Every online store is unique in its own way.
Developers adopt the latest eCommerce web design trends to create attractive e-stores with unique elements. From 360-degree product previews to asymmetric layout, dynamic product search to advanced filtering – we are seeing an evolution in the realm of eCommerce website design.
However, integrating all the trendy features into a site doesn’t ensure an excellent user experience or higher conversions. Certain elements are there to stay as long as an eCommerce site is concerned. Today, we will highlight just that!
12 Essential Features for Your Ecommerce Website
- Mobile-Friendly Website
Mobile shopping accounts for about 54% of online transactions.
We cannot stress enough on building a responsive e-store where all the elements automatically adapt to whichever device it is accessed with and provide a superb user experience.
No matter whether you have ten product pages to a thousand, creating a mobile-friendly shopping experience is a must.
Quick fact – Walmart has increased mobile sales by 98% simply by optimizing its site for mobile devices (source: Blue Stout)!
- Search & Filter
These two features are two pillars of an eCommerce website. If you want your customers to easily find out what they are looking for, make sure to integrate a search bar and filter option.
No matter how large your website is, search and filter options can allow the shoppers to find out an item without any hassle and narrow their search.
Remember, even if you have hundreds of products and the buyers cannot find the item they are looking for, the site cannot generate the desired revenue.
- High-Resolution Images & Videos with Zoom-In Functionality
Since the shoppers cannot manually check the product before purchasing, they are always in a doubt. High-end images and videos inspire confidence among potential buyers.
Now, it’s time to incorporate features that give a facelift to the product preview. For instance, a 360-degree product preview will help the shoppers to see a product from different angles. Also, ensure that they can zoom in on any image to minutely observe the product.
Technical consideration is a crucial aspect here. According to Adobe, images and videos that take too long to load may see a customer drop-off rate of 39%. If you are not sure how to improve the loading speed, seeking assistance from a professional website development company will be a good idea.
- Similar Products
Similar Products in an eCommerce website open a horizon for the shoppers to check out the variations of a particular product they are looking for. Often, it has been noted that the shoppers have purchased a product displayed in the Similar Product section instead of the one they were actually looking for.
For instance, suppose a shopper searches for a power bank of a specific brand at an e-store. A power bank of a different brand featured right below it in the “Similar Products” section may encourage him/her to check out its specification. After comparing both the devices, the buyer may opt for the latter one though he/she was looking for a different brand in the first place.
The example is true for different types of products – apparels to groceries and more. From brand name to price, specifications to user ratings – a range of things are at work here.
- Product Add-On
An interesting study by Invesp finds out that 84% of the shoppers make an impulse purchase. And a section of “You Might Like This” contributes to triggering an impulse purchase.
Say, someone is shopping for a smartphone. Just before checking out, the site may display two optional add-on products – back cover and memory card. This is a cross-selling practice that may trigger the shoppers to purchase the add-on items.
We admit that not all e-store has a brick-and-mortar shop. However, those that do, should integrate a find-in-store feature.
Shoppers may check your site online and shop the item physically from your store. 65% of consumers research a product online before going to the store (source: Retail Dive). Therefore, it’s a good idea to show if your local store has a product in stock.
An example will further clarify it. Suppose you sell sports shoes. The shoppers may not be sure about the size and want to check it before buying. The find-in-store feature will inform the customers about the availability of a product and then visit your shop to get it instantly. It also helps in last-minute shopping when people don’t have time to wait for delivery.
As you can see, an e-store is not a separate entity but an extension of your brick-and-mortar store.
- FAQ Section
Including an FAQ section in the product description is a smart way to address common queries.
For instance, can a smart watch accept or reject calls? Does a headset have connectivity with a specific Bluetooth version? Is a USB charging cable compatible with a particular phone? Such FAQs help your potential buyers learn more about a product.
Other than product description, you may also dedicate a separate FAQ page on your website to address concerns related to shipping, cancellation, refund, and more.
- Easy Contact Option
Don’t make it difficult for a buyer to get in touch with you or request support. Here are a few things you may integrate into your site:
- Phone number with a click-to-call button
- Online form
- Social links
- Location with Google Map
These days, live chat is a trendy feature that facilitates seamless communication. It helps to resolve common queries and concerns of the shoppers almost instantly.
- Order Tracking
It may take some time for a product to reach the buyers’ place after they make a purchase. It’s your responsibility to keep them updated about the order status. Therefore, order tracking should be an integral feature of eCommerce website development. It will help the shoppers to rest assured that their product is on its way.
If there’s a delay in shipping, they can learn about it in the order tracking feature. You may also send an SMS alert or push notification every time the product reaches major hubs.
- Shipping Information
These days, eCommerce websites ask the shoppers to submit their pin code and check if the product can be delivered there. It also includes a pin code price calculator that shows a revised price in case one needs to pay a shipping charge. The potential buyers can also check an estimated delivery time.
While talking about shipping, let us quickly mention that additional shipping cost is one of the reasons for shopping cart abandonment. In fact, shoppers may spend 30% more per order if shipping is free (source: Wharton University). If you have offers for free shipping, make sure to feature them in a visible place on the home page, relevant product pages and the checkout page.
- User Ratings & Reviews
User ratings and reviews play a crucial role in one’s purchase decision. People can check whether the customers are recommending a product, if they have found an issue, what do they like the most about it, and so on.
Remember, people trust user-generated ratings and reviews more than a product description. Make sure to feature both high and low ratings, positive and negative reviews in order to inspire trust among the buyers. Only 5-star ratings and positive reviews may seem to be manipulated.
Here are some statistics validating the importance of user ratings and reviews:
- 42% of the site administrators witnessed a growth in average order value after adding customer reviews in their e-store.
- 70% of customers consult user reviews or ratings before making a purchase.
- About 79% of customers claim to trust product reviews as much as they would trust a personal recommendation.
- Popular Payment Options
Instead of one payment option, make sure to integrate multiple payment options to enhance the users’ convenience at your e-store. These include credit card, debit card, bank transfer, e-wallet, UPI apps, cash and card on delivery, etc.
If you don’t offer a common payment option, it’s better to inform the reason. For instance, you may not allow cash on delivery beyond a certain amount. Mention that just below the COD option. Also, during the pandemic, many eCommerce websites stopped cash or card on delivery facility in order to restrict contamination. If you adopt such a policy, it’s better to outline it on the site.
You can always go on to add other high-end features but ignoring these essential ones is a big NO! Make sure to integrate these into your eCommerce website to enhance user experience and increase conversions.
Care to share your thoughts with us? We would love to hear from you.