Posted by Cameron Francis
on
13 Dec , 2024
in
Ecommerce
Building a successful e-commerce website goes beyond just listing products and adding a checkout button. It’s about creating an online store that delivers an easy, enjoyable experience for your customers. A great e-commerce website is a blend of functionality, trust, and convenience. It needs to grab attention, solve problems, and make it simple for people to shop.
Every detail matters—from how customers navigate your site to how they complete their purchase. If your site is confusing, slow, or feels untrustworthy, potential buyers will leave. On the other hand, a well-designed website keeps visitors engaged and turns them into loyal customers. Success isn’t just about having the right products—it’s about building a platform where people feel comfortable and confident spending money.
The 50 features outlined below aren’t just extras—they’re essentials. Each one contributes to making your e-commerce store reliable, efficient, and customer-friendly. They address the core needs of your audience, from easy navigation to secure payments. These features help you build trust, boost conversions, and keep customers coming back.
Whether you’re starting a new store or improving an existing one, this guide will give you a roadmap to creating an e-commerce site that delivers the best results. Let’s get started.
Your navigation should make browsing simple. Use clear, organised menus with logical categories. If customers can’t find what they’re looking for quickly, they’ll leave. Use dropdowns for subcategories, so they don’t feel overwhelmed. Keep the navigation consistent across every page so users don’t get lost.
Breadcrumbs show users where they are on your site. For example: “Home > Men > Shoes > Sneakers.” This makes backtracking simple. Customers appreciate having a clear path to follow, especially on large sites with many pages. It also improves SEO by linking pages together.
A search bar helps customers find exactly what they want without browsing. Make it visible on every page. Add features like auto-suggestions and filters in the search results to make it more powerful. The faster customers find products, the higher the chances they’ll buy.
Filters allow customers to narrow down results by size, colour, price, or other preferences. This is especially important for stores with hundreds of products. Filters save time and reduce frustration. They also help customers discover the exact items they want, improving satisfaction.
The footer is the “catch-all” for your website. Include links to important pages like FAQs, contact information, policies, and social media. Customers often look to the footer for quick answers. A well-organised footer adds convenience and improves overall usability.
Show, don’t just tell. A video can demonstrate how a product works, its size, or how it looks in real life. Customers trust what they see more than text or pictures. Videos improve confidence and help increase conversion rates.
Give customers the ability to compare products side-by-side. This is useful for items with technical specs, like electronics or appliances. Highlight differences clearly so customers can make informed decisions. A comparison tool reduces confusion and helps close sales.
Real reviews from other customers provide social proof. People trust other shoppers more than marketing. Display star ratings and detailed feedback for each product. Positive reviews can convince hesitant buyers, while honest negative feedback builds transparency.
A clear, customer-friendly return policy reduces hesitation. Customers want to know they can return a product if it doesn’t meet expectations. Offer hassle-free returns to build trust and loyalty. Highlight your policy on product pages and at checkout.
An FAQ page answers common customer questions upfront. Cover topics like shipping, returns, sizing, and payment methods. This saves customers from reaching out to support, making their experience faster. Use simple language and keep answers easy to find.
Complicated checkouts kill sales. Make it fast and easy by reducing the number of steps. Allow users to review their cart, enter payment information, and confirm the purchase on a single page if possible. Include progress indicators for multi-step checkouts.
Offer customers flexibility with payment methods. Some prefer credit cards, while others use PayPal, Apple Pay, or “Buy Now, Pay Later” services. The more options you offer, the more customers you can serve. Don’t let limited payment methods become a barrier.
Let customers log in using accounts they already trust, like Google or Facebook. SSO simplifies the login process and saves time. It also reduces the need for users to remember multiple passwords, creating a more seamless experience.
A help centre acts as a one-stop shop for customer assistance. Include guides, troubleshooting tips, and a way to contact support. Make it searchable so customers can find what they need quickly. An effective help centre reduces customer frustration.
Once a purchase is made, customers want to know when it will arrive. Provide real-time tracking updates so they can check the status of their order. Order tracking reduces support inquiries and gives customers peace of mind.
A mobile app offers a streamlined experience for loyal customers. Apps load faster, allow for personalised notifications, and often simplify the checkout process. For repeat buyers, a mobile app becomes a convenient tool for quick shopping.
Allow customers to sign up for updates about deals, new products, or special offers. Email and SMS marketing help you stay in touch and drive repeat sales. Just make sure your messages provide value, not spam.
Push notifications remind customers of deals, abandoned carts, or product updates. They appear directly on their devices, making them hard to miss. Use these sparingly to provide value and avoid annoying your audience.
Chatbots offer instant help to customers 24/7. They can answer common questions, suggest products, or assist with checkout issues. This reduces the need for human support, while improving the customer experience.
Discount codes encourage shoppers to buy. Highlight coupons during promotions or special events. Let customers easily apply them at checkout. Coupons not only drive sales but also create excitement about getting a deal.
