All websites are unique in their own way. We’ve seen trends in e-commerce website design like animation, 360-degree product previews, advanced filtering, and dynamic product search. However, trends don’t guarantee conversion rates or robust user experiences. There are certain elements that every e-commerce site should have to stay relevant and competitive. Here is a list of must-have features that attract online shoppers.
Ease of Use
This comes from the old K.I.S.S. adage about keeping it simple. Simplicity should be a goal in good design and you don’t have to sacrifice elegance to achieve it. As a matter of fact, studies show that 76% of consumers say the most important characteristic of a website is ease of use.
The objective is to help shoppers get to what they want, faster and without running into unnecessary complexity that can clog up the path to purchase.
High-Resolution Photos and Video
Gone are the days of posting one photo with a few bullet points and a price tag. Shoppers want to see multiple angles and people using the product in different environments. They want to be able to zoom in and get a feel for the product.
Technical considerations for images are crucial. Images that don’t load or take too long to load will see a consumer drop-off rate of 39%, according to Adobe.
Mobile-Friendly Website
Google declared it, so it must be done. All websites are required to have a mobile-friendly version by 2017 or suffer the SEO consequences. If this isn’t reason enough, one in three online purchases is completed on a smartphone
User-Generated Reviews
Shoppers read reviews. About 92% of them, in fact. The star rating on a product is the number one factor used by consumers.
You might think that having negative reviews is a sale killer. The opposite is actually true. Having negative reviews can often be a positive. It’s shown that products without negative reviews are seen as censored and, in turn, shoppers will assume the positive reviews are fake.
Wish Lists
E-commerce sites that aren’t using wish lists are leaving revenue on the virtual desktop table. What’s better than having customers bookmark items they want and will most likely buy in the future? That’s just gold in the pocket. And a remarketing campaign dream.
It’s also an opportunity to share a brand with new buyers. When shoppers share their wish lists with family and friends, it sends FREE traffic with built-in social proof to a website.
Related Items
Simply seeing the phrase, “you might like this” causes a serotonin release signaling curiosity and excitement. A related items feature on an e-commerce site creates the desirable stickiness effect that so many marketers strive to achieve.
Social Proof
Brands and online sellers that connect with their buyers on an emotional level create brand trust and advocacy. Social connection is undeniable and the opportunity to bond with an audience is easier now than ever. Linking social profiles and user-generated content with an e-commerce site are must-have features that will give online sellers brand character.
Security Features
Online transactions are an integral part of our lives. As such, e-commerce websites can be a lucrative target for cybercriminals. It’s crucial that online sellers protect customer information and take steps to ensure privacy.
It all starts with a secure e-commerce platform. With their sophisticated security features, it’s no wonder that Magento and WordPress paired with Woo Commerce are the top two platforms for online sellers.
Courtesy of SearchEngineJournal
