此文是廣州品牌策劃公司關(guān)于設(shè)計(jì)公司如果推廣和營(yíng)銷企業(yè)的分享，廣州品牌策劃公司旨在想讓更多的設(shè)計(jì)公司提高設(shè)計(jì)業(yè)務(wù)能力！

注：配圖為UCI設(shè)計(jì)公司作品

廣州品牌策劃公司轉(zhuǎn)發(fā)原文直譯：

所以，你已經(jīng)決定創(chuàng)建（或再造)你的電子商務(wù)網(wǎng)站！這需要做大量的工作，但無(wú)論你是一個(gè)老牌零售商還是一個(gè)有抱負(fù)的數(shù)字企業(yè)家，你都來(lái)對(duì)了地方。

在這篇文章中，我們將帶你走過(guò)設(shè)計(jì)和建立一個(gè)電子商務(wù)網(wǎng)站的過(guò)程。就本文的目的而言，我假設(shè)你已經(jīng)知道你要在網(wǎng)上賣什么，并且已經(jīng)建立了你的供應(yīng)鏈，但是如果你還不知道，請(qǐng)隨時(shí)查看這篇博文，尋求如何做到這一點(diǎn)的建議。

我想確保您已經(jīng)為成功做好了準(zhǔn)備，所以我們將在這里深入了解細(xì)節(jié)。內(nèi)容很多，所以你可能想把這篇文章收藏起來(lái)，然后在建立你的電子商務(wù)網(wǎng)站時(shí)再回來(lái)看。

我們開(kāi)始吧！

注意，本帖更新于2019年5月。

創(chuàng)建電子商務(wù)網(wǎng)站

有很多不同的步驟來(lái)創(chuàng)建一個(gè)高質(zhì)量的電子商務(wù)網(wǎng)站，將推動(dòng)你的業(yè)務(wù)銷售。為了使瀏覽這篇文章更容易，這里有一個(gè)我們將要涵蓋的內(nèi)容的快速概述。這樣，如果你想跳到過(guò)程中的一個(gè)特定步驟，你所要做的就是點(diǎn)擊適當(dāng)?shù)牟襟E，你就可以從那里開(kāi)始閱讀。

選擇正確的電子商務(wù)平臺(tái)

設(shè)置您的電子商務(wù)網(wǎng)站

選擇可以銷售的模板

創(chuàng)建有效的產(chǎn)品頁(yè)面

向您的站點(diǎn)添加功能

優(yōu)化您的電子商務(wù)網(wǎng)站

這篇文章超過(guò)7000字，所以希望這將使導(dǎo)航更容易一點(diǎn)。現(xiàn)在讓我們進(jìn)入本質(zhì)！

選擇正確的電子商務(wù)平臺(tái)

要想在電子商務(wù)領(lǐng)域取得真正的成功，你需要選擇正確的電子商務(wù)平臺(tái)。好吧，如果你真的擅長(zhǎng)編碼，而且有大把的時(shí)間，我想你可以創(chuàng)建自己的電子商務(wù)解決方案，但這可能不是你想要的。

所以，在你創(chuàng)建你的電子商務(wù)網(wǎng)站之前，你需要選擇一個(gè)電子商務(wù)平臺(tái)。

好消息是，現(xiàn)在有很多電子商務(wù)平臺(tái)。壞消息是，大量的選項(xiàng)會(huì)讓你很難確定哪個(gè)平臺(tái)適合你的需求。如果你已經(jīng)開(kāi)始考慮你的選擇，你可能已經(jīng)親眼看到有多少不同的功能可供選擇。

即使在像這樣的博客文章中，比較和徹底評(píng)估每一個(gè)電子商務(wù)選項(xiàng)也是勢(shì)不可擋的，坦率地說(shuō)沒(méi)有太大幫助。因此，在本文中，我將重點(diǎn)介紹5個(gè)最受歡迎的電子商務(wù)平臺(tái)：Shopify、3dcart、Magento、Volusion和大卡特爾.

然而，因?yàn)槲液芮宄@些"五大"并不是唯一的選擇，我們將看看這些電子商務(wù)平臺(tái)在對(duì)你這個(gè)潛在客戶來(lái)說(shuō)很重要的5個(gè)方面如何：定價(jià)、易用性、模板、插件和客戶支持。這樣，即使我們沒(méi)有討論的平臺(tái)吸引了你的眼球，你也會(huì)有一個(gè)很好的框架來(lái)評(píng)估它們。

1.電子商務(wù)平臺(tái)：定價(jià)

如果你像我一樣，在選擇電子商務(wù)平臺(tái)時(shí)，你首先想到的是，"這要花我多少錢？"畢竟，許多電子商務(wù)企業(yè)需要一段時(shí)間才能開(kāi)始產(chǎn)生有意義的利潤(rùn)，在沒(méi)有收入保證的情況下在電子商務(wù)平臺(tái)上花費(fèi)大量資金可能有點(diǎn)可怕。

記住這一點(diǎn)，讓我們來(lái)看看這些平臺(tái)的相對(duì)價(jià)格：

Ecommerce Platforms by Price Ecommerce Platform Cheapest Middle Most Expensive

Big Cartel	$0/mo	$19.99/mo	$29.99/mo
Volusion	$15/mo	$35/mo	$135/mo
Shopify	$29/mo	$79/mo	$299/mo
3dcart	$29/mo	$79/mo	$229/mo
Magento	$0/mo	$2,000/mo	$3,417+/mo

