Online store from A to Z. Part 2.

You should start creating an online store with a well-designed structure. How can this be achieved? If you have major players in the country, study their website carefully, otherwise, you need to carefully think over all sections and subsections, go from general to specific.

The first thing to do is to build a semantic core. What it is? This is the entire set of words that belongs to the subject of your online store, and which will be used on it. Specialized programs and services, for example, Yandex Wordstat, can help you with this.

In the picture you can see the main query and all the words that are associated with it. There can be very, very many such words. The semantic core should be as complete as possible. You can configure a specific region to display statistics on requests. “Impressions per month” – reflects the number of people per month looking for this information in Yandex. The more there are, the higher the frequency of their indexing (high-frequency query), and the more difficult it is to see your site in the search results of the site, due to the fact that competitors have been there for a long time. The fewer impressions per month, the less often this query is asked, and the less indexing for this query (low-frequency query). It is easier for these queries to rise to the first lines of search results.

The second question is the very structure of the site, which will be built from the semantic core. In most cases, experts from marketing and IT departments of large online stores approach this issue with extreme scrupulousness. All this is done so that the client of a certain segment finds what he needs and makes a purchase on the site as soon as possible. The site structure is aimed at this result, which is also important for search engines, which really enjoy the cause and effect relationships of your structure. In practice, very often young online stores represent 1-2 out of 20 segments that large online stores can represent. If you are one of them, then feel free to cut off the excess and focus on the basics. The structure is based on the principle of heredity. What it is? Let’s say you sell shoes. Shoes can be divided into men’s and women’s, because at this stage, we divide into the main differences in shoe types. Further, it would be logical to classify shoes by season, but here the 3-click rule comes into force. Ideally, the client should search for the information he needs on your site in 3 clicks. For example: go to the shoes -> womens -> ankle boots tab, the next click can refer either to the purchase of a specific model, or to familiarize yourself with its description, photo and making a purchase / order. If you add the season to this chain, a person will get tired of looking for this or another type of product. The simpler, clearer and easier it is to make a purchase from your online store, the more likely it is to complete the transaction on your website (taking into account that the price will suit the buyer). It is important that the section contains the correct subsection when classifying. In search algorithms, everything is very good with this, and if you have finger batteries in the machine batteries section, this will be considered as an incorrect connection. Such cases should be avoided for correct page indexing.

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One of the most difficult and fundamental points in developing an online store is choosing a development environment. There are 2 options here: website development using Framework or CMS. A website builder isn’t even worth considering. It’s like a toy car. You can play around, understand how it works, practice, but you shouldn’t expect more. On the constructor you lose: time, money, positions.

Framework’i is the development of a site on basic modules. You can make a website of any complexity, any idea can be implemented and integrated. The scope of creativity is limited by imagination and the possibility of a programming language. A huge and global disadvantage is the cost of these works, because this can only be done by a programmer who works for you on a permanent basis. It will also take time to parse the site management – what is where and where. This approach is justified given the scale of the project and a large budget. In this case, in addition to working out the structure, it is necessary to think about the storage location of all information, its output and a couple of dozen technical aspects.

CMS (content management system) is one of the most convenient and common ways to develop a website or online store. Almost the entire internal part of the site system is thought out for you, you just need to familiarize yourself with the principles of its operation. We have all the basic functionality that a person can use without fundamental programming knowledge. Some things are set up by a programmer, but most of them can be done by the user / owner of the site.

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There are a lot of CMS for online stores. All of them are divided into paid and free. Free CMSs have many third-party solutions, again both paid and free. Paid ones have a strong basic functionality, and, as a rule, many marketing solutions that will increase the conversion of the store and influence the choice of a potential customer. One of the most popular and advanced systems is CMS 1C-Bitrix. You can find out more about its advantages on the system website. In short – for a license and a purchased ready-made solution in the Marketplace, you get a powerful tool ready to start working with basic settings, constant technical support, which improves the system every day. Large, medium and small online stores successfully sell their products on this system. Another advantage of the system is that it can be used as a framework, which speaks of the flexibility and functionality of this CMS. The smart filter and faceted search are also worth mentioning. The filter is generated independently based on the properties of newly added products and their values. Faceted search allows you to find the desired product by showing a mini version of the product card. Thus, with 1C-Bitrix, you do not need to pay extra money for the development of these significant elements on other CMS. It is also worth noting that the manufacturer’s website has free courses on working with this system, which anyone can take and independently engage in setting up and improving their online store.

Now we need to touch the product card, basket, delivery and payment, i.e. directly those things that can and should bring you to the site.

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