15 Must-Have Features for Ecommerce Sites

All web sites are distinctive in their very own manner.

We’ve seen traits in ecommerce web site design like animation, 360-degree product previews, superior filtering, and dynamic product search.

However, traits don’t assure conversion charges or sturdy person experiences. There are sure parts that each ecommerce web site ought to have to remain related and aggressive.

Here is a listing of 15 must-have options that entice internet buyers.

1. User-Friendly

This comes from the previous Okay.I.S.S. adage about maintaining it easy.

Simplicity needs to be a objective in good design and also you don’t must sacrifice class to realize it.

As a matter of reality, research present that 76% of shoppers say an important attribute of a web site is ease of use.

The goal is to assist customers get to what they need sooner and with out operating into pointless complexity that may clog up the trail to buy.

Online sellers have minutes, if not seconds, to make a sale. Focus on the person expertise by offering procuring classes, filters, and comparability capabilities.

To make your ecommerce web site extra user-friendly, think about the next:

  • Improve search performance with an autocomplete possibility like Under Armour:


  • Create efficient, visible navigation like Stanley:

2. navigation-stanley

  • Pre-populate varieties like Target:


Ecommerce websites needs to be a aggressive benefit as a substitute of a hard expertise.

2. Mobile-Friendly Website

Mobile procuring accounts for 50% of on-line transactions.

With a responsive web site, content material intuitively adapts to no matter system is accessing it to offer essentially the most user-friendly expertise.

Walmart elevated cellular gross sales by 98% after optimizing its cellular web site.

4. walmart-mobile

And Intelligentsia created a greater buy expertise on cellular that led to a 16% enhance in cellular transactions.

It doesn’t matter you probably have thousands and thousands of product pages or 5.

Creating a mobile-friendly expertise for your customers will enhance gross sales and doubtlessly your rankings.

3. High-Resolution Photos & Video

Gone are the times of posting one photograph with a number of bullet factors and a price ticket.

Shoppers wish to see a number of angles and other people utilizing the product in numerous environments. They need to have the ability to zoom in and get a really feel for the product.

Technical issues for pictures are essential. Images that don’t load or take too lengthy to load will see a shopper drop-off fee of 39%, in response to Adobe.

And, we’re not speaking about simply skilled images. Vanity Planet discovered that including Instagram images to their product pages elevated checkouts by 24%.

5.vanity planet-instagram photos

Images promote, not textual content.

Ecommerce web sites ought to show a number of images per product. The images should be high-resolution and optimized for web page load.

4. User-Generated Reviews

Shoppers learn critiques. About 95% of them, in truth.

And 57% of shoppers will solely use a enterprise if it has Four or extra stars.

You may suppose that having unfavorable critiques is a sale killer. The reverse is definitely true.

Having unfavorable critiques can typically be constructive. It’s proven that merchandise with out unfavorable critiques are seen as censored and, in flip, customers will assume the constructive critiques are faux.

Depending on web site performance, ecommerce websites can use plugins from the preferred assessment platforms together with Yelp, Foursquare, and Facebook.

Forward-thinking ecommerce websites, like Paiwen paddleboards, are utilizing critiques as user-generated content material to drive social proof and construct raving followers.


5. Special Offers

Most ecommerce websites are utilizing particular gives of their customary advertising practices through e-mail, social, textual content, and so forth.

Next-level ecommerce websites benefit from the prime actual property within the header part to advertise particular gives.


When customers understand they’re getting a particular deal, it motivates them to purchase extra and spend extra time looking out the location.

If ecommerce websites are utilizing ongoing promotions, offering a novel webpage that lists the gives is not going to solely drive extra gross sales but in addition enhance website positioning.

Consider the patron looking out [ZIP code + toyota special offers] and the worth of that natural search outcome.


6. Wish Lists

Oh, how I really like want lists. One for vogue, one for books to learn, one for vacation present concepts.

Shop, save, and share!

Ecommerce websites that aren’t utilizing want lists are leaving income on the digital desktop desk.

What’s higher than having prospects bookmark gadgets they need and can almost certainly purchase sooner or later? That’s simply gold within the pocket. And a remarketing marketing campaign dream.

Just take a notice from Amazon.

6. Amazon - wish lists

Retailers are creating these individualized choices to drive engagement.

In this webinar by Brendan Witcher of Forrester, he shares how these can drive open charges as excessive as 80%, and 5x-10x larger return to buy.

It’s additionally a possibility to share a model with new consumers. When customers share their want lists with household and mates, it sends free site visitors with built-in social proof to a web site.

7. Find-in-Store

Not all ecommerce websites have brick-and-mortar shops. However, people who do should have a find-in-store characteristic.

Sometimes you don’t wish to wait for an merchandise to ship. You need instantaneous gratification.

Shoppers are going surfing simply to analysis after which full the acquisition in particular person. This is very true for millennials, as they have an inclination to analysis on-line earlier than buying in a retailer.

This makes it extremely useful to see which native shops have merchandise in inventory.

8. Related Items

Simply seeing the phrase, “you might like this” causes a serotonin launch signaling curiosity and pleasure.

A ‘Related Items’ characteristic on an ecommerce web site creates the fascinating stickiness impact that so many entrepreneurs try to realize.

It occurs like this:

You saved the AeroPress espresso maker to your procuring cart.

A bit emerges that claims, “you might like this.”

Would you want some freshly roasted, truthful commerce entire espresso beans?

Maybe a digital scale to measure the precise quantity of espresso grounds to realize the right cup of espresso?

You get the image.

When a web-based vendor makes use of the associated gadgets characteristic to promote extra, it’s truly signaling to the client that “they get me.”

