WordPress Tips

If you are looking for ways to improve your existing eCommerce website or build one from scratch, you will need to know which features you want your web developer to include. It may be fun to add every bell and whistle, but you may not need them all. Your website developer should partner with you on making those determinations.

What are the most essential features for an eCommerce website? Let’s take a look.

Related and Recently Viewed Products

A visitor may be looking for a specific type of product, but most likely they want to do some research first. Since you want them to make the purchase from your store, it’s best to help them comparison shop, especially since you can highlight why your product is bette

Therefore, you’ll want to provide them with alternative options and a way to get back to where they were. Offering lists of related and recently viewed products will do the trick.

Related Products

Related products can be a great way for customers to learn about other items in the same category. They are also a great way to add on sales. For instance, if someone is shopping for a computer or laptop, they will want to compare several before making a purchase. They may even decide to buy a more expensive option.

But, this is also the time to remind the customer about getting the accessories at the same time. Headphones, microphones, cases, etc., are a great way to sell even more. There are many possibilities here.

Recently Viewed Products

With recently viewed products, this feature makes it easier for a buyer to keep track of what they have been looking at. At the very least, it saves them the trouble of having to search through your store again.

While this doesn’t need to be in a prime location on the page, it should be in an area where the buyers will see it. That could be at the bottom of the page or maybe even within a sidebar. Either way, it’s a nice little convenience.

The Ability to Create an Account or Shop as a Guest

Each shopper has a preference regarding user accounts. Some want to easily shop and return, while others have privacy concerns. Some want the convenience of having their own login, while others would rather keep things a bit more casual.

It’s important to meet customers where they’re most comfortable. Forcing a particular action – even with good intentions – will likely be a turnoff. With that, allowing them to easily create an account or shop as a guest provides them with choice.

User Accounts

User accounts have benefits for both the store owners and shoppers. For store owners, the account dashboard is a great place to offer customers extra perks or get in touch with them regarding an order. Package tracking numbers, for instance, can be added here – allowing customers to reference them anytime.

Shoppers get the convenience of having a single place to manage orders, billing information and shipping addresses. Those that are frequent buyers will appreciate not having to re-enter this data every time they place an order.

Account creation can be made available through various avenues. Placing a link in the navigation and via call-to-actions are advisable. Enabling registration during checkout is also an effective means of encouraging customers to sign up.

Guest Shopping

Some eCommerce sites are members only, so guest shopping wouldn’t make sense. However, in most instances, it makes sense to allow customers to check out as guests. This enables them to shop without having to make a commitment.

You can use this as an opportunity to highlight the advantages of registering for an account. Some people may eventually take you up on the offer.

Master the Basic Features of eCommerce, Then Add On

In the design process, it’s easy to overlook the basics of an eCommerce website. It’s more fun to consider the flashy bells and whistles. Yet, it’s those basics that lay the foundation for a great user experience.

Much as web designers tend to focus on a mobile-first philosophy, perhaps eCommerce should be approached with an eye towards basics-first. Once those are established, it’s time to think about adding a little bling to the mix.

This will ensure that a website is user-friendly and reinforces the primary goal of making conversions.