1. Do you have existing analytics or user feedback that identify trends in the customer’s path to purchase? If you don’t have this information, look to trusted industry-specific research to help influence your decision making process to get started. If you’re in start-up mode, get a plan in place to capture and analyse your own traffic.
2. Consider how your brand is represented in your navigation. How do the non-product pages exist in the context of the product pages?
3. Are there user accounts or 3rd party shopping cart features involved? How many additional steps do these interactions add to the overall buying process?
For more thoughts on how to build and improve your ecomm program, download our comprehensive guide. Have specific ecomm challenges of your own? Drop us a line.