Concord, California (EastBayDaily) — Marissa Berger, founder of Marissa Berger Interactive (mb/i), a San Francisco Bay Area web design firm, presents 8 key items to consider in planning an effective e-commerce website:
1) Focus on the objective – Selling the product. Every design decision on an e-commerce site should be made with this goal in mind. However, there are a number of relevant secondary objectives that can be integrated into the plan without detracting from the main goal. These include growing an email list, encouraging social media sharing, gathering testimonials and product reviews and more.
2) Navigate for the Customers. E-commerce is about the products for sale. The primary navigation should reflect how shoppers browse and categorize those products. Every page should be designed to facilitate movement towards the checkout. “Add to cart” links should always appear above the fold; even if that means information justifying the purchase must come lower down the page.
3) Use Appropriate Content. Pick content that best shows off the products. Consistency is key in the content types offered. Some valuable content types include professional photography, before and after pictures, customer reviews, engaging product descriptions, technical specifications and more.
4) Brand Site Properly. Online and offline branding must reflect and enhance each other, but on an e-commerce site, a clean, product-centric layout is essential. All online branding must be done in a way that supports the products the site sells.
5) Stay Current – keep content and promotions up to date.
6) Consider the details. How the details are handled will make a great impact on both cost and timing. Some of the important details to consider include inventory, shipping, promotions and/or discount offerings, among others.
7) Plan SEO with People in Mind. Humans should be the primary audience, but there are a number of ways in which one can be friendly towards people and search engines at the same time including the use of product names as page titles when descriptive, the use of targeted search phrases when writing product descriptions, the creation of unique landing pages, and many others .
8) Test and Monitor Outcomes. Never assume the e-commerce site is doing the all the work. Pick the measure that are important and confirm that the site is delivering. Look for weaknesses and test them until the outcomes are better.
“E-commerce can be simple or very tricky. Thorough planning is what will keep your site on track,” says web designer Marissa Berger.
For more information on any of mb/i’s other products or services, call them at (925) 435-1514 or visit them on the web at marissaberger.com. MB/I offers a complimentary 30-60 minute consultation by phone or in person, depending on the caller’s location.
About Marissa Berger Interactive Marissa Berger Interactive (mb/i) is a San Francisco Bay Area web design company that specializes in popular open-source content management systems such as Drupal and WordPress. MB/I has been developing websites since 2000 and has a diverse online portfolio of over 125 websites.