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The Return of our Killer eCommerce Tips for Online Retailers

By on 18 November 2011 @ 11:08 AM.

Tags: ecommerce, ecommerce tips, ecommerce guide, ecommerce 2011.

Welcome to the return of our 105 100 killer eCommerce tips for online retailers, this follows on from our original post published back in February. With an ever evolving and rapid paced environment on the web, it doesn't take long for web content to become dated and it's important to always ensure you're following advice from an updated source that includes the latest trends, patterns, technologies and compliancies.

This time, we've broken it down into easily digestable sections, if you're thinking of joining the thousands that set up selling online every year or already own an eCommerce website, then pay attention to the below and consider incorporating what you can to enhance the performance of your site and maximise your growth potential...



1. Ecommerce Platform/Provider: I can't stress this enough, choosing the right eCommerce solution for your website is critical to the success of your business.

a. Is it a managed/supported service?

b. Does it receive continued development with updates rolled out?

c. Does it provide the required level of flexibility and features for your store?

e. Is it customisable/optimisable for optimal performance on the web/in the search engines?

These are all the kinds of initial and basic questions that should be asked before deciding upon an eCommerce solution. Don't scrimp when it comes to investing money into the core foundation of your online business, as with most things, you get what you pay for and a £99 eCommerce template with built-in back-end (admin panel/CMS) is going to be awful from every angle imaginable.

2. Products/Industry: Get your business model right before even attempting to sell online, if you are just attempting to set up an eCommerce website to sell a product because you think it's easy money and you have no real knowledge or interest about then you're destined for failure immediately. Knowledge, experience and a great understanding of your products/services should be paramount before selling online.

3. Market Research: Who are your target market? Do you know where to find them? Do you know what they want? It is imperative to research your market before selling online - this ensures that a) there is demand for your products and b) they will sell and earn you money. Failure to identify this will lead to many man hours of your time wasted and money thrown down the drain.

4. Competitor Research: Know who you're competing with, can you source from a cheaper supplier? Can you compete with your competitors prices? How many other websites sell the same online, is the market saturated? Research their websites, try and gather any relevant data you can from your competition to give you that extra edge over them when you launch - and don't stop there, continue watching them closely.


5. Logo: A lot of thought, effort and professionalism should go into creating the perfect logo for your website, after all, this will be what represents your brand online. It should be simple (for printing / alternative medium purposes) yet effective and eventually, be instantly recognised as being associated with your brand.

6. Professional & Modern Design: It amazes me how many eCommerce websites I come across each day that look absolutely shocking and will be lucky to get a sale via in a year, let alone in a week. Design matters, fail to portray your business as a professional

7. Consistency: Apply consistency to your design and style through your website, there's nothing more ugly than a variation of fonts, typography, colours and styling elements as you browse from page to page. Inconsistent design displays incompetence and unprofessionalism.

8. Skins / Themes: Show your customers that you're alive and regularly maintaining an active business by creating new skins and designs for your eCommerce store. As you approach Christmas, consider a Christmas theme design, it makes your online slhop much more welcoming and also shows that you can be bothered to put the effort in for your customers so chances are, they will likely be bothered to buy from you.

9. Banners / Ads: Make use of various banner advertising on your eCommerce site. Now I'm not talking about displaying AdSense or advertising from 3rd party sources, but I mean banner imagery for your own brand and product ranges. If you offer free delivery, then get a banner designed to promote this. If you're running a Xmas sale, then design a Christmas themed banner to push this (you get the idea).

10. Design Imagery: A really powerful design, especially in eCommerce is often equipped with effective and professionally designed imagery (combined with CSS3) and will almost always stand out from the crowd - these are often the sites which have the 'Wow Factor' potential and are not instantly identifiable as using any given eCommerce platform because the design is bespoke and the eCommerce software has been highly customised by a developer.


11. Onsite Usability: Put yourself in the shoes of someone that has never visited your site before, can you easily locate and move around the site? Usability is critical, if visitors to your site can't use it, they won't buy from it. Even today, there are thousands of people that aren't web savvy still - make sure you're not isolating them!

