Website is the foundation for functioning in the online space. In the case of an e-commerce, it represents a brick-and-mortar store. It is also an excellent tool for conveying information or presentation – services, activities, portfolio, and the like. However, creating a website is just the first step to obtaining a functional tool for your online business. What all should you consider if you want your website to fulfill the expected goal?
Responsive web and its speed are key in website creation
One of the first questions you need to solve when creating a website is its technological solution. You have several options to choose from. Either you opt for a ready-made template, or you have a custom website created. While in the first – more affordable case, you can easily and quickly fill your website, in the case of a custom website, the advantage is flexibility and a unique solution. With e-shops and websites that operate on a template basis, you will encounter certain limitations, for example, in terms of customization, optimization, and so on. A custom website, built on a flexible CMS, offers possibilities to open the door wide to your online business (even to the world) – with original design, fine-tuned functionality, speed, or integration with other systems (ERP, payment gateways, etc.).
Responsive design is a must-have today
An important step, already in the creation of the page, is responsive design. This means that the website design adapts to the device (monitor size) from which the user is currently viewing the web. It is important not only the arrangement of individual elements on the page but also their quantity and design, thanks to which they will be visible and easily usable. A non-responsive website is immediately the second reason why visitors leave the site after speed. According to research by Google, up to 72% of users prefer using mobile devices.
A fast website brings more customers
Website speed is a parameter today that decides whether a customer orders a product on offer or not. Up to 82% of website visitors are influenced according to statistics by slow loading and snail-paced website reactions. On the contrary, pages that load within one second achieve up to 3x higher conversion rates. An example is the Slovak e-shop Feedo, where we managed to achieve a 5.2% higher conversion rate in a short period thanks to faster page loading and also a higher average order value (see case study).
UIČKOVSKÝ TIP: Conversion rate is one of the most important metrics you should monitor within web data. It tells you what percentage of visitors actually completed the goal you are tracking – conversion. In other words, how many completed the order or contacted you via the form.
Do not underestimate website optimization
Why optimize the website?
A website that is responsive and fast enough already has plus points from an optimization perspective. What is it actually about? SEO – search engine optimization is often an underestimated parameter that website owners do not address. While in the case of paid marketing campaigns, almost immediate results can be achieved, search engine optimization is a long-term run. However, if you embark on it, results in the form of new website visitors who come to you from organic – unpaid search await you at the finish line.
UIČKOVSKÝ TIP: When asking how to optimize the website? it is important to note that it is not just about Google robots (in Slovakia, it is the most used search engine, so here SEO = optimization for the Google search engine) and some precisely defined rules (a list of 200 ranking factors can be found here). Website optimization needs to be viewed with regard to the user. If the website can meet their needs or answer questions, it gains valuable points from an SEO perspective as well. You can read more about this in the article about the intersection of SEO and UX.
On-page, off-page, and technical SEO
The goal of website optimization for the search engine is to occupy the best possible positions in search results. Ideally, to be placed on the first page of results – SERP. According to statistics, only 63% of users click on any of the results on the second page. SEO includes several areas from which a website can be optimized. Technical SEO, on-page, and off-page SEO. While in the first case, it is about a number of parameters, such as the already mentioned page speed, sitemap, clear page structure for robots, or correct indexing, the other two parts deal directly with optimization on the page and outside it.
The main element within on-page SEO is keyword analysis. Thanks to it, you will find out what terms and key phrases people search for in connection with your online business. These need to be appropriately incorporated into the content on the page, as well as important parts such as titles, headings (or meta descriptions), or image descriptions. Another important factor that affects the placement of the website in search is internal linking within the website and relevant content.
Off-page SEO is a set of practices through which you can improve the website's positions on external channels. An example is well-managed link building, activity on social networks, reviews, or any content creation on other portals or websites that you direct to yours.
A quality website is user-friendly
What is UX and UI?
In a lot of competition, the website wins with which the visitor has a positive user experience (UX – user experience). It is a set of evaluation factors that are acquired during interaction with the site. In other words, whether they can find answers to their questions without problems, search for goods according to their preferences, or quickly and conveniently shop with a few clicks. UX is also associated with UI – user interface. It covers specific elements, their design, and functionality, which should be fine-tuned from a user perspective so that the visitor has the best possible experience with the website. UX and UI are two different concepts, but they are very closely related. We wrote about the differences between them in an article on our blog.
What does UX bring to the web?
User experience is an important factor that should be given fundamental attention by every website, e-shop, or application. Why?
Benefits of UX
- UX/UI design, created based on best practices and outputs from UX testing, facilitates user interaction with the website and removes obstacles from their shopping journey.
- If the website meets the user's needs, there is a high probability that a visitor will become a customer. Otherwise, it applies that up to 89% of consumers will shop with the competition after a bad user experience.
- UX helps build customer loyalty. If they are satisfied with the purchase or information, they are most likely to return and recommend the site through a review
- UX design is the key to creating an interesting, engaging, and beneficial website within building awareness and brand marketing.
