With eCommerce popping up all around the globe and new sites trying to make waves every day, it’s important to make sure you’re doing the little things in order to stay relevant.
Obviously, the first step that everyone needs to do is choosing a fantastic website builder built for eCommerce. While you might see cheaper options such as Squarespace or GoDaddy, these sites aren’t specialized in eCommerce.
WordPress is great for content pieces and text-based websites, but you should be going with a website builder meant for an online store.
Now that that’s out of the way, what should you be doing on your eCommerce website? What are some of the things every website owner needs to make sure of?
Which device do you think is the most popular to make online purchases?
If you answered “mobile phone”, then you’d be right. Roughly 80% of eCommerce users made a purchase on their mobile phone in the last six months of 2019, a trend that should only continue to rise in the new decade.
That means your site needs to have a responsive design and is able to adapt to whatever device the consumer is using.
Even though more and more people are using their mobile phones, you shouldn’t disregard your desktop and tablet versions of your website. Having a responsive website across all devices is necessary for every website.
The average loading time of the top-ranking websites on Google is just under three seconds. If your website is taking longer to load, then you can say goodbye to a lot of your traffic.
There are plenty of factors that can affect your page’s loading speed and they may not be obvious at first.
One of the best (and free!) tools to use is Google’s PageSpeed Insights Tool. Here, you can see issues that may be affecting page speed as well as some suggestions on how to improve it.
Even though the web is moving to all HTTPS and web browsers will now warn you if you’re about to go to a website with HTTPS, it’s still necessary for your website.
This is especially true with eCommerce websites, who are going to be handling plenty of transactions and sensitive information over their lifespan.
Having HTTPS is a security function that is a must for any website.
Have you ever tried to buy something and end up squinting at your screen as you try to figure out what you’re looking for?
Did you end up buying that product? Probably not.
So, make sure you have crystal-clear, high-resolution images on your website for your customers. Better yet, add a magnify feature so they can get an even closer look when looking at an item.
A Way to Track Conversion Rates
You just came up with the perfect advertising plan and have tons of visitors coming to your site. This won’t be your last campaign and you want to check how it’s doing.
You check analytics to see that more people are coming to your site and more people are buying items, but you can’t track exactly how well your campaign is doing.
What do you do?
The best thing is to put a conversion tracking tag on the final checkout page like the “order confirmed” or “thank you for your purchase”.
That way, you can know how many people have gone through your campaign and bought something because of it.
A Search Function
If you’ve got a brick and mortar store, you usually don’t provide a map to your products. With moving online, that option is right in front of you.
While there are tricks in Google to search through a site, you want to provide your customers with an ability to search through your site while not leaving your site.
Adding a search function is going to help them narrow down their search and work for the user. They can sort the results through price, shipping details, relevance, and much more.
The easier you make it for the user, the more likely they are going to make a purchase.
An Easy to Find ‘Contact Us’ Page
Local SEO experts often preach about the importance of your NAP (name, address, phone) and eCommerce experts have adjusted that to NAPE (name, address, phone, email).
Unfortunately, not every customer transaction is going to go smoothly and customers need to know they can get in touch with you or reach out if they have an issue.
By providing your contact information in an easy-to-find place, they can reach out and have any issues solved.
It’s a great way to build up brand loyalty and make sure your customers keep coming back.