Best practices for the effective e-Commerce
How and why a user decides to buy something online? What are the basic steps to guide and facilitate the purchasing decisions on the web? The key aspects in the management of a project of e-Commerce are related to five equally decisive areas.
Brand: If you have built up over time a known, recognized and reliable brand, all else equal, certainly sell more.
Contents: Buying online is a “computing experience.” You can not touch or taste the product, so good quality images are as important as full and comprehensible information on the understanding that a product without a market, remains so even if it is sold on a site technically impeccable.
Structure: What is common Amazon, Google and Apple? Surely the simplicity, immediacy and speed of the sites. The top seller of the field are your natural reference for comparison because they usually offer the best shopping experience (more than 1/3 of users who are asked to buy something online starts from sites that already knows).
Management: Who started from scratch a plan to sell online is often flooded with many activities that have to manage (development, SEO consultants, direct mail, PPC campaigns, couriers, banks, customers, inventory, suppliers, offers, prices and billing). The automation are key to leave only the direct intervention activities as creating a real added value.
Promotion and visibility: promotion activities online differ sharply from those carried out on news sites or branding, if only for the management of the comparators and social aspects related to the reviews.
Achieve good levels in all these aspects makes e-commerce the most complex web projects, because there are no models to follow, schemes and activities that – when played with a great diligence – can guarantee success.
However, assuming that brands and content are up to, if you can not find the product best suited to him it can never buy, regardless of whether this is due to a range of incomplete, ill-site structure designed or a free search inefficient.
This implies the need to consider a division into categories, subcategories and product names completely intuitive, also based on cues from the analysis of free searches made by users in the internal engine of the site or in Google.
The core structural of each e-Commerce is still the product data sheet. 55% of users leaving one shop on line states that it was because the product page is incomplete or unclear.
In particular, the images (defined, sharp, hot, cropped), focused on the product, easy to use zoom and a photo gallery rich (who portrays the product from different angles) are as important as comprehensive and detailed, well structured and immediately understood (see example).