The success of an e-commerce website relies on its features as much as it does on its content. When customers visit your website to buy something, they don’t expect to go through a puzzle to reach the checkout. A well-designed website seems inviting, and your customers are more likely to be comfortable during their sessions. Many e-commerce sites end up having a higher bounce rate because their customers don’t know how to navigate their websites.
An e-commerce website can have many features. But there are a few that can make the customer experience better. Let’s take a look at them below.
Easy Navigation and Responsive Design
If your customers don’t know how to navigate your website, they will leave after a few clicks. You have to understand your customer’s journey from their point of view when designing your website. Make the menu visible. Connect the product pages under proper categories. The action buttons should pop. An easy-to-navigate website will help customers reach the checkout faster and reduce their hassles.
Along with this, your website must have a clean and smooth design. Aesthetics is important. But don’t sacrifice functionality. The design should be responsive and suitable for all devices and screen sizes.
Site Search and Filters
Customers visit your website with a purpose – to make quick purchases, not to spend the day browsing. Enhance their experience with a functional site search and helpful filters. Site search acts like an internal engine and lets customers find their desired products quickly. Site search data and analytics tools can help you track customer activity, understand interactions, and fine-tune your website accordingly.
Filters can also help speed up the purchase process. Availability and feature filters are two common and useful filters. The availability filter informs customers about products on sale, while the feature filter lets them narrow their choices.
Product Reviews
Product images and enticing descriptions might not be enough to convince your customers to buy your products. They might need social proof for their desired products. Adding a rating and review section for every product can help that purpose. Ratings and reviews left by previous buyers significantly impact potential buyers. Real reviews instill faith in your products and brand and enhance the overall shopping experience for your customers.
Secure Payment Options
You won’t generate sales if your website doesn’t have a safe and secure payment option. Phishing and online scamming are increasing every day, and customers are becoming more conscious when making online payments. It’s highly unlikely for them to enter their sensitive payment details into your website if they sense that the system isn’t trustworthy.
Strengthen your website security and find a way to communicate about it with your customers. Assure them that you will protect their information at all costs.
Always provide multiple payment options, such as credit and debit cards and mobile wallets. Customers can choose whichever they find comfortable. It’ll create a positive response in them.
Email Opt-in and Social Media
Email marketing is the best way to push your products. A well-built email list can boost your revenue by a large margin. Offer your customers to subscribe to your email newsletter when they visit your website. This will let you share exciting offers and new products directly in their inbox.
Many customers don’t want to receive too many emails. Offer them a small incentive to have them sign up. It can be a promo code, an exclusive discount, or a freebie.
Additionally, build a strong social media presence and include the links on your website. Customers can follow you with a click. Even if they don’t visit your website every day, they can learn about future products through your social media and return when they want to purchase something. Also, embedding social media links on your website enhances your credibility as a seller and helps boost sales.
Order Tracking Feature
Order tracking features can create convenience for your customers. Timeliness matters, and busy customers appreciate knowing when their products will arrive. Customers can also be a part of the journey as their products make it through packaging, dispatch, and final delivery. They can stay updated on the final delivery date, and it gives them a sense of control over their order. It can easily create a positive customer experience and encourage repeat visits.
FAQ and Return Policy
Although you can argue that no one reads the policies, they’re a valuable addition to your website. Having an FAQ and return policy shows that you care for your customers and are ready to solve their problems. Also, many customers check the return policies before they click ‘purchase.’ Not having that section might put them off.
Create a dedicated page with a comprehensive return policy. Always assure your customers that this is a transparent process and that you will help them if they run into any trouble with the product. A clear and well-crafted return policy also helps you as a seller because it secures you against fraudulent buyers.
Starting an e-commerce business is not difficult, but maintaining it surely becomes a challenge if you’re not paying attention to the fine details. As you don’t have a brick-and-mortar shop, your website is your first impression and the only tool to create a strong customer base. So, make your website as user-friendly as possible to reap the benefits and grow your business exponentially.