正如你所看到的，大卡特爾無(wú)疑是我們名單上最便宜的選擇，尤其是對(duì)那些剛剛起步的人來(lái)說(shuō)。甚至他們最貴的選項(xiàng)和購(gòu)物化最便宜的選項(xiàng)價(jià)格一樣。

雖然很難對(duì)免費(fèi)說(shuō)"不",但定價(jià)并不是唯一要考慮的因素（否則，這篇文章就完了)。如果你打算投入大量時(shí)間和精力創(chuàng)建一個(gè)盈利的電子商務(wù)商店，選擇一個(gè)能滿足你長(zhǎng)期需求的平臺(tái)可能比選擇一個(gè)最便宜的平臺(tái)更重要。

例如，如果你計(jì)劃擁有一個(gè)大的在線庫(kù)存，Shopify是一個(gè)很好的考慮平臺(tái)。它的擴(kuò)展性非常好，可以輕松處理大量流量的需求。如果你的商店起飛了，你會(huì)很感激你決定從9美元/月的平臺(tái)開(kāi)始，而不是免費(fèi)的。

作為一個(gè)簡(jiǎn)短的旁注，如果Magento的價(jià)格標(biāo)簽讓你心臟病發(fā)作，請(qǐng)記住Magento是一個(gè)眾包電子商務(wù)平臺(tái)。如果你擅長(zhǎng)編碼（或者認(rèn)識(shí)一些擅長(zhǎng)編碼的人),你可以很容易地用很少的錢建立一個(gè)強(qiáng)大的電子商務(wù)商店。

然而，如果你不是特別精通技術(shù)，你就需要雇傭一個(gè)開(kāi)發(fā)者（通過(guò)Magento或者直接雇傭),這會(huì)很快變得昂貴。

盡管我生性節(jié)儉，我還是建議根據(jù)你的需求（和預(yù)期需求)來(lái)選擇你的電子商務(wù)平臺(tái)，而不是平臺(tái)的價(jià)格。從長(zhǎng)遠(yuǎn)來(lái)看，選擇正確的平臺(tái)將比節(jié)省幾美元（甚至幾百美元)更有價(jià)值。

2.電子商務(wù)平臺(tái)：易用性

如果你是電子商務(wù)新手，易用性可能是最重要的。特性很棒，但是如果你沒(méi)有使用它們的知識(shí)和專業(yè)技能，世界上所有的特性和可定制性都沒(méi)有多大意義。

幸運(yùn)的是，我們?cè)谶@篇文章中討論的所有5個(gè)電子商務(wù)平臺(tái)都很容易使用，它們都帶有一個(gè)設(shè)置向?qū)В瑢阃瓿稍O(shè)置你的商店的過(guò)程。然而，創(chuàng)建你的第一個(gè)商店并不是唯一要考慮的易用性因素。

一旦你的商店建立起來(lái)，有很多東西需要優(yōu)化。一個(gè)電子商務(wù)平臺(tái)如何管理你的庫(kù)存，以及它提供的設(shè)計(jì)功能選項(xiàng)，都會(huì)影響到一個(gè)平臺(tái)的長(zhǎng)期易用性。

購(gòu)物化

購(gòu)物化讓設(shè)置變得異常簡(jiǎn)單。它有一個(gè)非常簡(jiǎn)單的儀表板，可以添加產(chǎn)品，定制你的網(wǎng)站設(shè)計(jì)等等。如果你碰巧從另一個(gè)平臺(tái)轉(zhuǎn)到購(gòu)物，購(gòu)物也有一個(gè)靈活的導(dǎo)入選項(xiàng)。

在你的商店建立后，Shopify還可以很容易地添加額外的產(chǎn)品，包括標(biāo)題、描述、價(jià)格和其他幾個(gè)方便的字段。不管你具體想做什么，Shopify到處都有方便的提示，在我看來(lái)，它是這個(gè)列表中最用戶友好的平臺(tái)。

體積

像購(gòu)物化一樣，Volusion可以讓您輕松建立自己的商店。盡管體積的商店創(chuàng)建過(guò)程沒(méi)有購(gòu)物化的儀表盤那么吸引人，但它并不難操作，所以你可以快速啟動(dòng)并運(yùn)行。

之后添加產(chǎn)品也是一件簡(jiǎn)單的事情，但是如果你想在初始設(shè)置過(guò)程之后改變你的站點(diǎn)的外觀，事情會(huì)變得更加復(fù)雜。在這一點(diǎn)上，你基本上需要知道如何編碼來(lái)改變?nèi)魏螙|西，這不是很好，因?yàn)槟愕牡谝粋€(gè)設(shè)計(jì)很少是完美的。

大卡特爾

早期，大卡特爾的易用性與大多數(shù)其他平臺(tái)不相上下。和大卡特爾一起開(kāi)店輕而易舉。

然而，大卡特爾是專門為藝術(shù)家和制造商設(shè)計(jì)的，他們想要一種簡(jiǎn)單的方式在網(wǎng)上銷售一些物品，所以它的長(zhǎng)期選擇非常有限。你只有幾個(gè)模板可供選擇，幾乎沒(méi)有商店定制選項(xiàng)。要脫離大卡特爾的核心設(shè)置選項(xiàng)，你需要一些嚴(yán)肅的編碼。

3dcart

使用3dcart建立商店不像使用購(gòu)物化或體積建立商店那么簡(jiǎn)單，但這主要是因?yàn)?dcart提供了大量可以用來(lái)定制商店的功能。

如果所有這些功能聽(tīng)起來(lái)有點(diǎn)嚇人，不要擔(dān)心，3dcart有大量的教程可以用來(lái)充分利用該平臺(tái)，還有一個(gè)干凈的向?qū)В峁┑脑O(shè)置過(guò)程與購(gòu)物化一樣簡(jiǎn)單。

