You can’t just take and make an online store for 5,000 rubles

You can't just take and make an online store for 5,000 rubles

Well that is of course, you can make a website for 5,000 rubles, technically it can be cheaper. Including an online store, including with integration with 1C. There are ready-made solutions on well-known CMS, both proprietary and free. There are free “assemblies” if “turnkey online stores for 30,000 – 50,000 rubles.” on self-written CMS from website developers …

CMS-ki are written by programmers and make them as versatile as possible. Such that “they can be customized for any store.” They have a goal: to make sure that their solution is downloaded or bought by as many customers as possible. In the best case, sometimes (when a solution costs about 50,000 rubles), such a “store out of the box” has an individual “skin” – the design that the designer worked on. But often on the Internet you can find “it seems that our customers do not need a design, we will not spend money on it.”

All this is in runet, and it seems to an Internet entrepreneur that it is possible to take, quickly, easily and inexpensively to make an online store that will work.

But there is a problem: usually programmers understand by the words “the site works” one thing, and businessmen who know how to count money – another. For the first, a site is a software product available online that answers requests, for the second – a sales tool that should bring orders. That is why almost all “sites for 5,000 rubles” that come to us for audit do not contain Yandex.Metrica or Google Analytics counters: the criterion for the success of such sites is simply their very existence, it makes no sense to track statistics.

My advice: if you decide that you need a website, clearly articulate for yourself what role it will play in your business. If this is an online store, decide for yourself and record: how many orders, or maybe calls, you want to receive from the site per day (week, month) in order to consider that the site is working well. When you launch the site, be sure to check how the expected results correspond to reality.

After you formulate what you expect from the site, think about your customers:

  • Who are they?
  • How will they get to your site?
  • How long do they have to find your item?
  • In what conditions do they use your website – at home, at work, on public transport?
  • By what parameters are they searching for your product?
  • Why should they buy it from you, and not on the website of a large retailer?

Before you start choosing a CMS or web studio to develop your online store, you need to answer all these questions for yourself. In order to control at every stage of working with the site whether this or that software solution is suitable for your clients – future users of the sites. Look at a one-stop solution called “an online store for 5,000 rubles.” from the point of view of your customers:

  • Will this decision help you make a choice in favor of your company?
  • How about the selection of goods according to your parameters?
  • Will the user be able to find the catalog on the home page without scrolling?
  • How many pages do you need to browse to find the buy button?
  • How many clicks do you need to add a product to the cart?
  • How many fields do you need to fill in or steps to go through before you can place an order?

Most likely, the answers to these questions will not please you, because the universal solution is designed for a certain “universal user”, and if you start adjusting it to your customers, it turns out that it will no longer be 5,000 rubles. And not even 50,000 …

It seems that any small store can only have 2 advantages over large online stores: low price and individual attitude towards the client. It is difficult to compete with retailers in terms of price. But how can you provide an individual attitude to the client using a universal software solution – an online store out of the box? It seems like nothing. Therefore, unless you are selling super goods, which no one else has, the decision about an online store out of the box for 5,000 rubles. most likely money down the drain.

Finally, I will make a short review of our experience in auditing the usability of “online stores out of the box”. The following problems are commonly encountered:

  • There is an online store, but in a separate section. This is bad: products need to be sold immediately from the home page.
  • There is no product catalog on the main page of the site.
  • On the pages where product lists are presented, there are no filtering and sorting systems or they are not suitable for the presented product.
  • Long conversion path: 3-4 clicks to the desired product and 3-4 clicks to place an order. Usually, users on such sites look at less than 3 pages, and in order to buy in such a store, you need more than 6.
  • Very complex checkout forms: why do you need a username or address if you plan to call him back to confirm your order anyway? Even the e-mail field is not needed in this case!
  • Out-of-the-box shopping cart usually requires skills to work with it.
  • None of the analytics systems are worth or configured – that is, in fact, the effectiveness of the online store is not monitored in any way.

In conclusion, I would like to say that people choose and buy in very different ways, for example, shoes and tablet computers. Therefore, choosing a universal cheap solution for your online store, you obviously offer your customers a non-optimal way to select and purchase goods. Do you want this for your clients? Would they then want to buy from you?

And finally, a little self-promotion. Looking to test the effectiveness of your online store? Order a usability audit of the site.

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