Starting an online store can feel like a giant leap. You've created an amazing product, you are ready to sell it online, and now you need an e-commerce website that does it justice. What is the key to e-commerce success? A frictionless online shopping experience. This means guiding your customers seamlessly from their initial visit to the joy of receiving their order, all while providing responsive customer support every step of the way.
A few years ago, at Level™, we launched our own e-commerce business with natural skincare brand, GABI+SKIN.This hands-on experience took us beyond web design expertise and into the depths of building an online business from scratch. We carefully selected Shopify as our platform, designed an intuitive user flow, and harnessed the power of marketing automation to connect with customers. In this guide, we'll share things we learned along the way. We'll go over the essentials of e-commerce web design, from choosing an online store builder to creating a captivating front-end experience and managing back-end logistics. These elements ensure a smooth and satisfying journey for both you and your buyers.
Choosing the right platform for your online store is like laying the foundation for a house. It needs to be sturdy, reliable, and able to support your growth. For many businesses, the decision comes down to two most popular website builders for e-commerce, Shopify and WooCommerce. While these platforms share some similarities, they cater to different needs and preferences. Let's break down their strengths and weaknesses to help you make an informed decision.
Shopify was built with e-commerce in mind. It's a hosted platform, meaning they take care of all the technical aspects like hosting, security, and software updates, allowing you to focus on what matters most: growing your business. Shopify is an ever-evolving ecosystem of apps and integrations, making it adaptable to the changing needs of online businesses. Shopify is the hassle-free choice, with hosting and essential features included. Its backend system is super easy to navigate. You can manage inventory and set up processes for your online store without much technical knowledge. It's perfect for those who prioritize ease of use and want to get their store up and running quickly. While customization is somewhat limited, Shopify offers a smooth user experience and a wide range of apps to extend its functionality.
WooCommerce, on the other hand, is a free, open-source plugin for WordPress. This gives you great flexibility and control over your online store, but it also means you're responsible for managing the technical side of things. One of the main reasons WooCommerce is so popular is that it's free to use (with WordPress). It's a great option for those comfortable with WordPress and who want complete control over their online store. However, be prepared to invest time and effort into setup and customization. Let’s go over how these e-commerce website builders compare in terms of setup, web design options, cost, support and logistics of your online store.
Choosing the right platform ultimately depends on your business needs and priorities. If you value simplicity, a quick setup, and ongoing support, Shopify is the clear winner. If you need greater flexibility and control, and you're comfortable with some technical setup, WooCommerce might be the better fit. At Level™, we faced this same decision when launching our natural skincare brand, GABI+SKIN. We ultimately chose Shopify for its ease of use, comprehensive features, and reliable support. As a design agency, we could have tackled the technical challenges of WooCommerce, but we wanted to focus on what we do best: creating a beautiful and effective online store. Shopify allowed us to do just that, without getting bogged down in server management or plugin conflicts.
Think of your e-commerce website as a virtual salesperson—equipped to convert visitors and close deals while offering support both before and after a purchase. This means your online store should do more than just showcase products; it should also guide customers effortlessly through every step, from finding your site organically (thanks to SEO) to enjoying a seamless navigation experience, easy shopping, and smooth checkout. Here's a breakdown of the essential features that will turn visitors into loyal customers.
Just like a great salesperson, your website needs to be welcoming, easy to navigate, and ready to show off your products in the best light. User experience (UX) should anticipate your customers' needs and make each step of the shopping journey intuitive and enjoyable. Plus, UX isn’t just about aesthetics and usability; it’s essential for SEO, too. Search engines reward sites that offer a strong user experience with higher rankings, as factors like low bounce rates and high time-on-page signal to search engines that people find your site valuable. Here’s what a good UX design involves:
A great digital salesperson has the right tools, and so should your online store. To effectively showcase your products, build trust with potential customers, and ultimately drive sales, your e-commerce website needs to be equipped with these must-have features that improve convenience and create a seamless shopping experience:
Creating an outstanding website isn’t enough—you also need to make sure people can find you. SEO (Search Engine Optimization) is like providing directions to your digital salesperson so potential customers know where to go. Optimizing for SEO means attracting people actively searching for products like yours. By implementing these SEO strategies, you can boost your online store’s visibility, draw in more qualified visitors, and ultimately drive more sales:
Imagine having a tireless team of virtual assistants dedicated to nurturing your customer relationships, 24/7. That's the power of e-commerce marketing automation. Although you’ll need to spend lots of time setting up automations and different email sequences in the beginning, ultimately this effort will pay off in the long run. It's like having your own digital marketing team working behind the scenes to free up your time and boost your sales.
Time is your most valuable asset, especially when you're juggling all the hats of an e-commerce entrepreneur. Automation lets you reclaim those precious hours by taking care of repetitive tasks, like sending welcome emails or following up with customers. This not only improves efficiency but also allows you to focus on what truly matters: growing your business and creating amazing products. But automation is more than just a time-saver. It's also about creating personalized experiences that make your customers feel valued. By using data to understand your customers' preferences and behaviors, you can tailor your messages and offers to their individual needs. This personalized approach creates stronger relationships and encourages repeat purchases. Think of it this way: automation allows you to send the right message to the right person at the right time. For example, a new subscriber might receive a welcome email with a discount code, while a customer who abandoned their cart might get a gentle reminder with free shipping. This targeted approach is far more effective than generic email blasts.
At Level™, we've witnessed the magic of automation firsthand with our own e-commerce brand, GABI+SKIN. We chose Klaviyo as our marketing automation platform, and it seamlessly integrated with our Shopify store. This powerful duo allowed us to create targeted email campaigns, track customer behavior, and personalize our messaging. Klaviyo is a user-friendly platform that empowers you to build automated email flows based on triggers, such as a new signup or a purchase. For example, we created multiple email sequences including a welcome series that introduced new subscribers to our brand and products, offering a discount on their first order. The results were impressive. Our automated emails generated a significant increase in sales and customer engagement. We were able to nurture relationships with our customers, provide valuable content, and ultimately drive conversions.
While email marketing is a cornerstone of e-commerce automation, there's a whole world of other tools and strategies to explore. These automation tools help you create a truly personalized and engaging experience for your customers, building relationships, sharing important messages and driving sales.
Building a thriving online store is an exciting journey, and with the right tools and strategies, it's an achievable goal. By choosing the right platform, focusing on user experience, optimizing for SEO, and embracing the power of marketing automation, you can create an e-commerce business that not only sells products but also builds lasting relationships with your customers.
Ready to take your amazing product online? Let's talk!
