Having a properly working digital storefront in today’s fast-paced eCommerce world is important for any brand’s success. An eCommerce website operates just like a traditional brick-and-mortar business. It needs to be clean, well-stocked, and run by friendly staff members. If you were to look at global brands such as Amazon, Alibaba, Rakuten, and eBay, have you ever wondered which qualities set these websites from the rest? Was it the overall user experience? Did the website design play a part? Often, these factors alone do not get all customers eager enough to return and drive success.
So, what do many high-performing eCommerce websites have in common? Below are several observations that we’ve made:
Strong Focus on Security
In today’s market of rampant identity theft, credit card fraud, and phishing, having a secure website that’s backed by proper authentication measures is of utmost importance. If one sells goods and services online, implementing the latest SSL encryption technology is also a must. All of these security measures help give your customers peace of mind that your website is a safe place to do business.
Integrated with Popular Social Media Platforms
High-performing eCommerce sites allow both visitors and customers to reach them via all popular social media channels such as Facebook. Instagram, Snapchat, YouTube, LinkedIn, Twitter, and Pinterest… Just be sure to update your social media profiles on a regular basis. You know the old adage: out of sight, out of mind. People tend to forget about things that are no longer present or visible.
It’s inevitable that mobile eCommerce is taking over as it will comprise nearly 50 percent of all online transactions by 2020. Although a good Search Engine Optimization strategy can help direct visitors to a website, it will not help much if your rank for mobile-friendliness is low. The poor score pushes your website down the search engine results pages (SERPs). This means less traffic for your website! Always ensure that the mobile eCommerce website is formatted properly and features a simple and easy navigation structure.
Fast Page Load Time
Today’s customers typically purchase products from eCommerce websites that load quickly. If the customer is greeted with a blank page for over three seconds, chances are they will bounce off to a different website. That’s why it is important to optimize your website and achieve faster page load time. Don’t know where to start? Look at your images and determine if they need to be resized, should be in a different format (e.g., GIF, PNG, or JPG), are mobile-friendly, or can load with fewer resources.
Clear CTAs (Call to Action)
Avoid creating a complicated home page. No one has the time to stick around and enjoy the bells and whistles of the design. The two things you need to do is to convince visitors why they should stick around and get them to perform a certain action. To do this, eCommerce business owners can utilize call-to-action features to get visitors to sign up, call them, subscribe, follow, or share their content. By doing all these, business owners increase the chances of end-users purchasing a product, increase their social media following, or build their email lists.
Easy Checkout Processes
Potential customers can easily get frustrated if they have to figure out how to pay for a product. Don’t let your check-out process become a guessing game as it is an unpleasant online experience. According to an U.S. report, up to 70 percent of consumers abandon their carts if they feel that they are being led around in circles. Abandoned carts mean zero sales for you!
Excellent UI and UX
Not every visitor is a coder or has technical skills pertaining to digital marketing tools. Keep in mind that all consumers prefer an eCommerce website that offers ease of use and simplicity. Additionally, your customers are typically in a hurry. They are just looking for a specific item and do not have time to sift through several layers of pages. By implementing fast, easy, intuitive search features, you can help consumers reach their goals and significantly improve the site’s conversion rates.
Before you develop an eCommerce website, take the time to understand your target market’s needs, preferences, and buying habits. These bits and pieces of information are crucial for developing a site that they can count on over the long-term. Soon enough, you will have a high-performing eCommerce site that you’ve always dreamt of running!