How to Create an Online Store That Converts

But where do you start? Between conflicting platform recommendations, technical jargon, and endless "essential" features, the path forward can seem overwhelming.

This guide cuts through the noise to focus on what matters in creating a successful online store. We won't waste your time with theory; instead, we'll share practical insights from our experience building hundreds of high-performing e-commerce sites.

Building your store's foundation

Before diving into design details or platform comparisons, you need to establish the fundamental elements that will support your entire e-commerce operation. Just as a physical store needs a location, signage, and proper infrastructure, your online store requires these essential components:

Selecting an E-Commerce platform

The foundation you've established now needs a framework—your e-commerce platform. This choice affects everything from design flexibility to scalability, and it's one you'll likely live with for years.

While many options are available (Shopify, WooCommerce, BigCommerce, etc.), we typically recommend Magento for medium- to large-sized businesses seeking maximum control over their brand experience. More on why and for a detailed comparison in our analysis of Magento vs. Shopify platforms to understand which solution might be right for your business.

Regardless of which platform you choose, the UX principles and testing methodologies outlined in this guide remain essential for creating a successful online store.

The UX path of least resistance wins

Your platform choice provides the capabilities, but how you implement your user experience determines whether those capabilities translate into sales. Think button placement doesn't matter? Think again.

The most successful online stores understand that user experience (UX) isn't about grand design concepts – it's about dozens of seemingly minor details that collectively determine whether visitors become customers. Success in e-commerce requires obsessive attention to these specific UX elements:

1

Intelligent Search

Implement typo correction and predictive suggestions

Support natural language queries

Return relevant results even for partial search terms

2

Intuitive Navigation & Filtering

Design category structures based on how customers actually shop

Offer multi-faceted filtering that narrows options quickly

Maintain consistent navigation patterns throughout the site

3

Streamlined Checkout

Minimize form fields to essential information only

Offer guest checkout options

Provide progress indicators for multi-step processes

Remove distractions (including navigation) during checkout

4

Mobile Optimization

Design for mobile first, not as an afterthought

Ensure touch targets are appropriately sized

Optimize page load speed for mobile networks

5

Clear Product Presentation

Use high-quality, zoomable product images

Write scannable, benefit-focused descriptions

Display pricing and availability prominently

Show related products intelligently

And your homepage is quintessential for showcasing all of those! Our data confirms the impact of these seemingly small details:

Removing unnecessary form fields can boost conversions by 15-20%

Each additional click in the purchase journey reduces conversion rates by 5-10%

Consolidating payment and shipping information on a single page increases completion rates by up to 30%

"Of the 100+ e-commerce projects I've supervised, 90% experienced significantly higher checkout completions after implementing intelligent search with typo correction and product suggestions. This seemingly small feature dramatically improves the customer journey by helping shoppers find products even when they misspell search terms or don't know exact product names."

Oleksandr Panchenko,

Senior Magento Developer at Freshcode

It's worth noting that implementing these conversion-optimizing features often requires significant backend flexibility. While some platforms limit your ability to customize search functionality or checkout flows, Magento's open architecture allows developers to fine-tune these critical touchpoints. This flexibility becomes particularly valuable as you discover which specific UX elements drive conversions for your unique customer base.

With your UX optimized for conversions, you've built a store that should perform beautifully—under normal conditions. But what happens when your marketing succeeds beyond expectations?

How much traffic can your store handle?

Let’s imagine you've spent months building your perfect online store. Your products are loaded, your design is flawless, and you've invested in a significant holiday marketing campaign. Then Black Friday hits, traffic surges, and your site crashes. Customers see error messages instead of products, abandoning your store for competitors. Crap happens, systems fail, and that’s the part of the journey. The question isn't if your store will face problems, but under what specific conditions – and whether those conditions will occur during your most significant sales opportunity of the year.

Freshcode Tip

Implement stress testing before launch to identify your store's breaking points. This proactive approach helps prevent costly downtime during marketing campaigns or seasonal peaks and guides infrastructure investment decisions. Before launch, create a private copy of your store and use specialized tools to simulate thousands of virtual shoppers. These digital "customers" browse products, add items to carts, and complete checkouts simultaneously. We gradually increase their number until we find the breaking point.

It reveals precisely where bottlenecks occur – usually in database queries, image loading, or payment processing. Based on these findings, we optimize your code and determine precisely how many server resources you'll need during peak periods.

Finding the right development partner

Once you've determined your foundation, selected a platform, and outlined your UX requirements, you need skilled developers to bring your vision to life. Don't choose developers based solely on price. They look cheap because they don't factor in critical costs like multiple revision rounds, emergency weekend fixes, or conversion optimization. What seems like a $20K savings upfront often leads to $50K in lost sales from a poorly performing store. Instead, evaluate potential partners on these critical factors:

1

Platform expertise

Developers should demonstrate deep knowledge of their chosen platform. Look for Adobe-certified developers for Magento stores who understand the platform's architecture and best practices. Ask specific technical questions about:

How they handle custom module development

Their approach to security patches and updates

Experience with third-party integrations relevant to your business

2

Relevant experience

Request case studies from projects similar to yours. The best indicator of future performance is past results. Ask:

"Can you show me the e-commerce sites you've built for my industry?"

"Have you solved specific challenges like [mention your unique requirements - multiple warehouses, custom shipping rules, complex product configurations]?"

"What measurable improvements in conversion rates did your clients experience?"

3

Conversion-focused approach

Great developers understand that beautiful design means nothing without sales. Seek teams who:

Discuss analytics implementation during initial conversations

Have experience with A/B testing methodologies

Can explain how specific technical decisions impact conversion rates

Prioritize page load speed optimization

4

Long-term partnership potential

Your store will need ongoing support, updates, and optimization. Before signing any contract, clarify:

Their post-launch support terms and response times

How do they handle emergencies

Their process for implementing iterative improvements

Whether they offer performance monitoring and regular reporting

Takeaway

The most valuable online stores are not merely digital catalogs but advanced sales engines that enhance your brand while providing seamless shopping experiences. Concentrating on these principles will create an e-commerce presence that showcases your products and actively fosters your business growth.

Ready to create an online store that delivers actual results? Contact our e-commerce experts for a free consultation about your specific needs.