When it comes to brick-and-mortar stores, a streamlined customer journey that gets shoppers from A to the POS as smoothly as possible is king – and any ecommerce marketing strategy will be approached with this same mindset. The path a user takes through your site should be absolutely obstacle-free – giving users no incentive to do anything but convert – and that means ensuring your online store is designed and built with efficiency at the forefront. After that, it’s over to the SEO experts so they can work their digital marketing magic.
While a site’s architecture may vary based on a brand’s unique product range and the sector in which they operate, the golden rules of ecommerce website design and development are universal. Any B2C business looking to make a killing online and build a brand reputation worth having needs a site that’s fit for purpose.
Experienced ecommerce developers always start by sitting down with clients to get to know them, their brand and their customer base. This ‘discovery’ phase delivers the insight and understanding needed to design and build an ecommerce website that reflects the unique selling points and requirements of each client – rather than handing over a flat-pack online store free from any bespoke features, added value or brand personality.
With design and build and digital marketing working hand-in-hand, your ecommerce site can benefit from a truly integrated approach. Relevant visitors reach your site through a number of lucrative online channels, spend as little time as possible navigating their way through your website to the all-important checkout, and nestling into your customer base. After that, it’s up to your marketing agency to keep these shoppers continually engaged with your brand, up-to-date on your latest and greatest products and special offers, and spending time and money on your site.
In order for your ecommerce website to stand the test of time, there are a few secrets to success to swear by:
- Take a UX-first approach to web design. Satisfying search engines now officially begins with impressing satisfying – meaning web design and development projects should, without fail, prioritise the needs, interests and convenience of your online visitors above all else
- Use leading ecommerce platforms recommended by the experts. From Shopify to WordPress, the world’s leading content management systems are locked and loaded to support ecommerce brands across a broad spectrum of sectors in intuitive and effortlessly user-friendly ways
- Implement search best practices across new or existing sites. In the world of SEO, ecommerce design can be one of the most complex and problematic types of project to undertake – as larger websites pose greater challenges when it comes to search engine optimisation. To be confident in future-proof performance, work with your SEO consultants or agency to fine-tune your online store where it matters to make sure it’s completely search engine friendly
- Devise integrated ecommerce marketing strategies that deliver. From building enviable links and overhauling onsite content to running a national digital PR campaign, there are options galore when it comes to getting eyes on your well-oiled ecommerce website. From new product launches to brand awareness drives, the options are practically endless when it comes to finding marketing activity ideally suited to your unique needs
With sales data built into your ecommerce website, and our host of first-class analytical tools at your disposal, you’ll find that measuring success in the world of online retail is simple.
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