid it? To begin, Clearly display your shipping costs and policies on your home page and product pages. This eliminates any unpleasant surprises.

If your platform limits payment types, it’s time to switch to a platform that doesn’t limit them. VYou must be able to accept all international bank cards, online payment gateways like PayPal and Stripe, as well as digital wallets like Apple Pay and Amazon Pay.

Finally, a final obstacle to remove is the obligation to create an account to complete the purchase process. Just use a payment form to remove this friction. Once the purchase is complete, give them the option to use this information to create an account with one or two clicks. No more no less !

# 7 Choose the e-commerce solution adapted to your needs

Prestashop, Woocommerce, Shopify, Wizishop … there are many platforms specializing in the creation of e-commerce sites. You have to study them one by one to make the most informed choice possible. Here are some questions you can ask yourself to help you make a decision:

  • Am I a beginner or do I have experience in creating an e-commerce site?
  • Do I have any coding experience?
  • Do I master natural referencing?
  • Do I really need a strong and active community to help me if I have a problem?
  • What about payment methods? Am I going to accept a lot or not?

All these questions that may seem trivial are not! As you do your research, you will find that some solutions support SEO while others only accept a very limited number of payment methods. Your choice will gradually narrow down to arrive at the perfect platform for your use.

To read to go further: Comparison of the best e-commerce website creation software

# 8 Put the package on customer reviews and testimonials

Most Internet users read online reviews before deciding to buy a product / service. Connect with your customers to follow up on their purchases. Ask them for details about their experience. This valuable information will help you improve yourself in one way or another, and you may even be able to post the most glowing reviews.

However, if you get a negative review online, don’t ignore it. Rather, get in touch with the customer and speak to them directly. Try to find a quick and effective solution to his problem. They will see you as trustworthy, reliable, and more likely to come back to you in the future.

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