Creating an e-commerce platform that converts visitors into customers requires a strategic combination of custom functionality, search engine optimization, and mobile-first design. Through our work with SHAX Charity (an independent re-use charity selling raffle tickets online) and Bag This Way, we've learned that successful e-commerce isn't just about selling products—it's about creating seamless experiences that guide users from discovery to purchase, whether that's raffle tickets, donations, or adventure bookings.
The Power of Custom Forms
Off-the-shelf e-commerce solutions often force businesses into rigid templates that don't reflect their unique needs. For Bag This Way, we built custom booking forms that capture specific adventure details—group sizes, dietary requirements, equipment preferences—while maintaining a smooth user experience. These custom forms significantly improved booking completion rates compared to generic solutions.
The key is understanding what information is truly necessary versus what's nice to have. By implementing progressive disclosure and smart defaults, we reduced form abandonment while collecting more valuable customer data. Each field serves a purpose, and each step moves users closer to conversion.
Local SEO for Small Businesses
For local businesses, appearing in local search results is crucial. We implemented a comprehensive local SEO strategy for Blumen Flowers & Coffee: Google Business Profile optimization, location-specific content, schema markup for local businesses, and mobile-optimized pages that load quickly.
Within a few months, the business saw a substantial increase in local search visibility and foot traffic from online searches. By optimizing for "coffee shop near me" and "florist in [location]," we connected the business with customers actively looking for their services. This demonstrates how effective SEO can drive real-world results, even for businesses that don't sell online.
Mobile Commerce Optimization
Mobile commerce isn't just responsive design—it's a complete rethinking of the shopping experience. We optimized SHAX Charity and Bag This Way for mobile-first commerce: one-thumb navigation, simplified checkout processes, and touch-friendly interfaces that work perfectly on small screens.
The mobile shopping experience should be faster and more intuitive than desktop, not a scaled-down version. For SHAX Charity's raffle ticket and donation platform, we implemented features like saved payment methods and one-tap purchases using Google Pay and Apple Pay, making it easy for supporters to buy raffle tickets or donate on-the-go. For Bag This Way, we created mobile-specific booking flows that make it easy to reserve adventures on-the-go, with mobile-optimized product imagery that showcases experiences effectively on small screens.
Conversion Optimization Strategies
Every element of an e-commerce site should guide users toward purchase. We used clear value propositions, social proof, urgency indicators, and streamlined checkout processes to reduce friction. For SHAX Charity, we created raffle ticket purchase and donation flows that make it easy to support the charity, with clear impact statements showing how contributions help families facing poverty and homelessness in Dumfries & Galloway, plus multiple payment options including Google Pay and Apple Pay. For Bag This Way, we implemented a multi-step booking process that breaks complex forms into manageable chunks, reducing cognitive load and increasing completion rates.
The combination of custom forms, effective SEO strategies, and mobile optimization creates a powerful e-commerce platform that doesn't just look good—it converts. By focusing on user experience at every touchpoint, we've helped businesses increase online sales and donations while building stronger relationships with their customers.