Strategies for Building a Successful Online Store

Most storefront advice is about the checkout. The checkout matters, but it is the last thing that matters, and fixing it first is how a store ends up with an excellent purchase flow that nobody reaches.

Start with the category page

A category page is where a shopper decides whether you sell what they came for. It is worth more attention than the homepage and usually gets less.

Then the product page

The second most common reason someone leaves is that a question went unanswered. The answer is almost always already written somewhere: in support tickets, in the returns reasons, in the questions the sales team gets asked twice a week.