12. Site Navigation: Is your site easy to navigate? Consider multiple navigation splitting sections of your eCommerce website up (mini sitemap in the footer for your main pages is quite common), have your product categories and sub categories in one place (per haps a side navigation) with any pages about your company of your website policies elsewhere so it doesn't appear as 'information overload' when visitors land on your website. Navigation should be visually effective and clean and idiot proof - is yours?

13. Breadcrumbs: Let your visitors know where they are on your site by displaying breadcrumbs. This makes it much easier for a customer to retrace their steps and revisit previous pages in addition to assisting the crawlability of search engines on your website.

eCommerce Breadcrumb Trail

14. Step Breadcrumbs: Similarly to above, when shoppers enter a process that includes multiple steps (such as delivery, payment, registration), let them know what step they're at and how many steps to complete the process. No-one likes to fill in form after form with no idea how many more are left and how long it might take.

15. Organisation: Organise your site well, make use of sub categories so consumers don't have to spend days trawling through thousands of products in one category. A nicely organised and tidily structured eCommerce website makes a real difference to the customer experience and increases the chances of them returning.

16. Website Speed: The speed of page loading is important critical, not only is it an essential factor for SEO (effecting rankings organically), but if your pages are loading too slowly, your website won't convert and shoppers will give up and buy from one of your competitors.

17. Email Notifications: Give your customers email notifications, keep them notified about changes to policies or when items are back in stock or changes to tax, about anything - if there's a change, let them know.

18. Mobile Compatibility: Will your eCommerce website work on mobile devices? Do you have a mobile version? mCommerce is on the rise in a big way currently and failing to cater for the mobile market will lose you custom. Consider an iPhone or Android app or a web version of your website to make it easier for shoppers to buy from you when they are on the move.

19. Scrolling Vs Pagination: There's no correct answer to this, whichever suits your eCommerce site better but its worth considering the options. If you have many thousands of products and displaying all on a page would take an absolute age to load, then consider a vertical or horizontal scrolling function that could prove much easier and less time consuming for the end user.


20. Onsite Search: Display a clearly visible search function on every page ATF of your website (in the header is the common place), make it as easy as possible for consumers to find what they are looking for by allowing them to simply type in keywords related to their products. Carry out extensive testing on the search functionality, ensure it is displaying relevant results and if possible get it to prioritise it's results (exact match to phrase match to broad match).

eCommerce Search & Product Search Functionality

21. Search Refinement Options: Offer refinement options for your onsite search. If possible, allow shoppers to only search within specific product categories or a particular style of a product (such as size or colour).

22. Display Related Searches: Consider displaying similar related searches underneath the search field - these are typically taken from other common onsite searches which may be more useful (and error free) than what the consumer searched for.

23. Search Variations: Perhaps consider displaying search variations at the bottom of the search results such as how many search results would have been returned if the consumer had used related variations of their keywords.

24. Product Sorting: Allow product ranges to be sortable so shoppers can drill down to the specifics of what they are after if needed. Common sorting options include price (low to high), alphabetically (a to z) and most popular products.

25. Product Filters: Implement as many product filters as you can such as size, colour, mens/womens, material, free delivery - anything you can think of that will allow the consumer to refine their options. This allows consumers to display a much more relevant list of products based on really detailed specific criteria - always make sure these filters can be cleared on a per filer basis so shoppers don't have to start their filtering from the beginning too!

26. Display Options: It's rarely possible to please everyone so when this isn't possible, offer options. Allow shoppers to displays products as a grid, list or any other format you think would work for your target audience.

27. Wish List: Consider allowing customers to add products to a wish list on your site so that they can save these for another time (when they have the money to purchase perhaps). This is also gives you a reason to email them at a later stage to remind them of the products in their wish list.

28. Rewards: Consider offering rewards if a customer leaves a product review for example (such as a discount when they next purchase from your eCommerce site) or if they made an ace suggestion to improve your site that got implemented. This will improve customer loyalty if you can give something back for their contribution and valuable input.


