7 principles of success in eCommerce

The success of an eCommerce platform is first and foremost measured by its sales level and customer loyalty.

Small Business of Moscow, a state-financed entity, hosted in February 2016 our our workshop for eCommerce platform owners. We examined real-life cases to see how to increase eCommerce sales with minimum expenses, what to consider when planning the development, how to evaluate efficiency.

The reality is that production agencies often take over creating eCommerce platforms, while production represents only a part of the process, which has only limited effect on the end result. There are examples of successful stores that utilize budget-friendly SaaS solutions, and, vice versa, expensive custom developments with questionable practicability.

This understanding opens new possibilities for entrepreneurs in search of a perfect solution. More than 16 years of experience allowed us to gather 7 basic principles that we use for our projects:

№1: The shorter the journey, the more chances it will be finished

Figures speak unanimously: every click, every additional interaction with the web site lowers the number of customers. Information architecture and UX are crucial for high conversion rate for any online store.

№2: Every page is a landing page

Now everyone has grown accustomed to landing pages and has even learnt how to create ones. Yet the truth is every website page is a landing page. Here we speak not only of catalogue or product pages, but of information pages as well: about the company, contacts, terms. Every page should have a goal.

№3: User behaviour does not equal buyer behaviour

For instance, average time on the website may be several minutes, while average buyer session can last up to dozens of minutes. Understanding these differences leads to more sales.

№4: A good sales person never pushes the customer

One cannot change the order of things: before buying something, the customer must be involved and interested. Call-back services and squeeze page popularity led to oversaturation of pages with call-to-action elements. Popups with words like “You haven’t found what you were looking for? Call us right now!” appear faster than the user feels the need in the operator’s assistance.  

№5: Buyers need products, not the beauty of webdesign

Online store design is a service, an interface that helps to make an order; it should not steal the show.

№6: Attention is a limited resource

High-quality code and logically structured interface respresent an important factor, especially taken user concentration and attention deficiency when they have several tabs open and lots of shopping choices.

№7: Human first

This is our main principle that we pay attention to in all our projects. Our buyers are not some abstract users. They are your friends and relatives. Keep that in mind.

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