On the Web: The 4 Catastrophic Mistakes of Any E-Commerce Website Upgrade
Over time, you'll want to make changes to your new website. Don't find out after the fact that enhancements aren't easily implemented — or worse, that they'll be costly and time consuming.
Spend time while selecting an e-commerce platform to understand the following:
● Exactly which areas of your new site will be flexible and which will be rigid?
● How easy will it be for users to make changes or enhancements?
● Can the site grow over time as new functionality becomes available in the marketplace? How much will that cost?
By answering these questions up front, you can make an informed decision regarding your platform provider and avoid the trap of finding out too late that you can't change your site ... or that it would cost you an arm and a leg to do so.
King Ranch Saddle Shop did its homework and recently unveiled a new e-commerce website that can quickly and easily be changed completely in-house. Assistant Marketing Manager Robin Robertson said, "From a marketing perspective, our new site is wonderful because we can change the whole face of our homepage and category pages with no outside help. That kind of flexibility is priceless!"
Making it Hard for Your Shoppers
to do Business With You
The ultimate goal of your e-commerce website upgrade is to sell more products. So don't make it hard for shoppers to do business with you. How can you make it hard?
1. Providing limited categorization across the top of your homepage;
2. no calls to action on your homepage;
3. including very few links from your homepage to your product pages;
4. no email sign-up above the fold on your homepage;
5. no search functionality on your homepage;