Oftentimes, we are too invested at raising our Google search results ranking that we sometimes forget the most vital part of why we opened an e-commerce or any business in the first place—satisfying and serving the customers.
Although online advertising, Internet marketing and SEO are essential for an online business to grow, these must always go hand-in-hand with a flawless web operation, friendly user interface, uncomplicated web design and worry-free customer care. We must also put forth a need to make sure customers’ demands are met and that they would for sure come back for more.
So, here’s a list of business-changing features that you need to incorporate into your web design:
Why do you go into a shop? Well, we’re mostly interested in what the store has to offer, especially when we see the 4-letter word in red flashing in the window—SALE!
In other words, it all begins in the shop window.
Of course, it’s the same thing for e-commerce business. Your website must also display your best products, your top sellers or best sellers or featured products, on your main page.
These products typically attract a lot of the visitor’s attention. In fact, these are often the most viewed items on e-commerce websites.
Let’s admit it. Sometimes, we’re too lazy to scan hundreds, if not thousands, of products. We want to simply get it over with and finalise the purchase.
Hence, place your best products on the landing page or the homepage.
You’ll be helping visitors make the right choice. Plus, this speeds up the buying process and would lead them to actually make a purchase even before they get frustrated and exit the site.
TIP: You need to remember to monitor and regularly update your list. You can also experiment with seasonal and monthly top products or bestsellers.
Did you know that the most pleasant word marketers like using are not “success”, “conversions”, “trust” or “respect”?
It’s your name! According to psychologists, we love being addressed by our names because it has a strong correlation with being in a friendly nature.
Notice why sales manager or sales personnel ask your name and then use it multiples times during the conversation, especially when he or she is trying to make a point or a sale?
Successful e-commerce businesses make use personalisation very well since it’s the easiest way of making customers feel important and special.
TIP: If you opt for a quick personal account registration, make sure to ask the visitor his or her name.
It’s quick compared with uploading images or entering other personal details, which takes some time.
It’s efficient because you can sue their name to personalise their dashboard, making them feel right at home. This is still something many e-commerce sites fail to consider.
It’s worry-free since many consider that this isn’t sharing too sensitive information.
Use their name wisely and sparsely. Don’t be too obtrusive. You can use their names in newsletters or when greeting them upon login. Never place their names in every line on your site. You’ll sound like a pushy sales marketer.
One of the most often used tools in e-commerce web pages other than the search bar is the price filter. That’s why need more attention.
Make sure visitors and customers alike would be able to easily sort and then filter products according to price in all product categories.
TIP: If the price of specific products doesn’t include the shipping costs, then make sure to include that in the product information. Meanwhile, if products which fall under Free Delivery, make sure that a checkbox is placed to either show or hide products in that category.
One simple reason consumers will trust your business is transparency. Do not hide any information regarding product pricing.
The more comfortable your visitors or customers feel in your site, the more they are to find what they want, purchase it and then come back, possibly with friends.
The Option to Zoom In
We all want a closer look at products we want to buy, especially online. Buyers want to see almost every detail of whatever item they buy, be it clothing, especially gadgets, shoes, etc.
Hence, allow them to zoom in or out of the pictures. That’s why you need good-quality pictures for every product in your store. Provide as much visual information to the customers as possible.
Feedback Forms and Contact Details
The key to having loyal customers is building long-term relationships with them. You want them to completely trust you. Where to start?
Provide your business’ contact information. Your customers should know how to reach you if needed. Place this detail where it can easily be accessed.
If there’s an online chat feature on your website, then the better. Nothing is better than a fast response to inquiries.
Then, provide a feedback form and make sure to address the information given by your customers.
Every e-commerce website is unique, and there is no single formula for success or a solution to the challenges faced by this particular industry. You need to understand what your business needs.
Just remember the basic must-have features that you need to incorporate into your web design. Just remember these simple rules to improve UX:
- Design should be simple so that customers will be comfortable.
- Navigation should be clear with an easily accessible information.
- Provide a detailed information of every product, with high-quality pictures, zoom options and descriptions. The more satisfied with the information, the higher the chances of them buying your product.
- Provide a personal page for the customers, where they can create wishlists, save previous orders and save items in the cart for later viewing.
- Provide clear and complete details on delivery options.
- Don’t forget to update your site so that customers would want to come back and check if there are sales or promos.
Above all, have fun with your business!
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