Online sales are certainly nothing new – the pandemic has become yet another reason for more and more companies to pay attention. Before considering launching such a project, we recommend reading about ten elements that will lay a strong foundation for an e-commerce website.
1. Structure – the first important point of support Just as when building a house, we first consult an architect, so an e-commerce website begins with a structure. This is a strategic step – from understanding needs and desires to a specific plan outlining what will be located where. A good structure will be resilient – if the company changes, the site can be adapted to the existing foundation. Therefore, we strongly recommend not skipping this step or skimping on it. Structure also has other equally important functions – it makes the final product logical for both customers and the company employees who will be working with it. When properly constructed, it also serves as an SEO tool – it leads potential buyers to customers from search engines.
2. UX and UI, meaning user-friendly content, appearance, and layout. Involving user experience and UI designers in e-commerce projects has become a standard requirement. These are experts who know how to make website navigation as convenient, fast, and intuitive as possible for customers. Just as when planning a grocery store layout, one considers where to place the checkout counters and how to organize the products, UX and UI designers plan the placement of buttons, how to build a shopping cart, how to categorize products, and other functional details. Essentially, when entering an online store, customers shouldn't have to think about how or where to find anything. An ideal UX and UI design is one that immediately orients the customer, even if it's their first time visiting the site.
3. Design that works across all devices and platforms Online market trends show that more and more people prefer to shop on mobile phones. Thus, the winners are those who create e-commerce websites that perform flawlessly and look consistent across all devices. There are two approaches to creating a design that works well across different screen sizes. Responsive design assumes that all page elements are flexible and adapt to the screen size. Adaptive design develops a unique layout and details for each device. There's no single answer to the question of which approach to choose. A good UI designer will recommend the most appropriate one for each product and budget.
4. Security Yes, security should be built into the design – if we want to ensure that concerns about customer transactions don't keep us up at night, we need to consider it from the very beginning of the project. An HTTPS domain, a payment system that doesn't store credit card information on the website's server, antivirus and malware traps, firewalls, SSL certificates, a multi-layered security system, a regular backup plan—it sounds overwhelming and complicated, but that's exactly how diligent an online store owner must be to prevent thieves from stealing important data. Once the security system is in place, the final step is to obtain third-party verification. Companies like McAffee and Truste offer trust seals that guarantee the site's security for store visitors and search engine algorithms. It should be noted that these seals are not cheap, so they are recommended for larger e-commerce projects.
5. Content – Clear and Structured Once the foundation is in place, you can build on it to create the visible portion of the store—text, images, and videos. Content on an e-commerce website serves several functions. First, it should clearly explain the product to potential buyers. Secondly, it should reflect the brand's image and create a connection with potential buyers. Thirdly, it should interact with search engines as an SEO tool – driving customers to the company. In an online store, content isn't just product descriptions and images (although these are certainly very important) – there are many other important elements, from the website's name to the brand's story. Ultimately, the keywords used and how the text and images are structured on the page will have a significant impact on Google's algorithms.
6. Speed Affects Everything How long are you willing to wait for a page to load? Research shows that most users leave after the first 2-3 seconds. The choice of content online is so vast that people would rather move on to another site than waste time waiting. British company Brand Perfect reported in a study that 67% of shoppers admit that slow loading speed is the main reason they abandon their online shopping cart. Both experience and data show that e-commerce site speed is an important metric, which, incidentally, also affects its relationship with Google's algorithm. No matter how beautiful, complex, and modern a store is, it still must meet requirements that affect its loading speed. A good tip for any website developer is to immediately consider that a potential customer will have a poor internet connection and use this as a starting point for optimization.
7. Analytics for Customer Flow Analysis While it's desirable for e-commerce to operate according to a single formula for all brands and products, it's a continuous process of researching how and what people buy. Therefore, we recommend using your online store not only as a sales tool but also as an analytical tool. Skillful manual labor, in equally skilled hands, will answer many important questions. Where do people come from? How often do they return? How many unfinished or abandoned purchases are there? What times of day are most customers? Which products and for which audiences are most in demand? This unique data is essential for ensuring the sustainability of an online store.
8. Working with Loyal Customers In recent years, we've seen that the focus of many companies has shifted from frantically attracting new customers to a calmer focus on maintaining a loyal customer base. And here, the aforementioned analytics will be crucial for identifying these customers and tracking their actions on the site. Even during the website development stage, you can consider tools to help maintain relationships with regular customers – registration forms, membership clubs, discount systems, product subscription options, forums, chats, mailing lists, etc. For example, something as simple as notifying a customer when the items they're interested in are back in stock can generate additional revenue.
9. Privacy Policy and GDPR Nowadays, no website that collects any data about visitors can exist without complying with certain regulations. European Union regulations require that first-time visitors be asked for permission to track their actions on the page. A store's privacy policy must be completely transparent. Are cookies used? Will visitor data be shared with third parties? How will the information be collected? Does the site take into account a person's location and other personal information? Yes, most people click "I agree" and often don't read long pages with rules and explanations, but this is an important component that shouldn't be overlooked.
10. Company Information Finally, for both user convenience and to improve the store's credibility and Google's algorithm, a website should include information about the store owner. When landing on a new page and considering whether to trust a seller, some visitors will look for contact information, the company's physical address, and information about delivery and return policies. Moreover, this is the place where your company can tell its story. Is it a family business? Why and with what vision was it founded? What values does it represent? This is where a good copy editor and designer can create a strong first impression.
