e-commerce auditing 101

A woman browses photos online using a tablet.

Congratulations on either starting, or getting ready to expand, your e-commerce store! E-commerce success ultimately comes down to three simple things:

  1. Provide a product people want

  2. Stock and ship it in a timely fashion

  3. Offer it for sale via an easy-to-use shopping experience

We know you’ve already got #1 and #2 on lock – and we’re here to help you get #3 sorted.

E-Commerce Homepage Best Practices

Think about what it’s like when you go out shopping at stores. Do you like stores that are well organized with easy-to-reach products? Do you feel tense or uncomfortable in shops that have stacks of product you have to sift through, possibly causing an avalanche of folded pants in the process?

Creating a digital version of a clean, easily shoppable retail store is essential for e-commerce success. Web shoppers are even quicker to leave an e-commerce store they don’t like than a physical one.

The act of someone visiting your shop and immediately leaving, without clicking on anything, is called the bounce rate. They came, they saw, they immediately bounced and left. You want to keep this rate low.

Low Bounce Rate Checklist

  • Clear Header Image or Graphic – This is one of the first things people see when they come to your website. Use images that are imbued with your brand aesthetic and/or show off products. People should be able to quickly identify where they are, what you sell, and why they should stay.

  • Website Load Times – Pull up your stopwatch app and time how fast your website takes to load. Faster is better! If you’re in the two-second range, excellent. If not, look for images on your website that might be loading slowly and compress them or remove them. Pictures are often a culprit of slow website speeds.

  • Popup Presence – Do visitors to your website see any popups, such as for a coupon or a sale? These are super helpful when done right, but can send people away if they’re too intrusive. Limit yourself to one popup (not including privacy/cookie policy notices) and don’t hit customers with it as soon as they visit the site. Set your popup to wait until visitors have scrolled a bit or clicked to a new page.

  • Mobile View – Look at your website on a smartphone. Does it load quickly and respond well to clicks and scrolls? How does the menu look? When popups happen, do they fill the whole screen (bad) or pleasantly pop up from the bottom or top of the screen, taking up minimal real estate (good)?

  • Product Organization – How are your products organized? Are they all dumped into one scrollable page, or can visitors select from different categories/collections and narrow down results with filters? If you’re not sure where to start, that’s okay – we’ll be covering this in our next post, so sign up for updates.

e-commerce storefront auditing

Remember, if you already have a site started, you don’t need to fix every issue right now. This is the ideal time to look through your website and identify any potential hiccups to work on moving forward. If you aren’t sure where to begin, contact us for a free homepage assessment and get a one-page report with customized feedback.