Explore E-Commerce

In these challenging times having an online shop can provide you with a low-overhead 24/7 sales outlet worldwide, and the points below are key when considering adding an online shop to your website.

1. Build the shop around your customer

Focus on who your core demographic is and tailor the shop to them, making sure the design you go with and the functionality used is appropriate for them and works the way they'd expect. There's a huge difference between the kind of user experience expected by 20-something techno-geeks looking for laptops and by senior citizens purchasing golf packages...

2. Make your shop a pleasure to use

If your customers have a positive experience with your online shop, odds are they'll be back. They'll also be more forgiving if there's a problem either with a purchase or with the site in general at some point in the future. Find features that excite you in other sites and see if they'd be appropriate for your site.

3. Attention to detail makes the experience

Spend time getting the details right, like making sure the sections most used work intuitively so the user experience is really great. On an online shop this would mean the product information page, and the whole checkout process once the customer has actually chosen their items. Attention to detail is also crucial when making sure the high level of security when purchasing on your site is apparent to the customer, and that web pages load in good time so customers aren't waiting around - because they wont!

4. Make social media work for you

Customers engage more with an online shop they can interact with. The amount of purchasers online who use social media like Facebook, Twitter, Digg, Delicious, Stumbleupon etc. is huge, and online retailers that give the customer a way to share what they find with their social media circle directly from the online shop are adding value to the user's experience. You can also engage customers with interactive features like allowing them to add a photo of themselves wearing your t-shirt to your product details page, enhance their user experience by letting them customise their homepage on your online shop, or simply by running a poll or keeping a blog about interesting new products they can comment on.

5. It's what you say AND the way that you say it

Elements of the online shop like colours, fonts, typography and the language you use in your website content can make the difference between a sale and a missed opportunity. Pinpoint the type of people who will use your online shop, and ensure your message comes across clearly by using wording and images that are appropriate to them - corporate business-speak won't engage teens looking for the next hot product online. Colours and branding should be carefully considered when designing the online shop especially when fitting in with an existing website style for consistency across the board.

The message to take away from all this?

As long as you keep your content appropriate to your customer, focus on attention to detail as well as the overall impression, and encourage interaction for an extra-sticky site, you're on track for a great e-commerce website. And remember - adding an online shop to your website might be the smartest thing you do this year. Contact us now if you'd like to discuss the possibilities!
(This Explore E-Commerce article for website owners was inspired by a Smashing Magazine article which is more targeted at web designers.)