The advent of newer technologies has allowed small business to sell their products online through the e-commerce website. Moreover, higher bandwidth and improved penetration of smartphones have led to the flourishing e-commerce industry.
According to Smarts Insights, the global e-commerce industry is expected to expand by 18.4% and reach US$ 4.105 trillion in sales. However, it is equally essential that businesses adapt to the various requirements of the industry that will allow them to continue to experience exponential growth.
As smartphone penetration continues to increase, and customers increasingly prefer to shop online, businesses are focusing more on the online route to increase sales. They are enhancing their e-commerce website design that appeals to their audience. However, not all of them are doing it correctly. So, what are the features of an e-commerce website that will ensure an increase in conversion rates? We will discuss these features in this article.
1. Think like your audience
Table of Contents
If you would like to reach out to your audience, you must think like them. The audience is looking for faster turnaround times so that they browse through your catalog, fill the cart, and checkout with ease. It requires you to create a smooth workflow – right from the registration process till they make the payment. The registration must be easy, and you must ask for only the bare minimum requirements to create the customer credentials.
It is also essential to incorporate artificial intelligence and provide the visitor with options that they were looking for without having to search too much. Studies have shown that if the website loads within three seconds, there is only a bounce rate probability of 32%. If there is even one more second to load, the bounce rate could increase to 90%. The web host must be chosen so that the site download rates are within limits.
2. Use CTAs with caution
The major communication must all be above the fold. You do not expect the audience to scroll down or move inside the site to know about your offers. The registration form, if needed, must be present up front, and the user must not search it all over the site. If you wish the visitor to undertake a particular action, the CTA button must be there and prominent enough to grab the attention of the visitors.
You must keep in mind that the text in the CTA button must be short and crisp. The icon of the cart must be prominent enough and must be above the fold. It must have contrasting colors so that it stands out on the page.
3. Enthuse trust in the visitors
You must install an SSL certificate as browsers are marking insecure non- HTTPS sites as “Not Secure”. It is enough to scare away the visitors and probably move to your competition. Moreover, you must also adhere to the PCI-DSS guidelines that require you to install the certificate. Given that you may have multiple sub-domains, it is ideal to procure a Wildcard SSL certificate.
Studies show that 72% of customers do not make a buying decision without going through the reviews. You must coax the customers into leaving reviews about the product after using it. It also becomes essential to ensure that the products are of top quality to ensure a five-star review.
4. Make the payment process easier
Statistics show that the average cart abandonment rate is close to 70% that increases to 85.65% for mobile users. Businesses can work on this by ensuring the checkout process is smooth. It is also essential to provide several payment options for customers.
It should be a mix of direct debit, credit and debit cards, online wallets, etc. if you feel that having too many payment options could be cumbersome, you may start with debit and credit card payments and add the others on an ongoing basis. You can also add some freebies suing some fee code that can act as a sweetener.
5. Be SEO-conscious
Your digital experts must create the e-commerce website being in mind the SEO aspect. The site must be responsive and mobile-friendly, and the team must consider the SEO aspect for all the pages. The proper title tags and Meta descriptions must be written for all the pages. The content must be written keeping in mind the keyword insertion best practices. It is also necessary to consider the URL, and they must be named because your visitors may click through after understanding the contents through the URL itself.
One of the critical factors to consider is that your website must ensure an excellent user experience, and it will start with the theme of the site and the workflows that you create. The proper keywords must be selected for each page. It is also essential to add breadcrumbs across the site.
6. Create urgency
It is helpful if you create urgency in the minds of the customers. It is the reason why you find the deal timers on the product pages. While discounts can always act as a sweetener, it is also helpful if you associate a timer with it. It can lead to a whopping 332% increase in sales. You must take note that there must be clarity and relevance regarding the urgency that you try to convey.
E-commerce is here to stay, and your website must be tuned to reap the benefits. It helps to enthuse confidence in the minds of the audience. It starts by installing an SSL certificate and ensuring that you have a responsive website. In this article, we have covered some of the features that your website must have to improve conversions.