What are the Must-Have Features of Successful eCommerce Websites?

February 17, 2020 | Admin

Last updated on August 18th, 2020

Although websites are unique in their own way, there is no denying that successful ones have something in common.

Not to mention that there are web development and design trends that continue to emerge. However, not all of these trends can have a positive impact on your e-commerce website.

What are the Must-Have Features of Successful E-commerce Websites?

That said, listed down are ten features that your e-Commerce website must have in order to be successful:

Mobile-friendliness

In case you do not know, 79% of smartphone users have made an online purchase in the last six months. Hence, it is important that your online store is mobile-friendly.

This means that your website adapts to various screen sizes, depending on what device a site visitor is using to access your online store. Mind you, optimizing your e-commerce for mobile can help you increase your sales as much as 98%.

Mobile-friendliness - What are the Must-Have Features of Successful eCommerce Websites?

As Holly Gary of Forthea Interactive Marketing puts it, whether you have five or five million product pages, mobile-friendliness can help you provide a great user experience to your online customers.

And this can lead to a potential improvement in ranking and an increase in sales.

Detailed Shipping Information

If we will take “just browsing” out of the equation, the one reason a customer abandons his cart is due to unexpected or additional costs. Think shipping, taxes, and other fees.

Hence, it is advisable to include detailed shipping information early in the e-commerce fulfillment process. If you can, include a ZIP code calculator that updates costs depending on the customer’s delivery address.

Additionally, you should include the estimated delivery time and expedited delivery options. These features are helpful if you do out-of-the-country shipping.

Detailed Shipping Information

Live Chat Features

No matter how well-designed and complete you think your e-Commerce site is, one out of ten of your site visitors will have a pressing question.

That said, consider adding a live chat feature on your website.

This functionality allows for instant communication between you and your customers. More so if they are encountering some issues. This is why Kevy places live chat support front and center.

Live Chat Features - What are the Must-Have Features of Successful eCommerce Websites?

Keep in mind that how well you implement your customer service can have an impact on your business’ success. That’s because this is one of those instances that can leave a mark on your customers.

If you can provide excellent customer service through your live chat feature, it will compel your existing customers to come back and make a repeat purchase.

Frequently Asked Questions (FAQ)

In relation to the previous point, potential customers ask questions because buyer confidence can be a fickle thing.

Here’s the thing: For every minute they spend to scour your website for answers is every minute that they gradually lose their confidence that your business is legit. Not to mention that it distracts them from their goal, which is to make an online purchase.

In order to keep your potential customer’s focus and trust, it is advisable to have a dedicated page for frequently asked questions. Doing so allows them to make an informed decision of whether to make a transaction with you.

Advanced Website Search

Another way to make your e-Commerce website successful is if you make it easy for your customers to do what they want to do ‒ and that is to find you online and make a purchase.

You can do that by making sure that you have a search box on the header or sidebar of your website. That way, it can be easy for your site visitors to look for the item that they intend to buy.

Advanced Website Search - What are the Must-Have Features of Successful eCommerce Websites?

An advanced website search feature allows a customer to save some time to look for a product. After all, convenience is one of the top reasons people opt to shop online instead of visiting a physical store.

Safe and Easy Check-Out

Aside from unexpected costs, online customers abandon their carts due to the long and complicated checkout process.

Safe and Easy Check-Out

So, when working on your e-Commerce website, make sure to feature a safe and easy checkout process.

Listed below are some of the ways to make it safe for your customers to proceed with their purchase:

  • Make sure that you are using a secured web host.
  • Only ask for necessary information like full name, delivery address, and payment details.
  • Implement SSL/HTTP protocols.
  • Use a hosted checkout if you lack the online retail security skills.
  • Place secure checkout badges or logos on your checkout page.

Meanwhile, you can implement an easy checkout by allowing your customers to complete the purchase as guests. Once it is done, you can then use a pop-up to invite them to create an account on your website.

Multiple Payment Gateways

Providing your credit card details can be nerve-wracking. Mind you, the number of consumers who fell victim to identity fraud reached a record high of 16.7 million in 2017.

Multiple Payment Gateways

This also explains why some online customer prefers to use other payment options. Not to mention that this could come in handy if you serve customers from other countries, wherein credit card is not a popular option.

That said, consider using multiple payment gateways like bank transfer, cash on delivery, or digital wallet payments.

If you are unsure what payment options to provide, the rule of thumb is to pick the top three gateways that are commonly used within your target market’s location. And then implement it in addition to credit cards.

High-Quality Multimedia Content

Another reason that stops potential customers from buying your product is the way you present it.

Keep in mind that your customers are unable to get a hold of your product. Hence, it is important that you use high-quality multimedia content to showcase your products.

High-Quality Multimedia Content

Here’s how:

  1. Make sure that your image is in high definition
  2. Use large, zoomable images
  3. Optimize large images so it will not affect your page load speed
  4. Use videos to demo how your product should be used
  5. Do not forget post-processing

When it comes to product photography, the key is to come up with images that are engaging, boost your product’s perceived value and can compel site visitors to convert.

Social Media Links

Social media was initially designed to help people connect with their friends and loved ones. Nowadays, businesses use these platforms to build brand awareness and engage with their customers.

Think of social media as their behind-the-scene pass to see that there are living humans behind your brand. Not to mention that social media allows your customers to proselytize your business to their network.

Thus, it is important that your online store has links to your social media accounts. It is just a matter of having a solid social media marketing plan for your e-commerce business.

Social Media Links

Pop-Ups and Forms

Gone are the days when pop-ups used to interrupt a site visitor’s user experience.

When used the right way, pop-ups can help you acquire newsletter subscribers, encourage sign-ups, and more. Simply put, this is your gateway to generating leads so that you can nurture them and turn them into customers.

Pop-Ups and Forms - What are the Must-Have Features of Successful eCommerce Websites?

But as mentioned earlier, you should use pop-ups the right way.

In relation to this, AB Tasty’s Anthony Brebion listed down the different kinds of pop-ups that you can use and when to implement it. Here are some of them:

Exit Intent Pop-ups

As the name implies, this pop-up is triggered when your site visitor is about to leave your page. This is popularly used in e-commerce stores as it can help reduce abandoned cart rates.

Scroll-based Pop-ups

This refers to pop-ups that are activated after a site visitor has scrolled to a certain section. For example, 25% of the page. This is ideal for blog posts and for encouraging newsletter subscriptions.

Kevy Popups

Entry Pop-ups

This kind of pop-up is triggered as soon as a site visitor lands on your page. However, this is seldom used due to its intrusivesea nature.

The features mentioned above can help improve your e-Commerce revenue by providing excellent customer experience, as well as making sure that they can easily complete the purchase process before leaving your online store. Make sure you have the must-have features for e-Commerce success.


Guest Author Bio: Juliette Anderson is an Outreach Community Specialist for an e-Commerce fulfillment company that specializes in partnering with online sellers who have an average parcel weight of 5+ pounds or greater. She works hand-in-hand with e-commerce stores to achieve optimal sales for four years already. Her specialty lies in social media marketing and paid promotions.

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