- UX reduces bounce rate – bounce rate. This metric is also important for SEO. The lower the bounce rate and the longer the time spent on pages, the more positive the signal for the search engine that the website is properly optimized for the searched phrase and its content is relevant to the user.
- UX increases conversions. The easier it is for the customer to find the product they need, and at the same time, they can add related products to the cart in one step, the sooner they will click the ORDER button.
- The better the UX, the fewer calls to customer support. In other words, fewer inquiries like: I can't complete the order, I can't choose delivery, I can't find those yellow shoes, I filled out the form, and what's next, how do I return the goods, etc...
Effective internet advertising shakes the competition
Which way of advertising on the internet to choose?
Terms like online marketing, digital web marketing, or performance marketing include many ways of promotion on the internet. Each of them has different advantages. You should choose according to what your goals are, who your target group is, and where they move the most (for example, whether your audience is more on Facebook or prefers Tik Tok videos). However, you don't have to choose just one channel. Effective internet advertising is undoubtedly backed by a well-composed marketing mix.
Google advertising
Advertising within the Google platform itself includes a large number of types of promotion. The most used form is PPC advertising, where the price is charged only when the user clicks on the ad message. However, you can also choose from several formats – paid advertising in search results, campaigns within Google Shopping or attractive banner campaigns. The advantage of Google advertising is its targeting, measurability, and optimization thanks to Google tools (Google Ads, Google Analytics), flexibility in adjustments, and also immediate results.
UIČKOVSKÝ TIP: Google Shopping campaigns are a great way to offer your products with an image and price directly in search results. We wrote about how they work and how to set them up in the article How to Google Shopping and set up Google Merchant Center?
Advertising on social networks
Social networks also offer opportunities for internet advertising. The advantage is mainly that potential customers spend a large amount of time there and thanks to effective tools, it is possible to target the ad very precisely. You can choose from various paid advertising formats – for example, within the Meta company (Facebook and Instagram), where campaigns are managed and analyzed using a clear tool. The second alternative for promotion on social networks is the popular influencer marketing.
UIČKOVSKÝ TIP: Do not choose an influencer for collaboration based on the number of followers. Focus on the interaction of their audience with posts and whether you can find a connection between your product/brand and their activities (interests, opinions, etc.). More tips on how to choose an influencer can be found in the article Influencer marketing: How to find a pearl among influencers?
Internet advertising in price comparators
Price comparators, such as Heureka, Pricemania, Favi, Biano, and similar, offer the possibility to use another channel for selling products. The advantage is that they capture the customer at a stage when they are already decided to buy the product and compare the price of the goods or delivery. Placing products in the comparator using a feed increases competitiveness and brand visibility and also brings high return on investment (the potential customer is already in the purchase process stage).
Remind yourself with email marketing and remarketing
Well-set email marketing has long been an effective tool for gaining new and caring for existing customers through internet advertising. With emails, you can send messages about advantageous promotions, special offers, news, brand information, or other unique content that might interest potential customers. You can segment the email address database according to your needs (new leads, regular customers, etc.) and create personalized offers.
Properly constructed email content with an engaging subject and appropriately placed call-to-action element (e.g., button I AM INTERESTED, SHOP WITH DISCOUNT, etc.) is a great tool, to bring customers to the website. An alternative to directing the site visitor back or reminding them that they left a purchase in the cart but did not complete the order are remarketing campaigns.
Collect data, analyze it, and turn it into your advantage
Data is the most valuable thing an e-shop or website has today. With it, you can correctly analyze and evaluate all activities related to digital web marketing. And not only that. Thanks to data, it is easy to find out who your target group is and also how users behave on the web. Data analysis is the first step if you want to solve a high bounce rate from the page or, conversely, a weak conversion rate.
The second, non-negligible dimension is automation and progress, which we already see today thanks to progress with artificial intelligence. In the e-shop, it can be used in various ways. With quality data and technologies, you can streamline processes within website administration and thus save time and money on its management. A novelty that increases conversions and the number of orders is automated recommendations. Effective cross-sell and up-sell of products without the need for administration recommends to the visitor of the site those products and services they are most likely interested in. Even without entering any data about themselves.
Descriptions, engaging content, and SEO copywriting
Content is the tool with which you address the visitor of the website. In addition to graphics, its main element is text. Sales texts, but also optimized product descriptions, categories, text fields in forms or any other content on the web, thanks to which the user gets the necessary information or performs a conversion. All this is covered by copywriting. It also includes content creation aimed at added value. For every website or e-shop, copywriting represents a way to differentiate from the competition and turn a website visitor into your customer.
UIČKOVSKÝ TIP: When creating content, focus on what interests your target group. Regularly publish unique articles on the blog, provide tips and interesting facts on social networks, or inform about your successful projects in case studies. Finally, content is not just text. You can also reach the customer through infographics, videos, podcasts, or a variety of other content that will help you strengthen the brand.
Creating a website is really just the beginning, if you want to succeed in e-commerce. Are you thinking about which of the above options to choose? In the one-stop-shop agency ui42, you will find experts in all the mentioned areas under one roof. Contact us, we will definitely find the most ideal marketing mix and way to make your website more effective for your project.
