Your ecommerce site has to make a great first impression. Otherwise, shoppers won’t stick around to see what you’re selling.
Without some vital features, shoppers tend to get disappointed and move on to the competition. Luckily, a few tweaks to your website is all it takes to give consumers what they expect and more.
While having wonderful and useful products does help, your website determines whether anyone sees those products.
1. Simple Shopping Cart
No one likes a complex checkout process. Imagine if you had to fill out multiple pages of long forms before you could pay for your items in a brick and mortar store. You’d likely leave instead of dealing with the hassle. The average shopping cart abandonment rate is over 69%. While part of that is because shoppers just aren’t ready to buy yet, 37% abandon because they don’t want to create an account and 28% believe the checkout process is too complicated.
Keep things simple and offer a guest checkout option. Those two things will boost conversions.
2. Fast Loading Pages
Online shoppers aren’t the most patient. After all, they shop online because it’s faster and more convenient. If your ecommerce site takes too long to load, they’ll move on. This includes product pages that are full of images. According to Google, two seconds or less is the optimal page loading speed. The faster your pages load, the happier consumers will be.
No one wants to enter their personal details on a site that doesn’t make security a priority. If your ecommerce site isn’t using SSL, shoppers will look elsewhere. They just don’t want to risk compromising their identity. SSL certificates are an easy way to encrypt data on your website and keep shoppers safer.
4. Easy To Use Navigation
Navigation is a crucial element for any website. With ecommerce sites, it’s important for helping consumers find exactly what they’re looking for. This includes having an obvious search function. If your menu is buried or has too many sub-menus, it could be too difficult to use. The idea is to make it easy and enjoyable for shoppers to find products. The easier it is, the more likely they are to buy.
5. Noticeable CTAs
Far too many ecommerce sites have a beautiful product page that goes into infinite detail on features and benefits. However, that page is missing something – a noticeable call to action. The “buy” button might be tucked off to the side or blend in with the background.
If there isn’t an obvious way to add something to an online cart, shoppers aren’t going to stay on your site. They want it to be obvious at first glance on how to buy the product(s) they’re viewing.
6. Clear Product Images/Videos
A single product image isn’t always enough. Ecommerce shoppers want the digital version of a brick and mortar shopping experience. This means they want to see products from every angle. Add multiple, clear images of every product and allow shoppers to zoom in to see details clearly.
You could even add videos that show products in action. This helps consumers see if the product is right for them. Just be sure that videos and images are compressed for the web to avoid long page loading times.
7. Responsive Design
Your shoppers aren’t just coming from desktops and laptops anymore. The majority may be shopping from their phones and tablets. Is your ecommerce site ready for that? If your site isn’t ready to support a mobile audience, you could be losing customers. Many WordPress themes are designed to be mobile-friendly. Use this to your advantage to create a site that works on any device.
One of Amazon’s best features is personalisation. It’s also how they keep consumers coming back. If possible and relevant to your site, incorporate personalisation to recommend related products. If shoppers are logged in, add a welcome message to the header and recommend products based on past purchases. It’s a simple feature, but highly effective.
9. Simple Design
Intricate designs might sound good on paper, but in reality, they’re difficult to use. Complex designs often create cluttered pages and make it impossible to see navigational elements, product images, and shopping carts. It’s better to use a simple design with ample white space to ensure consumers are able to interact easily.
10. Engaging Product Pages
Finally, shoppers expect engaging product pages from your ecommerce site. This means uncluttered pages filled with product images, videos and details. Place the most important details and images near the top. After all, an infinite product page is just annoying.
Are you ready to give your customers everything they expect from your site? Contact me today to learn more about my website development services.