The way that an e-commerce website should function is different than the way a non-selling website should function. E-commerce websites are built to sell products, and the design and functionality of the site should ultimately be created to sell products. Trends have come and gone for e-commerce websites, but there are basic features that need to be included in every e-commerce website build.
What Must Be Included
Easy Checkout System
The user experience (UX) for an e-commerce website is paramount to the site’s overall ability to sell. A website that is difficult to navigate will generally have lower conversion rates. One way to increase UX is an easy and simple checkout system. When a visitor gets to the point where they are buying your product, you should want that experience as smooth and easy as possible to finish the sale. If your checkout system is troubling, you’ll end with an abandoned shopping cart filled with unpurchased items. Typically, the fewer steps, the better.
Secure Checkout System
In addition to an easy checkout system, you’ll want to have a secure checkout system. With many purchases happening online, cybercriminals take advantage of poorly protected websites. Having additional layers of payment authentication and using firewalls are great extra steps to take in protecting your site. Ultimately though, building your website on a secure and reputable platform can save you headaches. WordPress paired with Woo-Commerce is one of the most popular secure platforms to build on.
Unlike in real life, a customer isn’t going to be able to physically hold your product in their hand before they make a purchase. The best way to convey exactly what your product is is with high-quality photos. Not only will this give the consumer a better understanding of what your product is and what they are getting, but it will show that you have a reputable company.
Include “Related Products” Section
A “Related Products” section or “People Who Bought Also Bought This” section is important to include at the bottom of a page when a visitor is on one specific product page. Why? It’s a great opportunity to up-sell the visitor on additional products.
When a consumer puts items in a shopping cart and then proceeds to abandon that cart, they should see that shopping cart all over the internet once they leave your site. By implementing a retargeting strategy for your e-commerce website, they will be served ads that have their shopping cart in them, all throughout different parts of the internet. This allows them the opportunity to reevaluate why they left, and whether or not they should purchase their items. And, as a sales tip, 54% of shoppers will purchase the products left in their chart, if offered at a discount.
Forward Facing Shipping Information
The number one reason a visitor will abandon their shopping cart is that of an unexpected shipping cost. It’s important to clearly state, and not hide, shipping details. If your company uses actual shipping, include a zipcode shipping calculator somewhere on your website. It’s also helpful to include an estimated delivery date before final checkout, so you aren’t leaving the consumer wondering when their order will arrive.
Finally, this one should go without saying. It’s 2021, and every website should be mobile-friendly, with zero exceptions. Mobile retail commerce (m-commerce) sales rise every year. According to Statista, in 2017, m-commerce sales made up 34.5% of all e-commerce sales.
Olvin projects that mobile commerce is expected to account for more than 72.9% of all retail sales in 2021. That’s up from Statista’s projection of 53.9% of e-commerce sales. Want to learn more? Olvin has a wealth of retail statistics, trends, and forecasts for 2021. They cover the impacts of COVID-19, and so much more.
Let LeadPlan Marketing Help
E-commerce websites are a thing of the present and the future. Making sure that your website contains all seven of the previously mentioned features is vital to its success. Without fully implementing all seven, you can expect lower conversation rates and lower sales numbers.
If you need help with your e-commerce website, contact the marketing professionals at LeadPlan Marketing. As a top e-commerce website design company – among other things – we have the knowledge and ability to help grow your company’s online sales and boost your digital identity.
Article updated: 3-30-2021
About the Author:
John D. Smiddy
John has helped market and scale over 200 companies in various industries over the past 10 years. He is the Founder and Managing Partner of LeadPlan Marketing, the host of “The Marketing Fundamentals Podcast” and the creator of the “5 Pillars of Sales Conversions” formula used at LeadPlan.