E-commerce Website Nuts and Bolts Part

E-Commerce Website Nuts and Bolts Part – 2

In a previous post, we looked at the following nuts and bolts of an e-commerce site:
  • Catalog Navigation
  • Landing Pages
  • Search
  • Recommendation Engines
Now we’ll dig a bit deeper into the mysteries of the remaining consumer facing aspects. core-tech-ecommerce Lets dive in!
    • Calls-To-Action(CTA) Calls-To-Action or CTAs are a crucial element in converting visitors into paying customers. CTAs play on human sentiments by pro-actively asking a visitor to take an action. These actions can be simple ones as asking the visitor to sign up for an email marketing list or like asking the visitor to actually purchase the product. Highlighting a CTA is the key to ensuring that visitors actually see the product. The best CTAs are the ones that have the highest conversion rates but it takes some experimentation and A/B testing to determine which CTAs are garnering the most attention from visitors and then resulting in conversions.
 
  • Ads Online advertising is an extensive area of operations and it will be unfair if I try to cover it here completely. The most I am qualified to say is that e-commerce sites can use ads in two simple ways.
 
      1. For generating traffic: Through SEM campaigns but note that Google Adwords is the low hanging fruit that most e-commerce sites use for generating traffic and if you’d really like to nail traffic generation, then there are other avenues you should be investigating also.
      2. For generating ad revenue: Displaying relevant ads on your own e-commerce site can be a source of revenue although the constraint is that you need to already have considerable traffic volume before you can truly leverage this as a revenue channel.
Suggested Read: – 11 Brilliant Ways to Generate More Conversions For Your Ecommerce Site
  • Product Catalog A well-maintained product catalog goes a long way in building great UX, customer loyalty and ultimately revenue. As an e-commerce search and merchandising company, I can speak from experience that for ensuring optimal conversions, a clean product catalog is a major factor. Here are some aspects that highlight a well-maintained product catalog:
 
      1. Well-structured database This includes ensuring every property of a product is correctly represented and every property or attribute is independent of others.
      2. Noise-free, crisp contents Despite the structure of the catalog being optimized, the content of each attribute should be clean and to the point.
      3. Clear understanding of which parts of the database are important: Some parts such as product titles are clearly more important than say the vendor or supplier id and there needs to be a clear understanding among the teams, which parts are important from a visitor’s perspective and which are not.
      4. Clear understanding of who is responsible for maintaining the database. There should not be over-lapping responsibilities for the database or parts of it among different teams.
      5. Well-defined schedule and processes for updation of the catalog.
      6. Well defined categories, brand names, stores, etc.
      7. Additional attributes that do not fit into the structure of a product catalog can be stored as tags
 
Suggested Read: – Best Shopify Apps to Improve Conversions
We have found that following the recommendations above ensures that the product catalog is optimized for helping products being found when visitors search for them on the website. In the next post of this series, we’ll look at the remaining components of an e-commerce website and conclude with comments on how a website can integrate these separate components into a great online retail platform. Comments are welcome in the section below or through email to me directly: shehjart AT Unbxd DOT com

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