Brands creating an ecommerce website for the first time must know the essential features to make the platform more engaging. If these features are absent, the website operates like expensive artwork and does not generate revenue.
The elements below influence the design of the website for the better. Here are some of the essential features that aid the customer’s journey and keep buyers engaged on the website.
Concise or extended menus
An ecommerce development company should ensure that the website has a simple menu for the users. The creators can place the menu at the top or the side of the website. However, many options are available. A popular choice is a mega menu with a grand display of options and graphic elements.
On the other hand, a drop-down menu displays a shortcut to a shopping category or product. The second form of the menu is preferred when the ecommerce website is introducing a new product or reveals discount offers.
Calls to action
Most of the Shopify development services providers and developers suggest a customized call to action instead of a monotonous tone to attract users to the website. Its strategic placement is necessary to guide customers through the sales funnel, leading to increased engagement rates for the website.
In addition, website owners can experiment with different calls to action. For example, brands engaging in ghost commerce, where sales are driven directly through social platforms without a traditional storefront, often utilize creative and direct calls to action to convert followers into buyers. This method has proven effective in reaching new audiences and boosting sales.
Moreover, the brand can study the competitor’s website. This feature will provoke customers to purchase from the company while they learn about its products and services.
High-quality images
Websites are created to sell high-quality items on the online store to worldwide customers. However, the customers will not engage if the pictures are blurry. Therefore, the brand must upload excellent-quality pictures on the website.
Brands can study the brightness and sharpness of the images to convey the right message. Depending on the industry, the pictures can present different perspectives. For example, the sellers can upload 360-degree views of watches, jewellery, and personalized items for enhanced engagement on the website.
Furthermore, websites can link the images with a persuasive call to action. This feature will provide sufficient information about the products, which will motivate customers to purchase them.
Product pages
An ecommerce store must focus on a product page with an extensive list of features. The intention is to showcase the value of the products. A great product page lets the customers identify the items they want to purchase more easily. Here are some tips for creating a powerful product pages:
- Firstly, the brand must include sections that feature the top-selling items. They could be bestsellers, discounted items, or exclusive products. It motivates the buyers to keep browsing the website.
- Secondly, the products page can showcase item bundles that the customers frequently buy together to save money and enjoy additional benefits.
- The brand can add a customer reviews action, item recommendations, and pop-up ads. It will keep the customers engaged for a longer time.
- Lastly, the website can make use of conversion rate optimization on the product page. Buyers can fill out forms or converse with chatbots.
- Finally, the brand owner can use micro-animations on the website to enhance the user experience. These small-scale interactions include messages, animations, sound effects, and error prompts. They highlight specific areas on the website for buyers to focus on.
Product reviews
Various studies of e-commerce stores suggested that adding product reviews can increase the conversion rate by 30%. This is because customer testimonies enhance brand loyalty. The first-hand experience of the product builds trust among buyers. Depending on the website and the brand, the ecommerce website can be linked to numerous review forums as well.
Buyer reviews are an essential element that increases website credibility. At the same time, it also proves that the website has paying buyers.
An About Us page
For the website to do well online, it must contain an about us page about the brand. The page educates customers about the e-commerce website and the seller. It takes the customer on the journey of brand conception, challenges, and future expectations. Furthermore, it makes the website appear authentic.
The About Us webpage describes loyalty to its customers. It is an opportunity for the team to introduce their expertise and skills. The About Us page can mention the mission of the company and the upcoming projects.
Website breadcrumbs
Breadcrumbs show where the buyer is on the website so they can easily navigate the different menus and options. The breadcrumbs appear on the user interface in a consequential order. In addition to easy navigation, the breadcrumbs also educate Google about the structure of the website. The breadcrumbs make it easier for customers to shift between different web pages. The customer can browse the numerous product categories and continue adding items to their cart.
Advanced search
Advanced search functionality ensures the website has detailed filtering so customers can easily find the product they are looking for. This feature works better if the ecommerce site is driven by artificial intelligence, which has the power to predict customer searches.
The filters will also narrow the search for products. Thus, saving valuable time. Also, advanced search makes it easy for first-time customers to navigate the website. All the customers need to do is type the first letter, and the website will display the suggestions.
Numerous payment options
Customers are less likely to purchase from the website if it offers multiple payment options. The biggest disadvantage is the loss of sales. Since payment methods vary according to geographical boundaries, some customers may face issues. The brand may start to lose revenue because the customers are not experiencing inclusivity.
Secondly, buyers prefer to use their choice of payment. If the website does not offer the proper options, the customer will shop from the competitors. They will leave the website or look for substitutes that accommodate their payment preferences.
Conclusion
Creating an ecommerce website for a brand requires focus. The design must represent the customers, their purchasing journeys, and their requirements. A website that mirrors the latest ecommerce trends makes sure that the brand is staying ahead of its competitors. It benefits the company in the long run because the brand grows as a leader in the ecommerce market.
