An ecommerce business website needs a lot more than just high quality product images, product descriptions and a shopping cart. It needs to be able to deliver a customer experience that is seamless.
A seamless user experience dramatically increases the conversions on your website. But despite being aware of this fact, most businesses overlook the 8 important aspects of an ecommerce website.
But what are these 8 underlying elements that actually affect the revenue generation of an ecommerce website?
1. Optimized load time
According to studies, 47% of internet users expect a web page to load in 2 seconds or less. And about 40% abandon the website if it takes more than 3 seconds to load completely. Simply put, a one second delay in the page loading and response results in a 7% reduction in conversions.
A few things that you can do to optimize your load time include:
- compress your images using tools like Adobe Photoshop
- enabling browser caching
- compressing content
- optimizing the CSS
- adding scripts after the content or before the closing body tag
- minifying your code
- using content delivery systems like MAXCDN
2. Responsive design
According to a study by Internet Retailer, 55% of online shoppers access ecommerce websites from their mobile devices – smartphones and tablets. These shoppers don’t just visit your website for browsing, but also purchasing.
It is important that the ecommerce website offers the same quality user experience to all the visitors – irrespective of the device they’re using. Be it the product images, the ability to zoom in or zoom out, or the functionality of the other elements offered, it is important to ensure they all work efficiently.
Want to check if your website is responsive? Use Responsinator to check what needs improvising for seamless browsing experience.
3. Call to action buttons
Call to action buttons are the main drivers of conversions. They are what define the customer’s journey on your website and hence, should be given prime importance on an ecommerce website.
Ensure that your call-to-action buttons for all major actions stand out from the overall theme of the website, have a strong copy and can be easily located across all the web pages. But it is also important to make sure that CTAs on each page are contextual to the journey you want a customer to complete.
For example, if you’re selling a product that is dependent on location, you should first nudge the visitor to enter his location with a CTA and then provide a buy button to complete the purchase.
4. Simplified checkouts
You could have the best products and the most competitive prices in the industry to offer, but the main deterrent that could cause loss of a possible conversion, is a less than effective checkout experience.
According to geocart, 59.8% online buyers abandon their shopping carts right before checkout because they think either the process is too long or they are being made to do irrelevant things over and over again.
Hence, it is important that ecommerce websites ensure their checkout process is transparent, secure and extremely simplified. The best way to do so is to ask the customer for information that is important for the purchase and removing all other unnecessary actions/elements.
5. Security certifications
According to Statista, about 17% of online shoppers abandon their carts because of concerns about payment security. And that’s exactly why an ecommerce website must have a Secure Socket Layer (SSL) Certificate.
This is a certificate that adds a ‘https://’ prefix to your domain and is an indicator to the online shoppers that they can trust your website while making transactions. Displaying other security certifications like VeriSign also helps reassure the potential customer.
6. Contact information
A lot of online shoppers have the fear of being fleeced by the ecommerce businesses – especially when they’re new names in the industry. Not having contact information like an email address, phone number or a physical office address, makes the shopper feel you’re not transparent enough.
Ensure that you have added all possible contact information at the bottom of your web pages. Let the shopper know that you’re there for him in case something doesn’t work out. This assurance itself boosts conversions.
7. Social media links
Social media plays an important part in all marketing strategies today – especially ecommerce. In fact, according to GrabStats, 77% of companies say that they have acquired new customers through Facebook.
Ensure you include all your social media links to all the pages of your ecommerce website. This also gives the shoppers another touch point to contact you on in case they need help.
8. Social proof
According to Internet Retailer, 62% of online shoppers look for reviews and ratings of products before making the purchase. They basically want to know if others are happy with what the product has to offer.
Instead of giving them the window to stumble across negative reviews on the internet, include some form of social proof to your ecommerce website. A few common types of social proof used by ecommerce businesses include:
- customer testimonials
- product reviews and ratings
- social media signals
- usage numbers
- expert/celebrity endorsements
- existing customer logos
- awards and certifications
- mentions in the media
Incorporating social proof elements on your ecommerce website can help build customer trust and loyalty.
And here’s a nifty infographic by visually to reinforce the 8 must haves for an ecommerce to generate consistent revenues:
What other aspects do you think make for a ecommerce must have for generating revenues? Do let us know by dropping a comment in the box below! 🙂