Make Your Ecommerce Website Work for You
There are a number of factors to consider when it comes to creating a powerful ecommerce website. This type of website is very different to a company website, and the actions that are required by the user are also different. For instance, a company website may provide information or even a contact form, but in the case of an ecommerce site, the user will have the choice to browse items or services, before deciding whether to make a purchase.
Trust is just one thing that is required for successful ecommerce webpages. Your potential customers are making payments online, and need to ensure that they are able to make payments securely. A site that is badly designed, with poor navigation and not enough information does not inspire trust at all. A well-structured ecommerce website that makes it easy to find and purchase items will encourage repeat business however. And this is the ultimate goal in any ecommerce design.
Vital Ecommerce Website Elements
When you think about online shopping or other ecommerce portals, what is your first thought? If you are like the majority of web browsers, functionality will be top of mind. This and many others will help you unleash the power of online business with a highly effective ecommerce website. To achieve these goals, you need to ensure the following:
- Usability – web users should be able to find exactly what they need, without having to search your site. You need a sitemap that is easily accessible, and you need a clear layout with simple navigation. Breadcrumb navigation is ideal – for example you would have Products -> Baby Products -> Baby Toys as the navigation for specific products on your website.
- Information – if the web user does not find any product or service information on the current page, they may leave and search for another site that offers the same product. You don’t have to overdo the content, but a simple overview along with images will increase the chance of a browsing user becoming a paying customer.
- Conversion – how easy is it for a web user to make a purchase once they have made their decision? Elements such as a shopping trolley and checkout are essential to close that sale. If login or registration is required, the user should be redirected to the page that they were on so that they can continue shopping. All features should be visible and clear, making it easy to take the next step.
- Payments – many ecommerce website payment methods include PayPal and credit card, or even just one of these options. The payment page should be done on an encrypted page to ensure that is secure, and the payment process should also be as simple as possible. Your potential customer can still leave the site, even when they reach checkout!
- Support – most importantly of all, you need to ensure that your customers are able to reach your support team quickly and easily. Place your call centre number somewhere visible on the page, above the fold. Consider Live Help for instant assistance. Don’t give the web user any reason to leave the page to hunt down contact information.
Simply put, an effective ecommerce website is one that is user-centric – helping the user find and purchase your products quickly and simply.