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Online store functions

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The success of an online store does not depend solely on the available assortment. The actual list of factors that influence customers’ final purchasing decisions seems endless. Read the study below to find out what functions modern e-commerce should have to generate maximum sales.

What are online store functions and what are their roles?

Online shopping is a standard that each of us gets used to overtime. More and more people decide to buy online. It’s convenient and fast, but not for all sites. The creators of online stores must constantly respond to the new needs of their visitors. As a result, the number of features available that make the store more popular is increasing. Of course, this factor is also influenced by the range, but even the best products will not change much if the store does not have the appropriate functions. Additional features allow you to serve more stakeholders and improve the overall user experience. The statistics prove it. We can lose 10% of our clients due to poorly designed navigation, another 8% because it looks different from the competition and 6% for the lack of clear rules on return policy or shipping prices. Today we compete with the product and the website design, and even its aesthetic values.

Online store functions don’t have to be extremely innovative. It can be something as simple as a search engine, a basket counting the number of products or the ability to make calls under the handset icon. It is also worth looking at this issue from the managers of a given website from the point of view. A well-developed administration panel will allow you to manage the relationship with the customer, integrate with the mailing service or customize the template yourself.

The most important functions of the website store

First of all, we will deal with the functions of the website store from the user’s point of view. After all, it is visitors who generate profits for our business. For your convenience, we have created a division into several different sections. See the Welcome message in the online store. How to write it?

What are the functions of the online store

The overall structure and appearance of the store

The following items should appear at the top of the page:

  • navigation leading to the categories and subpages of products,
  • search engine – preferably with automatic suggestions (e.g. in javascript technology),
  • buttons for logging in, registration and contact by phone,
  • basket with the number of products refreshed with each modification of the content.

In the central part, we should ensure the presence of:

  • Low risk assurances, warranties and shipping costs,
  • call-to-action buttons that will direct customers to the most important sales pages,
  • recommended products, best-selling, cross-sell, up-sell, personalized offers,
  • navigation crumbs,
  • text content for the purpose of positioning the store.

The footer should mention:

  • payment information,
  • site maps, links that are not directly sales-oriented (e.g. FAQ, regulations, contact)
  • newsletter with an e-mail field.

Category subpage

At this point, the customer makes a difficult choice from several hundred different products. Therefore, we should take care of:

  • thoughtful and tested product filtering,
  • clearly visible pagination,
  • convenient overview of the assortment – e.g. zooming in with the mouse,

Product subpage

On average, 80% of traffic throughout the store goes directly to product subpages. It must contain all the necessary information, description, and moreover:

  • social media sharing buttons,
  • reviews and opinions,
  • detailed shipping information,
  • information on the price, discounts,
  • other product variants,
  • photo with zoom function or 360 degree spatial rotation,
  • similar products or products that customers often buy in a set.


The shopping cart page must include:

  • field for entering a rebate code,
  • shipping methods,
  • the ability to save the basket for later,
  • the ability to change the quantity of individual goods,
  • payments – preferably as many as popular in a given country.

Administration panel

The functions of the website store in the administration panel must take into account everything that will enable us to provide customer service and store positioning:

  • information on payments, taxes,
  • management of promotions and discounts,
  • order and shipment management,
  • store settings, appearance and content,
  • management of opinions, website content, subpages, categories,
  • customer management (optional integration with CRM) and user rights,
  • integration with e-mail marketing systems,
  • built-in search engine optimization (SEO),
  • reporting tools.
What are the functions of the online store?

What options in the online store are optional but useful?

Additional functions improve our presentation, but not everything is necessary for us. Remember that each new plugin or extension increases the number of scripts, which may extend the overall loading time of the pages. What are options in the online store still worth considering? Here are some interesting innovations:

  • compatibility with older browsers,
  • live chat,
  • wish list,
  • product demo, e.g. trial, sample,
  • Product comparison engine integrated with the store (useful in technical stores),
  • integration with Ceneo and auction portals,
  • structured data (LD + JSON),
  • automatic generation of invoices,
  • friendly monitoring of the order status,
  • customer surveys,
  • suggestions for feedback x days after purchase,
  • stationary store search engine.

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Is positioning needed?

Yes, of course! 
Positioning the website is currently the most effective way to obtain organic traffic from search engines and attract people interested in the services or products of a given company or online store to the website. 
Even small, individual SEO activities can translate into increased traffic on the website. 
At dubaiseo.net, we focus on comprehensive service for the entire website and positioning to guarantee the company website’s high and stable position in the TOP 10 and even TOP 3 views for the most important keywords.

When can positioning effects be expected?

Site design improvement on the Internet gives results after quite a while, so it merits showing restraint. The outcomes are likewise not given for the last time. Accomplishing a situation in TOP3, TOP5, or TOP10 doesn’t ensure that we will keep them in the coming months. The positioning depends on numerous components that change habitually.

Does positioning / SEO guarantee a high position?

