4 fundamental concepts for the realization of a successful e-commerce
4 fundamental concepts for the realization of a successful e-commerce: Would you like to open an e-commerce but don’t know where to start? Before you leave already imagining yourself a graphic or a template, stop for a moment and reflect on the 4 fundamental concepts that you cannot neglect to have a successful ecommerce.
Opening an ecommerce means exploiting the enormous potential that the widespread connectivity and the propensity to buy online make us available today.
The creation of an e-commerce really effective is not an obvious goal, since just a few details out of place to make up their noses to users and let them leave the site. We therefore see some objectives to be pursued to achieve truly effective e-commerce.
Take care of the authority
The authority constitutes a good lever to entice visitors to make a purchase, but in the absence of official references to the company that manages the ecommerce very few would feel their purchases safe.
It is therefore essential to open a page of presentations, the classic “About Us”, designed to provide the fundamental data to allow one’s identification: one’s own corporate identity, one’s own experience, perhaps some team name and mail and social references to easily contact site managers.
The “About Us” page can also be used to transmit information that encourages users to purchase: examples of special benefits related to their business (eg contacts with privileged suppliers that allow them to offer particular products; economies of scale that allow lower the prices of the products on sale, a quality control department that takes advantage of twenty years of experience etc.).
An excellent idea is to stimulate all the possible social channels that make the brand close to its target: Facebook allows you to convey perfect targeted ads to report offers online with your audience;
Instagram allows you to easily show and share examples of your products; Telegram can be used to report special offers to a circle of loyal followers who make them feel particularly appreciated.
The email marketing strategies are valuable not only to maximize the ability to convert users already acquired but also to stimulate a more consistent presence of the brand in consumers’ minds.
Through targeted promotions you can stay in touch with your customers, provide useful information (industry updates, advantageous strategies, affordable offers …) and become a reliable point of reference for your audience.
For example, you can develop a loyalty program that rewards recurring buyers with special offers, discounts, anniversary celebration gifts, and entice followers to register for the company newsletter in exchange for special benefits if they agree to provide us with feedback on our business.
The reviews are excellent incentives to entice people to trust the brand and encourage clients to trust our brand to make purchases. It will therefore be good to import them whenever possible in the sections of Say us and where there are call to action to increase the credibility of the messages conveyed.
Attention to customer needs
The portals to buy online must be designed to help people find the products they want in the shortest possible time and without unnecessary delays that discourage them from buying and encourage them to visit the competition portals.
Providing an efficient and well-organized browsing experience is not just an extra benefit, but an essential requirement to be fulfilled in order to complete conversions.
The importance of a good user experience in an ecommerce
At least 65% of people search for the information they need from mobile and for this it is necessary for ecommerce to be navigated intuitively and in a short time.
The graphics should never be a source of distraction but confirm the expectations of the average user in terms of colors, functionality and position of the elements with respect to their context.
If the cart with the orders placed is always at the top right, putting it instead to the left makes it less intuitive for the navigator to locate it.
If nature brings to mind light and vital colors such as green and light blue, it would be a good idea to use these colors for e-commerce products for gardening, nautical items or for the pool, while a store for baby products can have soft pink as the main color.
The payment procedures must be as intuitive and functional not to discourage users from completing bring them (the patience of the sailors is not infinite, quite the opposite).
Organize content optimally
The original content is always the most effective anchor to capture the attention of its typical user, as it allows offering effective answers to its public.
Videos, blog articles, eBooks, podcasts, are examples of materials that can be produced to offer useful tools that can meet the needs of your target, to be promoted through a company blog alongside ecommerce and through the most appropriate social media marketing. Associated with the brand.
The original and valuable contents make it possible to establish an effective connection with one’s audience by providing, through them, knowledge and tools that help users to solve their needs. This way you can confirm your skills and overcome the competition that is only limited to selling your products.
The intuitive organization of the products affects the possibility of converting visitors into satisfied customers. The products must be placed within the conceptual categories in which an average user would expect to find them.
It is very important to introduce a practical search engine that makes it easy for visitors to identify products both by name and according to adjectives and categorizations useful to them.
This search form must be placed in a position that makes it easily visible even to those navigating from mobile, for example at the top right under the menus.
The products can be distinguished by a series of tags that allow you to collect items with similar characteristics across the categories.
In this way visitors can be offered additional criteria with which they can more easily find products of their own taste.
For example, a store that sells underwear could distinguish products in functional categories:
- footwear (man / woman)
- underpants (man / woman)
- singles (men / women)
But also apply tags related to common features such as “cotton”, “wool”, “silk” to allow easy identification of products with certain characteristics.
A conceptual error consists of creating equal categories and tags (eg “linen”) to be used on a case-by-case basis or to collect products of the same kind that combine different products but with the same function.
Using the same terms for categories and tags risks confusing search engines with each function. We must therefore apply a reasoned conceptual subdivision strategy so that the categories represent vertical distinctions (all the products belonging to the same functional representation) and that the tags constitute an archive of elements belonging to different functions but with common characteristics.
The contents must be presented in a concise but exhaustive manner, so that our typical customer can find the information he needs to decide whether to continue with the shopping experience.
Continuous performance monitoring
The advanced management of an ecommerce should not be exempt from evaluating the data related to site visits to analyze the portal’s performance and make motivated choices aimed at improving its performance and avoiding inefficiencies.
Google Analytics provides a wealth of invaluable information to finalize our efforts towards a better understanding of our target.
We can for example:
- To ascertain which keywords lead to more valuable traffic
- Determine how much traffic comes to us from search engines, from direct visits, from links on other sites and from advertisements
- Study the behavior on the site, the time of stay, the pages that attract more visits and how many people go out without visiting any page beyond the first
Google Search Console provides us with a positioning trend for the search keys that bring us actual organic visits: by consulting it we can estimate the relationship between the clicks and the views obtained to determine which topics are able to convert the most.
From Google Search Console we can see if there are unreachable pages that return error messages (404 errors), correcting which we can ensure to keep users longer on the site so as to increase the chances of conversion.
The A / B tests consist of simulating the effectiveness of different graphic elements, headlines, arrangement of elements by verifying the performances and the results in terms of accesses, time spent, conversions performed etc. at each site variation.
This way you can monitor which version converts the most and take incremental improvements that are acceptable to your audience.
4 fundamental concepts for the realization of a successful e-commerce:Do you want to sell your products online as effectively as possible? Contact us and let’s talk about your next e-commerce!