The Must-Have Checklist for eCommerce
28 Nov 11:03 AM
The Must-Have Checklist for eCommerce
Take a look at this MUST HAVE 9-item checklist
You might have a great eCommerce site up and running, but that doesn’t always mean it’s completely optimized. If you’re missing the items on this checklist, you may be losing out on sales!
Take a look at this 9-item checklist and be sure you’ve covered all of the essentials for a highly functioning, customer-pleasing eCommerce site. Then start making a to-do list so you can get your site performing at an even higher level.
1. Mobile-friendly design
With Google announcing the fact that more searches take place on mobile than desktop, now is the time to be sure your eCommerce site is 100% mobile-friendly. Additionally, eMarketer projects that the mobile shopping trend is on a steady incline. In 2016, those who are still using sites that aren’t displayed correctly on mobile devices should be scurrying to call their web designers.
2. A prominent search feature (on every page)
You might not have “make search feature more prominent on pages” at the top of your to-do list for your eCommerce site right now, but you should bump this one up on your list. Because online shoppers are often looking for a specific type of item, you may be frustrating buyers if they have to dig to find your search tool.
One case study from IBM proved this to be highly effective at increasing search conversion. When FootSmart improved their site search both for customers utilizing the tool and by studying search terms on the back end, they were able to increase search conversion by a whopping 82%.
Let your online shoppers get the most out of your site by making it easily searchable, no matter where they’re at on your website. Get a search tool on every single page (if you don’t already.)
3. Easy to locate customer support
We’ve talked about the importance of a positive customer experience before, and the numbers show that support features are crucial for an eCommerce site’s bottom line. According to New Voice Media, $41 billion is lost by U.S. companies alone each year due to poor customer service.
One of the simplest ways to reduce the friction points that keep customers from buying online is to have fast-acting, easy to locate customer support at the bottom of each page and especially at the checkout phase. Whether it’s a call-in number, live chat support, or an email resource, these customer support features help answer questions, catch website glitches, and reduce customer churn overall.
4. Fast-loading pages
According to a study by Akamai, 47% of people expect a page to load in two seconds or less. At the three second load mark, 40% of users will abandon a page. With that said, you can have the best, most beautiful videos and images on the web–but if they don’t load quickly, they’ve gotta go. Your customers may already be navigating their way to a competitor’s page instead.
But, there’s more to this item than just clunky multimedia. You’ll need to think about your broadband capabilities for days when you have high site traffic, because a crashed site means no customers at all. This report noted that at peak traffic times, more than 75% of online shoppers left for a competitor’s site rather than suffer delays.
Last holiday season, even major retailers like PayPal and Target lost sales while their sites were down during high-volume traffic. Prepare yourself (and your site) for speed and traffic at all times.
5. Clear return/exchange policies
If there’s ambiguity surrounding returns and exchanges, online shoppers who can’t try on or test out items before making a purchase may forgo following through on an order. Data from Harris Interactive indicates that 88% of US adult online shoppers indicated that a convenient returns policy and process is “somewhat important,” “important,” or “very important” to purchase decisions online.
Think about it: Why would you buy something if you’re not sure you can return it, and you have no way of knowing if it will work for you? Make returns and exchanges clear both on your policy page and at checkout to reduce buyer concerns and make them feel more secure about their purchases. This data should also be included with every order you ship, both in the confirmation email and within the physical product packaging.
6. Images with a zoom feature
Online shoppers are working with a limited amount of visual data when making a purchase–they can’t try on items, touch them, turn them over, etc. But with multiple product images and a good zoom feature, you can get them as close as possible to that in-person experience. Not being able to zoom in on small images is frustrating for customers, because it doesn’t allow them to take a close look at fabrics, textures, etc.
This is just another way you can eliminate buyer questions that keep them from making a purchase. Images are extremely important, so don’t let your high-quality photos go to waste by leaving out this key feature. Add multiple product views and a zoom feature that lets buyers get a good look at what they want to purchase.
7. No hidden fees at checkout
If you’re surprising customers with unexpected fees at checkout, your eCommerce site is likely hemorrhaging sales. Research from Statista shows that unexpected costs are the #1 source of cart abandonment. There’s nothing worse than loading up an online shopping cart, only to find that there’s an unexpected $5 handling fee at the checkout stage. What does that handling fee even cover?
8. A helpful, value-packed blog
A resourceful blog that teaches, informs, and generally provides value to your site’s target market is a great relationship-building tool. Whether you use it to showcase your product in action or just share more general tips and tricks, your blog is the place where you get to build authority within your niche and share what you know.
Don’t blog just for blogging’s sake, but strive for quality over quantity. Ask your customers what they’ve like to learn from you in a survey or via email, and study your traffic there to discover what types of content get the most traction. Over time, you’ll start producing content that keeps customers coming back for more.
9. Customer reviews