Shopfloor FOCUS: THE POWER OF ONLINE


Maximising your website’s potential: Top strategies for success


By Paul Laville, Managing Director of T21 Group


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We all know that a high percentage of consumers will start their shopping journey online, even if many eventually buy from a physical store, so investing time in your website will not only widen your reach and supercharge your ability to compete in a broader market, but also provide valuable data that can be fed back into the business to make it stronger. It took a global pandemic to force the issue and persuade those who continued to see ‘online’ as the enemy to consider their websites worthy of attention, but now, thankfully, the days of digital reluctance seem to be behind us and independent retailers are much wiser to the benefits of expanding into the online marketplace. That said, there are still many common mistakes being made. So,


here are some top strategies to help you avoid them and maximise your e-commerce website’s full potential.


1. User-friendly design Your website should be easy to navigate, which means that your customers should find what they’re looking for and be able to buy it with ease. This includes having a clear menu structure, a powerful search function, and a simple checkout process. When designing your website make sure that you test it thoroughly – not just your IT guys and your tech-savvy kids, but your Aunties and Nans too, because if they can use it, anyone can.


2. Mobile optimisation I cannot stress this enough. More consumers are shopping on their smartphones, so it’s imperative that your website is mobile-friendly. This means fast loading times, responsive design (so it adjusts easily to the screen size it’s being viewed on), and easy-to-click buttons on smaller screens.


3. High-quality product images and logos The slickest website in the world can be destroyed by images that are too fuzzy, too big, too small or too dark. Think about investing in professional photography. And please pay attention to your company logo – make sure it’s pin-sharp and consistent on all webpages, not stretched or horribly compressed. Do the same for any manufacturer logos too.


4. Customer reviews and testimonials It’s easy enough to plug in your Trustpilot or Feefo account to show off your customer reviews, so if you have one, use it. Social proof can significantly influence purchasing decisions and inspire confidence in new customers.


5. Analytics and data You can use Google Analytics to understand your browsers’ behaviours, see what’s bringing in traffic and which webpages are the most valuable for sales and profit.


6. CRM integration and content marketing Most websites will integrate with a quality CRM, so it’s worthwhile spending time on getting this to work. Doing so will enable you to send targeted email campaigns to keep customers engaged with your shop and inspire their loyalty.


7. Secure payment options Offer multiple payment methods – not just credit cards and PayPal; there’s Klarna and ApplePay and many other options too. Sure, there’ll be a cost attached, but you might be surprised how much profitable business can be gained if you spend on widening your payment options.


8. Excellent customer service Provide multiple channels for customer service, such as live chat, email and phone support. Quick and helpful responses can turn a casual browser into a loyal customer, so make these links visible and usable on all pages.


9. SEO


Spend some time on your website’s backend to optimise it for search engines. This will increase its visibility.


10. Social media integration


Social media will help you connect with your customers and grow your brand. Share engaging content such as promotions, events, maybe even unboxing a new product, and always link back to your website to drive sales.


Implementing these strategies requires careful planning and execution, but the payoff can be substantial. By creating a user-friendly, secure and engaging online shopping environment that encourages repeat business and customer loyalty, using the latest digital tools, your retail website can thrive and help your business grow. Remember, the key to a successful retail website is always putting the customer first.


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