How should an ecommerce website look like
Date: 19 Jan 2010 Author: Ivana Bozinovska
1. Design
The design for the target audience depends on the demographics features. Provide good user experience and easy navigation – simple yet powerful will all the necessary design features that every website needs to have.
2. Detail
Takes into account the product details – each product is a small website of its own – description of the product, features in size, color, material etc., price, save it, order it… Be aware that unless you have a geographically targeted website – you are targeting customers worldwide so giving the option for different measure sizes is crucial. Also some friendly reminders are welcomed, in case the customer hasn’t selected all the necessary product details.
3. Gallery
As part of the product details is the product gallery – it is desirable to have some pictures of the product – front, back, side with zoom in and out option… plus using thumbnails for product definition. Videos are not a best practice but if your product(s) require it, then go ahead. Be aware of the size of the videos and the resolution.
4. Reviews and feedback
Customer reviews are the best way to guarantee a trust for the buyer and a possible purchase. Rating the product and giving opinion from real customers is priceless. Also any sort of feedback from current and future customers is welcomed, whether it is in reviews or pools for their customer experience. Try to find a way to involve your customers in providing valuable feedback that further will play an important role in your future services and future website look and feel.
5. Shopping cart and checkout process
The whole shopping experience is a very sensitive process in the mind of every buyer. First its the security issue which will be addressed below and then the process of acquiring information. There isn’t any magical number of steps to the checkout, however their number needs to be somewhat optimized. Too many steps will have the effect of entrapment and too little will result with discomfort. Also offering different payment options is a must these days – different credit cards and payment gateways to choose from.
6. Recommendations
According to my experience, it is always less stressful to find the similar or substitute products when a recommendation is given for the product you are browsing. Not to mention the possibilities of reminding the shopper of the existence of other products and thus giving them an option for a bigger purchase. Offer customization for searched and purchased products.
7. Categorization and navigation
This includes breadcrumbs, minimizing the “back button” experience, categories with optimal depth – not too narrow or too broad, categories depending on the targeted audience and according to an upcoming event – e.g Valentine’s Day, Spring, Graduation, Summer holidays
8. Search
Besides the basic search always have in mind to add advanced or more detailed search as an added option. Also add search by category, price range, size, popularity, etc to narrow the search.
9. Delivery
Use different delivery options for the different customer groups - cheaper options, express delivery options, international delivery. Use different delivery companies if necessary just to be able to deliver the product(s) on time – however you must inform your customer about the. Also offer delivery tracking and provide added costs information for the delivery if any.
10. Support
This usually includes direct contact, FAQ, return policy, location and email and with the social media at the door – support through the social media profiles e.g. Facebook page, Twitter etc.
11. Security
Visible links to terms of use and privacy policy and in short sentence some security summary about the private information of the buyer and plus of course a SSL certificate
12. Social Media
Today it is expected for a company to have a social media presence bearing in mind the number of people that use social media. It is a priceless gain to be able to show your products in an engaging way to the international customers by offering quality content, incentives and some sort of engagement. Also provide buttons to social bookmarks as well as RSS feeds.For more persistent and willing to bring better social media experience, deeper customization of customers’ profiles is possible with shopping lists, blogs, sharing of content and lists etc.
13. Sales and promotions
The old rule still applies – whenever you are offering something at a discount – a product, services, incentive etc., always let your customer know. The promotions need to be visible at first hand that is when entering the ecommerce web site.
