20 Best Practices for Running a Successful E-commerce Website.

More entrepreneurs are jumping into the e-commerce ecosystem every day to provide to the growing number of online buyers. With so much competition in the e-commerce space, it can be tough for you to establish your ground. Not only are you competing

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More entrepreneurs are jumping into the e-commerce ecosystem every day to provide to the growing number of online buyers. With so much competition in the e-commerce space, it can be tough for you to establish your ground. Not only are you competing with local and regional brands, but you also have to deal with international giants such as Amazon and Walmart. So, it doesn’t matter if you already have an e-commerce business or thinking of starting one, the competition will be severe.

To help your business succeed online, we have compiled 20 best practices that will help you along the journey and take your e-commerce business to the next level. It doesn’t matter whether you’re building a new website or making changes to your existing one. You should benefit from these practices to run a successful e-commerce website.


  1. Build your brand

E-commerce is notably competitive. To set yourself apart from big companies like Amazon you should have brand power. If you can find the same product on Amazon try to differentiate your product somehow.


  1. Research market

Most entrepreneurs don`t give enough time to market research, which is crucial for a business. The result is an ineffective business model. So, before you start your e-commerce business, you should define your target audience, competitors, unique selling propositions, preferred social media platforms, etc.

To define the factors mentioned above, the first thing you should do is to create buyer personas. It will put you in the shoes of your target audience and enable you to achieve results efficiently.


  1. Find the right software

As a business owner, you need to have the depth of vision to see potential issues before they even come up. For many e-commerce business owners, software is something that needs to be addressed and evaluated on an ongoing basis, because it’s foundational to the entire operation. Security concerns, scalability, usability, marketing tools and other factors have to be taken into account when you’re looking for the right software to rely on.


  1. Mobile-friendly website

As mobile continues its onward course towards more users over desktop users, having a mobile-friendly site is crucial to success. You can’t afford excluding mobile shoppers. Your e-commerce website should be optimized for mobile devices. To take your mobile strategy to the next level, you may even want to consider building an app for your e-commerce business.


  1. Make your website easy to navigate

What actions do you want the visitors of your website to take? You want them to make a purchase, so make this as easy as possible for them. The structure of your website should be organized in such a way that it is both comfortable for visitors to browse and easy for search engines to understand.

The point of having a neatly organized website is to make sure it is always clear where your visitors are on the website, it is easy for visitors to find what they are looking for and that it is easy to see what their other options are for related products or services. This is important concerning visibility since usability is one of the many factors the major search engines take into consideration when ranking the quality of a website.
















  5. Simplify your menus

Menus are an excellent way to stay organized and group your products. However, too many menu categories may confuse the consumer. Your menu shouldn’t be super specific. Instead, use broad terms to categorize your products. Rather than having a few different menu options for each of these choices, you can group them into one category.

Since visitors will have fewer menu selections, they’ll see more products when they click on each category. Making users scroll through these choices randomly will never drive sales and conversions. That’s why implementing a search bar is the best solution.

While using this strategy, make sure all your products are tagged with the proper labels. In this case, the search results will be accurately displayed for each shopper’s query.


  1. Get rid of ads

Some of you may be using your e-commerce site as a platform to sell advertisement space to other brands. You may get some additional income, but it’s not worth turning away your customers.

Sidebar ads and popups can look like spam. A visitor may be afraid to click through your site for the fear that they’ll be redirected somewhere else that’s untrustworthy. So it` better to remove any ads and leave it as blank space.


  1. Use high-quality product images

Having an e-commerce store means customers don’t touch or feel the products the same way they can in a physical shop. They rely on images to give them a sense of what they are buying. That’s why you need to take multiple images from every angle of each product you’re selling. Zoom in and highlight all the top features and benefits. A case study says that adding clarity to product pages and reducing visitor anxiety increases conversions. So always have high-quality pictures of the products on your website.


  1. Write informative product descriptions

You can’t sell something with just a name. All the products on your website need to have an informative description. However, make sure you avoid large blocks of text, keep these descriptions short and to the point.

Highlight the key benefits to explain how the product works. Use the bullet points to make it easy for consumers to scan through the text and read the description.


  1. Prioritize SEO

Not everyone who wants what you’re selling will navigate straight to your website. How will you run a thriving e-commerce business if your online store doesn’t appear on the first page of search results? Do everything possible to reach the top of Google rankings based on searches related to whatever your brand is selling.

The best way to approach SEO for your e-commerce store is to ensure that your website structure is usable, you’re always creating content for your blog, and that you’re correctly naming the pages of your website with accurate keyword rich titles and descriptions that work for both the user and the search engines.


