Creating an e-commerce website is primarily about facilitating sales. However, a simple shopping cart feature is not enough. E-commerce websites need to be competitive in design and usability, filled with useful information, and represent the brand effectively online. I already covered the topic of 10 ClickFunnels Landing Page Examples, but I would like to learn more about how to build a successful online store.
In this article, Weblium’s Chief Marketing Officer (CMO), Bohdan Tymoshenko, who has extensive experience in e-commerce website development, shares essential tips on building an online store and discusses the latest trends and anti-trends in the industry.
How E-commerce Websites Work
Think about your favorite physical stores. Are you attracted only by the products, or is it the atmosphere and service that draw you in? The experience and emotions an online store evokes are equally important. A well-executed website enhances the buying process, while a poorly designed one can hinder it.
When done right, an e-commerce site is visually appealing and practical. It can effectively engage and guide users, underscoring the crucial role of the audience in creating a positive customer journey.
Every year, new web design trends for e-commerce sites emerge as brands seek ways to outshine their competitors. Quick ordering is crucial for customers who are always in a hurry, achieved through a great user experience (UX).
Brands turn to web designers and developers to experiment with functionalities to attract new audiences. Many of these experiments fail, but some set new standards for user interaction, site functionality, and visual appeal. For instance, one of the latest trends is the use of AI-powered chatbots for customer support, while an anti-trend is the overuse of pop-up ads that can annoy users.
Trends in Online Store Development
✅ Detailed Product Cards
Detailed product information helps customers make informed purchase decisions.
Titles and descriptions ensure products stand out among the vast online offerings. Depending on the brand segment, creativity should be balanced with clarity. Compelling product titles work like SEO magnets, drawing users in. Titles should succinctly answer “What is this?” while descriptions should address “Why do I need this?”
Essential details include availability, size or color options (size charts and palettes), materials, total cost, and guarantees. The fewer questions customers have about a product, the more likely they are to purchase.
Reviews sections—stars, text reviews, or photos—encourage further purchases. Brands with effective product cards use templates to consistently create new ones without reinventing the wheel.
For instance, let’s look at the Weber Grill product description. It’s strategically placed below the rating, reinforcing why users gave it that score. This is an excellent example of how a product description can effectively influence a customer’s decision.
✅ Payment System Integrations
Using a payment system is crucial for a successful website. Payment systems simplify and speed up the buying and selling process online.
Benefits of integrating payment systems include:
- Ability to purchase from anywhere in the world or at least within the country.
- Convenience and speed without visiting physical stores.
- Reduced transaction errors.
✅ Minimizing Time
Focus on reducing the Time from landing on the site to completing an order to minimize the chance of customers changing their minds.
Key considerations:
- Simplicity: Overly busy pages make it harder to guide users to the call to action.
- Speed: Slow-loading sites are frustrating. Optimize images, minimize scripts, and regularly test site speed.
- User-friendly checkout process: Make the payment process straightforward and reliable.
Example: Monki’s cart only contains the necessary fields for user information for payment and delivery.
✅ Brand Identity
To stand out from similar websites or specialize in niche products (e.g., handmade items), consult a specialist to highlight the business identity through fonts, images, and illustrations.
Create a personal brand with values, customer approach, and overall image. This involves defining the brand’s purpose, “character traits” (friendly, innovative, authoritative, reliable), the emotions it evokes, and the target audience. Designers will use this to create visuals that convey the brand’s uniqueness.
Key elements for creating brand identity:
- Color palette matching the brand atmosphere.
- Font styles and graphic elements reinforce the message.
- Consistent images and illustrations.
Consistent and compelling visuals enhance brand recognition and positive customer experiences.
Anti-Trends
❌ Poor User Journey
Users come to an online store for quick and convenient solutions. If they struggle to find products or navigate the site, it negatively impacts their perception of the brand.
Ensure a clear user journey with the following:
- Simple navigation menus with essential items. If there are many pages, consider nested and classified categories.
- Appropriate section names for logical organization.
- Simplified search options (by a few letters, full name, product code).
- Thoughtful filters for users to narrow down options based on preferences.
❌ Low-Quality Images
In physical stores, the best products are displayed prominently. Adopt this approach online by providing high-quality images of products from multiple angles.
Good product photos build trust, while poor images deter potential customers and reduce conversions.
❌ Poor Product Descriptions
After finding a product and viewing its image, customers look at its description. This element can make or break a purchase decision.
Effective descriptions go beyond listing features. They explain why the product is worth buying, addressing:
- Product features.
- Problems it solves or benefits it offers.
- What the customer gains (emotions and results).
People buy based on emotions, so the product description should anticipate needs and tell a compelling story.
Example: Effective product descriptions can significantly increase sales.
❌ Lack of Brand Information About the Brand
Building trust in a store is based on its story. The ‘brand story’ is a narrative that encompasses the facts and feelings that are created by your brand. It’s one of the most effective ways to create a strong online store brand, as it helps to establish an emotional connection with your customers.
Stories to share include:
- Founders: Personal information to understand the brand’s values better.
- Product creation: How it started, evolved, and the current process (updated regularly).
- Success: Successful projects and partnerships.
- Behind the scenes: Adding emotional depth.
Well-crafted brand stories stick in customers’ minds and build trust. They are used in personal branding and marketing strategies.
Effective Store Management
Developing an online store seems straightforward but requires attention to detail to stand out and be easily recognizable.
Key considerations:
- Design: Users form opinions about a site within seconds. First impressions matter.
- Functionality: Essential for easy searching, exploring, and purchasing.
Cost-Efficient Options
Website builders help create e-commerce sites with desired designs and robust functionality for reliable online sales. The platform should be flexible and easy to use, allowing customization to meet brand needs.
Business owners can build their store from scratch using templates or hire freelancers to maximize the builder’s potential.
Benefits include:
- Speed: No coding required—just start editing and transform the “canvas” into a functional site.
- DIY: Create the store yourself.
- Cost: Affordable.
- Features: Payment systems, analytics, CRM.
- Collaboration: Freelancers can effectively build the site and hand it over.
Freelancer Collaboration Benefits
Even if business owners handle everything themselves, working with a freelancer can simplify website setup. Their technical expertise can create an effective store that matches the brand and meets all user needs.
When working with a freelancer:
- Provide comprehensive brand information and specific website requests.
- Discuss the market and what sets you apart.
- Share references and ensure a shared vision for the online store.
Freelancers can assist with:
- Marketing
- Advertising
- Strategy
- Copywriting
- SEO
Conclusion
A website is more than just a storefront. It defines the brand and its uniqueness. When creating an online store, focus on every detail— everything matters, from image quality to payment methods.
By considering trends, using effective and affordable tools, and collaborating with experts, you can develop a site that:
- Identifies the brand.
- Has an attractive design and convenient functionality.
- It is filled with useful information.
- It performs its primary function of selling products and services.
For further reading on related topics:
- How to set up advertising for an online store from scratch.
- How freelancers help develop online stores.
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