Every eCommerce business owner wishes for their store to be fruitful. But which things can be tweaked on the website to grow sales and turnovers? On this page, you can learn more about those elements of an online retail website that deserve attention and may lead you to more sales after implementation.
1. Simple Cross-Device Navigation, Well-Structured Menu & UX/UI
First and foremost, it is worth mentioning that as the world is moving toward mobile device use, people make purchases from their smartphones more frequently. With the transfer to mobile-first, more and more eCommerce business owners are brushing up their store’s mobile version and investing in progressive web app development. . Such advanced technology is needed for creating websites with a native app-like experience, they are fast, responsive, intuitive, and a breeze to shop on.
As you think through your designs, UX, and UI, it is important to make an emphasis on navigation. Your online store needs to be very simple to use from the structure of your top menu and location of buttons to your choice of elements and their size, to name a few. Not to mention the page load speed that should be optimized to the minimum.
It is commonly known that web design mistakes can cause your revenues a lot of harm. So instead of just tweaking ready-made themes, it makes sense to turn to professional UX/UI specialists who know what they’re doing.
As an example, this is a fragment of the menu on the official Hugo Boss website. As highlighted, the menu is very plain and places the product pages as close as four clicks.
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2. Organized Category Pages
As you start an eCommerce business it is important that you give enough attention to how you categorize your products. Aiming at creating the simplest possible distribution of products by category is the way to go. Essentially, this will help to simplify the search, to manage the products in stock, and keep up your website.
Proper filters are the next thing to point out. Allowing your store shoppers to narrow down the search using filtration functionality can help achieve better search results faster. That said, again, do your best not to complexify the filters on category pages as well.
Have a peek at the official Levi’s website as an example. The category page isn’t overcrowded with too many items, each product has enough space, and there are large images. Moreover, although there are quite many filter options, it’s very easy to sieve away products that won’t be a fit.
3. Rich & SEO-Tweaked Product Pages
Your product pages are in the spotlight, therefore, give them the needed consideration.
Let’s start with the pictures. All images must be of superior quality. Ideally, the photos and other visuals that are placed in the gallery should be large and have zoom-in functionality. Keep in mind, though that there should be proper image naming (preferably using a keyword plus brand name combo) as well as image compression (optimization to minimal picture sizes in order to not slow down the page load).
Secondly, any texts that appear on the product page are very important. Take the needed time to craft those product descriptions that’ll be valuable to your shoppers. Put needed accents on the unique points and strong sides of the product, make use of keywords, and be creative. No matter what, do not copy-paste the same textual fragments on several pages even if your products are similar. Moreover, think through the layouts of your descriptions, product details, and other information, it should be easy to locate needed data.
Thirdly, mind search engine optimization. There are many SEO tips out there for boosting your website, yet mentioning eCommerce sites, don’t be lazy on conducting keyword research. Use these findings in the metadata fields, fill out image alternative texts, place them in product naming, subheadings, and description fields. This will all help your eCommerce store be found by potential clients and bots.
To give an example, here’s a product page on the official Puma website. The product gallery is large and provides high-resolution photos, the page opens quickly, the keyword “Women’s sneakers” are used in the naming of the product, plus, the description, details, and product story are logically positioned.
4. Personalization Sections
Everyone likes getting individual attention. So instead of investing a lot of resources in shop assistants (that users often find annoying), add a personalization touch to your product pages. This, for instance, is a section that collects the items the shopper might find to their taste. Such items are picked out on the basis of the client’s browsing history, earlier purchases, as well as which other items people with similar behavior tend to buy.
For instance, the official Guess website has a “Selected for you” section. It suggests four bags that have several “shared” features, similar to the selected item. This can help the user choose a bag or even urge to get a second one.
5. Items Sold Together
Upselling products is a tactic not to overlook. By adding elements to your product pages that are used for cross-selling you can increase the average cart sizes. Items that go well or are often purchased together can urge the user to put additional things in their cart.
Take a look at the product page of a jacket on the official Burberry website. Below the product, we can see two sections. The “Wear this with” block pitches three items that can complete the look, whereas similar products that the user might like are offered among the “We recommend” items.
6. Customer Feedback Blocks
The opinions of real clients are more influential than, probably, any other thing used for purchase persuasion. An obligatory point not to overlook is adding the ratings and testimonials of those people who’ve bought something from your ecommerce store development. These can be collected in general reviews sections of the website, product-specific ones can be placed right on corresponding product pages.
Here is a product page on the official Calvin Klein website. The page shows the number of stars the sold item was rated with by clients as well as has an extensive and detailed section where clients share their opinion on the product.
7. User-Generated Content Elements
A great way to kill several birds with one stone is adding another type of user-generated content to your eCommerce store (apart from reviews). Reposting various client pictures and content that was posted by your clients in their social media is a wonderful move.
By asking to tag you and add appropriate hashtags, you invite your audience to make posts of favored products to get featured on your site. This way, your online presence grows, as does your audience. Plus, this is great social proof and a method to improve your store’s own social media accounts.
Let’s check out at the official Clinique website. On this product page, they display a section where customers are inspired to share their pictures with the Clinique products on Instagram and add the #3Step hashtag to make it on this page.
8. Gift Functionality & Wishlists
Selling more is much easier if you allow adding items to wishlists “for later”. Such products can be then featured in send-out campaigns to your customers via email, for instance, notifying them about a discount that you currently have on the item that they’ve liked.
Moreover, sections devoted to gift-giving are very useful since, usually, it’s hard to find the perfect present for someone. Topping that, the so-called “gift hint” is also a very popular thing as it provides shoppers the opportunity to let their gift-givers know what they would like to obtain.
The gift section of the official Bulgari website is an outstanding example. Sorted by occasion, recipient, and category, it makes it simple to narrow down the search of presents. Plus, the “My Wishlist” section stores the items that were marked with a heart.
9. Loyalty Programs
Perhaps one of the mightiest customer retention tactics lies in loyalty programs. It is crucial not to lose “connection” with those customers who’ve already bought something from you. Therefore, adding a section that’ll offer various perks for signing up for a customer reward plan is a great idea.
You can suggest earning points that can be traded for discounts, present coupons, exclusive special offers, free delivery terms, and other things. In essence, this can be anything that can encourage your client to buy something from you again.
This is a screenshot taken on the official Estee Lauder website. As you can see, the pop-up message invites you to get a 15% discount for joining the loyalty e-list.
10. Optimized Store Checkout
Complicated, lengthy, slow checkouts with limited selections of payment options and shipping methods are a dead-end road. Many eCommerce site owners neglect this crucial section of the website that the user encounters when buying the products.
It must be very easy and quick to buy from you, there must be many choices of preferred payment methods to select from. Ideally, checkouts with just one or two steps, limited only to the obligatory fields, work best. Remember, no hidden fees! An overloaded and complex checkout with unpleasant surprises can cause cart abandonment, thus, give this point some extra attention.
Finally, here’s a screenshot of the checkout page of the official Fossil website as an example. Although broken down into two steps (Checkout and Billing), everything is broken down very clearly, there are no unnecessary fields, and it doesn’t take long to fill everything out.
Wrapping up, there are many things you can do to help your online store to bring more revenues. After all, with some time input in the eCommerce website’s optimization, by adding best-practice elements, and giving customers the attention they deserve, there’s only one way: up!
Alex Husar, CTO at Onilab with 8+ years of experience in Magento 2 development services and Salesforce. He graduated from the Czech Technical University and obtained a bachelor’s degree in Computer Software Engineering. Alex’s expertise includes both full-stack dev skills and a strong ability to provide project-critical guidance to the whole team.