29. Product Images: These are vital, one of the most important factors in a consumer deciding on whether they will purchase. Ensure product imagery is plentiful, of appropriate size, extremely good quality and shows the product in a variety of angles/uses (as necessary).

30. Utilise Multiple Tabs: It's important to ensure your product pages don't appear too cluttered, but at the same time, display all the necessary information that the shopper might want to know in addition to giving the search engines something substantial to crawl. Using the likes of CSS or jQuery, it is possible to display a tabbed area which could be used to break up information such as description, specifications/datasheets, dimensions and reviews) and by doing so, does not affect the design and layout of your product pages.

Tabbed eCommerce Product Information

31. Display Everything: Even if you think it isn't relevant, display it! What you might consider useless information could well be crucial for one of your customers. The more content the better, break it up into appropriate areas like using the tabbed method above for example.

32. Image Zoom/Magnifier: Always allow your product images to be enlarged and make sure the enlarged version is, in fact, actually larger! You will be amazed of the amount of eCommerce websites that use the same image for both the image view at product page view and the zoomed image.

33. Images/Videos: Include them and lots of them. As many as you can, each image or video you can add for your products gives you extra opportunities of being found in search engines and gives consumers a great visual overview/walkthrough of your products before they buy.

34. Stock Levels: Display stock levels, if you can't display stock levels, at least display when the item is out of stock instead of letting the consumer find out when they are trying to pay at cart or worse still, purchasing the item and then sending an email afterwards to apologies that item is out of stock and there will be a further 28 days before the item will be back in stock and delivered (yes Argos, I'm talking to you).

35. Related Products: Suggest related products on product pages so that if a particular product doesn't match the exact requirements of the customer, they can view similar and related products that may be what they're after.

36. Bundles / Product Matching: Match products up for the customer, if you also stock a matching clutch bag and belt that goes with the dress being purchased, then suggest these items to the shopper too. Offer bundle deals too which are related to the products the consumer is browsing.

37. Rollovers: Consider rollovers which can display additional information to the shopper (which saves them an extra click through to the page). This could be at category level when viewing products in a grid/list which when rolled over displays a tooltip displaying sizes that the product is stocked in for example). This could also be used for images at product level when rolling over the images that magnify/zoom the image to display in much closer detail.

38. Reviews: Allow customers to leave product reviews and be honest, display them all, even if they are bad reviews - honesty and transparency goes a long way in eCommerce, its better to approve a poor review but comment back to it with an apology or explanation.

39. Voting: Allow your customers to vote your products up and down, this gives other shoppers a good idea of the level of popularity your range has and also would allow customers to sort by popularity too.

40. Comments: Consider allowing comments on products and product images. This is another great way of encouraging customer engagement and discussion about your products.

Contact & Support

41. Phone Number: Do you clearly display a phone number on your website? If not, you should do, this should stand out and be clearly visible ATF. The website header is the most common place to place your phone number and is also where most shoppers would expect to find it, make sure yours can be found here too!

42. Physical Address: When a website does not display any physical location or contact details, it can ring alarm bells to many, it gives the sense that they don't want to be trackable or reachable by any means - which ultimately leads people to suspect the website could not be genuine and they could be ripped off. Do everything you can to make sure your customers don't think this about you!

43. Email Address: Display an email address for sales and ensure it is regularly checked/maintained, this gives you an additional avenue to receive correspondence. If you're worried about displaying an email address on your website that could be scraped by bots and spammed, there are a variety of ways to mask your email address.

44. Live Chat: Consider live chat on your website if you have the resources to maintain. A lot of shoppers want answers before they've asked the question and if they can ask questions on your website and receive an answer almost immediately, it may just make or break the sale.

45. FAQ: Over time, you will probably be asked the same questions multiple times, and if, for whatever reason, you can't prevent this question from repeatedly being asked, consider a frequently asked questions section which lists all the most frequently asked questions which can be clearly displayed on your eCommerce site for customers to check before contacting you.

46. Customer Suggestions: Consider a customer suggestions box on your website, as the saying goes, "the customer is always right". It's important to listen to your market, setting up the functionality on your website for them to make suggestions to improve your site could be vital to it's success.

