# #69 How to Design a High Converting Ecommerce Website

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-11-15
- Length: 54m
- Episode: 46
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-15-69-how-to-design-a-high-converting-ecommerce-website
- Listen: https://share.transistor.fm/s/b0eb83cb

## Summary

Kelly Ferris, Senior Director of Sales for Small Business at BigCommerce, explains how CPG brands can design high-converting ecommerce websites by prioritizing trust, site speed, and seamless checkout over mere aesthetics. She discusses specific strategies for building credibility through reviews (citing Sheets Laundry Club and Gourmet Fuel), optimizing product page structure, and choosing between platforms like Shopify and BigCommerce based on long-term growth needs. Ferris also advises on when to hire agencies, the importance of integrating with 3PLs like ShipBob for competitive shipping, and common pitfalls like neglecting backend operations for frontend design.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-15-69-how-to-design-a-high-converting-ecommerce-website#t=3) Introduction and Guest Background
- [5:13](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-15-69-how-to-design-a-high-converting-ecommerce-website#t=313) Defining High Conversion and Building Trust
- [12:41](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-15-69-how-to-design-a-high-converting-ecommerce-website#t=761) Site Structure, Navigation, and Homepage Design
- [21:34](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-15-69-how-to-design-a-high-converting-ecommerce-website#t=1294) Product Page Optimization and Above/Below the Fold
- [30:38](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-15-69-how-to-design-a-high-converting-ecommerce-website#t=1838) Choosing an Ecommerce Platform: Shopify vs. BigCommerce
- [37:01](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-15-69-how-to-design-a-high-converting-ecommerce-website#t=2221) Working with Agencies and Common Mistakes
- [42:53](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-15-69-how-to-design-a-high-converting-ecommerce-website#t=2573) Shipping Strategies and Fulfillment Integration
- [47:54](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-15-69-how-to-design-a-high-converting-ecommerce-website#t=2874) BigCommerce Support, Launch Coaches, and Conclusion

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)

## Most relevant to

early-stage companies

## Mentioned

- BigCommerce (company)
- Sheets Laundry Club (product)
- Gourmet Fuel (product)
- Yotpo (tool)
- smile.io (tool)
- stamped.io (tool)
- Bazaar Voice (tool)
- Shopify (company)
- ShipBob (company)
- Green Roads (product)
- Spiceology (product)
- Mondelēz International (company)

## Related episodes from other shows

- [130: Choosing an eCommerce Platform for your Hardware Product](https://hardwarepodcasts.com/podcast/product-startup/2022-06-22-130-choosing-an-ecommerce-platform-for-your-hardware-product) (Product Startup)
- [022: Ecommerce Strategy & Customer Persuasion, Chloë Thomas of eCommerce MasterPlan](https://hardwarepodcasts.com/podcast/product-startup/2016-10-11-022-ecommerce-strategy-customer-persuasion-chloe-thomas-of-ecommerce-masterplan) (Product Startup)
- [#050 - How to get your product found on the internet, with Ashley Faulkes of Mad Lemmings, Switzerland](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-03-14-050-how-to-get-your-product-found-on-the-internet-with-ashley-faulkes-of-mad-lem) (The Hardware Entrepreneur)
- [195: Ensuring Profitability on Shopify and Amazon](https://hardwarepodcasts.com/podcast/product-startup/2023-09-28-195-ensuring-profitability-on-shopify-and-amazon) (Product Startup)
- [Advice Line with Miguel McKelvey of WeWork](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-05-advice-line-with-miguel-mckelvey-of-wework) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-15-69-how-to-design-a-high-converting-ecommerce-website. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.