與它的一些競(jìng)爭(zhēng)對(duì)手不同，3dcart沒(méi)有拖放式可視化編輯器，但它至少有一個(gè)有限的可視化編輯器，即使你的半鑄鋼鋼性鑄鐵(Cast Semi-Steel)或超文本標(biāo)記語(yǔ)言功夫很弱，也可以用來(lái)編輯你的網(wǎng)站。這對(duì)剛接觸電子商務(wù)的人來(lái)說(shuō)非常好，因?yàn)槟憧梢远ㄖ颇愕纳痰辏槐毓蛡蜷_(kāi)發(fā)人員。

Magento

正如我之前提到的，Magento是一個(gè)開(kāi)源的電子商務(wù)平臺(tái)，這意味著它是一個(gè)由開(kāi)發(fā)者為開(kāi)發(fā)者設(shè)計(jì)的電子商務(wù)平臺(tái)。因此，它的特點(diǎn)和可定制性很高，而易用性很低。不要期望在沒(méi)有開(kāi)發(fā)者的情況下Magento能走得很遠(yuǎn)。

3.電子商務(wù)平臺(tái)：模板

你的電子商務(wù)商店的新訪客在0.2秒內(nèi)形成對(duì)你的品牌的看法。是什么產(chǎn)生了這種觀點(diǎn)？這不是你的產(chǎn)品、價(jià)格或拷貝，而是你的網(wǎng)站設(shè)計(jì)。

人們本能地不信任設(shè)計(jì)糟糕的網(wǎng)站，所以如果你的商店不好看，可能很難帶來(lái)銷售。不幸的是，不是每個(gè)人都是天生的藝術(shù)家，雇傭一個(gè)設(shè)計(jì)師來(lái)彌補(bǔ)你的創(chuàng)作缺陷會(huì)很昂貴。

這就是模板派上用場(chǎng)的地方。

這個(gè)列表中的所有電子商務(wù)平臺(tái)都至少提供了一些設(shè)計(jì)模板，你可以用它們來(lái)給你的商店一個(gè)精致、專業(yè)的外觀，但是有幾個(gè)平臺(tái)在這個(gè)領(lǐng)域非常突出：Shopify和Magento .

購(gòu)物化提供了幾十個(gè)美觀實(shí)用的主題（又名模板)供你選擇。有些是免費(fèi)的，有些要140-180美元。

同樣，Magento在Magento市場(chǎng)上提供了幾十個(gè)付費(fèi)和免費(fèi)主題：

你還可以在第三方網(wǎng)站上找到很多Magento和購(gòu)物化主題，比如主題森林或模板怪獸，這樣你就有數(shù)百個(gè)主題可供選擇。

從歷史上來(lái)看，3dcart沒(méi)有太多的主題，那些看起來(lái)很過(guò)時(shí)的主題。然而現(xiàn)在，3dcart提供的免費(fèi)和付費(fèi)主題幾乎和購(gòu)物化或Magento一樣多。主題可能不像購(gòu)物化或Magento上的那樣精美，但由于在3dcart上定制設(shè)計(jì)非常容易，所以這個(gè)問(wèn)題很容易解決。

3dcart、Magento和購(gòu)物化的所有主題都設(shè)計(jì)精美，在說(shuō)服潛在客戶購(gòu)買方面做得很好。此外，由于所有這些模板觸手可及，這些電子商務(wù)平臺(tái)可以輕松賦予您的商店獨(dú)特的外觀和感覺(jué)，使其在競(jìng)爭(zhēng)中脫穎而出。

相比之下，大卡特爾和體積并沒(méi)有提供太多的模板。他們只提供幾個(gè)主題，而且這些主題都非常簡(jiǎn)單。再加上在這些平臺(tái)上定制你的設(shè)計(jì)有多困難，你可能需要付錢給設(shè)計(jì)師和開(kāi)發(fā)者來(lái)得到你想要的設(shè)計(jì)。

4.電子商務(wù)平臺(tái)：插件

選擇電子商務(wù)平臺(tái)時(shí)要考慮的另一個(gè)因素是它們提供的插件選項(xiàng)。雖然如果每個(gè)電子商務(wù)平臺(tái)都提供你可能需要的所有可能的應(yīng)用程序和插件會(huì)很好，但不同的企業(yè)需要不同的插件，所以大多數(shù)平臺(tái)不會(huì)將每個(gè)插件都作為標(biāo)準(zhǔn)包的一部分。

好消息是，即使您不是開(kāi)發(fā)人員，插件也能讓您定制商店的功能。

有些插件會(huì)給你一些選項(xiàng)，比如"免費(fèi)送貨"欄或優(yōu)惠券彈出窗口，幫助改善你的用戶體驗(yàn)（以及他們購(gòu)買的幾率)。其他人在你的商店后端給你額外的選擇，比如檢查你的頁(yè)面是否為搜索引擎優(yōu)化。

說(shuō)到插件，Magento絕對(duì)是最棒的Magento市場(chǎng)提供了上千種擴(kuò)展，你可以在你的電子商務(wù)網(wǎng)站上做任何你能想到的事情。

相比之下，Shopify提供的插件（稱為"應(yīng)用程序")要少得多，但他們擁有的插件非常方便，可以定制，所以你通常可以找到一種方法讓你的網(wǎng)站做你想做的事情——即使你沒(méi)有成千上萬(wàn)的插件選項(xiàng)。

