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 15 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.
Online sellers have minutes, if not seconds, to make a sale. Focus on the user experience by providing shopping categories, filters, and comparison capabilities. Consider easy-to-find customer reviews and FAQ information to help buyers make decisions more quickly.
E-commerce sites should be a competitive advantage instead of a troublesome experience.
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.
Images sell, not text. E-commerce websites should display multiple photos per product. The photos need to be high-resolution and optimized for page load.
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.
With a responsive website, content intuitively adapts to whatever device is accessing it to provide the most user-friendly experience. Shockingly, many sites still have not adopted a responsive or mobile version.
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.
Depending on website functionality, e-commerce sites can use plugins from the most popular review platforms including Yelp, Foursquare, and Facebook.
Forward-thinking e-commerce sites, like Paiwen paddleboards, are using reviews as user-generated content to drive social proof and build raving fans.