Run exclusive programs like “Buy One, Get One” or free shipping for orders over a certain amount. These offers create urgency and make customers feel like they’re getting more value. Promote these offers on your homepage and through email.
Wishlists let customers save items they’re not ready to buy yet. This keeps them engaged with your site and increases the chance they’ll return. You can also email reminders about wishlist items or notify them of price drops.
Offer registries for occasions like weddings, birthdays, or holidays. Gift registries make it easy for shoppers to buy gifts while guaranteeing recipients get what they want. This feature increases sales, especially during busy shopping seasons.
If you sell to customers in different countries, your site should support multiple languages. This helps international buyers feel at home. Offer currency conversion alongside language options for a fully localised experience.
Loyalty programs reward repeat customers. Offer points for purchases or perks like free shipping after a certain number of orders. Customers are more likely to return when they feel valued for their loyalty.
Image carousels highlight featured products or promotions. Place them on your homepage or product category pages. Use bold, clear visuals to grab attention. Limit the number of slides to avoid overwhelming users.
For businesses with physical stores, include addresses, phone numbers, and store hours. A map view makes it easy for customers to find your locations. Offering “buy online, pick up in-store” options also adds convenience.
Use data to recommend products based on browsing history, past purchases, or preferences. Personalisation makes the experience feel tailored to each shopper, increasing the likelihood of a sale.
Display social proof like customer testimonials, ratings, and real-time purchase notifications. These elements build trust and create a sense of urgency. When customers see others buying, they’re more likely to do the same.
Offer live chat with real agents to solve problems quickly. Customers often prefer live chat over phone or email for its speed. Place the chat option prominently on every page for easy access.
Make your site usable for everyone, including those with disabilities. Use alt text for images, clear fonts, and keyboard navigation. An accessible site expands your audience and complies with legal standards.
Show trust seals like “Verified by Visa” or “Secure Checkout” to reassure customers their data is safe. Display these badges prominently, especially during checkout, to reduce anxiety about online transactions.
Send reminders to customers who leave items in their carts without checking out. Include a link to return to their cart and consider offering a small discount to encourage completion.
Use tools like Google Analytics to track customer behaviour, sales trends, and site performance. Data helps you improve your site and understand what’s working (and what isn’t).
Link your social media accounts to your site. Let customers share products on platforms like Instagram or Facebook. This increases your reach and boosts traffic through user-generated content.
For products customers need regularly, offer subscription options. Subscriptions create recurring revenue and make life easier for your customers by automating purchases.
Share how your company supports sustainability. Highlight eco-friendly practices, recyclable packaging, or carbon offset programs. Shoppers are increasingly looking for brands that align with their values.
Allow customers to create accounts to save shipping addresses, view order history, and track purchases. A customer account makes future shopping faster and improves retention.
Write clear, concise descriptions that explain the product’s features and benefits. Include details like size, materials, and care instructions. The more information you provide, the fewer questions customers will have.
Show related or complementary products on product pages. Suggest upgrades during checkout to increase the cart total. These strategies boost revenue without requiring additional traffic.
Not everyone wants to create an account. Offer a guest checkout to make the buying process faster. You can still invite them to create an account after the purchase.
Keep your inventory updated in real time. Showing products as “in stock” when they’re not frustrates customers and damages trust. Use an automated system to track your inventory accurately.
Create a dedicated page for deals and discounts. Customers love browsing for bargains, and a sales page keeps them coming back to your site regularly.
Show accurate shipping costs based on the customer’s location. Surprises at checkout cause cart abandonment. Real-time rates increase transparency and trust.
Use a blog to share tips, product use cases, and industry trends. Content builds authority, drives traffic, and keeps customers engaged. Link blog posts to relevant products for seamless integration.
Let customers personalise items with options like colour, size, or custom text. This adds a unique touch to their purchase and creates a better shopping experience.
Highlight certifications like organic or fair trade for products. Display security badges to confirm your site is safe. Trust seals boost confidence and encourage purchases.
Run promotions tied to holidays, seasons, or special events. Limited-time offers create urgency and encourage impulse buys. Use countdown timers to add excitement.
Notify customers when out-of-stock items are restocked. This keeps them engaged with your brand and encourages them to return to your site.
AR lets customers see products in their environment before buying. For example, they can visualise furniture in their living room or try on virtual sunglasses. This feature reduces uncertainty and boosts confidence in purchases.
These 50 features create a smooth shopping experience for customers and help build trust in your brand. Focus on making the process simple, fast, and enjoyable. A great website turns visitors into loyal customers and drives growth for your business. Start implementing these features today!
Ready to take the next step? Book a free strategy session with ETRAFFIC and discover how we can help you supercharge your E-Commerce website today!
As a trusted marketing agency we deliver proven marketing strategies to help your business grow. Stay in touch with ETRAFFIC on all our socials.
Copyright © 2022 Website Design by ETRAFFIC
As a trusted marketing agency we deliver proven marketing strategies to help your business grow. Stay in touch with ETRAFFIC on all our socials.
Copyright © 2022 Website Design by ETRAFFIC
