The E-Commerce Column

The importance of a good logo and branding…

E-commerce continues to grow each year and not just with brand new businesses popping up, but also brick and mortar stores offering products online as well. It’s an attractive to space for businesses, but unfortunately with potential comes an increasing amount of competition. 

Here are some tips that will help your e-commerce business be successful in the long-term.



Your logo will be the first thing that customers see when they go to your business. Your business’ logo is important because it creates the first memory and recognition point for your customers. When designing your logo take the following things into consideration:

  • What does your business name say about what you do – and what doesn’t it say?
  • Do you have a slogan or tag line that goes with your company name?
  • Who is your target market? Who are you currently reaching and who are you not?


Consumers are not able to touch your products

This is one of the disadvantages of an e-commerce business as opposed to brick and mortar brands. Experiencing something in person can yield higher conversions. At the most basic level, this means implementing appropriate descriptions, beautiful imagery, and adding features like consumer reviews to instill confidence in your customer when purchasing online.


Focus on building Community around your brand

To cultivate a sense of Community integrating social is key. Enabling social activity on your site allows customers to promote your products and services while sharing their experiences. The recommendation aspect is essential for lead-generation, but it’s also central to community building.  Engaging users through gamification is a great way to increase social activity on your site. Rewarding users for being active with badges or discounts will increase conversations and loyalty within your brands community.


Beautiful design is important but so is performance


A beautiful site that operates slowly is a useless site. According to the website Compuware, every 2 seconds of load time on your e-commerce site is equal to an 8 percent abandonment rate. That’s significant. By dropping load time from 8 to 2 seconds, the rate of conversation increases 74 percent. When building a website for your e-commerce store it’s crucial to spend equal time on the design and the engine running it.


These simple steps will help increase the success of your e-commerce site. Let us know if you have any tips to share in the comments below.

About the Author

Will StrohlWill Strohl

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