E-commerce has gained momentum over the last few years. However, traditional marketing principles still hold good for e-commerce website design. Applying these website design principles for the growth of your e-commerce business can help you increase your online sales revenues and profit streams.
The most common mistake that small businesses make is that they think the most important job is to build an e-commerce website and customers will come. Small businesses have to market their e-commerce websites to drive customers to it, just like any offline store. Global web traffic has reached 1.2 billion unique visitors in 2009 and your e-commerce website has to stand out from the crowd to attract and convert these global customers.
You need to remember the following fundamentals to increase revenues and profits from your e-commerce website design:
Define the scope of your potential market
The selling point of e-commerce solutions over brick and mortar is more choice, better deals, cheaper prices and convenience from the customers point of view. However, the main advantage of having an e-commerce website for businesses is access to a huge market – 1.2 billion potential customers if you can serve all of their needs by breaking down the geographical barriers that exist for traditional brick and mortar businesses. Therefore, your e-commerce website should be designed with universal appeal, unless it is specifically designed for a target geographic or demographic customer base.
E-commerce websites focused on capturing a share of the global market, should be equipped to offer prices in multiple major currencies and accept credit cards online. The complexities involved in shipping products overseas and credit card payment processing has been simplified over the last decade. An e-commerce website designer can help you implement these website features to get access to this global online market. And as the purchasing power of overseas customers continues to grow small business e-commerce websites cannot afford to neglect this opportunity any longer. In fact, small businesses need to start taking advantage of it to grow their business as the US market continues to remain flat.
E-commerce Website design should attract customers of all demographics
It is assumed that most e-commerce website designs are primarily focused on the youth – Generations X and Y. However, there is a large percentage of retiring baby boomers that are web-savvy and can be served profitably through the e-commerce channel. The e-commerce website design should be built such that it is easy to use for this baby boomer generation with simple navigation, large font size, relevant search and online credit card processing.
In addition, the demographic of the e-commerce websites target audience needs to be revisited periodically to stay in touch with the new generation as well. E-commerce website design should keep evolving to meet the expectations of your most profitable online shoppers. And as consumers shift to spending more time on smart phones your business will need to make sure that your e-commerce website can also be accessed and transacted from these mobile devices.
Credit Card Processing should be quick and easy
The design of e-commerce websites should encourage customers to make an online purchase by accepting credit card processing online. The “Buy Now” button to initiate an online credit card transaction should be one click away. Small businesses tend to go overboard and create a website that is a creative masterpiece, but its not as user friendly. Intense and heavyweight website design elements can significantly slow down the website performance and can result in you losing customers instead of increasing sales conversions.
Drive Web traffic through effective Search Marketing
The best e-commerce website design does not get you new customers, unless it is supported with an effective online marketing plan. Pay per click search engine marketing is the most successful online marketing strategy for e-commerce websites as it allows you to attract potential customers that are in their buying cycle looking for your products and services online and convert them into an instant sales. And you don’t pay a dime unless users click on your pay per click advertising.
An e-commerce web designer can not only build the e-commerce solution for your business but can also optimize the professional web site design such that it attracts potential customers via pay per click and organic search. This will result in higher sales revenues and profit streams. While a few e-commerce web designers offer only affordable web design and hosting services, most offer online marketing services including search engine optimization, pay per click etc. Make sure you select an e-commerce website designer that can help you achieve your business objectives.
Tags: E-commerce Solutions, Web Design
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