What to Look for in an Ecommerce Site Builder

Making the decision to launch an ecommerce website is no small feat – so why shoot yourself in the foot before you even get started by choosing an ecommerce site builder that isn’t right for your needs?

There are so many options in today’s market that you don’t need to settle.  Instead, take the time to consider the following factors before making your decision:

Pricing – The price is right!

Cost matters, but be sure you know what you’re paying for before you sign on the dotted line.  For example, ask yourself the following questions:

• Are customizations assessed separately? What might look like the least expensive option on the surface can quickly break your budget if the customizations you’ll need aren’t included in the base pricing.  If you like the templates displayed by a given ecommerce site builder but anticipate making substantial changes, be sure to get an estimate on exactly what those modifications will cost to understand the true cost of working with the provider.
• Is there an additional charge for support or for the modules you’ll need to get your store to run correctly? In many cases, when evaluating ecommerce site builders, you’ll find that the “bare bones” plan with the super appealing price tag comes without the support or modules your store will need to run.  Before you commit to an ecommerce site builder, be sure you know exactly what you need to run your store and whether or not these elements are included in the package you’re considering.
• Is hosting included or will you need to find your own provider? Hosting an ecommerce website shouldn’t be terribly expensive (at least, not until your site starts to gain some serious traction!), but it is a necessary expense.  Find out ahead of time whether your chosen ecommerce site builder requires you to use their hosting so that you aren’t stuck with unexpected expenses.

Functionality – Know what you need from the start

Depending on your business model, there may be some features that you absolutely must have in order to succeed.  For example, if you anticipate selling products internationally, you’ll need to choose an ecommerce site builder that allows you to manage payments from multiple countries.  Alternatively, if you plan to offer products that can be customized on multiple levels, you’ll need to invest in a system that manages this process efficiently.

So before you commit to an ecommerce site builder, spend some time determining which features are “must haves” for you and which ones aren’t as critical.  Conducting this analysis before you buy ensures that you won’t get stuck with a system that doesn’t meet your needs.

Scaling – Not just for weight loss anymore…

Let’s face it – you’re not going to just open up shop and become the next Amazon over night.  However, it is reasonable to assume that you’ll start small and then grow larger as interest in your business and product lines increases.

For this reason, an ideal ecommerce site builder will allow your website to scale up as your business grows.  Look for solutions that support you by allowing you to start small and add extra features and functionality as needed as your store grows.

Look and Feel – Because we all judge books by their covers

As much as you might like to think that the quality of your products will overcome any weaknesses in your site’s design, you’ve got to face the harsh reality that most visitors only spend a few seconds on a new website before deciding whether to click the “Back” button or learn more about your business.  If your design isn’t up to snuff, your odds of retaining these visitors and converting them into buyers are pretty slim.

Of course, your site doesn’t need to be good enough to win graphic design awards just to make a few sales, but it should be cleanly designed, uncluttered and visually appealing.  Look at each provider’s portfolio of past site designs, as well as the stock templates they offer (if any), to find an ecommerce site builder that allow you to quickly and easily build a site that conveys the appropriate look and feel for your business.

SEO – Help your site get found

Search engine optimization is a vital part of building natural search engine traffic to your site, and the way your ecommerce store is structured plays a big role in determining whether your site will be found and prioritized by the search engines or whether you’ll be assessed penalties for things like duplicate content on your product pages.

You’ll likely find that most good ecommerce site builders will have search engine optimization features built in, but it can be tough to tell how strong a program is just by looking at it.  To give your store the best possible chances of being ranked highly in the search engine results pages, contact each program you’re considering to see what SEO features are available before you commit.

Support – How good is your “team”?

If this is your first ecommerce site, having good support is crucial, as you’re bound to run into at least a few issues during your launch.  The best ecommerce site builders provide 24/7 live support, email support, phone support and a ticket system, all of which help you to get answers to your questions as soon as possible.

To really evaluate how strong your “team” will be, try contacting the support teams of each ecommerce site builder you’re considering.  Compare how quickly each provider gets back to you, whether or not you’re able to understand the support team (many ecommerce site builders outsource their customer service programs, which can result in language barrier issues) and how thoroughly each of your questions are answered.

Testimonials – The final step

When analyzing ecommerce site providers, remember that it’s incredibly easy to put up a website and look professional.  Any teenager with a good computer and a few hours of free time can put up a page full of website templates and call it an “ecommerce site builder” – even if the support and features provided fall well short of what the true professionals in this industry offer.

To confirm that your chosen provider is as good as it looks on the screen, look for testimonials from past users.  But since glowing reviews can be faked just as easily as the site builders themselves, contact the people listed in the reviews to confirm that they’d work with the company again.  Any legit company will be more than happy to give you the necessary contact information to help you make an informed decision in this way.

Although the thought of taking the time to research all of these different factors might be overwhelming – especially when you have enough other items on your business launch “to do” list to keep you busy for a year – it’s well worth the investment to be sure you wind up with the right ecommerce site builder for your needs.

 

Image: Big Gray Mare