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What successful eCommerce websites look like

website mockupAt Foundry Digital, we pride ourselves on our solid track record of building beautiful and successful eCommerce websites. We understand what it takes to produce an eCommerce website that is both beautiful and practical, and we wanted to share with you some of the aspects of our work that help to make eCommerce websites successful.

What makes a strong eCommerce website stand out from its competitors is its ability to seamlessly integrate style with substance. Making sure that a website looks good is really important but it’s only half the battle, it is also vital that a user receives a customer experience that encourages them to come back for more. If you can manage this, you’ll be helping to take your brand to the next level. But how do you achieve this balance? Well, your first step is to keep reading…

How to ensure the best user experience with your eCommerce website

Prioritise the User Journey

Considering your customers’ User Journey is very important when building your eCommerce website. Understanding what they want from your brand and the way they will move around your website will help you to structure it in the most appealing way and will lead to a website that converts visitors into customers and customers into brand ambassadors.

Engage your potential customer by utilising a logical and simple navigation that streamlines their journey to a relevant product or appropriate page. Making the user journey seamless assists a visitor towards checkout and purchase.

As an eCommerce agency, we know the importance of visualising various customer journeys and catering for them in the site structure and website architecture. During our discovery process we can run consultancy sessions to assist a client consider how their target market will use their site and translate this into a strong and effective site structure.

Use strong calls-to-actions

A simple way to encourage visitors to navigate through your website and onto other pages is by having calls to action that entice them to keep exploring. Think about what visitors want to see or learn about, and use  engaging language that will encourage them to click on links leading to other areas of the website. Having buttons that allow visitors to “Find Out More” or “Make an Enquiry” will make it easier for them to reach their end goal of learning about your services, as well as completing your goal conversion of getting a booking or receiving an enquiry.

Our experience with eCommerce design and development even shows that it is possible to build rapport with a visitor through call to action statements. The use of “You Might Also Like” can give the user the impression that they are being cared for and attended to in their customer journey, enhancing their connection with your brand and increasing the likelihood that they will convert into a happy customer.

Buy an SSL Certificate

One of the easiest ways to encourage visitors to trust your brand is by demonstrating that their connection to your website is secure. Having an SSL Certificate shows users that their information and data is safe and not being used for anything that they wouldn’t want it used for. Not only this, but SSL Certificates are another way of boosting your website’s SEO as Google will recognise that your website is safe, and will therefore rank it higher.



awp products

How to make your eCommerce website look good

Choose Impactful Images

For eCommerce websites, pictures will not only say a thousand words but they are a huge selling factor. Ensure that images of your products are impactful and enticing. Professional photography of your products from different angles and in different situations can impressively showcase your offering. A user will be more convinced to part with their money if they have seen the product in a lot of detail so perhaps have us implement a zoom feature to show off your products.

Our experience as an eCommerce agency has shown that having lifestyle and environmental shots can be effective to assist potential customers in seeing how the brand and/or product is relevant to them.

Represent your brand

Make sure that wherever a user is on your eCommerce website, they know it’s your website. It sounds obvious, but you shouldn’t underestimate the importance of leaving your brand’s stamp on every single page, pop-up and product. Use your logo throughout your website to maintain a strong level of brand consistency and to help visitors connect to the brand as much as if your eCommerce store were a physical shop.  You can also further extend your brand’s voice through the tone of text used throughout a customer’s shopping experience. Aside from visual aspects of the site, copywriting and marketing language are a great way to convey your brand’s personality.

Consider colours

A key way to reflect your brand and engage potential customers is in your eCommerce store’s use of colour. Make sure to use colours that align with your brand and help to tell its story and  at all costs, avoid colours that clash with your primary brand colours.

A colour scheme can also assist in creating an engaging user journey.  Call-to-action buttons should draw users’ attention by stand out from other aspects of the website so using bright or contrasting colours here can be a good idea.

eCommerce websites by Foundry Digital

Here are a handful of the most successful eCommerce websites we have built over the years.

AWP website

A Weathered Penny

lavolio mockup


There were too many to choose from to fit them all on, but there are plenty more where these came from.



At Foundry Digital we never compromise functionality for aesthetic, meaning that we create eCommerce websites that promise the best user experience. Building masterpieces is what we do and we’ll work with you to make sure that your brand is represented in a way that is visually and aesthetically impressive.

If you have an idea for an eCommerce website and you’d like some help bringing your vision into reality, why not get in touch today and find out how we can help you.


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