I review a lot of eCommerce websites for business owners that I counsel, as well as for prospects who come to me for services.

Assuming they’ve done all the basics, and well thought out Search Engine Optimization, I usually uncover areas for improvement.

When designing an eCommerce website, while you might have a visually and technically accurate site, you still need to convince the prospect to buy. Here’s how:

  • Write product descriptions that capture the reader’s imagination/fancy. (Like those old J.Peterman catalogs Seinfeld used to make fun of.)
  • I’m a fan of suggestive selling. Tell me what the product would look good with, as well as related products.
  • Add shopping by occasion to your navigation (i.e. Father’s Day, Graduation, Back To School, Birthday, Special Lady, Special Guy, Christmas/Hanukah, etc.).
  • Set my expectations about Shipping fees/timing/options.
  • Reassure me about your Satisfaction/Return Policy, secure checkout, etc.
  • Test offer combinations (i.e. % off, $ off, bundles, etc.).

Hope you find this helpful. Please feel free to add in the comments below.