Top Features for A Successful E-Commerce Site

If you’re new to the e-commerce game, you might feel pressure to build a complex and fully-loaded website, like an Amazon, eBay or whatever cool direct-to-consumer brand you aspire to emulate. But mastering fundamental things like user experience (UX), SEO and security is what you need to truly spark your first wave of online sales.
 

Before we delve into the top features, let’s review what drives and fuels consumer behavior with expert tips from our partners at .US domains.
 

First, customers value instant gratification, meaning they want what they need (or what their heart desires at the moment) and they want it now. That’s why it’s important to have a website that works seamlessly. Fledgling businesses cannot afford to have a slow-to-load website as it makes the customer not only impatient, but wary of the security of their payment information on the web.
 

They also value transparency. Slapping on extra fees and surprise delivery charges during the checkout could lead to an abandoned cart. Think of this as translating your customer service to the online realm.
 

Last but not least, just as customers value walking into a store that is meaningfully curated and personalized, they also value that same curated experience online. In other words, they want retailers who understand shoppers within a given category. Just as you would organize your merchandise strategically across the shelves and floor plan of your brick-and-mortar, make sure your website layout reflects this with organized design.
 

With the above in mind, here are specific features to consider as you grow your company online. Stay in tune with your site, sales and customers to understand which features are most important for your e-commerce.
 

1. UX. To satisfy instant gratification, retail sites must focus on user experience. Ecommerce businesses should ensure there is a clear path from product discovery to purchase. Easy navigation is another aspect of UX. Ensure there is not only a top or side toolbar, but a search bar, include a visually clear layout of your products with effective search filters and more. Last but not least, make sure each page is fast to load.
    
2. Mobile-friendly. Ensure UX translates to mobile. With 50% of online purchases occurring on mobile devices, this feature must be a prioritized from the get go.
    
3. Domain. Before your customers ever make it to your homepage, they have to type in your domain. So, in a way, the domain name will offer the real first impression, and attract the right visitors to your website. So, when choosing a domain name, do thorough research. Choose a domain name that is memorable, clear, easy to spell, and closely matches/relevant to your business.
    
4. Professional web design and aesthetics. In addition to UX and easy navigation, make sure your ecommerce looks good as it adds to the customer experience. Images should be high-resolution and fast-loading. Images that take too long to load can lead to a nearly 40% drop-off rate of customers, according to Adobe. Think about the layout and curation, as well as the quality of the images, font and color scheme. Ensure all these design elements are in line with your brand. 
    
5. User generated reviews. Think of this as online customer service and community building. It offers your visitors further insight into your products and services and gives your fans a platform to rave about you. According to Brightlocal, about 87% of online shoppers read online reviews for local businesses in 2020, up from 81% in 2019. Believe it or not, even negative reviews can be helpful to both you and your customers. Not censoring them will show you value your shoppers’ opinions and will tell new shoppers that the positive reviews are not fake.
    
6. FAQ. This is another aspect of online customer service. Having a frequently-asked questions section could be helpful to prospective shoppers, and save you time from fielding calls or e-mails. Create a self-help area to answer questions about products, common problems, return policies, deliveries, assembly, login issues and more. Instill customer confidence with a helpful FAQ.
    
7. Security. With the rise of ecommerce came the rise of cybercriminals. Protect your company and your customers by building a site that safeguards personal privacy and payment information. Ask your web designer about how to make your website as secure as possible. One of the most important steps is establishing a secure connection between the website visitor and the website by transitioning your website from an http to https web address.
    
8. Payment options. This ensures an easy checkout process and better customer experience, especially if online payments may vary from locally to globally. Be sure to offer multiple payment options as well. With Apple Pay and PayPal, advanced payment options are just as important as accepting all the major credit cards. It all goes back to understanding your target customer and their preferred method of payment. Knowing their habits will help you build the best online shopping experience, and ultimately, help drive sales.
    

Remember, the hardest part of starting up is starting out, so take the first step in your online journey and reserve a domain for your online business today.