From identifying a lucrative target audience to finding the best ecommerce platform for building a high impact website, there are countless factors that go into creating a successful ecommerce website.Selecting the best products can be another major factor that dictates whether an ecommerce venture will ultimately see success or failure. Get the right mix and it can be easy to grow sales and increase profits – get it wrong and it doesn’t matter how well you market your business, success is highly unlikely.
Opting to sell just one product can be a good way to avoid spending endless hours, days, months or even years looking for the right mix of products. However, in this scenario, you also pin 100% of your success on picking the one right product.
In this guide, we walk you through everything you need to know about how to make a one product website.
Single product websites are much as they sound. It is a website that has been created with the sole purpose of selling one specific product. For example, a one-product website may be created to sell one particular roast of coffee.
However, in some cases, a one-product website may also refer to a site that sells one product with different variations, such as selling one design winter jacket that comes in multiple different colors and sizes.
This may seem strange to many – after all, why would a business not offer multiple options to their customers? Wouldn’t giving customers more choice on the products they can purchase make it more likely that they will find one that meets their needs? Isn’t 1 product ecommerce destined to fail?
Well – not exactly.
Many psychologists believe that by offering more choices you only achieve customer confusion, making it harder for them to reach a buying decision. Multiple options also make it easier for customers to feel remorse after purchase, by allowing them to question whether they made the right choice.
Below we explore some more of the pros and cons of creating a one product website.
|Allows you to focus on developing one high-value product||Less product choice for consumers|
|Offers customers a clear option, limiting confusion and reducing buyer's remorse||No ability to offer a budget or luxury product option|
|Allows you to deliver a hyper-specific marketing campaign tailored to your product||Can't run package deals beyond selling multiples of one item|
|Means you can focus on one target audience||Less opportunity to benefit from SEO|
|Makes customer service and general operations easier to manage||If your customers don't like your one product, they won't buy it|
So, a one-product website can be a great option for those looking to generate profit through ecommerce, but how do you actually get your website up and running?
In this section, we explore the various steps it takes to create a one product website.
Find the Right Idea
Find The Right Idea
Before you can start thinking about launching your website you need to find the perfect product. This step is arguably more important than starting a website that offers various products as your entire success hinges on making one correct decision.
As passion and familiarity can make it much easier to make your business a success, by far the best place to start looking for a great product is in your own mind.
- Have you had any great product ideas floating around in your brain for years?
- Have you ever fancied yourself as a seller of a specific product?
- Is there a specific issue that you think lots of people need solving with one particular product?
You can also use popular websites to check the popularity of products. This can either help you qualify an idea you have had or offer you inspiration if nothing comes to mind. Try finding popular products via these methods:
- eBay (popular and recently sold items)
- Amazon (popular items)
- Kickstarter (projects receiving a lot of attention)
- Etsy (bestsellers)
- Google Keyword Search (find which products people are searching for in your desired niche)
Decide How You're Going To Fulfill Orders
There are several ways that you can fulfill orders on your one-product website. These include e-commerce fulfillment, dropshipping and self-fulfillment.
E-commerce fulfillment involves:
- You sourcing and purchasing the product
- You sending the products to the third party fulfillment company
- The third-party company fulfilling orders when they are made via your website
- Making a deal with a manufacturer or distributor
- When an order is made on your website it goes directly to the manufacturer/distributor to be fulfilled
- Finding, purchasing, and storing products yourself
- Fulfilling orders made yourself
Each option offers differing levels of effort and profit on each sale you make. Arguably, methods such as dropshipping are much easier for one-product websites as it allows you to deal directly with just one dropshipping provider.
Identify Your Target Audience
Identify Your Target Audience
As the entire success of one-product websites depends on your one chosen product, correctly identifying your target audience is crucial to success.
If you are already running a business selling the same or similar product, you can simply analyze your customer data in order to identify the type of people who most regularly buy from you. For entirely new businesses you may need to interview a cross-section of potential customers in order to get a clear idea of who is most likely to purchase your product.
To identify your target audience you will need to answer the following questions:
- What problem does your product solve?
- Who has that problem?
- Who finds the problem difficult enough to make it worth purchasing a solution?
- Who has the money to afford that solution?
By answering all these questions you will learn exactly who will be a good audience for your product.
Create Your Online Store
So, now you have found an awesome product, discovered who your perfect customers are, and how you are going to get their orders to them. Now it is time to build yourself a website.
Fortunately, the days of having to work with an expensive website developer are long gone. It is now easier than ever to create a high quality, high impact website that accurately reflects your brand in just a few easy steps with the leading ecommerce website builders.
Once you have picked your platform, you then just need to follow these simple steps:
Pick a theme that accurately represents your brand, is easy to navigate and appeals to your target audience.
Build a high impact homepage that includes all the information a potential customer needs. Although you will need to be careful not to inundate them with too much content.
When you are selling just one product, your product page really needs to create an impact and be highly compelling in nature. To do this ensure that your page is optimized to include:
- Multiple, clear, high-resolution images of the product
- A well written and Search Engine Optimized product description
- A compelling Call To Action (CTA)
- User reviews and testimonials
- A simple to follow checkout process.
Develop a Marketing Strategy
Develop a Marketing Strategy
Once your website is live, you will need to find ways of targeting your ideal customers and compel them to visit. The best way to do this is to develop a comprehensive product marketing strategy to follow.
Your marketing strategy will need to outline several key elements including:
- Your marketing goals
- Key Performance Indicators (KPIs)
- An outline of your target audience and where their attention is focused
- How you plan on tapping into that attention through methods such as social media, email marketing and search engine optimization.
From coming up with a great product idea and deciding how to fulfill orders to finding a powerful ecommerce platform, this guide has walked you step-by-step through each stage you need to take to launch a successful one-product website. Here’s a quick recap of the steps:
- Find the Right Idea
- Decide How You’re Going to Fulfill Orders
- Identify Your Target Audience
- Create Your Online Store
- Develop a Marketing Strategy
A one product site offers ambitious business owners and entrepreneurs a way to narrow their focus into creating and selling just one super high-value product to their customers.
This approach can remove a considerable amount of friction throughout the business creation and selling process. However, it also places significant importance on finding one great product and marketing it well. Once you’ve cracked that, you’ll be well on the way to success!