3dcart也有一些插件，但它們沒(méi)有購(gòu)物化那么多，也更難找到。

大卡特爾和體積在這個(gè)部門再次出現(xiàn)短缺Volusion只提供一個(gè)應(yīng)用程序，大卡特爾實(shí)際上不提供任何應(yīng)用程序（從技術(shù)上講，他們有你可以啟用的"插件",但它更像是打開(kāi)特定的功能，如谷歌分析跟蹤)。同樣，如果你手頭有開(kāi)發(fā)自己的定制插件的專業(yè)知識(shí)，這些平臺(tái)可能會(huì)很棒，但如果沒(méi)有開(kāi)發(fā)人員，定制你的商店可能會(huì)很困難。

5.電子商務(wù)平臺(tái)：客戶支持

最后，許多有抱負(fù)的電子商務(wù)企業(yè)主未能考慮的一件事是他們選擇的平臺(tái)附帶的客戶服務(wù)選項(xiàng)。讓我們現(xiàn)實(shí)一點(diǎn)，如果你正在創(chuàng)建自己的商店，教程和指南只能讓你到此為止——有時(shí)，你可能需要與人交談。

在這里、Shopify、Magento和3dcart是明顯的贏家。這兩個(gè)電子商務(wù)平臺(tái)都提供全天候電話、聊天和電子郵件支持。

相比之下，Volusion提供全天候的電子郵件和聊天支持，但可能并不總是提供電話支持。但是，如果你像我一樣喜歡打字而不是說(shuō)話，這可能不是問(wèn)題。

不幸的是，大卡特爾在客戶服務(wù)部門的可達(dá)性方面排名最后。只要晚上沒(méi)有什么不好的事情發(fā)生，并且你愿意等待他們通過(guò)電子郵件回復(fù)，一切都應(yīng)該沒(méi)問(wèn)題…但是如果你在正常工作時(shí)間之外遇到了嚴(yán)重的問(wèn)題，你就只能靠自己了。

當(dāng)然，所有這些電子商務(wù)平臺(tái)都有一個(gè)知識(shí)庫(kù)，可以涵蓋你可能遇到的大多數(shù)問(wèn)題Shopify和Magento尤其如此，它們擁有最大的用戶群，因此擁有最多的論壇活動(dòng)和用戶生成的內(nèi)容。

老實(shí)說(shuō)，對(duì)于大多數(shù)問(wèn)題，使用平臺(tái)現(xiàn)有的知識(shí)庫(kù)是最容易的，但對(duì)于那些無(wú)法在網(wǎng)上找到解決方案的時(shí)候，良好的客戶服務(wù)可以成為救命稻草。

總結(jié)所有這些信息，沒(méi)有適合每個(gè)電子商務(wù)網(wǎng)站的"正確"平臺(tái)。許多零售商幾乎可以在這些平臺(tái)上做得很好Shopify、Magento、Volusion甚至Wix、woo commerce……只要你挑到最符合自己需求的平臺(tái)，都沒(méi)關(guān)系。

設(shè)置您的電子商務(wù)網(wǎng)站

一旦你選擇了一個(gè)平臺(tái)，設(shè)置就相當(dāng)容易了。帳戶創(chuàng)建過(guò)程相當(dāng)簡(jiǎn)單，通常會(huì)要求您提供姓名、企業(yè)名稱、企業(yè)地址和賬單信息等信息。

創(chuàng)建帳戶后，您將進(jìn)入平臺(tái)的店面構(gòu)建器，通常如下所示：

大卡特爾的店面建筑商。

店面建造者是您執(zhí)行大部分商店管理任務(wù)（添加/管理產(chǎn)品頁(yè)面、銷售、庫(kù)存、支付處理、運(yùn)輸?shù)?的地方，所以花幾分鐘時(shí)間熟悉一下這個(gè)界面是個(gè)好主意。

了解如何使用店面經(jīng)理的最簡(jiǎn)單方法是通過(guò)視覺(jué)，因此這里有一些關(guān)于如何使用一些更受歡迎的店面建筑商的視頻教程鏈接：

3dcart

大卡特爾

大商業(yè)

Magento

購(gòu)物化

體積

Weebly

威克斯

網(wǎng)絡(luò)商務(wù)

順便說(shuō)一下，如果你喜歡書(shū)面教程，請(qǐng)隨時(shí)搜索我們的博客，了解如何使用你選擇的電子商務(wù)平臺(tái)建立和管理商店的詳細(xì)說(shuō)明。我們幾乎每個(gè)主要平臺(tái)都有文章，你應(yīng)該能找到你需要的幫助。如果沒(méi)有，請(qǐng)?jiān)谠u(píng)論中告訴我，我很樂(lè)意幫助你！

選擇可以銷售的模板

雖然大多數(shù)電子商務(wù)平臺(tái)都不遺余力地讓學(xué)習(xí)建立和管理你的商店的基本技巧變得容易，但創(chuàng)建一個(gè)真正為你的客戶服務(wù)的電子商務(wù)網(wǎng)站取決于你。

由于雇傭一名設(shè)計(jì)師來(lái)為你的網(wǎng)站創(chuàng)造完美的外觀和感覺(jué)（以及一名開(kāi)發(fā)人員來(lái)實(shí)現(xiàn)這種設(shè)計(jì))是昂貴的，大多數(shù)電子商務(wù)企業(yè)選擇使用下一個(gè)最好的東西：預(yù)先設(shè)計(jì)的模板或主題。

