In this video, we’ll cover the best practices for setting up and displaying the default eCommerce store your website builder provides. This includes things like optimizing the store page, the product page, the shopping cart page, the policy pages, and the purchase confirmation or “thank you” page.
At this point, you should by now have read your website builder’s documentation on eCommerce and have a good understanding of how to physically add an eCommerce store to your website. Since the technical aspect of doing this is fairly straight forward and is covered in your website builder’s documentation, I want to focus on eCommerce best practices for displaying your default store pages.
So let’s get started! I just added an eCommerce store to Sarah’s website within the Wix editor. As you can see here, I am in preview mode viewing the eCommerce store which is listing example products that Wix has automatically added to the store. Most website builders will auto populate your store with example products that you can either delete or swap out within your editor. Let’s take a look at one.
This example product serves as a placeholder with helpful dummy text and images to help you visualize the basic layout of the page. Naturally, Sarah will need to replace this content with her own. This page is called the product page and your platform uses this as a template to display each individual product that you have within your eCommerce store. For example, if I go back and then click on another product, you’ll see that we’re now viewing a different product, yet the page itself looks the same.
The product page, is perhaps the most important page on an eCommerce store, as typically this is where your viewer will decide to either purchase your product or not. The first step to a good product page is crafting a well written product title and description.
Both the product title and description must provide accurate and descriptive information about the product. Remember, your customers cannot touch or feel the product – so it is your responsibility to describe it to them.
Furthermore, keep search engine optimization in mind by adding your targeted keywords within both your title and description. Feel free to include headings and bullet points within the product description as well.
Also, avoid using duplicate titles and descriptions and never copy or paste the generic manufacturers’ information, which is already being used all over the Internet. Remember, you want to avoid duplicate content. And lastly, don’t be afraid to craft a product description with 1000 words or more if the product warrants it.
The next step to a good product page, is using quality images and/or videos to showcase your product. Any image or video should be of the highest quality possible. Hiring a professional photographer, or investing in a good camera and some great lighting, is money well spent. For small products, consider purchasing a professional photography box. It will really make your product standout. The images you use are a reflection of your product and they will greatly affect your viewer’s buying decision. Also, use multiple images with different angles so that the viewer can get an accurate, all around look at the product. Lastly, don’t forget about your image’s alt attribute. Add an ALT description to each image for SEO!
Another step to a good product page is adding social media share buttons. This will encourage your customers to share the product with others and increase your product’s visibility. You can usually find this option under page settings within your platform. In our case, Wix will show these buttons by default. Also, don’t worry if your business does not utilize the various social media platforms that are listed within the buttons. For example, if your business does not have a Google+ page, it’s fine to list the Google+ share button as this option is for your viewers and some of them may want to share this page via Google+. The more options you give them, the better!
Another step to a good product page is adding customer reviews about the product. Note that unfortunately not all website builders may support this feature, but if yours does, this is something you should definitely consider adding. Listing real customer reviews about your product will not only drive more sales, but help the customer better understand if the product in question is right for them. Customer reviews are proven sales drivers, and something the majority of consumers will want to see before deciding to make a purchase.
Lastly, a good product page must match the design of your website to look seamlessly integrated. Since most website builders embed the eCommerce store onto your website, you will need to style it separately to match your website.
Fortunately, in our case, Wix already does a good job of this because they use their own custom built platform that’s made to match our template. But for others that use a third party platform, you may need to adjust the styling, such as the layout, colors, and typography.
Now that you have a good product page in place, let’s go back to the store page we saw earlier and talk about categorizing products.
All eCommerce platforms will allow you to apply your products to a category so that you can organize your products in more efficient manner.
For example, say Sarah added several dozen products to her eCommerce store. She would want to better organize her products by grouping similar ones into Categories. Such as adding her Strawberry Bliss Short Cake and Raspberry Delight Chocolate Cake to a category named something like “Cakes” while adding her 24 Carrot Cupcake to a category named something like “Cupcakes”. This is just good practice and will keep her store in better order. Note, in Wix, they call this “collections” instead of categories. As you can see here, I’ve restructured Sarah’s store page by using categories. This is much better than the original default layout.
Now that we have the store page properly categorized and a good product page in place, the next pages within your store are typically for the Shopping Cart and for the Purchase Confirmation or “Thank You” as Wix calls it. These pages typically are ready to go, so there’s not too much work for you to do here. But it’s still a good idea to check them. With Wix, we have very limited customization on these particular pages, such as changing the basic font, font size, and font color. Just like with the product page, be sure to apply the style that best matches. The same styling should be consistent throughout your entire eCommerce store.
It’s also good practice to add these links to the bottom of every page within your footer so that your viewers can easily find your policies. In our case, Wix unfortunately makes it impossible for us to simply copy and paste the policy page URLs that they display on the checkout, so we would need to manually add brand new policy pages within our editor and then place a link to each within the website’s footer. Furthermore, you’ll most likely want to hide these policy pages from search engines as these types of pages are irrelevant and often contain duplicate content, which remember, is bad for SEO.
Note: If you don’t have any existing polices, you’ll need to create them. There are a variety of free policy generators online that can help serve as a basic template for your business. I would recommend checking those out and consulting with your lawyer as well to make sure your policies adhere to any laws and regulations.