Ten Critical Steps for your E-shop’s Success

If you own a retail business you will soon realize that existing only offline is not enough. In order for you to succeed you will have to adapt into the new digital environment and make your services or products available online through an e – shop. People prefer to buy things from the internet as the process is much simpler and the products are much cheaper due to the great range of exclusive offers and shipping deals offered amidst countries. Like it or not this is the new trend!

So first find the market you should invest in, then create a user friendly website/ e – shop and finally focus on how to promote it through SEO, Adwords, Social Media, Blog posts and other marketing activities.


The hint is to get yourself thinking “outside the box”. How? Here are a few steps you can follow to really make a difference:

1. Indispensable, important information for potentials customers

Information such as:

  • prices,
  • guarantee
  • shipping and
  • refunds information.

Differentiate yourself from competitors by giving your customers all information they may need in order to feel secure.

2. Pagination

When displaying a list of products you should choose wisely if you will use rel=”canonical” or rel=”next” & rel=”prev”. When you properly use these commands you immediately add more value to your primary pages, obtaining in such way better rankings on the SERPs while at the same time avoiding duplicate content.

Below you can see an example where you should use rel=”next” & rel=”prev”.




3. Image “alt tags”

As you usually have many photos and products of the same type in an e – shop, using the right alt tags on the images could boost your rankings for an exact keyword. A good way to manage this is to start the description of every image with the same keyword (the keyword you have chosen). So if for example you are promoting expensive shoes on your page, on the images of this page you should use alt tags such as “expensive shoes in red color”, “expensive shoes in yellow color”, “expensive shoes in blue color”, “expensive shoes from leather” etc. and this will boost your rankings for the keyword “expensive shoes” (you could also try it with an exact keyword).

4. Images content

When we want to buy a product it is always important for us to be able to see it in real life. The photos we are using should give customers the idea on how to use our products in their everyday life. So if you are selling shoes for example do not show just the shoes but a real person wearing the shoes, if you are selling sofas show the sofas in real rooms, if you are selling fabrics do not show just the fabrics but products that you or a customer has created from the fabrics and also how they are using these products in the real world.

5. UX

User experience is especially important for an e – shop, as you have to ensure that you are using the right “call to action” and “social media” buttons in the right place. It is also very important to use AB testing so as to optimize and improve the acquiring – purchasing process. It has been proven that in some countries users prefer a faster and less secure acquiring process while in other countries customers expect the exact opposite. So, you could even consider to use a customize process depending on the country of the user (adding or taking off secure steps).

6. Mobile Version

The mobile version is very important as you have to ensure that it is not confusing for the visitors to find the necessary information and to buy a product through their mobile phones. Do not miss your chance to take advantage of the thriving trend of mobile devices!

7. Product Descriptions

You should always add a different description – text in every product page of your website along with a different meta description & meta title as in such way you are helping each page rank on the SERPs while generating “value” traffic to your website as there will be users looking for the exact product descriptions. So you could optimize one page for the keyword “red shoes”, another for “yellow shoes”, “brown shoes”, etc. (of course this also helps you avoid duplicate content).

8. Product Reviews

The customer’s opinion and word of mouth is the best advertisement in the book. Obtaining good reviews and having them online will convince any unsure potential customer to buy your products and understand why your products are the best in their category.


product reviews


Sincere opinions, true facts, pleased customers, real good reviews and success is guaranteed.

9. Rich Snippets

Using the right rich snippets for your products could really make a difference and attract more visitors especially from organic traffic to your website. Use rich snippets and show information such as reviews, shipping details, offers, prices, etc. for your products and hence improve the CTR of your website.

10. Descriptive URLs

The URLs you are using should be exact and descriptive. The user should be able to understand the category, subcategory and product he is searching for. I would say that in an e – shop the URLs should be used as “breadcrumbs” in order to improve the user experience.

URLs are also of significant importance when you decide to use Dynamic Adwords (and you will…) as this way you are helping Google identify your products and display them to the right target group.




So if you have taken all steps necessary to optimize your website / e – shop (keywords search, text, headers h1 h2, sitemap, etc.) all that is left for you to do is follow these suggestions so as to distinguish your e-shop from your competitor’s having all the preconditions to obtain better rankings and improve your revenue.

These are our suggestions for a successful e-shop. If you could suggest more “underground” tips for the creation of a successful e – shop, just subscribe to our blog and start sharing your opinion with us. We would love to hear your thoughts on the matter!



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