This article looks at key considerations you should make when developing your e-commerce site. This forms part of a series of articles that will consider e-commerce Content, e-commerce website design, product page, product search, marketing, checkout and after sale.
Naturally every site and retailer will have different objectives in their e-commerce strategy. Not all recommendations will fit with your plans but there will be many aspects you may want to consider to ensure your e-commerce success.
e-commerce Content
Unfortunately, the much used phrase “Content is King” has to be applied, not because we disagree with it, just that it is used so often it has gained mantric proportions. Any site developer has this phrase cemented in their approach as there is much truth that good content will help you improve your online presence. Certainly here at The WebMarketing Group we know that strong content is a fundamental part of search engine optimisation (SEO).
e-commerce sales are booming but so are visitors who initially use e-commerce sites as a means to research products. Content therefore has to be developed not just to list and promote products but also to provide a wealth of information that is appealing to visitors. Content should be seen as a way of engaging with visitors and subsequently converting browsers into clients.
e-commerce content should:-
- Seed content with keywords and look to use long tail keywords. Internet users are increasingly using longer search queries and there may be many long tail keywords that are omitted by your competitors. Don’t just look to conquer the highly competitive keywords, greater success can be achieved through alternative or longer keywords. WMG offer LTaS Long Tail SEO and can help here.
- Don’t overcook your keywords, a high density of keywords could be seen as spamming and as a guide look to use your keyword at a 1% rate, that is 1 in 100 words.
- Add guides and content that informs users through articles such as “How To”, “What If” and FAQs. Step back occasionally and look at your content from a visitors perspective, you may well know your products intimately but you also need to allow viewers to be fully informed.
- Consider adding customer feedback and product review functionality. Testimonials and positive comments about products work well to promote your e-commerce.
- Have “clear call to action”. Let your customers know how to contact you, add a telephone number to show you are human. Offer callback options where you can contact your visitors and opt-in services like newsletters and product updates. Also consider email contact, Live Chat and standard post contact options.
- Ensure you have clear delivery pricing, delivery terms and returns policy in a prominent place.
- Develop a pool of FAQs. If someone has asked a question in the past ensure that you build a library of FAQs
e-commerce Website Design
e-commerce sites that succeed manage to recreate the ambience of their retail counterparts by ensuring that branding and themes are consistently carried throughout the website.
While we discussed the importance of content previously, your e-commerce homepage should ideally have limited text and be easily navigable with clear sections and calls to action. Draw visitors to key messages and offerings and as viewers enter further into your website then add the content but your homepage should welcome people in.
e-commerce website design should:-
- Have a simple and welcoming homepage.
- Have clear navigation.
- Be consistent. Pages that suddenly change in layout deter visitors who have become accustomed to your style, be consistent in theming and branding throughout.
- Try different position of key components. Consider using multivariate testing to see what elements of your website work best.
- Work from your USP or e-commerce mission. If you plan on selling luxury items then make you e-commerce design luxurious, if selling discount prices ensure you highlight savings and consider using price comparison etc.
In e-Commerce Success – Critical Factors To Help You Thrive Part 2 we’ll discuss product search, marketing, checkout and after sale.
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