Written by: Kevin Osano

Your brand is your reputation. It’s what people envision when they think of your store or your products. It is the feeling they get when they do business with you. These same things are important when developing your eCommerce platform. Think about two websites, one is outdated and slow, the other is simple, easy-to-use and easily showcases products. Which one would you be more willing to purchase from?

Simplify Your Shopping Experience

Most people would choose the site that is easy, simple and clean. The second layer to add is trust and familiarity. Customize your website to match your store logos, colors and fonts to create an online presence that mimics your brick and mortar store.

• Create clear navigation steps and menu choices for your eCommerce site.

• New, featured or seasonal items should be front and center–just like your brick and mortar

• High-selling items should be easy-to-find and sections for men, women and other categories should be clearly defined.

These are all important tools to use in order to guide your customers where you want them to go and allow them to easily locate what they are looking for, with the fewest number of clicks.

Persuade Your Customers to Purchase

Product detail pages represent an opportunity for your store to convince the customer why they should buy your product, and it’s especially helpful when you don’t have a salesperson nearby to ask questions.

Product detail pages represent an opportunity for your store to convince the customer why they should buy your product, and it’s especially helpful when you don’t have a salesperson nearby to ask questions.

• Create comprehensive product detail pages with images, descriptions, color, size options and stock availability.

• Use detailed product descriptions to increase your conversion rates and average order value.

• Create an image of your brand that shows you are considerate of your customer’s shopping experience and time.

Optimize For the Online Shopper

Online customers are typically looking for a specific product so it’s important for your website to create a positive shopping experience. Many customers appreciate having access to a direct phone number or email address to reach out to if they have questions or concerns.

• Utilizing customer reviews and comments is a great way to show customers you care, and it’s a perfect opportunity to create loyal customers by giving them an incentive to come back.

• Your website also presents a good platform to connect social media pages so you can show off real-life customers wearing your products and sharing pictures of themselves.

• Meet your customers where they already are (on their mobile devices), and you will be sure to increase brand awareness and market share.

Keep Your eCommerce Store Fluid

An online store is fluid, and much like your brick and mortar store will change with the seasons, so should your eCommerce store. Use this as an opportunity to increase sales and reach a customer base that is usually unable to make it to your campus. Whether it’s alumni, parents or prospective students, there are many potential customers that would be willing to purchase from your online store. Create a website that is fast, simple and convenient and you will have a platform that keeps your customers coming back for more.