Your e-commerce website faces stiffer competition every day. Does it have what you need to convince customers to buy? Here are 10 essentials to e-commerce success.
- Fast loading: Online shoppers are impatient. More than half (53 percent) of mobile site visits are abandoned if a site takes more than 3 seconds to load, according to a Doubleclick study. Make sure your site loads quickly, not just on desktops but on mobile devices too. Google penalizes sites that load slowly on mobile devices so it will also hurt your search engine results.
- Mobile optimized: While shoppers still primarily make purchases on desktop computers, they frequently start shopping on mobile devices. It’s a good idea to design your site with a mobile-first approach, ensuring that customers can easily take action and get information no matter what type of device they’re using.
- Clear navigation: Don’t try to reinvent the wheel when it comes to the layout of your e-commerce site. Sticking with formats that online shoppers are familiar with will help customers accomplish what they need to do quickly. Try having users unfamiliar with your site see how easily they can navigate, shop and check out. This will help you spot confusing areas that need improvement.
- Details, details: The more information you can provide about your products, the better. That means multiple product photos with different angles, the ability to zoom in on details, informative descriptions and videos of the product in use. Be sure to include relevant information such as product dimensions, fabric content, care directions, shipping weight and whether the product needs assembly. Use the manufacturers’ descriptions as a starting point and create your own—to personalize your website copy and differentiate yours from other websites selling the same thing.
Transparency: Never hide key information such as shipping costs or sales taxes. Online shoppers hate getting to the checkout process, only to find you’re charging exorbitant shipping rates. Include a shipping and/or tax calculator that customers can use early in the process to estimate additional costs, or include this information where it's easy to find.
- Free shipping: What makes online shoppers choose one e-commerce website over another? Often, it's free shipping. In a Walker Sands Future of Retail 2016 study, nine out of 10 consumers say free shipping is the number-one factor that would make them shop online more often. If possible, offer free shipping—and it doesn’t have to be for everything, just for purchases over a certain amount. You can also use free shipping codes as an enticement to buy.
- Good search functionality: If a customer’s search is likely to return hundreds of results, you need a way for customers to sort and filter them. Customers expect sophisticated search functionality so be sure your site provides it.
- Simple checkout: In general, three pages is the sweet spot for a checkout process. Streamline checkout for regular customers by asking them to create an account and store their information for future orders. However, don't require customers to create an account in order to buy—this is a big turnoff.
- Great customer service: Even when shopping online, consumers want to feel help is close at hand. Offer multiple ways customers can contact you, including phone numbers, email and online chat, as well as an FAQ page. Finally, make sure that your post-sale customer service lives up to its promises. That’s the best way to keep e-commerce shoppers coming back again and again.
About Rieva Lesonsky
Rieva Lesonsky is CEO and Co-founder of GrowBiz Media, a custom content and media company focusing on small business and entrepreneurship, and the blog SmallBizDaily.com. A nationally known speaker and authority on entrepreneurship, Rieva has been covering America’s entrepreneurs for more than 30 years. Before co-founding GrowBiz Media, Lesonsky was the long-time Editorial Director of Entrepreneur Magazine. Lesonsky has appeared on hundreds of radio shows and numerous local and national television programs, including the Today Show, Good Morning America, CNN, The Martha Stewart Show and Oprah.
Lesonsky regularly writes about small business for numerous websites and for corporations targeting entrepreneurs. Many organizations have recognized Lesonsky for her tireless devotion to helping entrepreneurs. She served on the Small Business Administration’s National Advisory Council for six years, was honored by the SBA as a Small Business Media Advocate and a Woman in Business Advocate, and received the prestigious Lou Campanelli award from SCORE. She is a long-time member of the Business Journalists Hall of Fame.
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