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Ecommerce Fundamentals
By Craig Smith
eCommerce can be VERY complex. To offer a world class customer experience, retailers must
incorporate technologies and functionality that exceeds rising customer expectations.
On the flip side however, site fundamentals still play a very large role in converting visitors into
customers. Many retailers surprisingly lose sight of these site basics and leave significant sales on the
table. This brief examines 4 quick “fundamentals” every eCommerce manager cannot afford to lose
sight of.
Think Fast
Speed has become less of a problem due to the penetration of broadband, but don’t forget that a
significant number of people still shop by a dialup connection. When creating a site framework,
designers and e-commerce teams should ensure that the site is developed with pages loading in less
than 9 seconds (over a dial-up connection).
Our recommended page size is within 60-70k in bytes. At that amount, sites will likely load within the
maximum wait time of 9 seconds. Online retailers should avoid flash at all costs within their
transactional site. Flash’s artistic aspects may help you establish a brand presence – but it will likely
lose potential customers before they have even searched within your store.
Image is important
Images are a very important aspect of selling online and are often neglected. All product images
should be of the highest resolution possible, be much larger than the product page original, and have
multiple views. Dynamic imaging capabilities can improve the user experien