Four tips to make your ecommerce website more effective from your fulfilment partners at Fairway

May 8, 2014

Ecommerce retailers succeed or fail based on their web presence. Your entire business rides on these bits of code, so shouldn’t you make sure you’re using every trick in the book to its best potential? We’ve included a few words of advice on some of the things even well-established website can often improve on.  After all, the more sales you make, the more fulfilment business we do.

It is easy to fall into the mode of thinking that your core values need to be quality and service, and that your website need only be functional and efficient. This is only partially true, though. Letting quality or service slide will end an ecommerce concern in a hurry, no doubt about it, but a lacklustre or an unpleasant website can doom an otherwise excellent business to obscurity and failure just as quickly.

Your online customers will probably never meet you or speak to you, so you have to put your charisma and passion for your products into the website itself.

Here are a few ways you can improve your ecommerce website for your online business

Spacing and Placement: Cluttered pages make people skip over your carefully prepared information without seeing it. Too much blank space looks unfinished and unprofessional. Make sure you have enough content to hold the customer’s attention, and to keep them focused on the features that will sell your goods or services.

Typeface or Font: In words you’ve probably already read online “We are a Fortune 500 company, not a lemonade stand. We do not use Comic Sans.” The font you use for your main content serves as your facial expression online. Will your customers see it as serious? As playful? As professional? As unreliable? Don’t get me wrong, Comic Sans has its place, but make sure you think about what your font says about your content.

Colour Scheme
: Even if your web page is premade for you, you will be able to change the colour scheme. There are hundreds of articles available online about what colours make people feel, and which put different customers in a buying mood. No matter what advice these articles give, consider avoiding garish schemes. If you think it might be hard to look at, assume it is. Understatement is always preferable to garishness.

Let me assure you, you are too close to your website to judge it without outside advice. Ask the opinion of someone who isn’t involved in the project for an opinion, then pay attention to the advice, even if you don’t like it.

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