Related gadgets also can embody comparable product classes to comparability store, “people who bought this item also searched for”, and so forth.

9. Frequently Asked Questions (FAQ)

Complex purchases require confidence with a vendor and detailed info when shopping for merchandise on-line versus face-to-face.

Fine Watch Bank (disclosure: they have been a consumer) sells expertly crafted high-end watches.

The firm’s consumers want affirmation of watch authenticity and detailed product info to really feel snug when making a purchase order.

An extra info part particulars incessantly requested info, which establishes credibility and builds confidence with the client.


FAQ sections additionally present a self-help space to deal with widespread buyer issues. Buyers typically ask about product help, returns, misplaced account passwords, and so forth.

10. Social Proof

Brands and on-line sellers that join with their consumers on an emotional degree create model belief and advocacy.

Social connection is simple and the chance to bond with an viewers is simpler now than ever.

Linking social profiles and user-generated content material with an ecommerce web site are must-have options that may give on-line sellers model character.

Shoppers are inundated with a continuing circulate of “buy now” and “get this”. It’s these manufacturers that have interaction with prospects socially that create prospects for life. They are providing merchandise that assist others and that individuals care about.

Social media permits ecommerce manufacturers to point out authenticity and affiliate an emotional reference to their merchandise.

  • Look at Nike’s Pinterest account to see how incorporating merchandise with motivational pictures makes a huge effect.
  • See how Ikea makes use of user-generated content material to share design concepts and inspiration for learn how to use its merchandise.
  • Check out how Lowe’s produces how-to movies that educate folks learn how to use its merchandise.

11. Security Features

Online transactions are an integral a part of our lives.

As such, ecommerce web sites is usually a profitable goal for cybercriminals. It’s essential that on-line sellers shield buyer info and take steps to make sure privateness.

It all begins with a safe ecommerce platform.

With their subtle safety features, it’s no surprise that Magento and PhrasePress paired with WooCommerce are the highest two platforms for on-line sellers.

Other must-have ecommerce safety features to think about are:

  • SSL certificates: Establishes safe connectivity between a person and the web site. Look for HTTPS and a inexperienced lock within the deal with bar earlier than trusting a web-based retailer together with your info. Select an SSL certificates vendor with title recognition. The enterprise ecommerce giants virtually all the time use Symantec.
  • Two-factor authentication: Adds an additional layer of safety by requiring username/password and a system-generated code despatched through e-mail or textual content.
  • Use a firewall: Provides a gateway or wall between two networks and permits approved site visitors and blocking malicious site visitors.
  • Privacy coverage hyperlink in footer: Addresses the web site’s privateness insurance policies and guarantees buyer knowledge will not be shared with third events.

12. Advanced Payment Options

In the world of Apple Pay and PayPal, superior fee choices are a must have characteristic for an ecommerce web site.

Just think about the convenience of use related to Amazon one-click procuring. Shoppers with registered accounts can actually purchase with the clicking of a button.

There are many in style on-line fee choices. The key’s understanding who the client is and implementing the simplest options.

If your web site is limiting fee choices, ensure that to clarify why.

For instance, an ecommerce web site might not supply Bitcoin as a fee possibility after figuring out its worth isn’t dependable.

If consumers are technology-savvy people who have a tendency towards this fee methodology, it’s essential to be clear as to why it isn’t an possibility. This transparency establishes that the model understands its consumers and builds belief.

13. Detailed Shipping Information

Alarmingly, sudden transport prices are the primary cause for procuring cart abandonment.

It’s important that ecommerce web sites embody transport info early within the checkout course of, together with a ZIP code calculator exhibiting price.

It’s additionally useful to incorporate supply time and choices for sooner supply. Sites ought to checklist international locations which are outdoors regular transport zones.

Interestingly, customers spend 30% extra per order when free transport is included. Be certain to current codes for free transport on all pages of the location by the header navigation, if relevant.


14. Multi-Touchpoint Contact Page

When it involves operating an ecommerce web site the place most enterprise takes place on-line, nothing builds belief greater than an excessively apparent and well-presented “contact us” characteristic. This is very true when promoting high-end merchandise or technical merchandise.

Never make it arduous for a purchaser to get in contact or request help.

Consider the contact web page a characteristic of the web site. Include a number of methods to achieve out, together with telephone, e-mail, and a web-based kind.

Some corporations with brick-and-mortar shops supply on-line appointment setting through their contact web page. Be certain so as to add customer support social hyperlinks and Google maps for areas.

15. Return Policy

Return insurance policies are a vital characteristic of any ecommerce web site.

Your return coverage needs to be clearly seen and well-written or illustrated.

This is one other trust-building characteristic of on-line promoting. It reassures consumers that if they’re sad or simply want a distinct measurement, the model is there for them.

Start Creating Fantastic Shopping Experiences

These must-have ecommerce web site options might be grouped into classes like Duh, DOH! and Ahhh. Marketers and internet designers may say “duh” with regards to incorporating ease of use, high-resolution images, safety features, and speak to info. As they’re finest practices and logos of excellent design.

There are others who would say “DOH!” when contemplating parts like particular gives, user-generated critiques, and social sharing. They know they need to be utilizing these options however simply haven’t gotten round to implementing them. It’s by no means too late!

Finally, the “ahhh” second while you get enthusiastic about planning for sturdy associated gadgets, shareable want lists, and find-in-store options.

No matter what class you’re in, ecommerce websites have an unbelievable alternative to make use of tried-and-true options blended with modern new parts to create unbelievable procuring experiences.

Image Credits

Featured Image: Paulo Bobita
All screenshots taken by creator

Tags: , , ,