18 Must-Have Features For Successful Ecommerce Website

Ecommerce Website Features

The e-commerce industry has been thriving as most people prefer its convenience and accessibility. Today, more than 75% of shoppers worldwide prefer shopping online to visiting a retail store. With the massive success of the e-commerce industry, many individuals have opened their own e-commerce stores to capitalise on this growing market.

The e-commerce market is becoming increasingly competitive with a surge in the number of e-commerce businesses. To remain competitive and successful, businesses must ensure that their e-commerce stores are meticulously set up. A successful e-commerce business is user-friendly, provides customer satisfaction, and reaches the right audience through effective marketing strategies. Following are the top-rated features for an e-commerce website.

1. User-Friendly Navigation

A well-designed user interface is essential for an e-commerce website. Customers prefer to buy products only if the website’s user experience is good. An e-commerce store must not only display the product catalogue, but it must also facilitate easy navigation between product categories. Customers are more likely to purchase a product if they can find it quickly and with minimal effort. Organising the product catalogue into relevant categories and subcategories will make navigation easier and more effective.

2. Product Listings

Customers heavily rely on the information given on the product listing page as they are unable to interact with the product physically before purchasing. The product listing should include the product’s dimensions, high-definition images and videos, preferably captured in real-time, an accurate sizing chart for apparel, the product’s essential features, and their usage instructions. Other features of a product listing page include estimated delivery dates, stock availability and product price. A product listing page should also include a list of related products, allowing customers to explore additional products and find their best choice. 

3. Product Filters

Product filters are an excellent method for making products easily accessible to customers. Using filters, customers can easily narrow down their product search based on their preferences. It is essential to use the appropriate filters based on the e-commerce business and the products it offers. Attributes such as price, ratings, model, style, or colour are the most commonly used filters used on e-commerce websites. The placement of the filters on the website is also important; they must be easily accessible and seamlessly integrated into the website’s user interface.

4. Product Reviews

Most online shoppers decide whether or not to buy a product based on ratings and reviews written by other customers. The review process should be straightforward and question-based to encourage customers to provide feedback on their purchased products. The reviews section should be visible to customers, preferably below the product listings, to reassure customers about the authenticity of the business and the product.

5. Push Notifications

Push Notifications are an efficient way to keep customers informed and help convert interested leads into paying customers. Customers can receive information about promotions, sales, and discounts, as well as their order status, via push notifications. Push notifications can reduce shopping cart abandonment by reminding consumers of their shopping journey. These alerts can be sent to desktop and mobile devices, thereby expanding the reach of the e-commerce business. They communicate with clients and inform them of new product launches, thereby fostering the expansion of your e-commerce business.

6. FAQs

FAQs (Frequently Asked Questions) are an excellent way to increase customer engagement and can assist in resolving product-related queries before purchase. A section for frequently asked questions about the product can be added to the product listing web page, and customers who have purchased the product can answer them. In addition to ratings and reviews, frequently asked questions (FAQs) provide customers with assurance regarding the product’s quality and features, allowing them to make a confident purchase decision. The store’s FAQ shall include inquiries about online privacy, security, payments, shipping, returns, and other shopping-related issues.

7. Mobile-Friendly Layout

More than 45% of online shoppers use their mobile devices for online shopping. Hence, an e-commerce website must be mobile-friendly and highly responsive to adapt to any device’s screen size. Businesses must ensure that their mobile websites are very intuitive and visually appealing. To enhance the mobile experience of an e-commerce store, businesses can develop a dedicated mobile app that can improve the store’s functionality and facilitate customers’ access to the online store.

8. Search Bar

Over 70% of online shoppers use the search bar to find products on e-commerce websites. Adding this feature to your e-commerce website will assist customers in quickly and accurately finding products. A search bar is an essential feature for any online store, but creating one rich in features takes time and effort. Businesses should ensure that the search bar functionality correctly captures lengthy queries, suggests relevant results, and corrects spelling mistakes.

9. Multilingual Support

Businesses and sellers with a global perspective can benefit significantly from a multilingual e-commerce website. Integrating multiple language options in an e-commerce store can assist the business in reaching a larger audience. An e-commerce store should be customer-centric, and eliminating language barriers will improve customer satisfaction and experience. Even if the e-commerce business is not intended for a global audience, incorporating multiple regional languages can help cater to the wider domestic market.

