Top Ecommerce Website Features for New Online Businesses

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

 

What Drives Online Consumer Behavior?

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 in 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-loading website, as it can make customers not only impatient, but also wary of the security of their payment information online.

Second, customers also value transparency. Slapping on extra fees and surprise delivery charges during checkout can lead to abandoned carts. Think of this as translating your customer service into 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 store, make sure your website layout reflects that same thoughtful organization.

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 ecommerce business.

 

1. User Experience (UX)

To satisfy the demand for 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 major aspect of UX. Make sure your site has not only a top or side toolbar, but also a search bar, a visually clear product layout, effective search filters, and more. Last but not least, make sure each page loads quickly.

 

2. Mobile-Friendly Design

Ensure your UX translates well to mobile. With 50% of online purchases occurring on mobile devices, this feature must be prioritized from the very beginning.

 

3. A Strong Domain Name

Before customers ever make it to your homepage, they have to type in your domain. In a way, your domain name offers the real first impression and attracts the right visitors to your website.

When choosing a domain name, do thorough research. Choose one that is memorable, clear, easy to spell, and closely aligned with your business.

4. Professional Web Design and Aesthetics

In addition to UX and easy navigation, make sure your ecommerce site looks good, as visual appeal adds to the customer experience. Images should be high-resolution and fast-loading. According to Adobe, images that take too long to load can lead to a nearly 40% drop-off rate in customers.

Think carefully about the layout and curation of your site, as well as the quality of the images, font choices, and color scheme. Make sure all of these design elements align with your brand.

 

5. User-Generated Reviews

Think of this as online customer service and community building. User-generated reviews offer visitors further insight into your products and services and give 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 shows that you value shoppers' opinions and reassures new customers that the positive reviews are authentic.

 

6. Frequently Asked Questions (FAQ)

This is another important aspect of online customer service. Having a frequently asked questions section can be helpful to prospective shoppers and save you time fielding calls or emails.

Create a self-help area to answer questions about products, common problems, return policies, deliveries, assembly, login issues, and more. A helpful FAQ section can go a long way toward building customer confidence.

 

7. Website 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 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 site from an HTTP to an HTTPS web address.

8. Flexible Payment Options

Offering multiple payment options helps create an easier checkout process and a better customer experience, especially when payment preferences vary from local to global audiences.

Be sure to offer several payment methods. With Apple Pay and PayPal, advanced payment options are just as important as accepting all 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 possible online shopping experience and ultimately help drive sales.

 

Final Thoughts

Remember, the hardest part of starting up is starting out. Take the first step in your online journey, reserve a domain, explore the right website tools, and start building your ecommerce presence today.

 

FAQs

 

What are the most important features of an ecommerce website?

The most important ecommerce website features include strong UX, mobile-friendly design, fast load times, secure checkout, easy navigation, customer reviews, FAQs, and flexible payment options. These features help build trust and improve conversions.

 

Why is mobile optimization important for ecommerce websites?

Mobile optimization is essential because a large percentage of online purchases happen on mobile devices. A mobile-friendly website makes it easier for shoppers to browse, compare products, and complete purchases on the go.

 

How does website speed affect ecommerce sales?

Website speed directly affects customer experience and conversion rates. Slow-loading pages can frustrate shoppers, increase bounce rates, and even make customers question the security and reliability of your site.

 

Why are customer reviews important for online stores?

Customer reviews help build credibility and provide social proof. They give potential buyers insight into product quality and customer satisfaction, which can influence purchasing decisions.

 

What makes a good ecommerce domain name?

A good ecommerce domain name should be memorable, easy to spell, relevant to your business, and simple for customers to type and remember. A strong domain name helps make a positive first impression and supports brand recognition.