How to Create the Perfect Online Store: Over 50 Useful Insights

According to the Digital Commerce 360 report, over the past decade, the share of online sales in the overall retail turnover has increased from 8% to nearly 20%. Experts note that the largest growth occurred in 2020. During this period, the volume of trade-financial transactions through online services surged from 15.5% (in 2019) to 19.6%, and continues to rise steadily. Similar trends are primarily associated with the pandemic of the coronavirus infection. Had COVID-19 not occurred, American e-commerce would have struggled to exceed a turnover of 1.70 billion by 2022 (its current share significantly exceeds 0.78 billion).

From the facts presented above, it can be concluded that humanity has entered a phase of maximum development of digitalization. However, new prospects carry certain risks. For instance, businesses, aside from growth, face an increase in competition. Now, to attract the attention of the target audience, it is necessary to sufficiently produce quality goods. It is essential to keep up with the current market trends, operationally adapting to the external environment, leveraging foreign experience, and skillfully implementing acquired knowledge in their own development strategy.

Further, the article presents the most effective ways to increase conversion metrics, disregarding those that successful businesses should not pursue. Recommendations are considered by blocks.

Marketing

1. General Remarks

1.1 The advertising slogan is the most important advertising message that, along with the source of information about the store and a specific product or service, should be placed in a visible area – near the logo or directly on it.

1.2 The product site should be certified, confirming the quality marks, guarantees, and other declarations present on the page.

1.3 Product services and tools for competitive market analysis are recommended. If the service or product cost exceeds the average figure, it is necessary to reinforce the distinct characteristics of the product being sold or the significance of the brand.

1.4 Consideration is given to free communication channels connected to the site service (for instance, a helpline via number 0800).

2. Order of Cataloging Site Pages

2.1 A separate block dedicated to financing or formalizing installments should be foreseen;

2.2 A separate section is allocated for sales and seasonal offers;

2.3 A functional block “Promotions and Discounts” should be present;

2.4 For user convenience, a separate FAQ module with possible questions and adequate answers should be placed, which can be titled “Help,” “Technical Support,” etc.

3. Delivery

3.1 The delivery conditions should be described in brief: formalization, shipping methods, estimated delivery times, and prices.

3.2 On the site, which maximally attracts user attention, the order of free delivery should be specified – this doubles by each section.

4. Graphical Design

4.1 Images on the site must be clear and expand when hovered over by the cursor;

4.2 Product photos are displayed in a pop-up mode when enlarged, on the page examined without switching to a new tab.

5. Client Reviews

5.1 Trigger-based feedback should be implemented, which means messages automatically sent to the client simulate their personal opinion about the product, service, or brand.

5.2 Reviews should be personalized, rather than copied from competitors or generated from templates.

6. Guarantee

6.1 The description of conditions, as well as guarantee timeframes, should have a separate page;

6.2 Each position in the catalog is accompanied by a note on the possibility of obtaining a guarantee for the specified product.

7. General Company Information

7.1 On the main page or in the section “About the Company,” the history of brand establishment is described;

7.2 In an expanded format, the company’s advantages are highlighted, and the distinguishing features of its product assortment are also clarified;

7.3 A separate graph displays reviews from independent experts, international partners, as well as authoritative sources;

7.4 In the general or thematic division, reviews from real clients who have used the company’s services are gathered;

7.5 In the general or thematic division, all reports about the company, popular mentions of its representatives, received awards and recognitions are compiled;

8. Trigger Settings

8.1 A trigger campaign “Viewed Products” should be anticipated;

8.2 A trigger campaign “Abandoned Cart” should also be included.

Usability of the Site

1. Cart

1.1 Any manipulations with the contents of the cart (adding or removing products) are accompanied by appropriate informational messages;

1.2 When hovering over the button “In Cart,” it changes color or modernizes directly the shopping cart icon;

1.3 The cart is by default located in the upper right corner of the screen.

2. Feedback Channels and Communication

2.1 The function of online consulting is operational;

2.2 A form for “call back” is provided;

2.3 A form for quick contact with the manager is set;

2.4 Auto-dialing functionality is included for geolocation of the site visitor to optimize delivery conditions, communication, etc.

3. General Details

3.1 A filter for “price, popularity, alphabet” should be built into the catalog;

3.2 When a user clicks “buy” while browsing catalog positions, the product automatically falls into the cart.

4. Recommendations

1.1 Activated instrument for cross-selling “similar products”;

1.2 Activated instrument for cross-selling “accessories for selected products”;

1.3 Activated instrument for cross-selling “viewed positions”;

1.4 Possible sale of product bundles;

1.5 Activated supportive instrument “recommended products”;

1.6 Activated supportive instrument “popular products”.

5. Landing Pages

1. On each category page, a full description of product characteristics is displayed;
2. Products that are not available are transferred to the end of the catalog.

6. Product Information Page

1.1 A brief summary on the front page of the product card indicates: the name of the product, its cost, and its key parameters. An image and purchasing options are also attached;

1.2 Information about the product is divided into blocks: description, technical parameters, reviews;

1.3 On the product information page, the conditions of delivery are also indicated;

1.4 A quickly generated expedited order option;

1.5 A quick generated availability check option at the order confirmation moment;

1.6 A generated option “Notify when product is available”;

1.7 A generated option “wish list”;

1.8 A generated option “compare products”;

1.9 A generated option “inform about promotional offers, discounts”;

7. Quick Search Graph

1. It is desirable that informational messages regarding search results “product not found” be accompanied by useful links, as well as the most profitable offers.
2. Implemented mechanism of “smart search”.

Payment Page

1. Cart of the Online Store

1.1 The cart displays complete information about the added products;

1.2 The time of product storage in the cart is limited, the minimum duration being one month;

1.3 It is possible to remove a product from the cart in one click by pressing the corresponding button;

1.4 The quantity of the product is variable, easily increased or decreased;

1.5 The “apply promo code” function is available;

1.6 The cart of each individual user is marked with a unique ID, so the consultant can easily check the order status;

2. Authorization

2.1 Authorization is allowed through social networks;

2.2 Automatic authorization after registration is provided – this stage does not violate order confirmation;

2.3 There is background registration at the moment of order – this is useful for unregistered users;

2.4 Messages with the list of actions and discounts are sent to the user only after he agrees to confirm the subscription.

3. Order Confirmation

3.1 The order confirmation page draws the user’s attention to the final cost of the product;

3.2 The order confirmation is implemented no later than in three stages. Returning to the previous step can be done in one click;

3.3 The “user data” graph fills automatically if user data was previously entered into the database;

3.4 The product ordering page lacks advertising, news, and other materials that may potentially distract the user’s attention.

4. Delivery

4.1 Self-delivery points are marked on the map;

4.2 Each method of delivery corresponds to a defined cost;

4.3 Delivery times are regularly specified in an average value for each administrative-territorial unit.

5. Payment Methods

5.1 Payment methods are presented by popularity;

5.2 Additionally, the amount of commission is indicated;

5.3 A security confirmation of transaction safety is provided;

5.4 If payment is not successfully completed via the initially selected method, accessible alternative payment options are provided.

6. Order Confirmation Module

6.1 This page displays all information about the order (name of the product, quantity, price, delivery conditions, data of the subscriber);

6.2 After confirming the order, the user receives an order number and instructions for further actions;

7. Gratitude Page

7.1 Based on the order confirmation fact, the user is offered various products;

7.2 To the user’s email, complete information about the order is sent;

7.3 Activated functions include “share with friends,” “recommend.”