  1. Write blog posts regularly

Running a blog in addition to your e-commerce website is a great way to build a strong following. By this people have a reason to check out your website on a daily or weekly basis. Once they are there, they’ll be more likely to buy something.

The best way to spread visibility and increase your site’s rankings is to write content for your website that is rich with SEO. Start with lists and optimize them with SEO first instead of writing content for every product on your page. That way you can group products within these optimized pages to increase the visibility of multiple products.


  1. Build an email subscriber list

To have a successful e-commerce site, you need to have lots of visitors ready to buy. However, how are you planning on driving traffic to your site? Building an e-commerce email list is one of your best options. Once you have subscribers` email addresses, you can contact them with special offers to increase sales.

A great way to add subscribers is collecting email addresses during the checkout process. When they are added to your list, it’s the perfect opportunity for you to send them personalized offers to drive traffic to your website and increase sales. You can even offer an incentive for shoppers to sign up for emails, such as a discount on their next purchase.


  1. Feature customer reviews

Another way to add credibility to your brand is testimonials and reviews. It’s essential that you include these on your e-commerce site. There’s nothing quite like the glowing testimonial of a satisfied customer to add credibility to your business. By collecting and sharing testimonials and reviews on a regular basis, you can encourage more sales from your website visitors. After a customer buys something, send them a follow-up email asking them to review the item they purchased.


  1. Use Social media

Social media is an effective way to get the attention of an audience by sharing quality content and having interactive conversations. If you ignore social media today, you will lose tremendous business opportunities. By using the right social media strategy, you can reach a wider audience and create brand awareness with no additional or a meager cost.

It is not enough to share your content, but also interact with the content your audience is sharing about you. Your website should include social commerce features like social logins, sharing, selling, etc. Lastly, look to measure your social media efforts to see what is working for your business and what isn’t on each social platform.


  1. Partner with influencers

Influencer marketing is an excellent way to move your business forward. Influencers get your content in front of the right audience and can improve your discoverability. Make sure you’re working with someone related to your industry. Start by finding influencers who share the same values, and interests. Once you have found the right influencers for your brand, you’ll be set up to pitch in the sales, metrics, and responses you are hoping for in your marketing campaign.


  1. Provide great customer service

Not all of the transactions on your e-commerce site will go smoothly. Customers will have questions and problems. When people are experiencing an issue, make sure they can get help as soon as possible.

You need to have readily available customer service support through various options such as phone, email or live chat. Besides being easily accessible, customer service also needs to be friendly. Don’t keep customers on hold. Make sure your staff is trained to resolve issues quickly and efficiently.


  1. Simplify the checkout process

When a customer decides to buy something, they should find it easy to complete the purchase. Each additional step in the checkout process increases the chances of your visitors abandoning the transaction. You only need to get only essential information from the buyer such as their shipping address and billing information, that’s enough to process a transaction.


  1. Don’t force shoppers to create a profile

Offer a guest checkout option instead of creating a profile for your buyers to go through the checkout process as quickly as possible. Once items are in a shopping cart, users can finalize their transaction through the guest checkout option. Features like this encourage profile sign-ups without putting too much pressure on the customer.


  1. Accept different payment options




















Don`t assume all your buyers have a Visa or MasterCard. Even if they do, that doesn’t mean it is their preferred payment option. You still need to take other credit card companies as well even if they charge higher transaction fees. Your e-commerce website also needs to accept alternative payment options such as PayPal or Apple Pay.


  1. Stay relevant

One of the biggest keys to visibility is to apply to everyday life. It is necessary to stay relevant to the seasons or the cultural fads. To keep products or services consistent with trends, it is necessary to have limited time promotions or sales.

Additionally, it is crucial to keep the inventory stocked. If you ever run out of a product, don`t take the page featuring it down. Let the user know that you usually sell this item, but it`s currently sold out. Display an alternative product in place of the out-of-stock item that is slightly related. Doing so may prompt an unplanned sale.



Running a successful e-commerce website isn`t easy. Fortunately, there are many things to improve your chances of driving sales and keeping your customers coming back for more. Following these 20 best practices will help you increase conversions for your e-commerce store. You’ll also be able to generate more leads and add additional sales revenue to your bottom line.

However, don’t let this list of best practices intimidate you. I don’t expect you to implement all 20 of these overnight. Start identifying the changes that need to be made and prioritize the ones you think are the most important.

What elements of your e-commerce website need to be adjusted to improve your conversions rates and drive more sales?