We're living in a hyper digital age, one where almost all commerce is conducted online. As a small business owner, you've gone ahead and created your online store, joining the thousands of others who have done the same. With competition so fierce and people's attention spans shortening, how do you catch someone's eye and keep them interested enough to browse and buy? Here are some sure-fire tips to help you achieve better impressions and conversions for your online store:

1. Distinctive Branding: Ever heard of the Macy's Christmas window displays? Their elaborate and magnificent designs are a visual draw for consumers and non-consumers alike. Just as brick-and-mortar stores need to create memorable signs and window displays, so too does your online store need an unforgettable, unique, and well-thought-out design. From your logo to your sub-header to your front page layout, your store should be both easy to use and easy on the eye. 

2. Unique Product Features: While curating your products and creating product listings, identify the unique features that make your product different from the competitors. Emphasize these features through categorization, listing copy, and imagery. 

3. Price Point: Market research and price analysis are crucial ways to give you an edge over competitors. Knowing when to create incentives, discounts, and lower pricing are all great ways to turn casual browsers into repeat consumers.

4. Customer Service: Impeccable service is a guaranteed way to boost your online shop. Since the human element feels missing, it's extra important to design customer service features that make you more accessible to the customer. An easy-to-navigate front page with a clear Contact Us page, follow-up emails, and chatbot services are multiple ways you can implement that. 

5. Shopping Experience: Make your shopping experience easy, simple, and fun. Your website should be user-friendly, well branded, but also fun to use. In order to achieve this you can employ different UX/UI designs that feel seamless, create interactive content, personalized recommendations, and more. 

In order to tick off these points on your list, you need to do the research. Learn how to use data analytics to find out what customers want. Use high-quality images and designs to create engaging visual themes for your branding. Be consistent with your site's color scheme, templates, and layouts. Use AI and other tools to help you build compelling content for each product. 

Implementing the above strategy is just the beginning when it comes to improving your online store. Just as the world is ever-changing, consumer habits are changing too, and your online site will need constant upgrades, improvements, and adjustments to keep up. That being said, these five points are great guidelines to take with you as you expand. If you come back to these five principles when building your next store, you're guaranteed to succeed.