The presence of certain ecommerce website features and characteristics can really enhance your customers’ online experience and help to maximise conversion. We’ve put together a list of things you should consider for your site.

1. Compelling Product Descriptors

This sounds like an obvious one but make sure you are paying attention to the copy for your product descriptors. A bland, generic description can make the most wonderful product sound uninteresting. The descriptors should convey the benefits of the product and the content should be tailored to your customer base.

Even if your customer doesn’t purchase the product the first time around, at least you will know which products your customers are browsing on your website. Enticing product descriptors will help with click through rate to your product pages and provide you with invaluable information to retarget these prospective customers via either online advertising or email.

2. Search Box

Some customers are content to browse while others know exactly what product or piece of information they’re looking for. Help them locate what they need quickly by including a search box that indexes all of your site content and provides the relevant results from your catalogue of products, blog, news feed or company information.

As well as making the customer journey easier, the search box can also provide you with valuable information. You can use your insight on customer searches to make popular products easier to find and to improve cross-selling. Analysis of customer searches can also make you aware of products that you don’t currently stock but that are in demand.

3. Clear Call-to-Action Buttons

If you want your customers to follow your calls to action, make it easy by including clear, visible and functional buttons that help them to navigate seamlessly to the point of payment. If there are multiple calls to action on the same page, ensure that your primary call-to-action is the most prominent.

Avoid ambiguous calls to action. Direct calls to action like “Buy Now”, “Add Item to Shopping Cart” or “Register for Promotional Offers” are a simple and effective way to increase conversions.

For call-to-action buttons, Hubspot recommends using short and “action oriented” captions that start with verbs like “Download” or “Register”.

4. The Right Shopping Cart

Most ecommerce sites feature a shopping cart or bag icon on the landing page, and you should too. Your customers will expect to find it there so make sure it’s visible and functional. In addition, many shopping carts provide very useful add-ons allowing your customers to avail of one-click payments, helping to streamline the checkout process. The right shopping cart should take your online shoppers straight to their purchases and should provide simple instructions on how to pay and check out.

There are dozens of great shopping cart options out there which can seamlessly integrate into your website, making for an enjoyable online experience for your customers. Some of the most popular shopping carts include WooCommerce, Magento, Shopify, OpenCart and Prestashop. Check our list of partners here to see a full list.

5. Regular Deals

Competition between ecommerce websites can be fierce, so entice customers to buy your products and services by promoting deals like free shipping, flash sales or discount codes on your landing page.

6. Customer Accounts

Make it easy for your site visitors to open an account that stores handy information like delivery addresses, preferred payment methods and order tracking. It makes the shopping experience easy and efficient for your customers and enables you to gather data about them, which you can use to develop targeted and effective marketing campaigns.

However, be wary of forcing your users to register during the checkout process. This may be off-putting and may cause them to abandon the purchase. It’s advisable to include a guest checkout option.

7. Frequently Asked Questions

Consumers often want additional information about your products and service and will look for it on an FAQ page. If they can’t find the answers to their questions, they’re more likely to leave your store and search for an alternative than to contact you, so pay attention to any customer queries you receive and include those questions – whether they are frequent or not – in a list of FAQs.

8. Social Sharing Options

Consumers love to share, so capitalise on this free advertising opportunity by including social media buttons across your site that let your visitors share links to your products or site content across their social media networks.

9. The Right Mix of Payment Methods

Digital shoppers could come to your online store from anywhere in the world and it’s important to tailor your payment process to the markets that you wish to sell in. Be aware of the currencies and payment method preferences of your target markets and make sure that you cater for them.

You should also be aware that some customers prefer alternative payment methods because they don’t want to enter their cardholder details, perhaps due to security concerns or for ease of purchase. So even if you’re not selling internationally, you should consider alternative payment methods such as PayPal.

Like many payment solution providers, we offer a wide range of local and alternative payment methods to help you maximise your sales. If you’d like to know more about how the right mix of payment methods and currency conversion options can help you convert more customers in more countries, have a read of our Guide to Selling Online with Realex Payments or feel free to get in touch with one of our team to learn more about the multitude of online payment options available to you. We’re here to help!