WordPress has become a favorite platform for many ecommerce sites: it’s easy to set up a sale button for an ebook or any other file in a matter of minutes. But while WordPress can be a decent ecommerce platform out of the box, there are ways to transform it into a great platform with some relatively simple tweaks.
Update Your WordPress — And Keep It Updated
The downside to using a well-known content management system for your site is that more people will be looking for security flaws to exploit. On the other hand, there are also more people working to resolve any security issues. Provided you keep your WordPress installation current, adding each new update as soon as it rolls out, there’s significantly less risk of something happening to your site. Considering that it only takes one malware issue to destroy any trust you’ve built with potential buyers — no one wants to run the risk of putting their payment information into a compromised site — keeping your site up to date and preventing potential security issues has to be a priority.
You can also prevent security issues by carefully vetting any plugins or themes you add to your site. Even if you aren’t able to evaluate the code on a line-by-line basis, do some research into the problems others may have encountered with anything you’re considering adding to your site. Personally, I have a preference for using premium themes and plugins that are well-known for the simple reason that I’m more likely to have support available.
Set Up Clear Permalinks
Built into the core WordPress settings are options to manage your permalinks. Make sure that you’re using links that aren’t just a bunch of numbers or dates, especially if you’re going to be sharing direct links to your sales page online anywhere. Direct links look more trustworthy to buyers, and they also help eliminate problems when people retype a link into their browser. During a longer sales process, you may be surprised by how many times exactly that will happen. In fact, it can be a good idea to have an individual domain that goes directly to your sales page, particularly if you have a lot of other content on your site.
Make Your Shopping Cart, Payment Processor and Everything Else Match
Depending on the themes and plugins you might use to set up different ecommerce elements on your site, you can wind up with a site that sends people off to far-flung parts of the internet to complete the sale. Even if they stay on your site, pages can wind up looking very different.
With only a few exceptions, though, you can make sure that each step of the purchasing process looks identical. Most payment processors will, at least, allow you to add your own logo to the page, if not add CSS styles or other elements to make offsite pages look the same as those that are actually on your site. The more times you ask a buyer to trust an entirely different website (particularly in terms of visual cues) the more likely that buyer is to stop the purchase process and close the window. You need to prevent that as much as possible.
This article was provided by Thursday Bram, the editor of 21times.org, a daily newsletter for developers.