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In the early days of eCommerce web design, a perfectly-matched domain name (such as shoes.com or toys.com) used o be an essential factor in the website's success. But the extraordinary success of eCommerce giants like eBay and Amazon proves that what a website sells doesn't necessarily need to be tied to its domain name.
Successful modern eCommerce websites require a plan, and they need to function as efficiently as possible. In many ways, an eCommerce website must work like a brick-and-mortar store that has a strategically-placed, a visually-appealing merchant rack or a well-organized stock room. On an eCommerce website, the features that drive sales must be just as strategic. So how do you make your eCommerce website perform in a way that will make it successful?
Whether purchasing an item in a brick-and-mortar store or purchasing an item online, organize the transaction process. In a brick-and-mortar store, you take your new item to the checkout counter with cash or debit/credit card in hand, complete a payment transaction with the cashier, and then exit the store with your new purchase hand. The noteworthy difference with making an online purchase is that you won’t handle or see your purchased item until it has arrived at your shipping address.
In the September-October 2017 issue of the International Journal of Advanced Research in Computer Science, Computer Engineering Professor Prathamesh Churi defines eCommerce as “electronic commerce” that “caters to trading in goods and services through the electronic medium such as the internet, mobile or any other computer network.” In other words, eCommerce is the buying and selling of goods on the internet.
When a website is accessed, a request passes to the webserver of MyWebsiteSite.com's host. Typically, the webserver houses the files within a website's database. Programming languages determine what’s present and the server sends the information back to the browser.
When an eCommerce website is accessed, a request passes to the webserver of MyEcommerceSite.com host as well. However, a web server for an eCommerce website manages the online storefront and can process transactions. An eCommerce database is more robust than a non-eCommerce website because it can record and track stock items and continually update its database as users make purchases. Ideally, this database should send alerts or notifications to the seller that supplies of low stock items must be ordered. Finally, a dispatch system should connect to the online warehouse for instant identification and rapid shipping to the customer.
If you’re not a web developer, but you want to create an eCommerce store, the easiest way to accomplish this goal is to use a software application to manage and develop the content stored on these files, known as a content management system (CMS). A content management system for an eCommerce website is also known as an eCommerce Platform.
Although there are different types of eCommerce websites (i.e., Business-to-Business (B2B), music portals, auction websites, financial management websites), this discussion will be limited to eCommerce retail selling for the sake of simplicity. Here are the primary issues and design elements to consider as you create your eCommerce website:
According to research by 3M, memory improves by 400% with visual aids, and all humans process visual information 60,000 times faster than text alone. The conversion optimization platform Justuno notes that the most crucial factor in the purchasing decisions of 93% of online consumers is (drum roll, please) visual appearance! For eCommerce websites, visuals relate to every graphic design element featured on your websites, including a color scheme that compliments your products and high-quality product photos.
All eCommerce platforms come with a price. Whether a monthly fee flat rate, you must consider all costs in your business model. At the very least, think about the transaction fees, the maximum number of products you can sell, loyalty programs, gift cards, and the ability to create free shipping.
Strongly consider how you’re going to manage your eCommerce business. If your eCommerce platform's goal is to sell products to consumers, the website interface needs to work smoothly. A practical, meaningful, and valuable user experience is one of the most critical conversion factors from the home page to the checkout page. Focus your efforts on creating an enjoyable online shopping experience.
A good payment gateway with standard features like guest or customer login, a straightforward checkout process, and dynamic payment options such as using PayPal, a credit card, or a bank account is critical to a successful eCommerce website.
Security is an essential part of eCommerce. If your website accepts credit cards, you should have an SSL certificate (HTTPS://) on your checkout page. To help build trust with your customers, install the SSL throughout your site and BEFORE you start developing the website to prevent mixed content issues.
Hosting must be fast and reliable. Note that except for Magento, most open-source platforms usually require self-hosting. The alternative eCommerce platforms that come at a monthly cost are usually SaaS-based (Software-as-Service) and provide their hosting.
Last but not least, do your homework: thoroughly research every eCommerce platform that interests you. Contact their support teams, reach out to eCommerce platform user communities, and ask questions BEFORE starting your website design project. What are all of the search engine optimization features? How many products can you feature and upload? What payment gateway's do they offer? Be sure to precisely understand the website platform you’re signing up for and that your platform of choice provides the eCommerce design and functionality that your business requires.
One of the most critical decisions you’ll need to consider as you develop your eCommerce site involves which eCommerce platform is best suited for you and your business. An eCommerce platform has many functions: it’s not only similar to a brick-and-mortar company’s storefront, but it also provides the software necessary for your customers to purchase your products and services and for you, the owner, to manage the operations of your online store.
There are hundreds of eCommerce platforms, and each of them offers different features and functions that may or may not be right for your business. Here are some of the most popular eCommerce platforms available:
Ultimately, the secret to creating a profitable eCommerce website is to build enough trust in your brand over time to drive customers to purchase from your brand’s website. Explore some of the most successful eCommerce businesses and note the standard overall design elements: clean design, strong call to actions, organized categories, close up photos, beautiful imagery, detailed product information, full product pages, and multiple payment options. Put yourself in the consumer's mind, plot out the customer journey, and use this guide to develop your modern eCommerce website.
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