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How to Create an eCommerce Website Strategy That Works

 

Find out how to create an effective website strategy for your eCommerce business.

Adam Harris

Posted 28 February 2020
by Adam Harris

A good website strategy goes beyond the nuts and bolts of your site and be closely aligned with all facets of your digital marketing strategy.

Picture your average brick and mortar retail store. Potential customers walk past and might pause in their stride to glance at the shop window. If they like what they see, they might even venture inside to find out more.

An eCommerce website serves a similar purpose as a physical store; it’s the digital shopfront for your business. The only difference being you’ve got less time to grab a potential customer’s attention. At a physical shop, there might be a smiling shop assistant at the window to make passers-by feel welcome, or a sale sign with a compelling promotion.

An eCommerce website serves much the same purpose as a physical store; it’s the digital shopfront for your business.

Online, people can be more fickle. If the homepage of your website doesn’t immediately grab their attention they can navigate away at the click of a button. A great user experience is essential to helping a website visitor along the path to purchase. With a solid website strategy in place you can ensure visitors turn into paying customers, and even keep them coming back to your site time and again.

Picture your average brick and mortar retail store. Potential customers walk past and might pause in their stride to glance at the shop window. If they like what they see, they might even venture inside to find out more.

 

An eCommerce website serves a similar purpose as a physical store; it’s the digital shopfront for your business. The only difference being you’ve got less time to grab a potential customer’s attention. At a physical shop, there might be a smiling shop assistant at the window to make passers-by feel welcome, or a sale sign with a compelling promotion.

 

An eCommerce website serves much the same purpose as a physical store; it’s the digital shopfront for your business.

 

Online, people can be more fickle. If the homepage of your website doesn’t immediately grab their attention they can navigate away at the click of a button. A great user experience is essential to helping a website visitor along the path to purchase. With a solid website strategy in place you can ensure visitors turn into paying customers, and even keep them coming back to your site time and again.

What is a website strategy?

A website strategy sounds straightforward: it’s a plan of action to build a website that meets your business’ needs. It is this and so much more.

Your website is where people come to learn about you and your products, but if they don’t know it exists then you won’t see much success. A successful website strategy recognises that a website needs to be closely aligned with digital marketing activity that brings people to your site.

An effective website strategy also recognises that for a website to do its job (i.e. convert those people who’ve arrived at your site through your digital marketing efforts into loyal customers) it needs to have the needs and interests of those visitors at its core.

What is a website strategy?

A website strategy sounds straightforward: it’s a plan of action to build a website that meets your business’ needs. It is this and so much more.

 

Your website is where people come to learn about you and your products, but if they don’t know it exists then you won’t see much success. A successful website strategy recognises that a website needs to be closely aligned with digital marketing activity that brings people to your site.

 

An effective website strategy also recognises that for a website to do its job (i.e. convert those people who’ve arrived at your site through your digital marketing efforts into loyal customers) it needs to have the needs and interests of those visitors at its core.

Not only is Shopify Payments less hassle to set up on your end, it also offers a wealth of benefits to your customers. For instance, it lets them pay using their local currency, and also stores their information for future purchases to make the shopping process easier.

How to create an effective website strategy

1. Build it to maximise enquiries and sales

A website should be built with conversion in mind – in other words, it should aim to turn a curious visitor into a paying customer. Key calls to action should be displayed on every page alongside relevant, engaging information to encourage visitors to complete an action (this might be to give you a call, book an appointment, or purchase a product).

A website should be built with conversion in mind. 

The best way to ensure this is to set up a strategy session with a digital marketing agency. They’ll listen to your goals and ensure they build and design your website with those core objectives in mind from the get-go.

How to create an effective website strategy

1. Build it to maximise enquiries and sales

A website should be built with conversion in mind – in other words, it should aim to turn a curious visitor into a paying customer. Key calls to action should be displayed on every page alongside relevant, engaging information to encourage visitors to complete an action (this might be to give you a call, book an appointment, or purchase a product).

 

A website should be built with conversion in mind. 

 

The best way to ensure this is to set up a strategy session with a digital marketing agency. They’ll listen to your goals and ensure they build and design your website with those core objectives in mind from the get-go.

2. Make your website part of your wider digital marketing strategy

Much like a physical store, you need to get people to your website if you want them to buy anything. Email marketing, social media marketing, content marketing and search engine marketing need to be integrated with your website strategy from the get-go to ensure all the different components of your digital marketing are working together to achieve the same goals.

Email marketing, social media marketing, content marketing and search engine marketing need to be integrated with your website strategy from the get-go.

Content marketing, particularly when it’s optimised for voice search and utilises the most up-to-date SEO tactics, is a great way of ensuring that people who are searching for your products or services in Google find you. Retargeting campaigns on social media can also bring people who became busy or sidetracked while shopping back to your website to complete their purchases.

You can download our eBook on growing your business with a digital marketing strategy to find out how to bring all these elements of your digital marketing together.

2. Make your website part of your wider digital marketing strategy

Much like a physical store, you need to get people to your website if you want them to buy anything. Email marketing, social media marketing, content marketing and search engine marketing need to be integrated with your website strategy from the get-go to ensure all the different components of your digital marketing are working together to achieve the same goals.

 

Email marketing, social media marketing, content marketing and search engine marketing need to be integrated with your website strategy from the get-go.

 

Content marketing, particularly when it’s optimised for voice search and utilises the most up-to-date SEO tactics, is a great way of ensuring that people who are searching for your products or services in Google find you. Retargeting campaigns on social media can also bring people who became busy or sidetracked while shopping back to your website to complete their purchases.

 

You can download our eBook on growing your business with a digital marketing strategy to find out how to bring all these elements of your digital marketing together.

3. Focus on the user experience

Your website can look incredible and your digital marketing efforts might generate a lot of traffic to it, but if it’s not designed with the user experience at its heart you’ll find it difficult to convert first-time visitors into paying customers. Every part of your site should cater to a visitor’s needs. The written content should answer their questions and address their challenges, while the site itself should be designed in a way that give visitors the best experience possible. That means making the site responsive to any device they might be browsing on, quick to load and easy to navigate – among other things.

 

Every part of your site should cater to a visitor’s needs. 

 

In order to design and build a user-centric eCommerce website, you first need to create user personas so that you know exactly who you’re talking to. Once you’ve got these in place, create a customer journey map to help design a site that’s focused around their needs. This will help to create a great user experience, improve engagement and ultimately contribute to increased sales.

3. Focus on the user experience

Your website can look incredible and your digital marketing efforts might generate a lot of traffic to it, but if it’s not designed with the user experience at its heart you’ll find it difficult to convert first-time visitors into paying customers. Every part of your site should cater to a visitor’s needs. The written content should answer their questions and address their challenges, while the site itself should be designed in a way that give visitors the best experience possible. That means making the site responsive to any device they might be browsing on, quick to load and easy to navigate – among other things.

Every part of your site should cater to a visitor’s needs. 

In order to design and build a user-centric eCommerce website, you first need to create user personas so that you know exactly who you’re talking to. Once you’ve got these in place, create a customer journey map to help design a site that’s focused around their needs. This will help to create a great user experience, improve engagement and ultimately contribute to increased sales.

A successful website strategy is about building a user-friendly website that has your visitors front of mind, as well as implementing effective digital marketing to get people there in the first place.

For help with your eCommerce website strategy reach out to our expert team today.

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