4 Tips for a Successful E-commerce Website

October 20, 2017

The allure of starting an e-commerce business is hard to ignore when 51% of Americans prefer to shop online. But in order to see success for your e-commerce brand, you need to have a strong website.

While your business may be solely online, you should still consider creating the same shopping experience on your website as you would with a brick and mortar store. Your website, like a storefront, is the gatekeeper for your business and needs to draw in customers and provide an enjoyable shopping experience.

Strong Visuals

As an e-commerce business, your sales depend on how well you showcase your items online with product photography. You could have the best, most innovative product in the world, but that won’t matter if it’s represented by a low-quality image. Think of your website as a store window — you want to grab potential customer’s attention with strong visuals as they’re browsing online.

It’s a good idea to have multiple images for each product to show different angles, sizes, and even some action shots. When customers aren’t able to see your products in person, you have to make sure you’re giving them as much information as possible so they don’t feel like they’re missing out on anything.

Easy User Experience

User experience is a key component for all websites, but it’s especially critical for e-commerce brands. Creating a good user experience means your website is visually appealing, easy to navigate, and causes no confusion for site visitors.

For an e-commerce site, the two main parts of your website that need to be easy to use are the shop navigation and the checkout section. This means making sure you’re guiding users through the shopping experience with easy navigation, a search bar, call-to-action buttons, organized categories, and a simple checkout process once they’re finished. Put yourself in a potential customer’s position to see how easy your website is to understand. If it doesn’t feel intuitive, you may need to simplify.

Informative Product Descriptions

In addition to high-quality images, customers also need detailed information on what they’re about to buy. Just as a salesperson would describe shop items for in-store customers, your e-commerce site needs to provide information that not only informs the potential buyer, but persuades them to purchase. If you have an online clothing brand, for example, your product descriptions should give details on the style and materials of the clothing, but also how to style it and what to wear it with (ideally another one of your products!).


Once you’ve set up a helpful, informative, and visually appealing website, the next step would be setting up a way for customers to find you. This is where digital marketing comes in — organic search is the top traffic source when it comes to e-commerce sales. Just like you’d post flyers around town to get customers into your store, improving your organic online traffic will allow your e-commerce shop to be found online.

While SEO is a process that can take some time, a good start would be to make sure your site title, store, and product descriptions are all SEO-friendly. This means thinking like a customer and including popular, relevant search terms into the website copy.

Reach Out to a Digital Marketing Strategist in Denver

Hummingbird Collective offers blogging, SEO, social media and other digital marketing services to small businesses and nonprofits in the Denver area and beyond. We love working with passionate organizations who are ready to take the next step in their digital marketing efforts. Reach out to us online for more information about our digital marketing packages, or call us at (720) 442-0772 to tell us more about your story!


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