Creating a website that turns browsers into buyers isn’t just about picking a template and uploading some products. I say this all the time — something can look great but not perform well. There is a lot more behind the scenes to make a site that both looks great and performs well.
We’ve seen firsthand how a well-thought-out e-commerce site can transform a business, but I’ve also witnessed the frustration of websites that miss the mark. So, let’s break down some of the key things you should keep in mind if you want your online store to be successful.
Speed and Mobile Friendliness
Imagine going to a store only to find that the line is out the door and it’s going to take time before can even get in. Annoying, right? A slow website is just like that. If your site takes more than three seconds to load, most people will just leave. That’s why optimizing for speed is crucial. Compress your images, use a content delivery network (CDN), and keep your code clean.
Quick tip: Use a site like GTMetrix to get a baseline understanding of your website’s performance.
And don’t forget mobile users. A significant chunk of online shopping happens on smartphones, so your site needs to look and work great on all devices. So, make sure your design is responsive, your buttons are easy to tap, and your checkout process is smooth on any screen size.
Know Your Traffic Sources
It’s important to know where your customers are coming from so you can optimize your site accordingly. If you’re focusing on organic search, SEO should be a priority.
For those using paid ads on Meta (Facebook, Instagram) or other platforms, make sure your landing pages match the promise of your ads. Nothing kills conversions like clicking on an ad and landing on a page that feels disconnected. Use UTM codes to track where your clicks are coming from and which ads are performing best.
Choosing the Right Platform
Picking the right platform is like choosing the foundation for your house. Here’s what I’ve learned:
- Shopify is fantastic for beginners. It’s easy to set up, and you don’t need to be a tech whiz. I’ve seen small businesses scale rapidly on Shopify because of its robust ecosystem and user-friendly interface. That’s not to say this is a beginner-only platform. Tons of websites we use all the time are built on Shopify. It’s a very scalable platform that can manage stores doing $1,000 months all the way up to $1,000,000+ months.
- WooCommerce offers more flexibility if you’re comfortable with WordPress. Since WordPress is an open source platform (Shopify and Squarespace are not) you get more optionality when it comes to customization or integration to external platforms.
- Squarespace is beautiful but limited if you want to expand. It’s a good choice for smaller shops that prioritize aesthetics.
Think about your technical skills, your budget, and how much control you want over your site before deciding.
Show, Don’t Tell, with Photos
In e-commerce, a picture is worth more than a thousand words. High-quality, crisp photos can significantly impact a customer’s buying decision. Ensure your images are well-lit, showcase multiple angles, and include zoom functionality.
Don’t stop at product images; include lifestyle images and videos that show your product in use. This helps customers envision how the product fits into their lives and builds an emotional connection. For example, a clothing retailer should show not only the garments but also models wearing them in different settings.
Avoid the “Out of Stock” Problem
There’s nothing worse than getting excited about a product, clicking “Buy Now,” and then finding out it’s out of stock. Implement a reliable inventory system that updates in real-time. Most e-commerce platforms offer built-in tools or integrations with third-party software to help you manage stock levels effectively. Keeping your inventory in check not only improves customer satisfaction but also reduces the risk of losing money on refunds and cancellations.
Make It Easy to Buy
Not everyone wants to pay the same way, and providing multiple payment options can reduce friction. Beyond the usual credit card options, consider Apple Pay, Google Pay, and digital wallets like PayPal. Buy-now, pay-later services like Klarna or Afterpay can also be game-changers, especially for pricier items. These options boost conversion rates significantly for high-ticket products.
Make Checkout a Breeze
Ever abandoned a cart because the checkout process was just too complicated? It happens all the time. Keep it simple. Reduce the number of steps and offer guest checkout options.
Enable auto-fill options for forms, provide clear error messages, and include a progress indicator so customers know how many steps are left. A smooth, intuitive checkout process can drastically reduce cart abandonment rates and boost your sales.
Write Compelling Product Descriptions
Your product descriptions should be more than just a list of features. Tell a story. Years ago we worked with a clothing brand that transformed their sales by rethinking their product descriptions. Instead of just listing materials and care instructions, they described how the fabric felt and what occasions the outfit was perfect for. Suddenly, their customers weren’t just buying a shirt—they were buying the experience of wearing it.
Final Thoughts
Building an e-commerce site that sells isn’t just about having good products. It’s about creating an experience that makes people want to click “Add to Cart” and come back again. Focus on speed, mobile-friendliness, platform choice, great images, solid inventory management, flexible payments, an easy checkout process, and engaging product descriptions. Get these right, and you’ll be on your way to creating a website that not only attracts visitors but also turns them into loyal customers.