The anatomy of an ecommerce store has to be different from a typical website. The nature of information being provided, the layout, navigation and even the optimization of the site to cater to the unique needs of the shopper are all a world apart from the anatomy of a standard website. There are hundreds of different elements on an ecommerce site that would demand your attention. Since it is not possible to talk about each of those elements, let us focus broadly on what matter the most.
Categories, product pages and checkout are the three most important features of an ecommerce store. If the category doesn’t cater to the needs or expectations of the customers, then the shoppers wouldn’t end up buying. If the product page is not satiating or convincing, then the conversion rate would be dismal. If the checkout process is tedious or painstakingly time consuming, then shoppers would abandon their carts. Here is a simple guide to improve the anatomy of an ecommerce store.
1) The Category of Products Should be Refined.
You don’t need to furnish the hundreds of different types of products you may have. Have the bestselling categories and those that your target audience would be interested in. If a customer has to buy a product that is rare or relatively unheard of, he or she can look for it using the search bar on the ecommerce website. Trust the intelligence of the average shopper. You don’t need to serve everything on a platter.
That becomes confusing and overpopulates the webpage unnecessarily. You may be tempted to show interrelated or nonrelated categories when a shopper browses a particular inventory. Don’t presume that you know everything about the customer. Don’t pop some products up that are barely interesting. The big data that allows you to crunch browsing behavior is useless because what matters is purchasing pattern. People these days browse and check out myriad products. It doesn’t indicate buying interest.
2) A Product Page Should be Heavily Focused on Information That Matter the Most.
Every product has essential information and nonessential details. While all the details must be up there, the ones highlight or made available on the product page in the main sections should be the essential information.
3) The Checkout Procedure Must Be Quick, Simple And It Should Not Leave Any Scope For The Shopper To Rethink.
Don’t compel every shopper to sign up to make a purchase. A onetime shopper may just want to buy one item and be done with it. He or she wouldn’t want to deal with a three phase sign up process.