Starting an online store? Before you get caught up in choosing product photos and setting up ads, let’s talk about the foundations, like selecting the right platform, securing a great domain name, and optimising your site’s structure. These elements make all the difference in your store’s success. This blog will break it down and give you a 21-point checklist to secure your success.

1. Choose the right eCommerce platform.

Your choice of eCommerce platform is the foundation of your shop; get it wrong, and you’ll have a frustrating experience. The good news is that there are loads of great options, each with strengths and weaknesses.

Shopify: It’s perfect if you’re just getting started, it’s user-friendly, has loads of tools and doesn’t require any coding knowledge.
WooCommerce: This is great for people with some technical skills who want customisation.
Adobe Commerce/Magento: This is primarily built for big businesses that need more powerful features. It’s a bit more complex, but it’s well worth the extra legwork.

Your business size is an important factor in choosing your platform, if you’re running a large store or plan to scale quickly, Shopify, Big Commerce, or Magento are great options. It’s also crucial you consider integrations; some platforms offer more third-party support than others. So before you begin to build your site, think:

1. How big is my business?
2. How fast do I want to scale?
3. What integrations do I need or currently use?
4. How much work do I want to do, or how much technical knowledge do I have?

2. Select a memorable custom domain.

A simple, memorable domain name makes it easier for customers to find you and remember you. Think of websites you can go to without having to google them, like ‘Google.com’, ‘Instagram.com’ or ‘Facebook.com’.

You can buy the domains through sites directly on Shopify, GoDaddy or Ionos, and loads of other registrars. If your first choice is taken, don’t stress – consider alternatives like adding ‘GB’ or ‘UK’ to the name.

A strong domain builds both credibility and your brand, so don’t rush it; take the time to get it right.

3. Optimise site architecture for user experience.

You might have fond childhood memories of exploring mazes, but you don’t want your site to feel like one. Good site architecture makes it easy for customers to find what they need without frustration. There are a couple of ways you can do this:

• Keep menus and category structures simple and logical: Customers should be able to reach a product within a few clicks
• Plan pages carefully: Use a spreadsheet to map out your H1 tags, title tags and meta descriptions
• Use clean, descriptive URLs so customers know what to expect from each page, this also directly affects your SEO and search engine rankings.
• Don’t forget about redirects: Make sure your old URLs redirect properly so you don’t lose traffic if you migrate.
• Site speed matters: Keep things fast and optimised.

4. Design an appealing and functional website.

A cluttered, inconsistent design can drive customers away from your site before they even know what you’re selling. Here’s some tips to prevent that from happening:

1. Stay consistent with colour palette, branding, fonts and design elements
2. Ensure mobile-friendliness; a frustrating mobile experience could be a dealbreaker
3. Include the essentials, like a homepage, product page, about us and contact page
4. Cover the basics, make sure you consider accessibility, smooth checkouts, mobile responsiveness and clear policies.

It’s not all about an aesthetic page; it also needs to be functional, fast to load and accessible.

5. Integrate essential payment processing systems.

Make it as easy as possible for customers to pay; it’s simple. If they can’t pay, they won’t. A flexible, secure payment process builds trust, increases sales and encourages repeat payments.

You should choose trusted payment processors, like PayPal Square and also digital wallets like Apple or Google Pay. Digital wallets are expected to account for 61% of worldwide eCommerce payments by 2027. That’s a statistic you can’t ignore: stay ahead of the trends and use a service provider that allows a wide variety of payment options.

6. Set up shipping options and logistics.

Customers want fast, transparent tracking – confusing rates or slow estimates lead to abandoned carts. When places like Amazon or Asos offer next-day delivery for members, what are you doing to stand out from the crowd or compete with these giants?

You should automate your processes where possible, using integrations like ShipStation or Easyship to streamline your shipping and tracking. You could also consider third-party logistics or dropshipping if managing your inventory independently isn’t feasible. A major thing to remember is to monitor stock levels in real-time to prevent overstocking or disappointing customers.

A well-organised strategy for your shipping keeps customers happy but also reduces your workload.

7. Implement a secure checkout process.

If your checkout is slow, confusing or untrustworthy, customers will leave. Same as your website navigation, it needs to be easy to understand, but it also needs to be secure.

Test your checkout processes regularly, ensuring it’s quick and hassle-free – and with that, make sure your pricing is transparent. No one likes hidden fees, and it makes people a lot less likely to complete their purchases.

A guest checkout is the ultimate hack in checkout conversion rates rising; not everyone wants to create an account or sign up for a rewards scheme to buy your products. Let people get through the checklist quickly, and you’ve levelled up your convenience levels.

8. Optimise for Search Engines (SEO).

SEO helps customers find your store on Google, and using the right strategy can drive traffic and sales. To create the right strategy, you need to:

• Research and use relevant keywords – don’t throw them in without purpose, add them naturally to your product descriptions, names etc.
• Optimise product pages – with strong titles, descriptions and properly formatted Meta tags
• Use SEO tools – Semrush and Google Search Console to track performance and uncover opportunities.
• Don’t forget on-page elements – Use alt texts for images and title tags for better visibility.

SEO, like everything else, isn’t a one-and-done, it’s an ongoing process. What works today might not work tomorrow. You have to stay updated with trends and algorithm changes and be adaptable.

9. Integrate web analytics for performance tracking.

If you don’t track your site’s performance, you’re not going to see any potential issues or opportunities. Analytics give you the key information you need to improve and grow.
You can, and should, monitor customer behaviour and site performance using Google Analytics and other tracking tools, run A/B tests to see what works best – whether that’s a new product layout or a different call to action button, and submit your sitemap to search engines to make sure your site is indexed and easily discoverable.

Data-driven decisions lead to better conversions and higher revenue – keep an eye on your numbers and adjust your strategy accordingly.

