Successful E-commerce

Describe Your Shop Window

We ask clients to list 5 or 6 adjectives to describe their perfect design - e.g. big, bold, stylish, sophisticated, professional, elegant, cosy, friendly.

How would you describe your ideal window?

In our experience a successful ecommerce site mirrors many aspects of the traditional shopping experience. When (re)designing your ecommerce site, here are a few points to bear in mind:

Home Page

For ecommerce sites in particular, the home page is a shop window display - it should be dressed beautifully and designed to entice customers into your store.

Design + Layout

Tesco, Harrods or Ebay?

What city centre retail outlets (i.e. shops) or other websites would you compare your ecommerce store to?

Once inside the layout should be familiar, easy to navigate and clearly laid out. Shoppers should be able to locate any items they want quickly and with ease.

Cleverly placed promotions can catch customers' attention, entice them to make impulse purchases and encourage them to explore further.

Take note of how large established stores do it - they haven't spent millions on research for nothing.  This applies equally offline and on!

Earn Trust

Some ecommerce stores have earned themselves a truly terrible reputation for customer service. Scare stories in the media abound. In 2017 trust is STILL the number one barrier to making sales online.

You'll notice that in one way or another, the big players like Amazon, ASOS and Dell have all got this covered.

After having made sure that your ecommerce site really IS secure... research shows the most effective reassurances to shoppers include:

  1. Prominent customer service policy
  2. Prominent display of recognised brands / logos
  3. Make shipping and returns information obvious and easily accessible
    Interestingly, having clear links to this information results in up to 30% LESS people clicking through to the pages
  4. Using customer reviews alongside products
  5. Promoting offline as well as on the web

It's Your Data - Use It! / Manage Your Data to Boost Sales

Mr. Data?

What information about your customers would help you the most? Could you split them into demographics (age, gender, etc), lifestyles or any other categories?

In high street shops, store cards encourage loyalty and provide the company with information about their customers. A successful ecommerce site is much more powerful but less intrusive.

As a natural part of the purchase process, ecommerce will monitor exact movements and create a profile of each visitor. This information provides the seller with many opportunities such as:

  • Up selling to customers while they browse
  • Encouraging loyalty and repeat purchases through offers and promotions tailored to their past purchases
  • The ability to gather, store and manage customer data (e.g. target promotions to a specific age group, location or demographic)

How F&P Can Help You

At Fresher & Prosper we apply our expertise and resources to developing an ecommerce system that works hard to sell your products. We take care of all the details from applying proven techniques in upselling and cross promotion through to research into your industry, market, competitors and search engines like Google.

  • Best practice product / customer reviews and other interactions
  • Integration of your ecommerce site with social media platforms (and vice versa)
  • Order management and integration with payment gateways such as PayPal and Streamline