Part two: Building ecommerce that connects
In part one of this series, we tackled the basics: fixing your messaging, optimising checkout, building a culture of experimentation, and rethinking subscriptions.
Now in part two, we go deeper. These four strategies will help you build a richer, more compelling experience – one that leads to trust, loyalty, and conversion.
5. Your menu should always lead to money
Menus are silent assassins of conversion. A weak nav kills the experience before the first scroll.
Too often “Shop” is buried while About us takes prime position. This isn’t a museum – it’s a store.
Navigation must be ruthlessly commercial. Lead people to money. Organise by how customers think, not how your back-end catalogues are structured.
To do list:
Check your nav:
Does “Shop” come first? If not, fix it.
Test on mobile:
If your audience skews older, don’t hide the menu behind a hamburger.
Add click tracking:
See what people actually use and reorder by popularity and margin.
Reframe categories:
Try intention-led labels like “Cold weather gear”.
6. Use storytelling like it matters
Your website isn’t a vending machine – it’s a stage, a first date, a handshake.
Storytelling isn’t fluff. It’s decision-making. Put your founder front and centre. Explain the “why”. Frame your product in terms of what job it does in someone’s life.
To do list:
Film your founder:
30 seconds on why the product exists.
Write a “why we exist” page:
Skip the corporate bio. Solve a problem.
Use jobs-to-be-done copy:
Not “durable water bottle”, but “keeps you hydrated from 9am meetings to 9pm workouts”.
Map story arcs to the funnel:
Homepage = brand story, product page = problem/solution, checkout = reassurance.
7. Make personalisation actually personal
If I land on your site and see everything, you’ve already lost me. For most customers, 95% of products are irrelevant – at least at first.
Learn from behaviour, quizzes, surveys, CRM insights. Tailor the journey. Make customers feel known, not surveilled.
To do list:
Add a quiz/onboarding flow:
Capture intent early.
Segment email flows:
Don’t send skincare promos to someone browsing gut health.
Use dynamic homepage blocks:
Surface relevant categories first.
Test “you vs. everyone” copy:
e.g. “92% of customers with your goal chose this product”.
8. Stop building anaemic product pages
The product page is where decisions are made – and most are rubbish.
Think like a magazine editor: rich imagery, videos, reviews, context, FAQs, icons, clarity. And get all MVP info above the fold.
To do list:
Upgrade imagery:
Action shots, scale references, more angles.
Add a 15-second video:
Show use cases quickly.
Use icons for features:
Materials, delivery, warranty.
Embed review quotes into images:
Put social proof where people look.
Conduct a scroll test:
Is critical info visible without scrolling?
Wrapping up part two
Ecommerce is riddled with assumptions, half-measures, and brands mistaking convenience for experience.
The future belongs to those who build with empathy, experiment with curiosity, and understand ecommerce isn’t just about conversion – it’s about connection.
So fix your menu. Tell a better story. And remember: the small stuff is the big stuff.
Want help putting this into practice? Let’s talk about a conversion audit to create an actionable roadmap: contact.daydot@.fg.agency.