Hello, dear readers! Today we reconvene with our patiently awaiting Superheroes of The Customer Journey. Awareness, whose sparkly sequined cape flaps alongside the winds of change, stands ready to lead us down the Customer Journey platinum brick road towards the Emerald Palace known as Customer Loyalty.

The winds of change? Absolutely! What got you here isn’t going to get you there, lovely grasshoppers! You must become more popular to go further and popularity is Awareness’s domain.  

Except Awareness isn’t taking you anywhere until we’ve examined your domain. And that is to say, your website. A direct-to-consumer strategy hinges on your ecommerce site. There’s no point in driving traffic there only for our passengers to crash into a trainwreck of a site!

So many brands give too little thought to their customer’s ecommerce site experience yet expect visitors to just drop those Amex digits into checkout. It doesn’t work like that, my suborder Caeliferas — particularly if you’re trying to coax $5,000 from someone with the means but not the confidence in your site.

I once advised an extremely stubborn designer, who became even more stubborn when I pointed out why her non-Shopify ecommerce site wasn’t generating sales.

“It’s not an ecommerce site!” she screamed at me after the third time I referred to her ecommerce site.

In an act of patience my mother would swear didn’t happen, I calmly asked if customers could buy from her website.

“Yes!” she said, glaring at me as if I’d asked if water was wet.

Ahem. Let’s see what Cambridge says:

 e-com·merce /ˈēˌkämərs/

the business of buying and selling goods and services on the internet.

Understanding the Difference: Portfolio vs. Ecommerce Site

The designer was convinced she had a portfolio site, which was her original intention when she first commissioned it. But she later added ecommerce capabilities, turning her portfolio site into an ecommerce site because, as Cambridge corroborates, she was now selling goods on the internet.

To give you an idea of a portfolio site, let’s look at Todd Reed’s website.

Now, Todd, darling, please don’t be angry with me. I love you, love your creativity, your ingenuity, your visionary stake in jewelry design. But your site is quintessentially a portfolio site with ecommerce added as an afterthought.

To be clear, gentle readers, I’ve never spoken to Todd or his team about their website objectives. It’s very possible selling online isn’t a priority, making a portfolio website with ecommerce capabilities absolutely fine. Particularly since his website does an immaculate job of bringing us into Todd’s world. His website is a virtual art gallery featuring a one man show. It is simply exquisite in showcasing his masterful artistry — and perfect if your primary concern is educating customers about you. The site is smartly built on Shopify, thus offering the option to buy. But this isn’t immediately obvious. In fact, you don’t even know you can buy without several clicks as there’s no clear indication.

Again, if you’re not really focused on selling online, then a portfolio design is perfectly reasonable. And if you’re a designer who custom creates every order, a portfolio site with ecommerce capabilities allows you to collect advance payment. But if you carry inventory and want to grow your direct-to-consumer business, a portfolio site isn’t going to cut it.

The Importance of User Experience and Interface in Ecommerce Site Design

Back to our stubborn designer. Even though she carried inventory, the only indication you could shop on her site was a tiny, unremarkable link on the upper lefthand corner labeled “Boutique.” That link sent you to another page listing collection names, but still no indication you could buy until four or five clicks later.  That is, of course, if you noticed the tiny “Boutique” link in the first place.

Adherence to UX/UI is the gold standard for web design. UX means user experience; UI is user interface. User experience determines how customers feel browsing your ecommerce site. User interface covers technical aspects such as colors, buttons, and other elements subconsciously contributing to the user experience.

As beautiful as the stubborn designer’s site was, a potential customer whose sole interest was to buy a ring they’d seen on social media would have become frustrated. Not only because they’d first have to find the almost invisible “Boutique” link, they’d also have to click through several pages to finally find what they want!

First rule of an ecommerce site design: don’t make it difficult for people to give you their money.

Before we go further, I have a gift for you! I’ve created an extensive workbook to help you with lessons from this column.  Quickly run over here to grab it. I’ll wait! Skedaddle!

Navigating the Pitfalls of Poor Ecommerce Site Design

Imagine walking into a store in search of the perfect shoes. You’ve found them! But there isn’t a price tag, nor a salesperson anywhere in sight.  Would you stay in the store, knowing no one is available to help you?

This is exactly what happens when ecommerce gets added to a portfolio site as an afterthought.

Let’s continue our scenario.  

Only by chance do you see a sign that says, “go here to buy.”  “Here” is a long hallway with multiple rooms, none of which give you answers until you reach the last room, where a salesperson waits to take your money. Alas, the salesperson can’t answer your questions!

How would this experience make you feel? Would you have even went down the hallway?

Stop doing this to your potential website customers! 

Put yourself in the, uhm, shoes of your site visitors. How easy is it for them to find what they’re looking for? To have questions answered? To buy?

Creating a Seamless Luxury Ecommerce Site Shopping Journey

For those Shopify site owners smugly thinking you’ve escaped my castigation, tell me: how easy is it for me to know how far your earrings will drop? Remember, I can’t put them on while shopping from my laptop. And please don’t make me have to find a ruler!

Here’s an easy tip: include a photo of a model wearing your earrings as one of several product images. How far the earrings drop is now immediately clear.

Here’s a pro tip: add two short videos — one with the model wearing the earrings and another with a 360-degree view of the earrings alone.

If you really want a gold star, or, uhm, gold credit card, include a 45 second video of your model having fun in the earrings. Have close ups of the earrings at every angle spliced in. This is advanced strategy we’ll discuss at length in a future column.

What about that $50,000 necklace you’ve labored hours to produce?

Before someone argues no legitimate customer is buying a $50,000 necklace online, you’re only half right.  At that level, you don’t sell through point and click. Instead, you make a seductively tantalizing product page which compels the customer to “call for pricing,” as is clearly instructed on the page. Then you sell!

Another pro-tip: encourage customers to schedule a video call if they can’t meet in person. Act like an advisor rather than a salesperson during this call. Make the conversation less a transaction and more relationship building. You’ll have a customer for life.

I’ll leave you here. Don’t forget to grab the workbook! It will only be available until September, when I replace it with my next gift. It’s 98 pages of exhaustive detail to help set your ecommerce site up for success.  It’s also the reason this column was late! 134 hours of writing and designing later, I truly hope you find the workbook useful. Email me and let me know?

When we rendezvous again, I’ll answer a question from one of you wonderful darlings. Keep sending ‘em in!