(Finally, How To Design an Online Shop that Sells!)
From: Andrew Minalto eBay PowerSeller
Registered TWF Seller
CEO of SpicyAuctionTemplates.com Contact Me | FAQ
Hello & Welcome to the Easy Auction Business video
Last time we covered the basics of “The Frame” module of your online shop. Today we’ll
continue with other elements so without further ado, let’s get started!
The Home Page
You just can’t have a successful e-commerce shop without creating a front page that “sticks”!
I’ll explain what I mean by this later on but for now, you just have to know that the front page of your online shop can really make or break
So what makes a good home page? Again, let’s take a look at some examples:
As you can see, all the websites I showed you have that very pleasant, eye friendly design
with a layout that is very functional and at the same time, each element makes perfect sense to be there.
Of course, there are thousands of different possibilities here and each website will be
different but I want you to pay close attention to the following elements, which in my opinion, should be included on your shop
Featured Products – whatever you do, make sure to showcase at least a few featured products on the home page
of your shop. Depending on the niche and your particular website, anything between 3 to 20 products should be just fine for an
average shop. By displaying featured products on the first page, you achieve 2 things:
* You make it pretty clear what’s for sale on this website! This may seem a bit
stupid but I have seen so many websites that doesn’t do this and when you land on the home page you think – hmm, what are you
selling exactly? You definitely want to avoid situations like this!
* Secondly and most importantly – product pictures will act like a “Call To Action”
trigger, especially if they’re high quality. Pictures sell! Don’t forget about this! Make sure the products you feature on the
home page are most popular items in your shop and the pictures are of superb quality!
Best Sellers – another great way to increase the average order amount and improve conversion rates in general
is to have a “Best Sellers” or “Top Sellers” category and banner on the website advertising it. In some cases you may want to
include a link to it in Main Menu, along About Us and other pages. Why “Best Sellers” work so well? Because people tend to follow
the choices made by other buyers, in a similar way they trust in testimonials and product reviews. If it’s on a “Best Sellers”
list, it’s a must have item!
New Products – another important category is “New Items” where you include recently added products. A small
banner or link on a home page or even header section will do the trick! New products category is very important for repeat
customers as they tend to check the latest additions every time they come back for the next purchase.
Special Offers – these are great & people love them! If you have special offers, like Deal Of The Week,
or Deal Of the Day – let your visitors know about it! A static banner placed on the home page is a perfect way to do this.
Sale – yes, yes, yes – SALES still work and people get crazy about almost anything if the Sale tag is
attached to it! You definitely want to have an On Sale page in your shop to attract more customers as well as to get rid of
left-over stock items.
About Us/Message/Testimonials – this module is
very important from SEO point of view. You want your home page to have at least 250 words long text, description containing your
major keywords. A welcome message, quick About Us article and testimonials are perfect fit for this role! Just make sure you have it
in clean text format and not built into Flash or an image!
Whatever you do, you want to feature as many products on your home page as possible. I mean –
as far as it still looks great in terms of design! If you have great looking product pictures on your home page, they will instantly attract
clicks and at the end of the day – sales!
But the overall layout should look like this:
• First come banners or buttons for New products, Items on sale etc.;
• Then – featured products;
• Finish up everything with a block of at least 250 word long information in text format!
Finally, a good designer can create good design in almost any working environment so do not
under-estimate this. You can create a superb layout, with all the banner places, product spaces and so on. But if you hire a bad designer, it
will still look ugly! So make no mistake here! Good quality design will pay back in no time and make you feel proud about what you’re
The Product Page
Ok, the home page is essential as it will be the starting point for many potential customers
of your business. But what about the next step? What about that magical moment of them clicking that “Add To Cart” button? Is there anything you
should be aware of? Yes, there is! In fact, professionally designed product pages can sky rocket your conversions and increase sales
Here’s my golden formula of creating a product page that sells more products
in less time and for higher prices than your competitors does:
Product Title – obviously, you want to clearly display the title of product for sale. Do not leave any room
for errors here, create your product titles precisely so that customers can be 100% sure what they’re buying.
Pictures (Video) – I’ll repeat myself one more time – Pictures Sell! Period. The better pictures you can get
the higher conversion rates you’ll see! Surely, depending on your niche, the picture role in your overall sales process will
differ but in general, everyone wants to see large, clean & clear product pictures before making any buying decisions! If
your niche and items are suitable, try creating product videos or slide shows – video is the future of e-commerce so the sooner
you’ll start implementing it into your business, the better for you!
Description – whatever you sell, make sure to include at least 250 words long, unique product description for
each item you sell. This will give additional information about the product and also help you with SE rankings.
Features – creating a features list in a form of bullet points can greatly help buyers to determine whether
the product they’re looking at is the product they’re looking for. A list of 3 to 5 features next to the main product picture is
a good way to make this work.
