5 Must-Have Features for a Successful Ecommerce Website
Published on June 5, 2024
It is astonishing to know that there are almost 12 to 24 million e-commerce stores worldwide. This figure is enough to understand how e-commerce businesses are expanding rapidly. According to reports, by 2040, 95% of shopping will be done online because technology is evolving quickly providing solutions to make online shopping a seamless and easy task. Moreover, the growing impact of social media further eases online purchasing. As customers’ shopping habits evolve, brands should focus on their e-commerce website features and adapt them according to changing trends.
Importance of e-commerce website
In today’s digital age, where almost everyone has a smartphone, having an e-commerce website is essential for brands. With e-commerce websites projected to account for 22.3% of total retail sales, businesses must tap into this vast market and reach online shoppers anytime, anywhere. E-commerce website help to:
Increase reach and accessibility to a worldwide audience.
- Provide a 24-hour shopping facility so customers can shop anytime which enhances sales.
- Lower operating costs.
- Reduce marketing expenses as digital marketing is more cost-effective.
- Help track customer behavior and preferences to offer personalized recommendations and promotions.
- Improve customer experience by providing shop-from-home convenience.
- Provide detailed product details to customers.
- Get customer reviews which can be further used for improvement.
- Enhance brand awareness and visibility through search engine optimization.
- Increase brand exposure and traffic through social media integration.
- Enter new markets easily.
- Build interactive features that boost customer engagement and loyalty to the brand.
- Streamline operations through automation.
- Encourage customers to purchase with offers and discounts.
- Reduce the need for physical stores and printed materials.
5 Must-have e-commerce website features
- Fast loading speed
Fast loading speed is a fundamental requirement for a successful e-commerce website.
Here’s why:
Enhanced User Experience
Users form an impression of your website within seconds. A slow-loading site frustrates visitors and can drive them away before they even see your products.
Fast loading times ensure seamless navigation between pages, reducing bounce rates, cart abandonment and encouraging visitors to explore your site further increasing conversion rates. With the increasing use of mobile devices for online shopping, mobile-responsive website design is essential. Therefore, fast loading speed is critical for providing a smooth user experience on smaller screens with varying network connections.
- Improved Search Engine Ranking
Search engines like Google prioritize websites that load quickly in their search results. Fast-loading pages contribute to better search engine rankings, increasing your website’s visibility and attracting more organic traffic.
- Competitive Advantage
Fast loading speed can differentiate your brand from competitors. Customers are more likely to choose websites that offer a superior user experience, including fast page loads. A fast-loading website gives a positive impression of your brand pointing towards professionalism, reliability, and attention to detail.
- Optimized Performance Across Devices
Whether users are accessing your website from a desktop, smartphone, or tablet, fast loading speed ensures a consistent and enjoyable browsing experience across all devices. Moreover, optimizing your website for speed ensures accessibility for users with varying network conditions specifically in areas with slower internet connections.
2. Simplicity and Ease of Use
The major goal of an e-commerce website is to sale products. This goal can be achieved by keeping an ecommerce website design as simple as possible. Try to avoid clutter lie pop-ups and banners as they can distract potential customers from completing their purchase. The emphasis should be on showing the product, displaying the price, and highlighting any complementary features like free shipping. Present product information in a concise and scannable format. Customers want to find what they need quickly without sifting through long descriptions. This approach ensures they stay focused on making a purchase rather than getting bored or distracted.
Moreover, ease of navigation is another one of the key features for ecommerce success. Customers should find the journey from searching for a product to completing a purchase seamless and intuitive. User-friendly e-commerce features keep customers happy and engaged. A simple, one-click process from product selection to payment enhances the user experience.
3. Seamless Checkout and Cart Options
According to a survey, 90% of users say a smooth checkout is crucial and can make or break their decision to complete a purchase. Furthermore, 91% of users stated that the checkout experience significantly impacts whether they will shop with the same merchant again. Hence, seamless checkout process is important in retaining customers and driving repeat business. How can you ensure that? Here are the ways:
- Save Cart Option
With 74% of shopping carts typically abandoned, having a save cart option is necessary. Many customers don’t complete their purchase on the first visit. To ensure they come back and finish the purchase, it’s essential to have a save cart option. This can be done automatically with cookies or manually with a button or account system. It allows customers to pick up where they left off without repeating steps, improving their experience and increasing the chances of a completed sale.
- Easy Cart Editing and Navigation
Make it easy for customers to edit their cart and navigate between the cart, checkout, and store. This flexibility lets them add or remove items without hassle, increasing the likelihood they’ll finalize their purchase.
- Progress Bar
A progress bar during checkout helps by showing customers how close they are to finishing their purchase. This simple feature can motivate them to complete the process, improving conversion rates.
4. Multiple and Secure Payment Gateway
A successful e-commerce website must offer multiple and secure payment gateway to complete purchase. Make sure your ecommerce website supports a variety of payment methods, from credit cards to cryptocurrencies. This flexibility prevents losing sales because customers can make payment through their preferred payment method. Moreover, making the payment process safe and secure is also essential. A secure payment gateway not only warrant that customers’ financial information is safe but also protects your business from potential data breaches. E-commerce websites are often targeted by hackers due to the sensitive data they handle, such as credit card information and addresses. An efficient security setup mitigates such risks, protecting against financial losses and legal issues. This help builds customer trust and attain their loyalty.
5. Product Return Information
Not all sales will go smoothly. Customers may need to return items for various reasons, such as:
- Purchasing the wrong size
- Receiving a defective product
- Receiving the wrong item
- Simply not wanting the product anymore
A successful e-commerce website must clearly present product return information because transparent return policies build trust with customers, making them more likely to purchase. Knowing they can easily return items reassures customers, leading to higher satisfaction and repeat business. Moreover, clear policies reduce customer uncertainty and potential dissatisfaction, enhancing the overall shopping experience.
Address simple questions such as:
- Can products be returned for free?
- What is the minimum waiting period for returns?
- Can products be exchanged for other items?
Conclusion
Creating a successful e-commerce website involves more than just listing products online. It requires a strategic approach to design, functionality, and user experience. Focusing on these essential ecommerce features can make the difference between a one-time visitor and a loyal, repeat customer. Brands should Invest in these must-have ecommerce website features to ensure that their e-commerce website stands out.
Obaid Arshad
CEO & Co-Founder