What is the difference between e-commerce that sells and e-commerce that doesn’t sell? Commentary on points and cautions for creating a site that sells

There are probably many marketers who have set up an e-commerce site, but it does not go well and sales are not growing. Therefore, this time, I will explain in detail the difference between EC that sells and EC that does not sell .

We have also summarized the tips and points for creating a store, such as how to sell your products and how to get repeat customers . If you are worried about improving your EC site, please refer to it.

Table of contents

  1. The difference between an EC site that sells and an EC site that doesn’t sell
  2. How to create an EC site that sells
  3. 3 tips to make an EC site that keeps selling
  4. Proper use of LP and brand site is also important
  5. Improve your EC site and aim for a shop that sells more!

The difference between an EC site that sells and an EC site that doesn’t sell

There are various differences between an EC site that sells and an EC site that does not sell, but the main differences are as follows.

Features of e-commerce sites that sell Characteristics of EC sites that do not sell
・Attractive design
with plenty of product information・Smooth flow
to purchase・Proposals with good timing・Abundant payment methods
・Designs that are difficult to
see・Difficult to find


It will be easier to imagine these features not only on EC sites but also on actual stores . Most people don’t want to stop by a store that doesn’t look appealing.

If the process from product selection to purchase is not smooth, there is a possibility that the shopper will drop out in the middle of the process, so pay attention to payment methods and leads to purchase.

Since it is not possible to see the actual product on the EC site, it is also important to be conscious of the fact that the product page has plenty of photos and information so that the goodness of the product can be clearly communicated. It is also an effective means to encourage purchases with pop-ups , etc. , at the right time .

Also, if the number of accesses to the EC site itself is low, sales cannot be expected to increase. Let’s attract customers using SEO measures, SNS, advertisements , etc. At that time, if the concept of the site is unclear, the target will not be determined , so it is necessary to decide the direction first and then attract customers.

How to create an EC site that sells

So, how do you create an e-commerce site that sells? Let’s look at it step by step.

Do the most important store building first

Creating a store is said to be the most important part of creating an e-commerce site that sells . Creating a store means building an EC site based on the “characteristics of a selling EC site” introduced in the previous section.

It is not a problem to focus on measures to attract customers and branding after the store is completed.
There are surprisingly many people who put off creating a store, and even if they can attract customers, there is a possibility that they will not purchase. First of all, focus on creating a store , thoroughly designing and enriching products, and creating leads to purchase .

There are two points: ” maximize CVR ” and ” maximize LTV at the time of purchase “.

maximize CVR

First, we consider measures to maximize CVR . Mainly keep in mind the following points:

  • Be conscious of easy-to-read design
  • Enrich your product page
  • Minimize leads to purchase
  • don’t let the basket drop

In order to maximize CVR , it is important to reduce the withdrawal rate . If the design in the site is difficult to see or the steps to purchase are difficult to understand, the withdrawal rate will increase. So keep the overall design clean and the wires to a minimum.

For example, sites with too much text are particularly difficult to read, so try to improve your product photos instead of descriptions .

It is also effective to send follow-up emails and improve payment methods to prevent cart abandonment. Try to reduce the number of page transitions and the number of necessary clicks to the point of purchase so that users do not leave before they make a purchase .

Maximize purchase LTV

Once the CVR is up, the next step is to maximize the LTV at the time of purchase . In order to maximize the LTV at the time of purchase , pay attention to the following points.

  • encourage repeat purchases
  • distribute coupons
  • Display recommended products on the payment screen
  • send emails regularly

For products that can be purchased on a regular basis, it is important to encourage repeat purchases. Present the benefits that can be obtained by continuing to buy, and appeal to the sense of value. It is also important to acquire repeat customers by distributing coupons and sending regular emails .

You can also aim for upselling by suggesting recommended products on the payment screen, etc., or suggesting products that are good to buy together .

Let’s take various measures while focusing on maximizing LTV , instead of being satisfied with one purchase . If the unit price per person increases, sales will also increase more easily.

[Complete commentary] Determining the decisive difference between e-commerce that sells and e-commerce that does not sell by reading from the common items

We have summarized the decisive difference between EC that sells and EC that does not sell.

3 tips to make an EC site that keeps selling

Even if you make an EC site that sells, it is meaningless if the sales do not continue.
Next, I will introduce three tips for making an EC site that continues to sell .

(1) Improvement of LP

The first point is the improvement of LP. If the first LP that users see is not attractive, they will leave at that point. The LP is also an important entrance to the EC site , so pay particular attention to the design and catchphrase . Please be aware of the attractiveness of the product and the images, colors, and sentences that catch your eye.

Also, check whether the purchase can be completed on the page and whether the leads are set up correctly. It is important to reduce the burden on users by minimizing the purchase step while introducing form- integrated LPs and skipping confirmation screens .

(2) Review of purchase form

The second point is the review of the purchase form . Users who see the LP and proceed to purchase will enter the purchase form . If the purchase form is difficult to read or if there are too many input fields , users may leave the site, so try to reduce the number of input fields as much as possible.

Regarding payment methods, it is important to enhance payment after delivery, credit cards, electronic money, etc. There are quite a few users who leave after reaching the purchase form , so you should actively try to reduce the withdrawal rate as much as possible by using pop-ups to prevent withdrawal.

In addition, as a measure to increase the LTV at the time of purchase, it is also effective to implement measures to increase the unit price per customer, such as upselling offers that introduce top-end models on the purchase form .

(3) Appeal to acquire repeaters

The third point is to make an appeal to acquire repeaters . Implement measures to promote up-selling and cross-selling by introducing products with higher unit prices and related products on the thank-you page displayed on the completion screen of the purchase form .

It is also effective to introduce CS automated chat to improve customer satisfaction and develop incentives to prevent cancellations. For products that require regular purchases, you can aim to maximize LTV by having the contract period as long as possible .

Don’t stop with a single purchase, focus on continuous appeal after purchase. It is also important to distribute regular emails and coupons that can be used for the next purchase .

Proper use of LP and brand site is also important

LPs and brand sites on EC sites tend to be confused with each other, but there are differences as follows.

LP ( landing page ) brand site
・A site that specializes in inducing specific actions
・Emphasis on preventing users from leaving the page
・Pursuit of performance is the most important
・Aggressive site
・Give many choices
・Emphasis on ease of movement
・Primarily focus on medium- to long-term steady growth
・A defensive site


LP is said to be a aggressive site that is conscious of access to one page and emphasizes not to leave that page . It emphasizes the pursuit of performance, and is characterized by specializing in inducing specific actions such as purchasing products and applying for subscriptions.

On the other hand, brand sites give users a lot of choices and focus on making them move around the site . In addition, it is also characterized by emphasizing medium- to long-term steady growth rather than instantaneous performance.

In order to develop an EC site that sells continuously, instead of relying on one or the other, use it in a well-balanced manner according to user behavior and measures to attract customers.

Improve your EC site and aim for a shop that sells more!

This time, I introduced the decisive difference between the EC site that sells and the EC site that does not sell . In order to build an EC site that sells, it is necessary to thoroughly create a store first. If it is not a store that you want to stop by, you will not be able to increase sales.

First of all, create a store properly and be conscious of maximizing CVR and LTV . If you are worried about your sales not growing as expected, please use this article as a reference when aiming for an e-commerce site that sells.

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