Your online shop consists of four important components: your store's homepage, your individual product pages, your cart, and your checkout pages. Each of these components bears a different set of responsibilities.
If you run a retail business, the benefits of offering an online shop are indisputable. But your website will have to speak for both your salespeople and for the products themselves. Learn how to design your online shop pages, write excellent copy, and leverage psychology to your business's best interests.
A skillful online shop homepage includes a number of decisive elements. You'll have to think carefully about your value proposition, images, and product categories, and offer good UX features, like a persistent search box and cart and clear information about payment methods and policies.
Product pages give you the opportunity to present your products in all their glory, and offer your prospect a friction-free path toward purchase. It helps to consider these pages as substitutes for a live salesperson, since they need to perform the same tasks a store associate would.
You've got your product page design down; now product copy is the other half of the equation. Good product copy keeps customer personas in mind, while it offers details and answers anticipated questions and objections.
Of course, there's a lot of psychology behind all good product copy. Methods of leveraging psychology include employing urgency and scarcity principles, cross-selling and up-selling, displaying trust badges, and offering free shipping and returns.
A prospect has moved your product to their cart, but this doesn't mean your work is over: Now you've got a whole new set of hurdles to clear. Shopping carts that show accurate summaries, let users edit, and offer clearly-ranked CTAs will reduce cart abandonment.
Checkout abandonment is real... but it can be rectified through better UX on your checkout pages. Good checkout UX means carefully considering the timing around account creation, answering user questions and anxieties in an enclosed checkout, and offering the fastest forms possible.
We've covered a lot of content when it comes to online shops. But don't worry: We've got you covered with a summary. Use this checklist to jolt your memory as you're putting together your online shop. We cover all the most important bases here.