Policies & Terms

47. T's & C's: Every eCommerce website should have a set of terms and conditions. Ensure these are clearly accessible from every page of your site, ensure you know them inside out and take the time to adjust them to suit your business (as opposed to just copying and pasting from someone elses site on the web). You should also make customers agree to T's & C's (via a link on final step of payment) prior to purchasing.

48. Privacy: Every website should have a privacy page detailing exactly what personal information is collected and what it used for. Ensure yours is clearly accessible from every page on your website.

49. Returns / Refunds: Every eCommerce website should clearly display their returns policy which should be easily accessible from every page of their website. Ensure yours are correct/up to date and regularly maintained. Ensure this clearly explains how a customer can return an item and in what circumstances they are elegible for a refund.

50. Delivery/Shipping: Create a page for your delivery/shipping policy, as with the above, ensure this is easily accessible from every page of your website. Ensure these clearly specify how long customers can expect to wait for delivery and associated costs for delivery.

Trust & Credibility

51. Company Number: Displaying your company number on your website proves that you are a legitimate and genuine official business and not likely to scam the consumer and run off with their money. If you have one, it would be recommended to add this in a section of your footer.

52. VAT Registration No: As with above, any official information you can provide about your business such as your VAT registration number which would have to have been processed via HMRC (or other tax organisation) goes a long way in proving that you and your business are genuine.

53. Press / Accreditations: If you've won awards or had any positive mentions in the press/media then shout about if on your website, consider setting up a page for this content and link to it with a banner off your homepage. Anything that brings credibility to your brand online is worth letting your customers know, in any way you can!

54. Trust Seals, Marks & Badges: There are plenty of companies out there now who offer trust badges or seals for your website where your eCommerce website will come under rigorous scrutiny to determine how you cope with a variety of scenarios related to etail. Pass their criteria and you will be able to display a trust badge on your website will install trust in your customers that you can operate effectively and efficiently and give them a satisfactory shopping experience. Some popular providers of trust marks include: Customer Seal, Verisign and Trust Guard.

55. Transparency: Be transparent in what you do and how you operate. If you not clear with your customers or try to deceive them in any form, then it will only be a matter of time before your brands credibility is destroyed (and it can take many years to restore).

56. Blogging: Regularly blogging is not only a great way to keep search engines as well as people revisiting your site but also gives you a platform to establish yourself as a leader in your field and invite customer engagement plus displays regular activity and maintenance in your business.

57. Testimonials: Display customer testimonials on your website to show off previous customers that have been happy with their purchases/experience. This, along with all the above, will play a significant role in new customers trusting you prior to purchasing.

Security & Payment

58. SSL Certificates: Security is important online, especially in a world where there are scams, shams and people trying to con money out of you whichever way you turn. By installing an SSL certificate on your website, customers that buy from your eCommerce website can be sure that you are protecting their personal information and are using it only as intended. Recognised SSL providers badges displayed on eCommerce websites also install trust in the customer and are far likely to covert at a higher rate.

59. SSL / TLS: For any pages of your eCommerce website that will display secure and personal information, use SSL or TLS protocols which is a data protection standard encryption. This will display a padlock in your browser when on these pages and will also display https:// instead of http:// in some browsers which both let the customer know that they are shopping and submitting data in a secure environment.

60. Website Hosting: Choose the right web host. An eCommerce website will typically use much more resources than a non commerce website and as such, the server your website resides on, needs to be able to handle the load. Try and always go with a web host provider that comes recommended, that are many out there that offer a shocking service. We can provide reliable web hosting with suitable packages for what your website would require if you wish to enquire.

61. Maintenance / Updating: Ensure your eCommerce website is regularly maintained and kept up to date. In most cases, your eCommerce website will use an eCommerce software platform/solution and will subsequently require updating every so often. If this platform is opensource and any of the core files have been modified in order to customise your website then updating will have to be processed manually. Stay on top of this, updates often fix bugs and security flaws and failure to update could mean your eCommerce website and all your eCommerce data is in danger of being hacked.