10. Data Security

Data security should be a priority as customers share sensitive information like credit cards and other payment information. In addition to an SSL certificate and PCI compliance, your website should have a robust firewall and multiple security layers for critical areas such as the checkout, dashboard, and shopping cart. By implementing the required security measures, businesses can keep unauthorized people away from their websites. Businesses can also display security certifications and safe payment reminders during the checkout process, which will alleviate shoppers’ concerns about purchasing from the e-commerce store. 

11. Multiple Payment Options

An essential feature of an e-commerce store is a straightforward checkout and payment process. Customers will likely abandon their shopping carts if they cannot find their preferred payment method, which leads to a loss in sales. In addition to accepting credit and debit cards, stores should also accept internet banking, e-wallets, smart cards and cash on delivery. Supporting multiple payment methods can streamline the checkout procedure, allow customers to select their preferred payment method, and ultimately complete their purchases conveniently.

12. Flexible Delivery Options

Order fulfilment can either make or break your e-commerce business. Customers today expect faster and more timely delivery. However, many deliveries fail due to unforeseen circumstances or customer unavailability. Failed deliveries can be resolved by providing multiple shipping options. Customers should be able to select the delivery time, location, and duration so they can anticipate the arrival of their package. Providing customers with the option to personalise their delivery process will not only increase customer satisfaction but also lowers the shipping cost by reducing failed deliveries and returns.

13. Real-time Tracking

Customers want to be able to track their packages from the moment they are shipped from the initial inventory hub until they arrive at their doorstep. Providing end-to-end visibility of the last-mile delivery process, including information such as estimated time of arrival (ETA), and notifying in the event of delivery delays, can improve the customer experience and brand reputation of your e-commerce business. Ecommerce websites should have tracking features implemented and send timely notifications to the customers about the status of their orders.

14. Return Policy

Customers always check for the return policy prior to making a purchase decision. It is essential for an e-commerce business to have a transparent return and exchange policy in place to build customer trust. The return and exchange policy should be easily discoverable on the e-commerce website. Displaying the return policy in the Frequently Asked Questions section or during the checkout process effectively informs customers of the policy and encourages them to purchase.

15. Customer Support

The e-commerce industry places a strong emphasis on customer experience and satisfaction. Consequently, an e-commerce store needs to have excellent customer service that is available around the clock. Thanks to modern technology, e-commerce companies can now use AI-driven chatbots for customer service. Chatbots are highly responsive, reduce wait time, and efficiently resolve recurring queries of customers.

16. Coupons And Discounts

Customers frequently look for coupon codes and discounted deals. When visiting an e-commerce store, 73% of online shoppers examine the sale section first. Providing customers with personalised coupons, discounts, and special offers based on their purchase history is a good approach to enhancing sales and customer retention. Loyalty programs are also an excellent method to retain customers that frequently shop at your online store.

17. Automated Marketing

Automating marketing tools are crucial for the growth of an e-commerce business. It optimises several processes that are done manually by business owners. Numerous marketing automation tools are available and can be easily integrated into an e-commerce store. Marketing automation streamlines processes like customer segmentation, targeted marketing, configuration of real-time triggers, and managing customer engagement. Marketing automation saves time and amplifies marketing efforts to turn leads into paying customers.

Email marketing is a great way to stay engaged with the customers and share important information about new products, discounts, sales, and company news.

Social media marketing can help e-commerce businesses gauge customer interest in their products and services. It also allows e-commerce businesses to receive feedback on new products and gain insight into how the market may respond. Linking your social media accounts to your e-commerce website will allow customers to view your socials and build customer trust.

18. Data Analytics Tools

A successful e-commerce business analyses the data its website generates to improve the customer experience. An effective data analytics tool provides all the statistics and data required to identify problems and optimise the performance of your e-commerce website. Data analytics tools provide information about your website’s visitor activity, like the website they were redirected from, pages visited or bounced after visiting the landing page, the duration of each visit session, geographical location, and whether they are an active user. An e-commerce business can use the data and insights provided by the data analytics platform to improve the loose links of the website while increasing the efficiency of other well-performing aspects of your online store.

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