10 Important Elements of E-Commerce Website


For some reason, even in our age of accessible and clear information, guides and instructions, many people believe that a website is just a website, some sort of an abstract entity, and they don’t understand what it’s really needed for. Business owners are particularly affected by this; they believe that it’s them to whom the website must appeal first of all, and just the fact of its existence will solve all the problems. No.

Your company’s website is the same product as everything else. It’s an advertising platform, a part of the sales funnel and therefore it should be designed specifically for customers and users. Conversion rate, profit, lead generation and KPI as a whole depend on many factors, most of which are determined by the scope of your business and the peculiarities of your customers. The team of Kovalski web studio told us about the most important elements that make your website an effective sales tool, as well as about the quality of these elements.

1. Proper IT

You need to understand that your site is a concentration of information technology. Exchange, storage and processing of information belong to the IT sphere, and a website is in the vanguard of these tasks. But the information technologies that are introduced to the business, used to create websites and link the first two together, can be of different quality.

The website can be created with outdated, redundant, unscalable and difficult to support technologies. Therefore, what really matters is not only the opportunities themselves, but also what they are based on.

Quickly and easily expandable databases, the most up-to-date achievements of the web-industry, the use of modern information security tools, productive server technologies, and tools that boost the website – its effectiveness depends on these technologies.

Kowalski developers’ team often faces the task to finalize or update an existing website. And often creating a website from the very beginning is easier than changing the monster given by the client. That’s why it is important to understand the purpose of your website when you’re creating it. The purpose determines the stack of applied technologies, tools, development speed and numerous other characteristics.

2. The Purpose of the Website

The first thing you need to do is to define what your site is made for, who your client is and what do you sell. These tasks are included in the marketing research that Kowalski team conducts prior to the actual development. Then the team works out comprehensive terms of reference, submit them to client’s approval, and the creation of the website begins.

3. Unique Selling Proposition

Unique selling proposition, a.k.a. USP, is information that clearly lets the customer know the peculiarity of your product, why it is the best, what competitive advantages does your company have in comparison to others, or why it is precisely your company whose services should be employed. This is especially true for single page websites.

4. Well-Thought-Out Design

The design should be not only attractive – it should reflect the essence of the company, promote and guide the visitor to the purchase. Each niche requires its own stylistic features, color patterns and elements. Design relates to the UX and UI tasks – user experience and user interface (visual and functional parts). The lion’s share of success depends on what people see and how they interact with it.

Moreover, it’s important to have a version of your website for mobile devices. Much of the activity on the Internet comes from them. The availability of a mobile version increases customer loyalty, convenience of interaction, and has a positive effect on your site rankings in search engines.

5. Advertising Copies

Your website must solve user’s problems. As a rule, they include searching and choosing some products or services. And with the help of text the company can show its ability to solve such problems. A text shows the visitors what they will receive, if they cooperate with the company. If the text is placed on the home page, it should be written in the form of clear and understandable theses and infographic. In case with a company blog, these must be comprehensive articles that provide detailed description of the product or service peculiarities. If this is a product description, a text should disclose the purpose of the product and its main characteristics.

6. SEO

Even if the text is good for a user, it may still be bad for search engines. The semantic core of the website, keywords and key phrases in the advertising copies, site structure and hundreds of other SEO parameters affect website traffic, especially in the long-term.

Kowalski team deals with fine SEO work as early as at the development stage. A website is originally created to be “loved” by Google and Yandex. This approach is not only effective, but also much more beneficial for the client, compared to the optimization of the complete website.

Nevertheless, you can still order SEO promotion for a finished site – all obligations and performance targets are written in the contract. If they are not fulfilled, you will receive a refund.

7. Speed, Responsiveness and Absence of Errors

No one likes waiting, and everyone hates errors. Slow website loading annoys users and can nullify the whole work. Content optimization, the use of fast and reliable servers and CMS, the absence of redundant technologies – these issues should be treated with special care, and only professional, highly experienced development studios can make the correct and rational choice, test the website and make it work flawlessly.

8. Activity and Feedback

The website shouldn’t remain static and unchanged. Adding new content and useful materials to the site improves its effectiveness directly. Search engines love such websites, and users are more likely to come across them. You can add various types of new content: new products, articles and videos.

Customer-oriented approach is not just a term that must be on the list of company qualities. Fast and responsive client support, accounts in social media and messaging apps, callback and chat functions, solving user problems – this list goes on and on.

9. Iterative Improvements and Analysis

Remember us discussing the fact that a website is a set of information technologies for your business? The point is that website is not only a part of the sales funnel, but also a testing range for experiments. If you connect your website to analytics systems and integrate it with various monitoring and user activity assessment services, you will be able to track and analyze visitors’ activity in real time, identify bottlenecks and locate problems. And solve them. Some kind of endless A/B testing that will each time improve site performance and metrics, affect the conversion rate, improve positions in search engines.

10. SMM and Contextual Advertising

When there is a “perfect”, properly functioning and effective website, then other sales tools will be still very effective.

Kowalski studio offers a service that implies attracting customers through contextual advertising in Yandex.Direct, Google Ads and active work with SMM. Both tools improve brand awareness on the Internet, increase the number of orders through social media and generate targeted traffic for the website. Here you can get detailed information on SMM, and here you can read about contextual advertising.


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