Elements to Include in an E-commerce Site That Sells

Laptop with graph showing e-commerce site performance

“Communication is at the heart of e-commerce and community.” Meg Whitman

Over the course of the next couple of weeks we’re going to talk about the elements that make an e-commerce site successful and the elements you want to avoid. Of course, you can dissect this to the “umpteenth” degree, but for our purposes here, we’ll keep it pretty simple and say that designing an e-commerce site that sells involves a five-part process.

To be successful, you need to…

  1. Offer an excellent product or service,
  2. Write compelling web copy that drives a site visitor to take a desired action,
  3. Make it easy for your customers to buy from you right away,
  4. Capture an email address if your site visitor isn’t ready to purchase, and
  5. Test your procedures and measure your results.

You want two things to happen when someone visits your site.

The most important thing you want them to do is take action right now. Usually you want them to buy something, but different sites have different goals.

If they don’t take action now, you want them to take that action later. What you don’t want them to do is visit your site and then disappear, never to be heard from again.

The first option requires a great product or service, and  the latter requires offering something for free in exchange for the visitor’s contact information. Then you can legally and ethically market to them over time.

For these things to happen, the first thing you need to do is…

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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