For a business to have an e-commerce website is like providing a door for more potential customers. A door that will serve either as a hindrance or a gateway.
Imagine a potential client who lands on your webpage and quickly finds all the necessary information he or she has in mind. That is one quick turnaround.
But, what if your website does otherwise? How would you know if the details you include are essential or not?
If you find yourself asking the same questions, fret not. Below are eleven e-commerce website must-haves we’ve rounded up, especially for you:
A responsive web design approach is making sure that your website displays well on different devices or screen sizes.
Meaning, your website should not only look good when visited using a laptop. The same quality should also be acquired whether using a tablet, most notably when using a mobile phone.
Remember that people are often on mobile these days and that they will always turn to their phones if they want to do something.
You can do almost everything on a mobile phone. And at this age and time? Online shopping is no different.
If your landing page gets so complicated to work around with, chances are your readers will jump off to the next merchant. Hence, you should create a more straightforward website that works better.
Take note that not all of your prospective clients are computer savvy. And since you cannot pick and choose who visits your website, you, as an online business owner, have to consider customers coming from different walks of life.
The simpler your website is, the more you will be able to turn those visits into sales.
So you’ve made your website simple enough. But did you know you can make it more user-friendly? That is by offering advanced internal search engine functionalities.
In 2014, a study suggested that a customer makes nine visits to a website before buying. Meaning, a savvy customer would usually lurk on your online site nine times before even considering buying. And mind you, that number is quite high.
The idea is to have an accurate conversion in maybe less than two visits. Therefore, make way for some advanced search functionalities.
Be in the front-foot and maybe add some autocomplete functionality on your internal search engine, quick preview, and apply proper filtering. It’s all about being proactive.
If there is one disadvantage you can easily pinpoint about having an e-commerce business, that would be there is no personal touch to it.
You, as a merchandiser, cannot talk to your clients personally. You are not able to do sales talk or even get into a small chat with them. Therefore, your advantage is the images you display.
When you use high-quality images or videos, it shows people that your website is well thought of and intricately planned.
In-depth product information
When you make your website user-friendly and straightforward, do not sacrifice the product information you include.
Before you sell a product or a service to the market, surely you’ve done your bit of research and studies yourself. Therefore, make that information accessible to your clientele.
People would want to know as much information as they can before they spend their hard-earned money. Make them feel like your products or services deserve their trust.
Most, if not all, profile visits you get may be converted into sales if people see more and more reviews from previous customers.
Before spending way too much on every social media platforms’ boosting feature, focus on your customer’s feedback first. They say that the best advertisement is “word of mouth.”
Starbucks did it, and so can you.
Make it a target that every customer should provide their feedback to your product or service. Good or bad, just let it be. Too much good stuff can also look as if you’re trying to be “too good to be true.” So maintain a proper balance.
Just like a physical store, your website should also provide a shopping cart. This is like one step before checkout, where both guest users and registered users store the products they plan on purchasing.
A shopping cart gives the end-user the power on their purchase. They get to rethink how many items they would like to buy or if they got the right product before sealing the purchase with payment details.
Letting an unregistered user navigate and place an order through your website is also a plus factor. These are the people who do not want to undergo the whole step of registering but want to make the purchase right away.
With online shopping becoming more and more popular over the years, it has not escaped the eyes of hackers as well. Hence, you should invest in your website’s security.
Not just for your visitors but also for you, for all the information and data you incorporate in the virtual world.
The following steps can be taken into account in keeping your website secure:
- Install security plugins
- Make use of SSL authentication
- Validate on both the browser and server-side
- Always check/update your password
Remember that the payment options you provide your customer should also instill a sense of trust. Otherwise, you would not get that sale you were aiming for.
Diverse payment gateways
Your website’s abandonment rate may increase by not providing a diverse range of payment gateways.
You have to take into account that, while some prefer to use their cards with online purchases, others do not have access to credit nor a debit card at all. And apparently, paying cash is the only option left for them.
As mentioned before, you cannot pick and choose who will land on your page and make a purchase. Therefore, you have to understand your niche and be accessible to different people from different walks of life.
Some people feel that waiting for their order to come is the hardest part ‒ aside from entering their card details online, of course.
That is why it is crucial also to incorporate order tracking on your e-commerce website. Aside from trust, you are also giving the consumer peace of mind that their order will come, and they can see that it is indeed moving.
From packaging to shipping up to the delivery time, being able to monitor your order is calming and appealing.
Reliable customer support
Some things are beyond your control, and that is understandable. When all else fails, and that is inevitable, back your reputation up with reliable customer support.
When a delivery gets lost along the way, be ready to provide options and maybe a discount? When information gets blurry for a user, be prepared to clear things up with them. And when an error message pops up during order placing, be always in the front foot and offer help.
Be proactive, and always take the initiative to help out. That is the least an online marketer can do, and surely, a client will appreciate it.
The good thing about venturing into e-commerce marketing is that there are features that are tried and tested already. At the same time, if you want to incorporate new ideas or new tactics, you may also do so by blending one or two.
Whether you are a new breed or have learned the ropes already, remember that e-commerce fulfilment does not happen overnight. It might take days, weeks, months, or even years before you get to that certain level.
As long as you are open to ideas and suggestions, though, you are definitely on the right track.