62. Login/Registration: Make the sign-up process quick and simple, if you don't need to know the customers cats mothers maiden name, then don't ask it! Too many forms will put consumers off and eventually drive them away. Only request registration once they are ready to pay too but still save their movements and actions in the form of a web cookie prior to them registering too.

63. Payment Gateway / Merchant Account Provider: Most shopping cart solutions are pre-equipped with payment gateways already and are up to date and all in working order but if otherwise, always ensure you are using a reliable, trustworthy and secure payment gateway on your eCommerce website. Do your research with these, there are plenty of payment gateways and plenty of providers that can supply you with a merchant account but many have very different terms, conditions, required criteria and associated costs.


64. Visibility: Ensure the shopping cart / basket is always clearly visible on every page of your website and displays the number of items a customer has in their basket along with the current total amount.

65. Show Savings/Discounts: Along with cart visibility above, display any discounts/savings the customer is entitled to/has made based on the items in their cart - Consider displaying how much more they need to spend before qualifying for a discount as well (this will help boost your AOV).

66. Delivery Options: Give your customers delivery options - perhaps free delivery on any orders over a certain value. Allow your customers to receive their shopping quicker if they need to or ona specific day if possible. No-one likes vague delivery times/dates.

67. Delivery Method: Tell your customers who will be delivering their shopping, will it be Royal Mail, will it be a courier, if it's a courier, tell them who it will be along with any of their terms and conditions. Give your customers the option of inputting delivery instructions as well - they might know they will be out and want to leave with Mr Jones at number 34 - allow them to specify!

68. Email Confirmation: When a customer is bought from you, make sure you send an email confirmation (branded with your company and contact details) - all online shoppers want confirmation via email to be reassured that you haven't just run off with their debit/credit card details.

69. Confirm Order Details: Not only send an email confirmation to thank the customer for your order (as above) but actually specifiy the details of the order so the customer has a chance to amend anything if they've made a mistake. You're not doing your customer service any favours if the first chance they get to realise they ordered their daughters new shoes three sizes to small is when she opens them on her birthday.

70. AOV Upsells & Cross-sells: As an eCommerce site owner, you should always be actively looking to boost AOV on your site. Consider suggesting small value products at cart level for customers to add to their order and consider cross-sells related to the items the customer is about to purchase.

71. Order Tracking: Allow customers to be able to track their orders at any stage. If you can't offer this as part of your eCommerce website, see if who delivers your products to your customers offers order tracking and let your customers know this via email.


72. Brand Visibility: Do everything you can to increase the visibility of your brand. Advertise in appropriate places, increase your rankings in the search engines, engage in industry related discussions and networks, sell / give away promotional merchandise with your brand printed all over it.

73. Brand Exposure: Do everything you can to maximise your brand exposure. Set up systems to monitor activity and movements in your industry and actively look for opportunities to engage with.

Go Local

74. Local / Geo-Targeting: With search results becoming more and more geographically targeted, it is important that you are doing what is necessary to ensure you are being found by your local market (if you offer local based services), as an eCommerce website, there may not be a major requirement for being found locally as you sell online but just bear this in mind if it is important that you need to be found by your immediate localised area.

75. Business Directories: There are a few handfuls of worthwhile business and shopping directories to get listed in which will pass authority through to your eCommerce website in addition to sending targeted traffic your way. Some of these we would recommend include FreeIndex, ShopSafe and Shobby.


76. Page Titles: Every page of your website should have a uniquely optimised page title highly targeted for that pages' content. Recent research shows that natural language wrote keywords are now performing much better in the SERPs than exact matches (source: Pubcon 2011 via @uberjill). Whereas before, it would be recommended to optimise your title tags with something such as: [Keyword 1] | [Keyword 2] | [Keyword 3] :: [Brand Name] - Something such as the below would be more preferable now from a search engine perspective.

Example: [Primary Keyword] - [Keyword Variation 1] & [Keyword Variation 2] + [Tag Line] from [Brand Name]

Remember to try and keep your title tags less than 70 characters in length (anything after this will be visibly cut short in the SERP view).