正如我們之前所討論的，大多數(shù)電子商務(wù)平臺(tái)都有一些免費(fèi)和付費(fèi)的模板，零售商可以使用它們來(lái)定制電子商務(wù)網(wǎng)站的外觀、感覺(jué)和功能。您可以在以下幾個(gè)地方尋找模板：

大商業(yè)

購(gòu)物化

Magento

模板怪物

主題森林

體積

威克斯

有了這些選擇，你很容易去尋找一個(gè)符合你口味的設(shè)計(jì)。

不幸的是，你有多喜歡一個(gè)模板并不能很好的預(yù)測(cè)你的受眾會(huì)如何反應(yīng)。要想知道你的用戶想從你的網(wǎng)站中得到什么，最好的方法是測(cè)試你的網(wǎng)站的不同元素（稍后會(huì)有更多的介紹),但是因?yàn)槟悴艅倓傞_(kāi)始，在你選擇和定制你的模板時(shí)，請(qǐng)記住以下幾點(diǎn)：

橫幅越小=銷售越多

一般來(lái)說(shuō)，大橫幅鼓勵(lì)網(wǎng)站訪問(wèn)者關(guān)注你企業(yè)的品牌元素（徽標(biāo)等)。較小的橫幅鼓勵(lì)訪問(wèn)者關(guān)注你的產(chǎn)品。

我們測(cè)試了各種網(wǎng)站，發(fā)現(xiàn)較小的橫幅對(duì)您的企業(yè)來(lái)說(shuō)意味著更多的銷售。你很想選擇一個(gè)主題來(lái)突出你的標(biāo)志，但是記住，你的網(wǎng)站是為了創(chuàng)造一個(gè)用戶友好的體驗(yàn)，而不僅僅是為了推廣你的品牌。

例如，樣式主題保持標(biāo)題橫幅內(nèi)容簡(jiǎn)短，并將重點(diǎn)放在產(chǎn)品上：

點(diǎn)擊此處查看商店演示。

然而，雖然小橫幅往往表現(xiàn)更好，但請(qǐng)記住，小橫幅不會(huì)給你很多空間來(lái)談?wù)撃悛?dú)特的價(jià)值主張或呼吁采取行動(dòng)。但是，通過(guò)在頁(yè)面上插入圖片并在圖片上覆蓋文字，你仍然可以在頁(yè)面上處理這些問(wèn)題。

確保搜索體驗(yàn)非常棒

根據(jù)我們的經(jīng)驗(yàn)，在電子商務(wù)網(wǎng)站上搜索東西的人比使用導(dǎo)航按鈕的訪問(wèn)者更有可能購(gòu)買2-4倍的東西，因此融入頁(yè)面的搜索欄是對(duì)潛力的浪費(fèi)。根據(jù)我們的經(jīng)驗(yàn)，將搜索欄移動(dòng)到頁(yè)面頂部可以增加15-40%的內(nèi)部搜索。

例如，卡維爾主題在使搜索欄易于訪問(wèn)方面做得很好：

點(diǎn)擊此處查看商店演示。

當(dāng)然，一些模板使得搜索欄在桌面上很容易找到，然后在手機(jī)上隱藏在菜單中，所以在選擇主題時(shí)要留意這一點(diǎn)卡維爾在這方面也做得很好：

不幸的是，卡維爾的搜索結(jié)果頁(yè)面還有待改進(jìn)。網(wǎng)格格式搜索結(jié)果限制了在用戶點(diǎn)擊進(jìn)入產(chǎn)品顯示頁(yè)面(PDP)之前可以顯示的信息。相比之下，列表格式允許用戶至少看到產(chǎn)品描述的一部分，以確定哪個(gè)是正確的產(chǎn)品，增加了他們購(gòu)買的可能性。

尋找"快速查看"按鈕

搜索和/或分類頁(yè)面上的"快速查看"按鈕可以打開(kāi)簡(jiǎn)化的產(chǎn)品頁(yè)面，這是提升商店體驗(yàn)的絕佳方式。如果你出售低價(jià)物品（或者很少定制的物品),"快速購(gòu)物"窗口可以大大增加購(gòu)物車的容量。

你可以在各種各樣的主題中找到這個(gè)特性，比如運(yùn)動(dòng)員（如下)。或者，如果您喜歡沒(méi)有此功能的模板，并且不介意付費(fèi)添加它，您可以使用各種擴(kuò)展在您的商店中獲得此功能：

點(diǎn)擊此處查看演示商店。

在我們的網(wǎng)站測(cè)試中，我們發(fā)現(xiàn)刪除"快速查看"窗口

ecreased cart additions by 17% and conversion rates by 6%. Placing more prominence on the quick shop option increases cart additions by +8% and conversion rates by +3%.

While cart additions from a “quick view” window are not as high-intent as those from a product page, the volume of cart additions resulting from this option creates enough conversions to outperform the alternative.

Of course, if you really want to make the most of your category and search results pages (and you should), look for a theme that pairs “quick shop” buttons with great filtering options like the ones found in the Magetique theme.

View demo store here.

The ability to filter down options and find the perfect product is particularly important if you’re selling for high-price, highly-customizable items (think auto parts, technology, instruments, etc).

Avoid “Ghost” Buttons

One thing to watch out for in a Magento theme is ghost buttons (transparent buttons with a thin border) in the home page banner. Our tests have shown that swapping a ghost button for a brightly colored button can increase clicks on the button up to 50% (that’s a lot, considering it’s the main button people see when they arrive on your page).

For example, be very careful with a theme like?Retina:

View demo store here.

Can you see how hard the buttons are to read?

