Setting up and running a leading retailer website can take a lot of work – Geko’s Dan Todaro shares his top tips to help you save time and how to better explore online opportunities.
Judging the ERT Awards does give you a pretty robust insight into the pitfalls and clear opportunities many independent retailers are missing with their current websites. Now if you don’t have time to look after your website, even as a shop window, to have one that resembles something created 10 years ago in your spare time is really not a good look. Your website should reflect your store and your brand positively, remaining up to date reflecting the tastes and trends that people are reading about and seeing in magazines and on social media. Include a clear call to action so that the customer knows they’ve landed on a site that gives them confidence they will find what they want if they choose to shop with you.
If it’s a transactional website, you’re opening yourself up to a whole world of admin to ensure it’s featuring correctly the current lines you range that are in stock. Making it searchable and further communicating that it is a trustworthy site that customers can feel comfortable and safe transacting on.
So creating and maintaining a thriving retail website can feel like a monumental task, but in today’s digital-first world, it’s an indispensable investment. Your website isn’t just a virtual storefront; it’s the cornerstone of your brand’s online presence, influencing customer perceptions and driving both online and in-store sales. With this in mind, here are some useful tips intended to help guide your choices when looking to update or create a new online presence for your store.
Defining Your Website’s Brand Purpose and Target Audience
The first step is to clearly define your website’s objectives. Decide if you are primarily focused on driving e-commerce sales, or is your goal to enhance brand awareness and provide information. Regardless of your aim, understanding your target audience is paramount.
As Statista reports, mobile devices accounted for approximately 62.5% of global website traffic in the fourth quarter of 2024. Therefore, ensuring your website is fully optimised for mobile is now considered standard practice, not a nice to have. This includes responsive design, fast loading times, also intuitive navigation on smaller screens.
Driving Traffic and Maximising Engagement
Building a visually appealing website is only half the battle; you must also drive relevant traffic to it. If a substantial marketing budget is unavailable, focus on strategic, cost-effective approaches. These could be a mix of:
- Search Engine Optimisation (SEO): Optimise your website content with relevant keywords to improve your search engine rankings. This includes detailed product descriptions, accurate pricing, and informative blog posts.
- Content Marketing: Create valuable content that resonates with your target audience. This could be enhanced with blog posts, videos, or infographics that address their needs and interests.
- Social Media Marketing: Leverage social media platforms to promote your website and engage with potential customers. Share product updates, promotions, and behind-the-scenes content.
- Email Marketing: Build an email list and send targeted messages to subscribers. Promote new products, announce sales, and share exclusive content.
According to Agency Analytics, website visit times can be as short as between 52-54 seconds, rising to between 2-4 minutes for more content-rich pages. Sites need to balance content with efficiency, as longer dwell times could indicate a consumer unsure of where to go next. This window is crucial for capturing visitor attention. To maximise engagement it is important to prioritise the user experience by making the site easy to navigate, with a clear call to action and a seamless checkout process.
Of almost equal importance is the need to use high-quality imagery and video. Use compelling visuals to showcase your products and brand. Authentic, brand-consistent images are far more effective than generic stock photos. It is difficult to differentiate yourself from competitors if you’re relying on assets made available from the brands you are stocking, so if possible, try to weave in some of your own generated content onto the site.
Bridging the Online-Offline Gap
For retailers with physical stores, creating a seamless omnichannel experience is essential. Research from Gekko indicates that 69% of consumers are more likely to make a purchase when the online and offline experiences are well-synchronized. Some of the key things to consider include:
- Consistent Messaging: Ensure your website reflects the same messaging, promotions, and brand values as your physical store.
- In-Store Pickup and Returns: Offer convenient options for customers to buy online and pick up or return items in-store.
- Real-Time Inventory Updates: Provide accurate information about product availability both online and in-store. Don’t create wasted journeys for potential customers.
- Online Research, In-Store Purchase: Gekko research shows that 85% of shoppers researching significant purchases, begin online. Make sure your online presence provides all the information needed to encourage the in-store visit.
Harnessing the Power of Online Reviews
Online reviews play a significant role in customer purchasing decisions. Data from Lipscore reveals that 86% of consumers won’t purchase online products without reading reviews first, with 44% turned off from buying if there are no reviews to read.
A successful strategy needs to ensure that you actively monitor online reviews and respond to both positive and negative feedback. Data shows that 88% of shoppers are more likely to buy from a brand that positively interacts with online reviews View negative reviews as opportunities to improve your products and services and by addressing them you’re helping instill a sense of honesty to the process. Furthermore, encourage customer reviews by actively prompting them to leave reviews on the customer experience after making a purchase.
E-commerce Strategy and Optimisation
With e-commerce continuing to grow, having a robust online sales strategy is crucial. According to the Office for National Statistics, in January 2025, 25.7% of retail sales were made online. Therefore, optimising your e-commerce platform is essential for success.
- Streamlined Checkout Process: Simplify the checkout process to reduce cart abandonment.
- Secure Payment Options: Offer a variety of secure payment options to build customer trust.
- Clear Shipping and Return Policies: Provide transparent information about shipping costs and return policies.
- Site Analytics: Utilise site analytics to understand consumer behaviour, and to improve marketing campaigns.
Setting up and running a leading retailer website can indeed take a lot of work. Further down the line and of course dependent on budget, you may want to consider embracing features such as Personalisation and including emerging technologies like artificial intelligence (AI) and augmented reality (AR) to help sell your offering. But in the meantime, by focusing on user experience, optimising for mobile, and leveraging the power of online reviews, retailers can create a compelling online presence that serves to drive sales and build
