Preston Pilgrim
Author Preston Pilgrim
Digital Marketing PM
Posted in Digital Commerce
September 28, 2016
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5 Things Every Successful Ecommerce Website Does

Every successful ecommerce business knows that their website is an asset that needs to continually grow and evolve. It’s not something you set up and forget about, hoping things will get better and revenue will increase.

There are five things every successful ecommerce website does to stand out from the competition. Take note of these and see if you can apply them to your business.

1. Test Continually

There is no way to improve conversions on a website without constantly testing new things and measuring the data to back it up.

The top ecommerce websites do this all the time. They are running new tests every week to increase conversions and turning their websites into selling machines.

If you increase your ecommerce conversions from 1% to 2%, you double your money! Testing allows you to increase your businesses revenue without spending more money on paid traffic.


Here is a quick testing checklist for you to start with.

  • Newsletter sign-ups
  • Checkout flow
  • Home page designs
  • Home page CTAs
  • Product page layouts
  • Navigation

Want to learn more about the importance of conversions? Read this post here.

2. Focus on Mobile

Smart businesses put a lot of focus on mobile ecommerce.

If you haven’t looked at your Google Analytics lately and checked out your mobile traffic, you may want to do that now. Most businesses receive about 50% of their traffic from mobile. As time goes on, this will only increase.

When I say “focus on mobile,” I don’t just mean make a responsive website. I mean create a complete mobile experience for your ecommerce website and customers.  

I won’t get into the nitty gritty details because I wrote on this topic before which you can check out here.

3. Offer Great Support & Customer Service  

You need to put a lot of effort into helping your customers and resolving any issues they might be having.

Nothing makes me more frustrated than poor customer service. I don’t think I’m the only one, either, judging by these statistics.




4. Provide Content + Commerce

Content matters. It allows you to provide value to your customers and potential customers. It helps build trust and loyalty with your brand. Most of all, it can help you become the authority in your niche/industry.

That’s why successful ecommerce websites pay attention to content. Here is a quick list of different content types that you can use to reach more customers.

  • Blogging
  • Email
  • Social media
  • Video

Again, I’m not going to get into huge detail on the whole concept of content + commerce because you can check out another post we wrote on that here.

5. Get Personal

Another area that a lot of successful ecommerce businesses are stressing is personalization. It makes the shopping experience so much better and easier for the customer, and can go a long way with conversions as well.

View some eye-opening personalization statistics below.

  • 75% of consumers like it when brands personalize messaging and offers. (Source: Aberdeen Group)
  • 88% of consumers say they’re more likely to shop with retailers that deliver personalized and connected cross-channel experiences. (Source: Swirl Networks)

If you're interested in learning more about personalization and how to set things up for your ecommerce business, check out our recent blog post here.


Running a successful ecommerce website requires work, content, constant testing, updating, tweaking, personalization, and great support.

Always remember your ecommerce website is your asset and should always be evolving.

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