To be fair, if you’re careful about your design choices, you can get away with “ghost” buttons. For example, in this rendition of the Fona template, the designer created a lot of visual contrast between the text and the image in this particular screenshot, which helps the “ghost” buttons stand out:

View demo store here.

However, while you can work around “ghost” buttons in your final design, picking a theme that features “ghost” buttons means you’ll always have work around that with the imagery you choose to use. Otherwise, you can end up losing a lot of potential sales.

Keeping these elements in mind can help you choose a template that is more likely to drive sales from day one, but you’ll still want to test things to get the most out of your ecommerce website. But, for now, let’s focus on getting your product pages set up right.

Creating Effective Product Pages

It’s fairly easy to add products and product pages to your store in most ecommerce platforms. However, if you really want your products to sell, you need approach your product pages the right way.

The easiest way to show you how to set things up right is to show you an example, so let’s take a look at how to effectively set up product pages in Shopify. Like most ecommerce platforms, when you add a product or create a product page, Shopify gives you a variety of fields to complete.

Most of these fields are fairly straightforward product organization or shipping fields. You should be able to complete these fields using the information in your product catalog.

However, getting your title, description and images right can have a huge impact on the success or failure of your store. Outside of work, I create and collect costumes, so I’m going to use a pair of pauldrons (medieval shoulder armor) to discuss how to effectively complete these fields on your product pages.

Title & Description

Your title and description field contain text that tells your potential customers what your product is, how it’s made, what it does and other important information.

In addition to telling your customers about your product, your title and description are what Google will look at for determining which organic searches your product can show up for.

It’s important to note that these organic search result placements are different than paid search text ads or Google Shopping ads.

If your product page ranks organically for a particular search, you can get clicks to your page for free. However, there’s no guarantee that your product page will rank organically—even if your product is a perfect match for someone’s search.

You can improve the likelihood that your product page will show up for a relevant search by optimizing your title and description (this is called “search engine optimization” or “SEO”), but even the most optimized page can still struggle to rank—especially there is a lot of competition for your target keyword(s).

To tweak how your title, meta description and URL will appear on Google, expand the “Search engine listing preview” at the bottom of the “Add products” page:

With Google Shopping ads and text ads, you have to pay for every click. However, if you’re willing to spend enough, you can guarantee that your product page shows up for relevant searches.

There’s a lot of debate out there about what constitutes a “good” product title and description. But, most experts agree, your product page content should cater to your customers.

So, if you’re selling an expensive product to an audience that cares all about the specific details and features of that product, your description should cover all of those features in detail. On the other hand, if you’re selling a cheap, run-of-the-mill item, you might want to keep your description short and sweet to avoid overwhelming potential customers.

Images

In online shopping, image quality matters…a lot! Since people can’t actually examine your product in person, they are forced to rely on your images to make a decision.

So, if you don’t have great images, you probably won’t have great sales, either.

Image Optimization

Ideally, it’s best to have high-quality, clear images taken from a variety of angles. In addition, if your product has special features that you want to highlight (detailed embroidery, hand-carved trim, etc), it’s a good idea to include specific photographs of those features on your page.

Another great way to get more out of your images is to feature them in actual use. This helps people envision what owning or using the product will be like.

For example, most people who are interested in buying medieval armor want to look like (or have their significant other look like) a studly, manly knight, so including pictures like this might help convince people to buy:

Images used with permission (Source).

As you photograph your products, make sure that your lighting and color schemes match the feelings you want people to associate with your product. Hi-tech products look best in clean or high-contrast environments, while eco-friendly products work better with more natural hues, tones and backgrounds.

If photography isn’t your thing, many products come with high-quality photos from the manufacturer. If that isn’t the case (or you think custom photos will sell better), you can also find a professional photographer through Shopify Partners.

Loading Speed Optimization

Unfortunately, images are something of a double-edged sword. While high-quality images are great at convincing people to buy, they can also slow down your website.

Most people will only tolerate a page load time of about 2 seconds, so if those beautiful photos don’t load quickly, they could end up killing off potential sales instead of aiding them!

As a general rule of thumb, each image should be less than 70 kb.

Now, most high-quality photos are a lot bigger than 70 kb, so you’ll probably need to resize them for your product page. The easiest way to do this is to use photo-editing software like GIMP (free, but clunky) or Adobe Photoshop (easy, but costs money).

To resize your photos in Photoshop, open your image in Photoshop and click File > Export > Save for Web:

From there, you can play around with a variety of settings until you find the right balance between file size and image quality (color-coded to match where they show up in the image below):

Quality.?Lower numbers = lower image quality and lower file size. File format.?In terms of file size, JPEG < GIF < PNG. But, the same rule applies to image quality. Optimization.?Checking the box tells Photoshop to optimize your image for web use (decreases image size). Color.?Fewer colors =?lower image quality and lower file size. Image size.?Allows you to choose the actual number of pixels in your image. Fewer pixels = smaller image and lower file size. Keep in mind that if you save an image at smaller size than it will be shown on your page, your image may be stretched to fit your page, resulting in heavy pixelation and/or image distortion.

You can see the file size in the bottom left-hand corner of the window. This number—along with a preview of your final image—will update as you make changes to your export settings.

Yes, I’m saving my “Save for Web” screen shot in the “Save for Web” window. I just couldn’t resist adding an “Inception” moment here…

Photoshop’s “Save for Web” tool (other photo editing programs have similar tools) make it fairly easy to balance image quality and file size. That way, you can make sure that your pictures really sell your products without compromising on load speed.

Adding Features to Your Site

As you can probably imagine, an electronics store probably wants different features on their website than a custom T-shirt business does. As a result, most ecommerce platforms offer a variety of plug-ins you can use to add special features to your website.

