eCommerce Website

What Makes for a Good eCommerce Website?

A poor eCommerce website can lead to cart abandonment and high bounce rates. Here’s how to ensure a quality customer experience.

The best eCommerce websites translate into strong sales for the companies that manage them. But what makes these websites so great?

They start with the customer in mind, but they also make it easy to navigate the site, provide reminders about items in the cart and much more. To make your eCommerce website great, follow these guidelines.

1. Start with the Mobile Experience

Responsive design used to be the hot buzzword, but designing websites for mobile traffic is about so much more than just responsiveness.

Mobile-friendly websites make the checkout experience seamless and easy. For example, allowing for payment methods like PayPal, Apple Pay, Google Pay or Amazon Pay makes it so that the consumer doesn’t have to get off the couch and search for their wallet. 

That one small change can be the difference in the consumer completing the transaction instead of abandoning their cart.

2. Optimize Every Product Page

eCommerce websites require a careful SEO strategy. Every product will have different keywords associated with them that will help drive consumer traffic directly to your intended product.

Every product should have its own page and you should provide enough detail about that product for search engines to understand what that product is all about. Having individual product pages will also enable you to share the content on social media and link directly to the product you reference.

Product Page Optimization

3. Simple Shopping Cart and Checkout

The more streamlined you can keep your shopping cart and checkout experience, the more likely you’ll be to earn the sale. You don’t want to place any barriers between your customer and a purchase.

In your checkout process, only include essential fields so that customers can complete the process quickly. And integrate your payment options with convenient vendors to make the process fast.

If you can, allow users to log in to autofill their saved information. This will make the checkout process fast to avoid having them abandon the experience.

4. Product Categories

Categorizing your products will aid your customers in scrolling your website and finding what they are looking for. And you’ll be able to take advantage of SEO for category landing pages to further gain awareness for your site. Plus, you can link to those categories from social media and other advertising avenues.

Categories are a simple tool for focusing on the customer and helping them be efficient with their time on your website

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5. Email Subscription Opportunities

Make it simple for your customers to share their email addresses with you. By doing so, you’ll be able to prompt them to return to your site for additional needs. You should include a plan for including these emails in your customer experience and linking these emails to your website.

  • Welcome email: let your customers know when you’ve added them to the list so that they won’t be surprised by future emails.
  • Cart abandon emails: cart abandon emails get a 40% open rate and can have a surprising impact on your conversion rates.
  • Birthday emails: emails on customers’ birthday can help them feel special and important. Adding in a special coupon can give your consumer a reason to shop with you.
  • Newsletter/Promotional emails: keep your audience informed and give them a reason to come back to your eCommerce website with regular updates from your company.

eCommerce Website Design and Development

New Light Digital offers modern, high-converting website design and development. We’ll work with you to create a website that matches your customers’ needs and creates a firm foundation for SEO strategy. Schedule your free consultation now to learn more.

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