It is the synergy of efforts and initiatives that attract customers searching the goods and services; the ease with which they can find & what they come up with the content that compels them to purchase, and the point of the sale process that they can rely on to complete a financial transaction safely and efficiently.
With an eCommerce website, potential and loyal customers will reach you from anywhere. But if your eCommerce platform is not well set up, it won’t attract visitors or engage those visitors enough to increase brand recognition and keep them coming back. Consider these important elements, which are key to the growth and sustained viability of every eCommerce site.
1. Include Detailed, Yet Concise Product Information
Visitors need to know the facts about what they are buying from you. If your product information is vague or confusing, they won’t buy from you. Examine the product pages on your site. Are all the important features listed? Imagine that you are a visitor to the site who knows nothing about the product. Does every product provide sufficient information for visitors to make an informed decision to buy?
2. Use An Accurate Search Function
Nothing is more frustrating than using the search feature on an eCommerce site and receiving dozens of results that don’t match what you were looking for. Make sure your eCommerce site uses competent, reliable search engine software, and allow filtering for more refined search options if you maintain a large inventory of products.
3. Give User An Easy Checkout Process
Consider your shopping experience in a brick and mortar store. You select a product, wait in line at the cashier, pay, and leave. Simple, right? So why shouldn’t it be just as simple on an eCommerce site? Of course, there may be a few more necessary steps to take when shopping online, such as selecting a shipping method, but the overall process should be quick and trouble-free.
Remember the axiom, K.I.S.S.? Keep It Simple, Stupid. If possible, keep the checkout process contained to one page. The most functional eCommerce sites avoid frustrating customers who will either leave your site or make their purchase but choose not to return.
4. User Friendly Navigation
E-Commerce sites must be easy to navigate. A rewarding user experience retains site visitors and keeps them coming back. Put menus or links to product categories in a prominent place and make sure categories and the products that are in each category are properly named.
Additionally, make sure each page provides users with an easy way to get back to the home page, find contact information, select another category, or go directly to the shopping cart.
5. Shopping Cart Design & Features
Your shopping cart design is just as important as the rest of your eCommerce site. Aside from displaying information clearly, a shopping cart layout should be simple, effectively display company branding (colors, company logo), and include prominent checkout buttons.
A shopping cart page should also include all the important elements your customers need, such as the ability to change quantities, select shipping options (shipping prices should be displayed), enter promo codes, select a payment option, or continue shopping and/or adding more products to the cart. Also important: don’t limit customers to only one or two payment options, such as PayPal only, or only Visa and Mastercard but not additional credit card options. The more payment options available to shoppers, more will convert for a greater ROI.