What makes a site an ecommerce site? A simple functionality of selling products online? What makes one successful selling online? Those kinds of questions ran back and forth in my head all month, which brought me to come up with a simple framework.
And though, each site is almost like an individual patient with its own case and history, in very broad terms, a fully functional and thus healthy ecommerce site is based on the three fundamentals = an optimal combination of (1) site performance (SP) (backend ecommerce platform and widgets) + (2) intuitive user experience (iUX) (to guide your users to close the desired action) + (3) live pipeline of site traffic programs (PST) (to bring those users on site, new and repeat).
So, while making an assessment of how to drive conversion rate up and make the most of it, one has to study the entire system and choose priorities based on the situation. Should we do a simple “face lift” or prep for “an open heart surgery”? – All that would be evident if we look closely at all three pillars if you will, in the actual process of their coexistence.
Every piece of this simple summation should function well to make the entire body, in our case, a site, work. Thus, favoring one over the other two can lead to imbalance and performance issues. So care and pamper each ingredient specifically and pay attention to overall combination.
And so, you’ll ask – what are the methods of treating each pillar? Thank God and our industry fellows, there are plenty of ways to do so – my special favorite – a recent ebook by Justin Palmer – “eCommerce Roadmap” – where you will find 192 ways to optimize your site.