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9 Crucial Features of a Good E-Commerce Website

9 Crucial Features of a Good E-Commerce Website

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Ever wondered why certain e-commerce sites get more traffic and do better business than others? More often than not, that’s because they incorporate the features that are highly instrumental in providing shoppers with a flawless and memorable shopping experience.

The following few features are must-haves in e-commerce websites, if they want to be effective:

1. Impactful Yet Subtle Design Elements

One of the main reasons behind the existence of an e-commerce website is to sell products and services. An e-store should never deviate from this purpose. The goods and services displayed need to be the focus of customers, and not the website itself. This is why the design of your website should be impactful enough to set you apart from the competition, yet subtle so as to not take away from the products it offers.

An unnecessarily ostentatious design will only distract customers’ attention, who may keep looking away from the products, thereby stalling or scrapping a purchase. Embrace minimalism and keep your website’s design simple so that the offerings need not compete for customers’ attention.

2. Easy Navigation

The most important factor that web-store owners need to consider is that in order for customers to buy something, they need to first find what they’re looking for. This is where ease of navigation comes into play.

While it is crucial for every website to incorporate easy navigation as one of its features, it is even more important for an e-commerce website to do so. If visitors find themselves going around in circles instead of finding the product they need, they will waste no time in abandoning your website.

Websites that host a large number of products need to be especially careful with their navigation because finding a particular product from among a plethora of options can become overwhelming. Look for ways to make navigation easier for customers. Adequate user-testing can prove to be the key to identifying hidden navigational issues.

3. Simple Checkout Procedure

Even though it comes in the end, the checkout process is critical to the user experience on your website. Almost every successful e-commerce website ensures to simplify this procedure and keep it as short as possible. There should be no scope for repetition of the steps involved as that leads to shoppers abandoning their carts midway, thereby averting sales. Ideally, customers’ should be able to check out easily with minimal steps involved.

4. Complementary to the Products Displayed

There is no fixed structure for website design styles; there can be several. The most important factor to consider here is the style of the products that will be available on the website.

This is a huge consideration for websites that sell niche or very specific types of products, and for companies/brands that have a certain image to maintain. If there is a mismatch between the products and the website hosting them, your customers will not relate to the products, feel disconnected, and avoid shopping on your website.

5. Emphasizing the Brand

A brand’s name and image can influence customers’ purchase decisions greatly, which is why emphasizing the brand is essential to online as well as offline selling. For companies that have brick-and-mortar stores, the e-commerce website is a part of the overall branding strategy. In order to make things work, the website should work in tandem with the branding efforts of the company so that customers feel good about shopping from your website.

6. Promoting Related Products

In an effort to get customers to buy from them, several e-commerce websites display products that are likely to be of interest to them. Most websites use a great amount of their online space to promote sales, product lines, and so on. These spaces, therefore, need to be updated frequently.

Speaking of promotion, it is also important to see to it that your website displays other products closely related to the products customers’ are considering/buying. Sometimes, the related products are listed on the main product page; at other times, they’re displayed after an item is added to the shopping cart. Promoting the products that customers may possibly be interested in is vital irrespective of the approach used.

7. High-Quality Product Images and Videos

When customers buy from a physical store, they are able to touch, feel and see the product in person before buying it. This factor is missing when it comes to online shopping (unless they have already seen the product elsewhere). It is, therefore, crucial to provide high-quality images and videos as that is as close as customers will come to knowing and understanding the product before buying it. It becomes easy to convince customers to buy products with the help of exceptional visual content.

8. Site-Wide Search

While easy navigation is highly instrumental in making it simpler for customers to find what they want, there may still be times when they might need to use the search functionality. This typically tends to happen when they have trouble finding a product despite excellent navigation. With larger e-commerce websites with multiple product lines, it may be more viable to simply search than navigate through several Web pages. This feature should be so that the search can be narrowed down on the basis of specific product features.

9. Secure Sockets Layer (SSL) Certification

Customers shop only from websites that can provide them with ample assurance that their credit card information will be secure and not be seized, sold or misused in any way. While you cannot secure customers’ computer, you can employ ample measures to ensure the complete security of their payment data on your website. This can be done with the help of an SSL certificate.

An SSL certificate encrypts the data exchanged between your and customers’ servers, thereby ensuring that no third-party can capture the payment information. Hackers can get hold of computer data in several ways, but encrypted data will be completely useless to them.

When you secure your website with an SSL certificate, your URL will contain ‘HTTPS’ instead of ‘HTTP.’ Securing your website with such a certification will bring it added benefits from the search engine optimization perspective as well.


Your website is probably one of the first and most important things that your customers will check out when they research your brand online. Making a good first impression is, therefore, critical. You need to make sure that your customers understand that your brand is with-the-times and trustworthy. Having helpful and interesting features on your website is a great way to get this across to them. Put the above tips into practice for an e-commerce website that will have shoppers eating out of the palm of your hand!

Author Bio:

Korie Cantor moonlights as a freelance web designer. A tech-enthusiast and a fitness freak, she is always eager to share her expertise through her blogs. She is a travel enthusiast and is also associated with Idealo.

The post 9 Crucial Features of a Good E-Commerce Website appeared first on NaturalNews Blogs.

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Updated: November 10, 2016 — 1:00 pm

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