E-commerce website efficient: technical checklist
Performant e-commerce site: technical checklist
. Here are the key steps to optimize your platform in Switzerland:
- : Reduce loading times with compressed images, a CDN, and local hosting.
- Mobile and accessibility: Prioritize a "mobile-first" design and comply with WCAG 2.1 standards for smooth navigation for all.
- Payment security: Integrate compliant solutions (PCI DSS, 3-D Secure) and offer local options like TWINT or PostFinance.
- : Use hreflang tags, adapt keywords to Swiss specifics, and localize your content.
- : Comply with the LPD, display a clear impressum, and offer multilingual terms and conditions.
Objective: Provide an optimal experience while respecting Swiss and international standards. Let's move on to the details of concrete actions.
Analysis of a high-performing e-commerce site
1. Optimization of technical performance
Technical performance is a fundamental pillar to ensure the success of an e-commerce site in Switzerland.
1.1 Site speed improvement
To improve , start by simplifying your site's design. Remove unnecessary animations, superfluous widgets, and non-essential scripts. These adjustments reduce loading times and provide a smoother experience.
Compress your images using modern formats like WebP or AVIF, and ensure they are tailored to the necessary dimensions. Also, configure the : enable a browser cache for static resources (CSS, JavaScript, images) and a server cache for the most visited pages.
Another key element is the use of a . By distributing your content from servers close to your visitors, the CDN reduces latency and improves speed, whether your customers are in Switzerland or elsewhere. These technical adjustments create a solid foundation for high-performance hosting, as explained in the next section.
1.2 Hosting and local latency
Once speed is optimized, hosting plays a crucial role in overall performance. Opting for a offers several advantages for local e-commerce sites. In addition to complying with strict regulations on data sovereignty, geographical proximity ensures faster response times for Swiss users.
Swiss hosts often provide performance tailored to the needs of local businesses, especially for multilingual sites. For example, a site structured with subdirectories (like example.ch/fr and example.ch/en) can share the technical infrastructure while offering a smooth and fast experience in each language. This is particularly beneficial for mobile users, where speed is essential.
Finally, proactive performance monitoring is essential to identify and quickly resolve any potential issues.
1.3 Performance monitoring tools
To track and improve performance, several tools are at your disposal. Google PageSpeed Insights provides data on Core Web Vitals, key indicators like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS), which directly impact your SEO. GTmetrix complements this analysis by highlighting blocking resources or scripts slowing down your site.
For availability monitoring, tools like Uptime Robot or Pingdom send alerts in case of downtime. Finally, Google Analytics 4 helps identify specific issues related to devices or traffic spikes in real-world conditions.
| Metric | Goal | Impact |
|---|---|---|
| LCP | < 2.5 seconds | Improves speed perception |
| FID | < 100 milliseconds | Enhances interactive responsiveness |
| CLS | < 0.1 | Ensures visual stability |
| Availability | > 99.9% | Ensures business continuity |
To maintain optimal performance, combine regular monitoring with in-depth audits. This proactive approach ensures a quality user experience in the long run.
2. Mobile responsiveness and accessibility
Optimizing for mobile and accessibility is no longer optional for e-commerce sites in Switzerland. These elements are essential to translate technical performance into smooth user experiences while meeting the growing demand for accessibility.
2.1 Mobile-first design
The concept of is based on a simple idea: start by designing for smaller screens, then adapt the design to larger screens. This ensures a seamless experience, whether the user is on a smartphone or a computer.
To start off right, define clear breakpoints: 320 px for small smartphones, 768 px for tablets, and 1024 px for laptops. Prioritize relative units like percentages or em units, and use the srcset attribute to automatically adjust images to screen size.
If your site is bilingual (like French-German or French-English), pay attention to differences in text length. For example, German tends to produce longer words, which can be problematic on mobile. Ensure you have sufficient spacing and appropriate line breaks.
To test mobile responsiveness, Lighthouse is an essential tool. Integrated into Chrome DevTools, it provides detailed reports and specific recommendations to improve your mobile performance [4][5]. If you manage multiple language versions of your site, consider automating tests with Lighthouse CI in your development workflow.
By applying these principles, you will not only enhance the mobile experience but also meet accessibility requirements.