Read more on page title optimisation.

77. Meta Descriptions: Create unique, descriptive and relevant meta descriptions so that when these are used in the SERPs (and if they are highly relevant, this will be more often than not), they entice searchers to click through to your website. Use this space to push your USP's where appropriate such as mentioning free delivery if you offer this. Remember to keep your meta descriptions to less than 156 characters in length (anything after this will be visibly cut short in the SERP view).

78. Meta Keywords: Whilst not a ranking factor for Google's search engines, this tag is used by a wide variety of other bots, web crawlers and search engines. It's still worth inserting up to ten of your most relevant and target keywords in this tag.

79. Other Metadata: Contrary to what a lot of people believe, metadata doesn't just end at descriptions and keyword tags. There are loads of other metadata tags used to describe the contents, context of data files on the web. Consider using any that are appropriate for the nature of your website (you may wish to include a copyright meta or an author meta). View more meta tags.

80. Search Engine Friendly URL's: Vital to not only rank well in search engines but also appear much more descriptive to customers and bots without them having to click through the link to find out what the page contains.

A URL friendly would be something such as:-

a. http://www.domain.com/privacy instead of http://www.domain.com/?page_id=137

b. http://www.domain.com/brand/name instead of http://www.domain.com/?manufacturer_id=76

URL's can simply be rewrote using mod_rewrite on apache (server or via .htaccess) or IIS/ISAPI on Windows servers (.asp). If you don't know how to do this, feel free to get in touch with us, we offer URL rewriting services from £49.

81. Image Optimisation: Ensure all your images are optimised, you will find that many potential customers will seach for products in image search engines prior to looking for a site to purchase it from, optimising your images will create much more visibility in image search engines and generate extra targeted traffic. Many eCommerce platforms do not offer much flexibility with the optimisation of images so if yours doesn't, it could be worthwhile considering alternatives.

82. Rich Snippet Markup: Rich snippet markup allows websites to label their structured content to make it clear to search engines that each labeled piece of text represents a certain type of data (such as a restaurant name, an address, or a rating).

Rich snippet markup that could be utilised on eCommerce websites includes product reviews, breadcrumbs and location information/organisation. Can't get your head around rich snippets? Feel free to get in touch with us, we offer rich snippet markup integration (microdata, microformats and RDFa) into websites from £249.


83. PPC: Consider pay per click for instant targeted traffic - Extra beneficial if you are new etailer or wanting to push a product range for a seasonal peak (like in the lead up to Christmas).

84. Shopping Feeds: Consider extending your opporturtunity of custom by submitting shopping feeds to price comparison engines. Google Base is free and there are many many others which mostly work on a CPC basis.

85. Related Advertisements: Consider advertising on other websites that will naturally attract your target market, now I'm not talking about a competitors website, as that's unlikely to happen but perhaps a blog or network that are predominantly focused around your product range and or popular in your industry that you know could send you some targeted traffic. If you can't see an advertising policy on their website, consider contacting them direct to enquire.


86. Email Marketing: Allow visitors to your website to opt in to email marketing if they want to receive emails about your company, products or 3rd party affiliations. Every time a new customer purchases from your website, they too get added to your email marketing list (unless they opt out) - in time, this should generate quite a substantial list to market to. Utilise the power of email marketing to generate repeat custom, if you're unsure how to go about this, then hire an email marketing company.

87. Newsletters: Don't let your customers forget about you, boost your chances of repeat orders from them by regularly (monthly ideally) sending out newsletters to push seasonal product peaks or any sales/promotions you are currently running. Have them professionally designed, follow the trends with the content and always give them an option to opt out.

Social Media

88. Visibility: How visible are you in the social sphere? Ensure you secure your brand name usernames on social platforms (use KnowEm to check) and get your brand set up and actively using related networks to your industry. Ensure brand visibility is maximised via these channels, more and more of the web is being made up from UGC so make sure you're a part of that.

89. Widgets: Display the relevant social media widgets on your website. Most platforms offer a developers area with a range of badges, buttons and widgets. Use the code they provide to display these on your website to encourage a following via social media.

