To enhance an eCommerce website, following points can be kept in mind.
1. Analytics and User Tracking
Google Analytics is the best solution for gauging the flow of traffic. You should setup goals and eCommerce conversion tracking to monitor how users are being acquired and how they behave. So if you setup Analytics, make sure you are tracking all of these metrics. Setup a weekly or bi-weekly meeting to discuss the trends in traffic, user purchases or categories. Its not a bad idea to invest in a commercial analytics solution such as Crazyegg or Hotjar.
- Acquisition such as country, city, best incoming traffic
- Demography: such as age, gender, country, city and season
- Bounce rate: Where is your traffic dropping off and how to avoid that.
- eCommerce tracking: Even if you are getting all the reports in your admin panel, still add eCommerce tracking to Google analytics and similar.
Related: Best free web analytics tools and how to set up.
2. Invest in Mass Mailing solution
Its okay to use your hosting’s internal SMTP for emails as long as volume is only a few dozen emails a day. However, eCommerce websites have campaigns, follow ups, upsells, offers, sales, seasonal promotions, order emails, abandoned carts and forgotten passwords. These emails require a detailed discussion and plan to make sure that your email delivery does not suffer. Your website’s journey must not stop just because you are unable to scale up through code or hosting right away. Invest in a third party email marketing service. With a third party email service such as MailChimp certified experts, you can:
- Pay per email
- Send as many as you want
- Emails scheduled around the clock
- Email creation, customization, sending tools
- Monitor bounce
- Surety that emails will reach the inbox
- Increased conversion
- Built-in SPF, DKIM validation.
3. Search Engine Optimization
Even if you have a great website and are doing well in your niche, its good to keep a strong SEO profile in the bag. You don’t have to pay for traffic all the time (although ads are still the king), having great SEO helps too. For that, hiring an SEO firm will not go remiss. Make sure that with SEO, you are getting the following.
- Quality contents on your blogs
- Make quality backlinks
- Guest blog and remote contents
4. Social Media & Branding
Share your profile more and more. Create social media logins. Pinterest is the best these days. Don’t forget to give fresh contents to your followers to read. Focus on,
- Facebook likes: and conversions (still the king)
- Pinterest pins: social media posts with the longest effective date
- Instagram: share inviting pictures
5. Mobile Responsiveness
Get your website ready for mobile device. Use Twitter bootstrap and Media queries together work wonders for mobile responsive website development. Even better if you develop a mobile app for your eCommerce webshop. Best idea is to develop a frontend that is mobile-first.
6. Reviews and Feedbacks
User generated reviews on Facebook and Google+ are great for creating a sense of security in the new users. Give your customers an easy method to share comments and work on them behind the scene to constantly upgrade your website. If possible incentivize the review process to allow you more traction on social media.
7. Great Security
If you didn’t work on website security before, its time that you do. Be very proactive.
- Update your software to latest version
- Install SSL 1.2. Get A grade verified by SSLlabs
- Enable Web Application Firewall or CloudFlare
- Have your website security audited.
Bonus: Mobile App
We wrote a good article about why your eCommerce business needs brand mobile app. It would be a smart idea to think about and invest in your own mobile app. It can be generous if it clicks together for you.
This is by no means a conclusive list. We have not even talked about the products and checkout and payment methods. This list more depicts on meta features that round off the user experience. Also, read common factors in successful eCommerce websites.
Share your comments below.