2.2 Accessibility compliance
Starting from June 28, 2025, sites must comply with WCAG 2.1 or higher accessibility standards [1]. These rules complement a mobile-first strategy, ensuring that all users, including those with disabilities, enjoy an optimal experience.
In Switzerland, the Federal Act on the Elimination of Inequalities Affecting People with Disabilities already requires compliance with WCAG AA level standards [2][3]. For online shops shipping to the European Union, the European Accessibility Act will also apply from 2025, regardless of the company's activity volume [1].
To comply with WCAG, you must adhere to four principles: make content perceivable, operable, understandable, and robust. This includes:
- Add alternative texts for all images.
- Ensure sufficient color contrast (minimum ratio of 4.5:1).
- Enable keyboard navigation for all interactive elements.
- Structure content with semantic HTML tags.
Don't forget multimedia content! Videos should be accompanied by subtitles and, if possible, audio descriptions. Forms, especially order forms, should include clear labels and error messages. Regularly test your site with tools like NVDA or JAWS to assess its accessibility.
"Commitment to accessibility is not only a legal requirement but also an opportunity to make digitization more inclusive."
- Gyden.io [1]
A manual accessibility audit costs around 500 CHF [3]. This investment not only helps avoid legal penalties but also expands your audience to a potential market of nearly one billion people worldwide [1].
| WCAG Criterion | Requirement | Business Impact |
|---|---|---|
| Alternative Texts | Required for all images | Improves SEO and accessibility |
| Color Contrast | Minimum ratio of 4.5:1 | Facilitates reading for all users |
| Keyboard Navigation | All elements must be accessible | Makes the site usable without a mouse |
| HTML Structure | Correct use of semantic tags | Optimizes indexing and accessibility |
Accessibility goes beyond a legal obligation. It enhances the overall user experience and can significantly increase your conversions by making your shop accessible to all.
3. Secure payment gateways
Payment security is a key element in establishing and maintaining customer trust. It relies on applying international standards and appropriate technologies. Let's see how to implement secure payment integrations.
3.1 Secure payment integrations
Once accessibility and performance are optimized, ensuring transaction security becomes essential to retain your customers. is a basic requirement for any merchant handling credit card data. To ensure compliance with this standard, you can use a PCI DSS certified merchant portal or complete a Self-Assessment Questionnaire (SAQ) corresponding to your transaction volume[10].
Integration of 3‑D Secure is also essential. This protocol verifies the cardholder's identity, reducing the risks of fraud and unpaid transactions[8][10].
In the Swiss market, it is wise to collaborate with local providers offering secure solutions and supporting popular options like TWINT, PostFinance, as well as Visa and Mastercard cards[6][7][9].
Finally, robust tools must be implemented to ensure continuous monitoring and anticipate threats related to evolving risks in online commerce[8].
sbb-itb-454261f
4. Bilingual SEO structure and content
Once you have optimized the performance, security, and accessibility of your site, it's time to focus your SEO efforts on your bilingual audiences. For better visibility, adopt an SEO strategy that meets the needs of French and English users in Switzerland. This approach complements the technical and responsive optimizations already in place.
4.1 Bilingual SEO best practices
A key element of your bilingual SEO strategy lies in using hreflang tags. These tags help search engines display the appropriate language version based on user location and preferences. For a Swiss site, it's essential to specify regional variants:
<link rel="alternate" hreflang="fr-CH" href="https://yoursite.ch/fr/" />
<link rel="alternate" hreflang="en-CH" href="https://yoursite.ch/en/" />
This configuration reduces the risk of duplicate content and improves your local positioning. Proper implementation can increase organic traffic by 20 to 30%[11].
The must be tailored to each language. Terms searched by French-speaking Swiss users often differ from standard French. For example, they use "septante" instead of "soixante-dix" and prefer searches including "CHF" for prices or "Geneva delivery" for local services[11].
To maximize impact, adapt your titles, descriptions, and alternative texts for each language. Avoid automatic translations and opt for localization that considers cultural nuances.
4.2 Content structure for navigation
Once your SEO foundations are established, ensure that your site's navigation is intuitive and user-friendly. Incorporate , allowing users to switch easily between French and English. Avoid automatic redirects based on the browser's language: let your visitors choose.
Your calls to action (CTAs) should be localized for each language while remaining impactful. For example, "Buy Now" in French and "Buy Now" in English should be equally visible and attractive. Test different formulations through A/B tests to identify those that generate the most clicks