10. Establish customer support and communication channels.

Providing great customer service is key to retaining customers and building brand loyalty. Setting up multiple channels, like phone, email, live chat, and social media, ensures customers can reach you in a way that’s convenient for them.

Make sure your support team are fully trained to answer any questions, as well as have an FAQs section to allow customers to find answers to common questions without having to contact customer service.

Display your contact details and contact points across your site to make it easy for customers to get in touch when they need to.

We partner with Gorgias, a customer service platform that brings all of your service channels into one place. Sign up for a free trial and see the changes it can make. 

11. Develop a marketing strategy for the launch.

A strong marketing strategy can make all the difference between an ok launch and a successful one. Before going live, define your target audience, identify your unique selling points (USP), and create a pre-launch campaign to build anticipation.

Create landing pages, social media teasers and pre-launch events to engage your potential customers early. Once your store is live, use paid adverts, email marketing and social media campaigns to drive traffic and boost sales. If you need help with your PPC ads, paid social and email marketing, get in touch here.

12. Create engaging product descriptions and images.

You wouldn’t buy a product with no images or pixelated, grainy ones – you need high-quality images and compelling descriptions to convince customers to buy. Make sure you use image displays with zoom features, as well as 360 product views when possible.

Rather than just listing technical features, product descriptions should also show the benefits and real-world applications of the product. Make it descriptive and engaging, and speak directly to the consumer.

13. Utilise social media for brand awareness.

Social platforms like Facebook, Instagram and TikTok provide great opportunities to showcase your product and build brand awareness. Connecting your store with these platforms makes it easier to promote your products, run targeted ads and drive traffic to your website. You can also add social sharing buttons to your products so your customers can share them organically.

Engagement is the goal here; there’s no point in posting 100 posts a week with only three likes per post. Focus on building a community and fostering engagement – respond to comments quickly and interact with your audience.
42% of customers prefer customer service via messaging apps, so introduce conversational channels to significantly improve customer satisfaction.

14. Set up email marketing systems.

Email marketing is a powerful tool for customer retention and sales growth. Automating key emails, like abandoned cart reminders, can help recover lost sales by encouraging users to complete their purchases. Send order confirmations, shipping updates and personalised promotions to keep your customers engaged and informed throughout the journey.

You should also consider a well-crafted welcome email series to introduce new customers to the brand, encouraging them to make their first purchase. Email marketing is one of the most cost-effective ways to nurture your business whilst also providing some of the highest ROI.

We partner with Klayvio and DotDigital, both fantastic for email marketing and SMS campaigns. 

15. Ensure compliance with legal and regulatory requirements

Your eCommerce store must comply with relevant regulations. Publishing a clear privacy policy and terms and a terms and conditions page helps customers understand exactly how their data is used when shopping on your site.

If you sell to customers in the EU, GDPR is a big one – whilst if you’re selling in the US, you have to adhere to CCPA regulations. You need to do some research here on your area and any laws and requirements they might have.

Contact us and read more about our GDPR services.

16. Plan a pre-launch testing process.

Before you make your site live, make sure you test your website thoroughly to ensure a smooth shopping experience. Test it across different browsers, devices and screen sizes to identify any usability issues that could lead to lost sales.

Conducting user acceptance testing (UAT), with real users provides valuable insights into how easy it is to navigate the site, find products and complete purchases. Simulating real transactions and testing the checkout will help demonstrate if payments are processed correctly and if there are no errors.

17. Prepare for post-launch analysis and adjustments.

Once your store is live, ongoing analysis is key to optimising performance. Monitoring key metrics like website traffic, conversion rates, and customer behaviour helps identify what’s working and what isn’t.

Using tools like heatmaps can provide visual insights into how customers are interacting with your site, highlighting any areas where there’s significant drop-off or struggle to navigate. Collecting this feedback allows you to make data-driven adjustments to enhance the shopping experience and improve conversion rates.

18. Monitor customer feedback and adapt strategies.

Listening to your customers is essential to long-term success. Follow up with buyers to gather feedback to understand their experience and address any issues that may arise. SMS surveys have a 98% open rate and can be more effective than traditional email surveys for collecting customer insights. You could also include feedback requests in your packing inserts or post-purchase emails to encourage customers to leave reviews.

It’s important to not only receive the feedback but also to take it on board and implement any changes you deem necessary based on feedback. We use Reviews.IO for gathering customer feedback. Take a look at their services here.

19. Continuously optimise for conversions.

Optimising your store for conversions means that more visitors turn into paying customers. Aiming for a conversion rate of 2-3% is a good benchmark to begin. Having clear and compelling calls to action (CTAs) encourages customers to take the next step, whether it’s adding a product to their cart or signing up for an email list. Displaying customer reviews and testimonials builds trust and reassures any potential purchasers.

If we could only give you one piece of advice, it’d be this: Optimise your mobile experience.

20. Create a customer loyalty program.

Encouraging repeat business is just as important as attracting new customers. By providing a seamless experience to your customers, you’ll lay the foundation for loyalty. Display positive reviews and testimonials to reassure visitors that your brand is trustworthy. Automate review requests after purchase to gather social proof and allow users to opt into a loyalty program, offering discounts or rewards for repeat purchases to help turn one-time buyers into long-term loyal customers.

21. Expand product offerings based on market trends

Using tools like Google Trends and monitoring social media can help identify any emerging demands for new products. Introducing new products based on customer interest and market research ensures you’re offering what people are looking for. Promoting new arrivals through SMS, email marketing, social media campaigns etc helps generate excitement and drive sales.

Conclusion

Building a successful eCommerce store takes more than just launching the store, it’s about creating a shopping experience your customers want to return to. By ticking off each thing on our list, you’ll set yourself up for success.