Some ecommerce platforms—like Magento and Shopify—offer almost endless customization options, while others only offer a few standard plug-ins.

Here are some good places to look for plug-ins for your store:

3dcart BigCommerce Codecanyon Magento Shopify Volusion Weebly Wix WooCommerce

Here again, you’ll want to be thoughtful about which plug-ins and features you add to your ecommerce website. Sometimes features help drive sales and sometimes, they drive sales away.

Plug-ins are another great testing opportunity, but to give you some direction while you’re setting up your ecommerce website, let’s take a look at a few different types of plug-ins to consider:

Reviews Plug-ins

One of the best ways to convince people to trust your products and your store is with reviews. A plug-in like Yotpo?(available on multiple ecommerce platforms) is a great way to?collect and display this sort of invaluable user-generated content (UGC).

A good reviews plug-in like Yotpo will:

Send well-timed emails to customers asking for reviews Give you a way to display reviews on your ecommerce webiste Give you full moderation control Help push traffic from Facebook and Twitter Display your product ratings on Google Shopping

Since even just one good product review can lead to a 10% increase in sales, ensuring that your website can collect and feature reviews on your products is a near-must for almost any ecommerce website.

Shopping Cart Plug-ins

The better your shopping cart experience is, the more sales you will get. With cart abandonment rates floating around 80%, anything you can do to make your shopping cart experience easier and more intuitive is a step in the right direction.

Using a simple plug-in like?Persistent Cart?to keep your customers’ shopping cart items, well, in their shopping cart is an easy way to improve your cart experience. Similarly, you can use plug-ins like?WishList Plus?to give people a way to save items they aren’t quite ready to buy.

If you can get people to create an account to save their wish list to, you can use a plug-in like?Mageware’s?Abandoned Cart Email Extension?to send cart abandonment emails encouraging people to come back and make a purchase. Cart abandonment emails have increased sales by 8-12% in some studies, so these types of plug-ins can be worth their weight in gold.

Product Info Plug-ins

Sites that empower customers sell more than sites that don’t. It’s a simple but undeniable fact. Using a plug-in like the Wiser?Product Recommendations app?or Product Compare?allows you to give customers the information they need to pick the best product for their needs.

If you offer a lot of different products, you can use these sorts of plug-ins to create an Amazon-like experience for site visitors, showing them featured products (which are often upsells), best selling products, recently viewed products, new arrivals, or those similar to what they’re currently looking at. The sky’s the limit!

Live Chat Plug-ins

Many online shoppers prefer live chat to other forms of communication and having it available on your site can increase conversions immediately. A live chat plug-in like Tidio’s Live Chat?or Tawk.to Live Chat?allows you to answer order or product questions quickly and can make a world of difference to your customers.

A good live chat plug-in should offer the following features, at a minimum:

Insight into exactly who is on your site, so you can reach out and offer help Automated messaging Mobile-support Multi-language support

Most live-chat plug-ins are quite affordable, so they are well worth considering.

Adding the right features to your ecommerce website can significantly improve the user-friendliness of your site and, as a result, increases sales. Of course, the right set of plug-ins for your business will depend on your ecommerce platform, target audience, product offering and business needs, but this list should help get you pointed in the right direction.

Optimizing Your Ecommerce Website

At this point, you know enough to get your ecommerce website launched. However, that’s just the beginning. As your customer base grows, you’ll want to start optimizing your website for maximum performance.

To do that, you’ll need to do something called “conversion rate optimization” (CRO). Simply put, the conversion rate of your ecommerce website is the?number of sales you get in a given time frame, divided by the total number of people who visited your site or landing page (multiplied by 100%).

Conversion rate = (sales / total visitors) * 100%

For example, if your site had 17,492 visitors and 2,305 sales last month, your conversion rate is 13.18%. Easy enough, right?

While calculating your conversion rate is simple enough, optimizing your conversion rate takes a lot of time, thought and work. However, the results are worth it. In our experience, CRO testing consistently increases our clients’ ecommerce conversion rates by 20-50% in a matter of months…and things just get better from there.

In other words, if you aren’t testing your ecommerce website, you could missing out on countless sales!

To help you get started, here are a few different ways to get more sales out of your website through CRO testing:

Eliminate Diversions

One problem many ecommerce websites struggle with is too many diversions. Diversions are anything that has the potential to distract your user from reaching their destination.

Contrasting buttons, images, other offers, menus, links, content, pop ups…like cloud cover on launch day, if it leads people off course, it’s a diversion.

For example, take a look at the page below. There are 5 major elements on the page competing for your attention—none of which take a potential customer to view a product—and that’s just above the fold!

What does this business really want people to do? Watch a video? Read a review? Look at the picture? Read the Q&A? Visit their cart?

As it turns out, the answer is “none of the above”.

This page is from a client of ours who—like most e-retailers—simple wanted people to come to their site, look at their products and make a purchase. But, with all the diversions on their site, people were getting lost before they even had a chance to see the client’s products.

To put the focus where it belonged—on the products—we tried eliminating all of the diversions by redesigning the site experience to focus on product call to actions. That way, when people came to the page, they immediately saw this company’s products and a simple call to action (CTA) that said “Shop Our Products”.

The new page design increased revenue (not just conversions) by 69.2%!

We’ve seen similar results with many of our ecommerce clients. For example, we often test to see how removing different elements and offers from a client’s homepage affects their conversion rates (this is called “existence testing”).

Existence testing is one of the easiest, fastest ways to discover what is distracting from conversions and what is helping conversions.

