5 Key Elements of Successful E-Commerce Website + [1 Free E-Book]
An e-commerce website succeeds not primarily due to massive marketing but due to the kind of experience, it gives its users.
Several elements are within your control and by focusing on them, you can improve your traffic, conversion rate, and ultimately topline and bottom line.
After working with 100+ e-commerce companies, we at Henote have shortlisted 5 key elements you must focus on if you wish to succeed in the e-commerce industry:
1. Intuitive User Interface (UI) & Frictionless User Experience (UX)
You could lose close to 38% of web traffic if your design is not intuitive and if information is not well arranged.
The ever increasing competition in the e-commerce industry means that your potential customers have plenty of options to choose from.
So, it becomes all the more important to perfect the factors that are in your control, e.g., UI and UX.
If your e-commerce website has high bounce rate, low conversion rate despite huge traffic, and several instances of abandoned cart, then it’s time to take a complete relook of your website’s UI and UX.
What can you do to make your UI and UX better?
- Place your search bar prominently.
- Ensure you have actionable call-to-action (CTA) buttons.
- Ensure customer’s journey is smooth at all stages, right from visiting the website to checkout.
2. Low Load Time
A slow website can single-handedly kill your business because approximately 53% of your visitors will leave the site if it takes longer than 3 seconds to load.
Known names like Amazon and Google discovered this customer behaviour early and they constantly try to make their website as fast as possible.
For an e-commerce website, a good load time will be anything less than 2 to 3 seconds.
If you want to know the speed of your website, then do test it with ThinkWithGoogle.
What can you do to lower the load time of your website?
- Ensure all images and graphic files are compressed appropriately.
- Bots could be slowing down your website. To know whether bots are the reason, check if you are under DDoS attack or if your server been infected by malicious bots.
- Next, to have an excellent load time you will need an excellent server. Choosing the right server depends on a number of factors, e.g., what kind of product are you selling, where your audience is coming from, how many products are you listing on your platform, your future plans, etc.
3. Mobile-Friendly Design
Since 2018, mobile page speed is a ranking factor.
Almost 49% website traffic comes from mobile devices and more than half of e-commerce sales will be from mobile devices by 2020.
Also, many first time internet users will start using internet from their mobile phone. So, it becomes all the more important to have a mobile-friendly e-commerce website.
It is estimated that there exist more than 2.5 billion smartphone globally and this number is continuously rising which gives e-commerce companies a huge untapped opportunity.
Do note that a mobile-friendly e-commerce website helps you improve both traffic and conversion.
What can you do to make your e-commerce website mobile-friendly?
- Remove all UNNECESSARY images, videos, and texts from your website.
- Avoid sidebars as mobile devices offer limited viewing space. Focus more on showcasing your products and ensure a smooth checkout.
- Essential call-to-action buttons like ‘Add to Cart’ and ‘Buy Now’ must be placed prominently and within quick reach.
- Buyers should be allowed to checkout as guest because creating an account on mobile devices can be cumbersome.
4. Enterprise-Grade Data Security
Shoppers share their valuable data including their credit card details with you. If these details are hacked and available for purchase on dark web then both your brand reputation and revenue will be negatively impacted.
It is found that globally an average data breach costs a company approximately $3.86 million while for US-based companies this figure is close to $7.9 million.
Yes, you cannot put a full stop to hacking attempts, but you can definitely take proactive and preventive steps to thwart any hacking attempt.
What can you do to make your customer’s data secure?
- Conduct periodic audit by an external agency to identify and effectively address any existing vulnerability.
- Train employees and inform them about various ways a threat can strike your organization. Most data breach incidents can be prevented if employees are alert.
- Encrypt customer’s data using next-generation encryption and control access points.
5. Performance Management
So, you’ve built a fast e-commerce website, loaded it with customer-oriented features, installed enterprise grade firewall, started making use of content delivery network (CDNs), and have purchased the best in class server space.
Now it’s time to constantly monitor every aspect, only then will you be able to get the maximum result from every dollar spent.
If you are a small e-commerce company (<1M annual revenue) then it will work out well if you hire agencies specialising in providing e-commerce services.
By doing so, not only will you be able to save huge cost, you will also get access to most experienced talent at a fraction of the cost.
What needs to be monitored on a regular basis by an e-commerce company?
- Performance of every application used by your e-commerce website and app.
- Monitor end-user activity to understand if they are facing any difficulty while browsing or while checking out.
- Infrastructure visibility.
The Endnote from Henote
Yes, e-commerce is competitive but not impossible.
Any existing or new e-commerce entrepreneur can succeed provided they have a website that’s fast, responsive, intuitive, and safe.
We hope the above 5 points helps your e-commerce business scale up and give your customers a seamless and enjoyable shopping experience.
And as promised, here’s the free ebook titled: