If you are looking to create an eCommerce business or even add on an eCommerce element to an existing business then you'll need to make sure that your website provides you and your customers with a seamless shopping experience.
From a business perspective, you'll need a website that creates an enjoyable user experience (also known as UX) while providing you, the store owner with tangible data that helps you to fine-tune your marketing strategies and create SMART goals for success. To create this kind of premium website experience which successfully converts visitors into customers, it's generally best practice to use an eCommerce website developer.
Communicating effectively with your web dev, is part and parcel of starting an e-commerce business on the right foot. Their job, and the reason for you choosing to use their services is to ensure that the entire website build process is taken care of end-to-end. That your website showcases your products in their best light, is designed incredibly well and provides you with all that you need and more to make your business a future success.
Armed with good intentions alone, you shouldn't dive straight in, not at least before understanding some crucial questions to ask your website developer. If you know the right things to say, and can in effect 'speak their language' it will ensure that your eCommerce website and your business begins making strides in the right direction allowing you to steer clear of the 9 fatal signs which kill your brand credibility.
Will you install tracking scripts?
Any online business needs to understand how the business is performing on every level. Therefore, you need to ask your web developer to install tracking scripts such as Google Analytics, Facebook Pixel and Google Tag Manager. Even if your business is starting off small, you can use the data collected from these scripts to power data driven decisions further down the line. In addition, when you decide to spend money on digital advertising in the future having these tracking scripts will enable you to optimise for higher conversions which will enhance your return on investment in both time and money.
Including these scripts as part of the web design process will enable you to gain access to a wide range of insights.
Having the ability to access product insights will make it possible for you to identify your top selling products and well as your low converters making it possible for you to make informed decisions about what promotions you can run and what your customers are purchasing. However, as part of this, you will also be able to gain deeper customer insights where you can learn about your best customers and what they want, enabling you to create Inbound eCommerce Marketing strategies that are designed to keep your loyal customers as well as new customers coming back.
Identifying channel insights is another opportunity grow your business because you can discover the channels that bring in the most customers, helping you to gain a better understanding around those channels that offer you the most significant returns.
Effectively, they will enable you to spend less time on your data while giving you the power to put this intelligence and analysis to use. Therefore, using the right eCommerce Website Agency will ensure that you are provided with all the data that you need to point your business in the right direction.
Will my website be fast?
We live in a world where people want information in a matter of seconds and that is especially true when it comes to e-commerce. When visitors arrive at your website, they want to be able to find exactly what they need in less than 3-5 seconds. Therefore, when you design your website, you need to make sure that your web designer makes website speed a priority.
This means that images have to load quickly, product information has to be readily available and searches provide all that they need and more. Speed really is of the essence when it comes to shopping online. If you can give your customers what they want then you will be able to take them from a lead and turn them into a conversion.
In contrast to this, if the entire experience is slow and laborious then you are going to experience higher bounce rates and much lower conversions. However, search engines also take speed seriously, and its now a search engine ranking factor. So, the slower your site, the less conversions you achieve and the lower you will be placed in search engine rankings, all of which is a recipe for disaster.
Will my website be fully responsive?
We live in a multi-screen world, in a household of 2 adults and 2 children they may each have a mobile phone, a tablet each, the kids might share a laptop and a gaming console, they may have a smart TV and a family desktop PC. That's 12 different internet enabled devices, each one with different screen sizes and ways of interacting with content be that touch-screen, mouse or game controller.
Ever had that horrible experience browsing a website on your mobile phone only to find that you need to perform a horizontal scroll back and forth in order to see all the content?
How about when you go to fill out a form and the form fields are not correctly displayed on your device, or take up too much of the screen... then to top it all off a banner slides in from the right and a popup overlay covers everything making the whole experience a thoroughly disappointing one!
I'm sure it goes without saying, but you should do everything in your power to avoid this type of scenario for your mobile viewers. And you developer should scale back the amount of interactive elements which render on the screen and build your website to be functional, fast and easy to use no matter what sized screen your customers are using.
Will my website be easy to use?
Everyone despises websites that are confusing and make it difficult to find what you want. The user experience is a crucial aspect of the entire process and that is where you need to make sure that it is one that is enjoyable and rewarding.
A website that is aesthetically pleasing will certainly impress but that is where the buyer journey will end if your website is not user-friendly. The aim is to make the entire experience as slick as possible and that means ensuring the act of navigating around your website is a simple one, meaning that they can find your products from anywhere within your site within just a few clicks.
If your customers are taken to different informational pages and have to spend an unnecessary amount of time to get back to your products then you can wave goodbye to sales.
I hope that you've found this information helpful. Feel free to reach out to me if you would like to discuss your project before you go live. I love eCommerce and would be happy to help where I can. And if you're considering hiring Xune for your project, then feel free to download our short read on why that might be a good idea :)
I believe in creating time. Time for myself in the form of a business I can run from anywhere. Time for our clients and potential customers who seek to avoid decision fatigue and know that they have a team of enthusiastic marketers who are in their corner, fighting just as hard to make their business as successful as they are. Simply, I take complex marketing techniques, simplify and then automate them.