Price – make sure that the product’s price is displayed in a good place, clearly and noticeably! Yes, you can
use the old RRP and Your Price trick as it works! Same applies for items on Sale – make sure to have previous price and new price
next to each other. It’s stupid, I know but that’s how psychology works and if it makes you more money, you shouldn’t really
Add To Cart – each page on your e-commerce shop has a purpose. Product page showcases an item and asks for
the next step – “Add To Cart”! Make this button as big as necessary and display it in a very visible place. After all that’s what
you want your visitors to do – add the item to the cart!
Reviews, Feedback, Testimonials – this may not be suitable for everyone but if it fits your business model,
make sure to include product reviews or testimonials below the product description’s block. Again, this will improve your SEO
rankings as well as increase sales if the feedback is positive.
Related Items – finally, don’t forget about the
worst case scenario – the potential customer is not interested in this particular product! What we do in these situations? We give
options because they can lead to another, 2nd chance and this time you may be luckier! Usually, 3 to 6 related items are displayed
below the main blocks of the product page.
As you can see, no secrets here – just plain old common sense and some
systematic approach – viola – you have created a perfect product page! It can be improved and customized forever but I believe you should still
include previously mentioned elements on every product page you have!
Every Little Helps!
Yeah, sounds familiar, right? But I can’t stress enough how important small
elements can be when setting up a perfect online shop! All these small elements make perfect sense when you get them right BUT will hurt your
website if you don’t, so here are some classy examples:
Background – by changing the background colour or pattern of the website, totally different results can be
achieved so make sure your designer works on a number of different background versions.
Font style & size – the most common mistake is to use several different font styles and too large font
size for EVERYTHING! Many people think that if they’ll write something in a bigger font size, people will
definitely notice it and read. Wrong! Badly formatted titles and product descriptions will only scare off potential customers and
won’t help you in any way. Besides, your shop will look really ugly.
Picture size – when I say you need large product images, I really mean “Large” and not “Gigantic”. Product
images, when zoomed in shouldn’t take the whole screen, not talking about going beyond that. I would say 600 by 400 pixels is max
you need! Product thumbnails shouldn’t be too small and too large, again – around 200 x 150 pixels is all you need.
Width – when the coder turns the design into an actual shop, don’t forget to mention that you want it with a
fixed width. It will look so much better on various screen sizes plus you’ll be able to create perfect layout for the product,
home and other pages of your site (as the website’s width will be fixed throughout the site).
FAQ Page – one of the most important “system” pages on your site will be FAQ or Frequently Asked Questions.
Make sure it’s helpful, full of information and divided by blocks: Shipping, Payment, Returns and so on. From what I have seen on
my websites, almost 80% of all visitors take a look at About Us and FAQ pages so they’re really important for your business.
Contact Us page – make it easy for your
prospects to get in touch with you! We live in a digital age but a phone number still is essential! But for e-mail communication,
nothing beats the easiness of a good contact form so make sure you have one! People prefer using contact forms to sending e-mails, so
offer what they want and you’ll be rewarded!
There are many more but you get the point – pay
close attention to details! If you do, results will be stunning, trust me! I make custom credit card icons for each of my websites to match the
overall design theme so I really know a few things about getting it done 🙂
Putting It All Together
That’s it – over the last 2 newsletters I have covered to my opinion, the most important elements of a successful online
shop! We started with outsourcing basics, then moved on to the frame design and finished up today with the home page and the product pages.
These are the 3 most important elements of any e-commerce website! If you get these 3 right, you basically can’t screw it
So, here are the exact steps you need to take to
build a successful e-commerce shop:
Step 1 – put everything on paper, plan exactly what you want to see in your
Step 2 – hire a designer to create design for frame, home page and product
Step 3 – hire a programmer to code the design into a shopping cart of your
The best place for hiring out a professional – Elance.comAgain, if you’re on short budget,
take your time and do it step by step – even if it means 6 months of waiting, it will be worth every single minute, every single penny! Don’t
rush it, don’t do it yourself and you’ll own a profitable, great looking, world class e-commerce shop in no time!
That’s it for today, I hope you enjoyed today’s material and I’ll see you in 2 weeks time when
we’ll cover the latest eBay news and create a plan on how to take the advantage of the new rules! Bye for now!
Andrew Minalto is founder and CEO of the Web’s largest auction
templates company SpicyAuctionTemplates.com. Andrew runs successful information publishing business as
well as an eBay store and an online retail store.
At the age of just 23 he has achieved a phenomenal success in selling both physical and information products online. Hard work and
belief in his dreams enabled him to leave a dusty Dublin warehouse in winter 2006 to go full-time online.
The recently launched EasyAuctionBusiness.com website is dedicated for all people trying to achieve
financial freedom or just to make some extra money by selling on eBay.co.uk