8 key points in building an eCommerce website

By Ryan Tan

30 September 2017

Web design and development is quite tricky at times; there are various things to consider in tandem to have a successful website. From UI and UX, platforms used, content and performance, website design has multiple facets. But the design and developing process for eCommerce websites is slightly different than, say, designing a corporate website or a portfolio website because they have their own intricacies and challenges.

eCommerce websites also require more regular attention and long-term maintenance, simply because the products are constantly changing, from price, promotion to website updates.

Our 8 key points to bear in mind when it comes to building eCommerce websites are:


1. Establish the brand identity of the website

If you sell toys, you probably want to create a happy and cheerful feel for the website. If you sell high-end or expensive products, you’ll want to create an elegant feel website. On the other hand, if you sell sporting goods you probably want to create a dynamic and sporty website. Match your website with your brand identity and stick to it. Easily recognisable brands have much better exposure of brand awareness.


2. Call to action (CTA)

Nothing confuses customers more than people trying to find where to click next. The worst thing is once you’ve irritated a customer and they deem your website to be unfriendly and confusing, they exit the website immediately, which increases bounce rate and you might lose a potential customer. They are simple and small things that impact websites massively, particularly in eCommerce websites where you expect to have a clear customer journey. CTAs should be prominent, short, suggestive and visible yet not obstructive.


3. Guest checkouts

No question, checkouts are important; it’s one of the end goals of eCommerce websites after all. But most eCommerce websites require customers to sign up and log in, so they can track customer’s demographic information and potentially turn them into a repeat customer where they can offer future sales. Unfortunately, new visitors are often reluctant to sign up simply because customers want to know what benefit they get by signing up and what separates you from other eCommerce websites, because let’s face it, nowadays we can’t even keep up remembering which websites we are a member of. The last thing customers want is to overload their memory with a mediocre eCommerce website membership. Therefore, always include a guest checkout option. Once they are satisfied with your products, they will eventually sign up.


4. Good UI and UX

In other words, logical website flow. The thing about eCommerce websites is you have a specific target: to get sales. Your website’s success is not just measured by the number of visitors coming to your website but also your conversion rate and revenue. Ultimately, you have to dictate the customers’ journey; you have to imagine as if you are the customer. If you were a customer who know nothing about the products, what would you expect to see in there? One of the biggest mistakes in eCommerce websites is overwhelming the customers with a plethora of information or a backlog of all the products you’ve got. Good UI and UX design should guide customers to their goal without overloading the information. A good user interface also increases website’s aesthetic value, making customers feel more inclined to come back.


5. Security and accepted payment method

This is one of the essential attributes that differentiates eCommerce websites to any other website; eCommerce websites need to build more trust with the customers as they want the customers to put in their bank and personal details on your website. We want the customers to feel at ease and secure putting their details into your website. All eCommerce websites should support SSL to encrypt information that needs to remain secure. SSL makes all sensitive information (which includes password, credit card information and username) unreadable for everyone except the destination server, thereby protecting from theft. In addition, security is required to meet PCI compliance for any business which accepts credit card payments.


6. Responsive design

The fact that recent statistics show that smartphone penetration in the UK is more than 70% in 2017 and mobile traffic has surpassed desktop traffic should speak for itself. It’s paramount to consider mobile responsive design. The benefits of a mobile responsive site which has been optimised for various screens are massive:

comscore Mobile Metrix Google uses mobile-readiness as a ranking signal in search results.
• 61% of people have a better opinion of brands when they have a good mobile experience.
• The latest figures from comScore Mobile Metrix show the growing number of average hours spent time per month.


7. Marketing

Don’t focus on just the website itself, try looking at other aspects that support the website as well. From Social media presence, brand awareness, PPC ads, remarketing strategy such as cookies dropping ads and SEO. All of these attributes play roles in helping the website’s traffic and conversion rate.


8. Reviews & feedback

It’s highly encouraged to have a review and feedback section in your eCommerce website to display customers’ opinions about the product. Reviews and feedback are imperative to function as part of your credibility as a brand. Keep yourself transparent as people appreciate transparency and honesty tremendously. Moreover, it forces you to build a good and honest relationship with customers and not just sweep the bad reviews under the rug. All businesses are likely to get a bad review at some point but use it as an opportunity to resolve the issue by replying apologetically and offering assistance. Remember, the more reviews you’ve got means there are people actually buying your products which means your products are seen as legitimate.

With eCommerce websites becoming more ubiquitous, we are lucky to have multiple options of good eCommerce platforms to choose from such as; Bigcommerce, Woocommerce, Shopify, Volvusion etc making it easier for us to build great eCommerce websites.

If you’d like to find out more about building eCommerce websites, reach us out at SpiderGroup so we can help you create the right eCommerce website that’s profitable for your business. You can call us on 0117 933 0570 or fill in our contact form and we will be in touch

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