In theory, it’s quite simple. Make more money. That’s the goal of any ecommerce website. In practice, however, it’s one of the more difficult endeavors in website development, and therefore not recommended for the weekend, do-it-yourself website designer. Even professional designers can find themselves in the proverbial deep rough before too long, as the considerations involved in building an effective ecommerce website are both myriad and multilayered. For starters, any successful ecommerce web design must first answer a number of business-related questions. What is your product purchasing process? Are you selling physical properties? Or is your product downloadable? Is it customized? Will it require a quote prior to approval? Or is it a straight purchase? What are your price points? Are discounts offered? What about promotional codes? Can the product be purchased using a credit card or PayPal account? Or will it require loan approval? On the back end, what are your bank requirements? Will you be integrating with QuickBooks-type software or a custom enterprise system? What are the tax, shipping and handling implications? Just getting the process nailed down can be difficult enough. The product itself may present other complications. For instance, how do you describe your product? Are photos necessary to present the goods, or is it an intangible service, requiring professional copywriting to help paint the picture? Maybe video content is the answer. If that’s the case, a completely different set of tools must be brought to bear to create an appropriate online shopping experience. Some products call for 360° imagery. Some may best be presented in a slideshow format. Still others may require an online sales person to assist via live chat. The idea is to sell more. Period. If your product comes with multiple options, you must have an effective way of presenting the choices. For instance, a simple shower stall may have six different sets of hardware, 12 types of glass, eight different metals, and a variety of installation kits, not to mention sizes and technical specs. The more products you offer, the more pages you’ll need to consider – and the more complex your ecommerce web design will be. Every page of an ecommerce website must play well together to maximize sales. And, with so many social media options out there to build your website traffic and share your message with targeted online communities, the art of ecommerce design spills quickly over the boundaries of your isolated website and into the far corners of the Internet itself. Whatever the scope of your project, the goal is to help your visitors comfortably navigate the purchasing process, from shopping cart to completed order. That’s not an easy task even for the best of us. But, when it’s done well, it should result in a smooth, satisfying shopping experience for your online customer. Over the years, Einstein’s Eyes has created many successful ecommerce websites for clients large and small. Let us help you develop an ecommerce website that works. For more information, call 972-997-8200 or email sales@einsteinseyes.com.

Joe Costantino

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About Joe Costantino

In 1999, Joe founded Einstein’s Eyes, providing internet marketing solutions for small to medium sized businesses throughout Dallas/Fort Worth. The company’s services include website development, e-commerce, online marketing, and content development.

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