30 March 2015
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The customer is king – the phrase is ubiquitously used in the context of marketing and sales. In fact, no surprise should surface here; ultimately, because of him/her there is demand and liquidity flow – the lifeblood- into the market which is keeping every stakeholder or component alive. Hence, there has always been an incessant approach in improving the business-customer interaction ways, and e-Commerce is an important connecting element in this regard that came into the fore with the advent of the Internet. However, zeroing in on the right e-Commerce platform builder is a discerning step. Let’s discuss the benefits of selecting the best e-Commerce platform for an online store. We will also bring into picture a few considerations that would make the selection worth.

Increasing Marketing Reach: Obviously, it won’t be realized without having the right SEO-friendly tools and techniques. With the right set of SEO features, you can make your site visible to your target audience without much effort and investment. It helps cutting down the marketing or advertisement costs too. Let’s see what those prominent SEO-friendly features are.

a)      SEO-Friendly URLs

It should create static, keyword-rich URLs. For instance, consider the below examples.

/product.php?id=24601 (Bad)

/category.php?id=24 (Bad)

/p-24601.html (Bad)

/les-miserables-dvd-24601.html (Good)

b)     Title-Edit Feature

Title is an important component of any website content. Hence, an e-Commerce platform must provisions ways for modifying page titles as per the need.  Some platform allows editing of the product page but not category page titles.

c)      301 Redirects

Addition or removal of products and categories would be a common phenomenon once your store is live. It leads to creation of new pages and deletion of older ones. However, set up 301 redirect to make sure that users are not struck with deleted or obsolete pages.

d)     Search- and User-Friendly Navigation Structure

There is one stark similarity between search engines and users. Guess? Both are interested in finding an easy path to move around your website. And by providing that, you can improve your website ranking on SERP (search engine result page) listings and give better experience to users. Interested? If yes, make sure that the navigation structure of your website is in line with the below discussed SEO fundamentals.

  • Site should be navigated without Flash or JavaScript
  • Primary navigation links are text, not images
  • Duplicate and superfluous links are kept to a minimum
  • Navigation menus can be edited at the individual link level


Preventing Frauds: Anonymity is the biggest challenge while doing business online. Hence, integrating trusted and PCI-complaint payment gateway has become a must-to-do task before getting started online. It helps not just in safeguarding the interests of trusted buyers but also of your own. It deters attempts leading to breaching of sensitive credit card details and identity thefts and keeps your server immune against denial of service attacks that may hamper the accessibility of your website and hence the revenue. Some crucial payment gateway features that can help you check fraud orders and transaction are:

a)      Amount Filter

Perpetrators often target online stores with lucrative orders. To check such high-risk transactions configure the payment gateway by setting up a bottom and top transaction amount limits. Follow sophisticated measures while dealing with such transactions.

b)     Hourly Velocity Filter

Denial of service attacks – Internet cons those interested just in jamming an e-Store often bombard it with high-volume orders. Hence, limit the total number of transactions received per hour.

c)      Shipping-Billing Mismatch Filter

Payment gateway should raise alert against high-risk transactions (with different shipping and billing addresses). Reasons? Stolen credit cards could be used in such transactions, besides other illegitimate sources. Luckily, all PCI-complaint gateways are powered with built-in address verification service (AVS).

d)     Transaction IP Velocity Filter

The payment gateway must be smart enough to identify suspicious email orders or queries. Especially when they are sourced through the same IP address. Block IP addresses that were frequently in use for fraudulent activity. On the other hand, IP addresses that are known to you should be categorized properly to ease their transactions. Based on your business needs you could go for a fraud management team to put a rein on such illegal activities.

Reducing Operational Costs while Maintaining Competitiveness: Perhaps, this is a key driver of the e-Commerce adoption.  And this is only possible with a flexible e-Commerce website builder that can bring features that can help you with below aspects:

a)      Easy to Make Changes

Change is the only constant – the much echoed fact works here also in the context of user’s experience. With the tool you can change the content –including products and designing of your store on the fly without having any coding expertise.

b)     One Page Checkout

Ask less and be less intrusive. This will certainly help you increase the sales conversion rate. With custom checkout fields give users one page checkout form to make every purchase.

c)      Multiple Navigation Pattern

Don’t play hide-n-seek with your prospects or customers. Let them find what they want easily on your store website. Place products in the right categories. Use drop-down, grid block, table cell, single or multi-level toggle, or other navigation patterns that make search easier.

d)     Customizable Storefront Designs

You must have the full access to HTML and CSS files of the e-Commerce website builder platform. This will help you tweak the store design whenever you want without tampering with its responsiveness (accessibility across different features). Thus creating an intriguing and engaging online store would no more be a herculean task.

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My name is Anurag Sharma.
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