90. Activity & Engagement: It's all well and good being registered on social media sites, but it's little good unless you are active and the accounts are maintained on a daily basis. Ensure you are regularly feeding new content to your accounts, participating with the crowds and engaging with your customers.

91. Social Sharing: Ensure Facebook 'Likes', Twitter 'ReTweets' and Google '+1's' are easily accessible on all your products and other pages if you wish, this allows these pages of your eCommerce site to be easily shared by your customers which not only increases your brand exposure and generates traffic but also plays a role in your rankings in the search engines.

92. Polls: Run regular polls via social media, if you make them interesting, it encourages others to befriend your brand on social media and ensures they keep coming back. You could not only run polls about anything related to your industry but also use these to obtain feedback about your brand and products.

93. Competitions: Use social media to actively run competitions, force entrants to invite friends and encourage viral growth. It only takes on genius idea, and you could be producing thousands of new visitors with minimal effort.

94. Forums: Consider launching a forum on your website (whether for support of generally to discuss anything related to your industry). This would be another great medium to generate additional traffic (especially with Google placing much more weight on fresher, more recent content in the SERPs) but also builts a really targeted community on your own website.

eCommerce & Social Media


95. Web Analytics: This should be installed and should be done before your eCommerce site even goes live. Analytics is crucial to understand your website visitors, learn what they are doing, track their movements and generally make improvements to your site to generate more revenue. Without analytics, your

96. Conversions: Monitor onsite conversions and always look to improve them. If any web pages aren't converting well, understand why and do something about it. Some possible options to consider would be split testing variations (see below) or improving the design of the page (is the important information ATF? is there a clear CTA? are there too many distractions on the page?)

97. Multivariate Testing: This allows you to split test multiple elements on a single page so you can track and record the performance of each. This gives you the necessary data to improve the performance of your websites pages.

98. A/B Split Testing: This allows you to split test an original instance of something with another to gather the necessary data and learn which performs better. This is commonly carried out for homepages, banners ads, emails and landing pages.

99. Cart Abandonment: Monitor and track how many customers are dropping out of your sales funnel and identify what the causes for this are and look to make the necessary improvements to reduce the cart abandonment rate.

100. Conversion Funnels: This is the process from when a customer lands on your website to when they convert into a conversion (whether this may be a sale, contact, sign-up or whatever). Ensure you are monitoring these and they are error free, over time, these will collect insightful data as to where their are flaws in your conversion scent paths and should provide the required data in order for you to tighten up your funnels to convert more visitors.


Get all or most of the above right and you'll find yourself well on the way to eCommerce success. If you can think of anything else we've missed, then let us know in the comments.

This content will be downloadable in PDF format very soon. Please leave a comment if you would like to receive a copy. It will also cite much more references along with include more imagery documenting the ecommerce tips.

About the Author

Geoff is more commonly recognised online by his internet pseudonym 'zigojacko'. He is the Director of Search at Clubnet Search Marketing, founder of The Clubnet Group and has a huge involvement in the music, clubbing and entertainment sector where he also manages operations at Clubnet UK


Pete Chalk

Posted by Pete Chalk

Probably the best article on setting up in ecommerce ever. Amazing!

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Bill Friar

Posted by Bill Friar

Fabulous post! Definitely saving this for future reference.

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Dave Bridges

Posted by Dave Bridges

Easily best ever ecommerce tips online! Thanks

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Sally Peters

Posted by Sally Peters

Super blog post, subscribing to your feed if for nothing else, just for your ecommerce tips - keep them coming, i'm trying to implement as many as possible :)

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Whitney Segura

Posted by Whitney Segura

Great stuff man, I couldn't have said it any better myself.

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Locksmith Kidbrooke

Posted by Locksmith Kidbrooke

Greetings! Very useful advice in this particular post! It's the little changes that produce the largest changes. Thanks a lot for sharing!

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Jerry Dylag

Posted by Jerry Dylag

Great blog. I just found it and I just can not stop reading all the tips for my eCommerce website. Thank you!!!

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