Web optimization organizations make moves that add to the improvement of the site’s position yet can’t ensure a particular spot in the indexed lists. Google regularly makes abrupt and sudden changes to your positioning. The positioners do not affect on:
changes in positioning calculations,
activities of the opposition,
programmer assaults,
blunders in the site code or worker activity; for example, secure your site with HTTPS.

How can you verify the effects of positioning?

Tools for tracking and analyzing websites can provide a lot of information that, if read correctly, will allow you to verify the effectiveness of positioning and develop a plan for further SEO activities. 
There are several ways to verify the effects of positioning. 
Among the most popular are worth mentioning:

1. analysis of the number of visits to the site from organic search results (available in Google Analytics, among others),

2. analysis of the key phrases that direct users to the site (available when combined with Google Analytics, Google Webmaster Tools and Ahrefs),

3. measuring the website’s visibility in natural search results (a good tool for this action is, e.g. Senuto),

4.analysis of the click-through rate (CTR) for each query that causes the page to be displayed in the search results,

5. analysis of the website’s average position for a given query (available, among others, in Semstorm).

How long does SEO take?

It isn’t easy to give an unequivocal answer to this. 
The time after which you can see the first results of positioning is influenced by many factors: the industry in which you operate, the experience of SEO specialists working on your website, the positioning strategy used, the history of the website, i.e. previous SEO activities, and finally the intensity of the competition itself. 
At dubaiseo.net, while positioning the website, we do not strive to achieve the first position for a while – the result is a high and stable position.

We focus on a comprehensive SEO strategy, which – although it is more time-consuming than actions aimed at rapid position growth – ultimately brings much greater benefits and a stable position that you will not lose after a week. 
It is worth remembering that the competition is also working on their SEO. Depending on the industry, the popularity of the key phrase or the range of the page, the time needed to overtake it may be slightly longer.

How does SEO work?

Situating the site is tied to expanding its permeability in the natural web crawler results, including Google web search tools. Search engine optimization experts impact the site’s assessment by calculations. This is done through SEO exercises comprising site enhancement (on location exercises) and expanding its power through important connections (off-site works).

How many keywords can you rank for?

This is a question that appears quite often, and there is no universal answer to it. 
The number of keywords for which you can position your website or online store will depend not only on the size of the company and the website itself or the budget allocated to the SEO campaign but also on the potential of the phrases. 
It is not worth investing in those that will not bring the expected conversion.

Positioning for a small number of keywords is usually profitable when the website is not yet well developed. 
Overloading a few subpages with many keywords will be unnatural and will not appeal to search engine robots. 
It will be similar in the case of positioning only for one and two phrases, where SEO activities will be obvious and, at the same time, unfavourable for the search engine, which earns on paid positioning. 
At dubaiseo.net, we try to position websites for many phrases, taking into account the broader context of the company’s activity and long-tail phrases, which allow you to place the page in response to particular search queries. 
The more visible your site is in industry-specific queries, the easier it will be to build your image as an industry-specific expert.

Is website positioning profitable?

Web optimization assists with getting traffic to our site over the long haul. The expense of procuring a client from internet searcher results can be a lot less expensive than on account of paid promotions. An appropriately pre-arranged SEO system positively affects site transformations. Situating the site for some inquiries, from the long tail to mid and cash watchwords, additionally assemble clients’ confidence in our site.

Will my website reach the top positions in Google?

The answer to this question depends on many factors. 
At dubaiseo.net, we can boast of 20 years of experience in positioning websites and online stores in the Google search engine. 
Our SEO specialists have already served over 300,000 clients and follow the latest positioning news. 
We always try to cooperate with our clients so that the activities carried out bring the best results. 
In our conversations, we often emphasize that some goals require long-term action. 
It is hard to expect the website to appear in top positions in Google after a week or even a month of work on its optimization. 
However, is there a chance that we will achieve TOP 3 and TOP 10 views for your company website? 
Definitely yes!

What is an SEO audit, and what is its scope?

During the SEO audit, we check all the most important elements that determine the final position of the website in search engines. 
We try to find areas where corrections can be made. 
Positioning is about the quality of the content and the website itself, which – according to an ideal scenario – should be legible for search engine robots. 
During the SEO audit, we will check the addresses of subpages, metadata (primarily the title and description tags), the page code responsible for the speed of its loading and readability for search engine robots. 
As for the content, the main importance is attached to the appropriate saturation with keywords, the correct distribution of content on the website, and internal and external links.

What does website optimization include?

Website optimization can be divided into two main tasks:

1. technical optimization of the website – within it, we will focus on improving the quality of the code, links, headers or website organization, 
2. content optimization – creating descriptions using selected key phrases.

The website should be optimized to read. It does not cause the search engine crawlers a bigger problem. 
At the same time, we make sure that its interface is user-friendly and clear for visiting users.

We also optimize the page display speed (which is influenced, among others, by the code size and graphics), headers and meta tags, and internal links.

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