03May

Tear up the rulebook on eCommerce best practice


eCommerce best practioceYou’re already following the standard best-practice conventions, passed down through the internet ages. You’ve considered how your website looks and feels, what it says about your products and your brand overall.

But best practice isn’t the be-all and end-all; is there more you could do outside of that box?

Let data drive your website’s redesign
Understanding the existing behaviour of your potential customers is key to structuring the design and navigation of your homepage, sub-pages and product pages. Your aim isn’t to change it entirely; it can turn customers off.

That said, collate and analyse data from Google Analytics rather than making subjective or impulsive design decisions on your website. Accurate and objective data enables you to identify, free from bias, what features to prioritise over others to increase conversions, and what design choices to make.

Recognise that your website is the cover of your brand
Books are entirely judged by their covers, no matter what anyone says – so your customers will make their first impressions within 15 seconds of visiting your homepage. This is part of a customer’s eCommerce experience and therefore how it looks and feels matters hugely.

Purchases are made for subjective, impulsive as well as practical reasons. You need data for the detailed user insights that will inform the refinements.

Engage your content
Content is your most persuasive tool in selling new products and services, so creating relevant, up-to-date and engaging web content must be priority.

A stylish website is nothing when your content lacks the substance. Use data to identify what content is most popular on your website with visitors, and also write brand-related articles or blogs to entice new customers into knowing your brand. Use that information to evolve that content over time.

Remember that one size doesn’t fit all
If you have a niche, specific market, then applying broad best practice rules may not work. Reiterate and evaluate as you go along, rather than in a binge.

Calculate the risks
Even a simple redesign is costly, so ensure you’ve taken the time to study your consumers, what they like and dislike, and what they’re interested in when visiting your site. Make sure you’ve got data on your side before you embark on any updates.

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