If you remove something from your page and conversion rates go down, that item is helpful to the conversion process. If you remove something and conversion rates go up…bingo! You found a distraction.

The GIF below shows you how this works. Essentially, you just remove a page element and then see which version of the page performs better. Easy enough, right?

In the case of this particular client, we tested to see how removing 8 different elements from their home page would affect their revenue. As it turned out, 6 of the 8 elements were actually decreasing their revenue!

By eliminating those elements during our test, their revenue-per-visit (RPV) increased by 59%.

Why? Well, once again, we discovered things that were diversions to the user experience (as it turns out, the diversions were other products!).

Unfortunately, you can only do existence testing?after your site is up and running. However, even without testing your store, minimizing diversions is almost always a good way to get more out of your theme.

Simply take a step back from your site and ask yourself, “What do I want people to do when they visit this page?”

If you have page elements that are distracting or diverting people from doing what you want them to on your site, you need to make a change.

Reduce Anxiety

Ever have that moment when you’re driving a car and you suddenly get hit by a huge gust of wind? What happens to your heart rate?

Whether you’re in the driver’s seat or an office chair, anxiety is never a good thing. Unfortunately, when it comes to your site, people are already in a state of high alert. Anything that adds to their stress level (clicking on something that isn’t clickable, feeling confused or swindled) may lead to you losing a customer.

As a quick example, one of our ecommerce clients had a mobile page that forced users to scroll all the the way back up to the top of the page to make a purchase.

So, we decided to try a floating “Buy Now” button that people could use to quickly buy the item once they’d read all about it:

Yes, scrolling to the top of the page seems like a relatively small inconvenience, but eliminating this source of anxiety improved the conversion rate by 6.7%.

Even more importantly, it increased the RPV by $1.54.

Given the client’s traffic volume, this was a huge win!

As you can probably imagine, the less confusion, alarm, frustration and work your site creates for users, the more likely they are to buy.

When you get right down to it, making a purchase should be a seamless, almost brainless process. If a potential customer ever stops to think, “Wait, what?” on their buyer journey, you’ve got a real problem.

To identify potential anxiety-inducing elements on your site or page, try going through the whole purchasing process on your site (better yet, have someone else do it and describe their experience to you). Watch for situations or content that force you to think. Odds are, you’ve just discovered a way to improve your theme.

Offer Discounts

Any good retailer knows that discounts sell product, but to get the most out of your discounts, all you have to do is remember one simple truth: people don’t like math.

Sure, your customers may be bargain hunters, but if you phrase your deal the right way, many people won’t bother to do the actual math—they’ll just assume you’re selling things for cheaper than the other guys.

Take the?“Rule of 100”, for example.

This rule states that, for products with a price under $100, displaying the discount in terms of a percentage (a relative metric) is more powerful because the percentage will be a larger number than the actual dollars saved with the discount.

If a product costs $10, a $1 discount represents 10% off the price. Getting 10% off may be perceived as a larger discount than the $1 savings (since 10 is bigger than 1).

On the other hand, for products that cost over $100, showing the discount in terms of dollars off the original price (an absolute metric) is more powerful since the dollar amount will be a larger number than the percentage of actual discount.

The Power of Discounts

Now, this isn’t all just a nice theory. One of our clients sells high-end parts and accessories for outdoor, all-terrain vehicles. Most of their products have a high price point (over $100), so their customers are sensitive to sales and promotions.

However, since this client’s margins are fairly slim (typical for this industry), they can’t really afford to do the sorts of mega-sales you see stores like Hobby Lobby or Wal-Mart offer. But, they do offer the regular wholesale discount a manufacturer passes on to them on every product (around 10% on most items).

With a fairly fixed discount price like this, we knew we had to make every deal look as compelling as possible.

Originally, the client had been using a basic “percent off” model to advertise their discounts. So, if a part cost $300 and the discount was 10% ($30), the page said “You Save 10%”. If a part cost $3,000 and the discount was 10% ($300), the page still said “You Save 10%”. Unfortunately, this meant that while the actual savings could vary significantly, the perceived savings were identical.

Taking all of that into account, we decided to give the “Rule of 100” a shot.

Instead of listing the percent off for products over $100, we decided to list the actual discount. That way, potential customers could easily see exactly how much they were saving and how good of a deal they were getting.

For this test, tested the original “percentage off the original price” model…

…against a percentage discount model (since almost all products cost over $100):

After testing 40,000 visitors, the “$ off” discount increased cart visits and sales by 12% and produced $15,000 of additional sales in just two weeks!

We didn’t offer crazy deals. We didn’t cut into their profit margin. All we did was take their existing discounts and offer them in a more compelling way…and you can, too!

Of course, these are just a few testing ideas. You can test almost anything on your website and if you approach it the right way, you can use CRO testing to learn a ton about your customers and give them a site experience that makes it hard?not to buy from you.

Conclusion

And that’s it! At this point, you’re well on your way to running the ecommerce website of your dreams. Now you just need to figure out how to market it…

But don’t worry, we’ll be here to help you all along the way. Whether it’s implementing analytics, succeeding at Google Shopping, creating an effective Facebook store or anything in between, we’ve got you covered. Come back and check our blog anytime you need a tip (or just leave your question here in the comments).

By the way, if you ever want some help testing your ecommerce website, let me know here or in the comments. We’d love to help!

Did I miss anything in this article? Have any helpful ecommerce website design tips to share? Share your questions, thoughts and opinions in the comments.

Aden Andrus

Author

Over his career, Aden has developed and marketed millions of dollars of s