Top Tips for Creating and Managing a Successful E-Commerce Website
So you’ve created an e-commerce website but you’re not getting the conversions you’d hoped for. Here’s how to manage an e-commerce website according to the advice of EWM, our leading web agency in Geneva!
We’ve all heard of the wonders of e-commerce and the number of opportunities it can offer those who sell products of all kinds. Having the opportunity to sell 24/7, to reach customers who are far from you, and to sell anywhere in the world.
But not all businesses were created equal, and perhaps your site is not getting the conversions you want to receive.
So why does e-commerce not necessarily convert?
There are several factors, ranging from the way in which the e-commerce site was created to your communication and promotion strategy.
Below are some tips on how to successfully run an e-commerce website - and sell more in the process.
How to Manage an E-Commerce Website: Some Tips for Selling Online
As previously mentioned, many factors influence, negatively or positively, the conversion rate of a site for online purchases, and we can divide them into two categories: the technical factor (site design, navigability, etc.) and the communication factor (how you communicate with your customers inside and outside the site).
Let's start with the first factor.
Implementation of E-Commerce: how does the user navigate?
Creating a website is not something you do (or learn) overnight. As any web designer knows, all websites must comply with precise and pre-established rules which facilitate navigation and above all make it a pleasant browsing experience.
In technical language, this aspect of the website is called "user interface". Failure to comply with these rules penalizes the site, with the risk that the bounce rate increases considerably and the user, spending a few seconds on one of your pages, leaves and does not return.
So if your e-shop is not converting and users are not buying, the first thing to do is to see what your site looks like, perhaps asking a friend or professional their sincere and honest opinion.
How to understand if the problem of the site is its own structure
Thanks to Google Analytics, you can understand the behaviour of users, how they move and when and how they leave the page. If the problem lies in the interface, you will understand why they leave navigation after having browsed one or two pages or when they leave the page.
The graphical interface is the calling card of a website, especially if it is an e-commerce site, where the user will have to enter his personal and banking data to continue the purchase.
Promotion and Online Communication
If the problem with your site is that it does not receive clicks or that users leave the site immediately without having browsed, the reason could be due to a missed or incorrect promotion of the site.
In fact, having an e-commerce site and managing it by updating products, putting reduction codes and posting a few messages on Facebook is not enough, especially with the presence of competitors. To increase the flow of customers to your site, you will have to intervene within your website and outside of it.
Communication and Promotion of E-Commerce on the Page
For promotion on the page, you need to write high-quality content so that Google can position you in the first pages of search results based on the keywords/keyword phrases you want to rank well for.
The trick is to use the ones that are most inherent in your products and that are searched by users (Search volume). This SEO technique will help promote your site – or at least certain pages of your site – to the first and highly coveted page of the search engines.
There are many free online tools that allow you to search for keywords, one of which is Ubersuggest.
In order to get the most out of the power of keywords and speed up your SEO positioning, it is always advisable to open a business blog and keep it updated with targeted content.
Online Promotion and Off-Page Communication
Outside of your website, you need to create a communications strategy that aims to find users and convert them into customers. The first thing to do is to think about an online promotion strategy through Google Ads. In this way, users who surf the internet and show an interest in your product offering will find your site among the advertisements.
A Google Ads campaign will allow you to find users who are really interested in your products and will be more likely to browse and buy in your online store.
Social networks are the best platforms for direct communication with the user, in particular Facebook and Instagram, which give you the possibility of marking products so that they are directly linked to the page dedicated to them.
Facebook enables you to target audiences by location, demographics and interests, giving you the chance to reach thousands if not millions of potential customers. By increasing traffic to your website, you will be better able to build brand loyalty and increase sales.
Management of an E-Commerce Site: Closing Thoughts
While managing an e-commerce site can be difficult – especially at the beginning or for the less experienced – there are endless benefits when you get it right.
A website that respects the user interface, is mobile-friendly and highlights the products sold can be the springboard to start selling online. Your online communication and promotion strategy is the next step in a successful e-commerce site, capable of overcoming geographical limitations, gaining new customers with search engine visibility, creating targeted communication and remaining open 24 hours a day, 365 days a year.
Contact EWM, our leading web design agency in Geneva, and we will revive the sales dynamic of your online e-shop!