Customer Preferred Features of an E-commerce Website

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“Online shoppers take seconds, rather than minutes, to decide on a purchase. Therefore, an e-commerce website should be designed to help shoppers to navigate easily to get what they want effortlessly,” – ZYXware.com

E-commerce is a mainstream actor in modern business landscapes and e-commerce websites have emerged as flagship presences among modern customer retail destinations. Consequently, a growing number of brands and businesses are establishing an e-commerce website with the aim of securing market share and business dollars from online customer and Internet-borne consumers. We note that this this trend has gained significant velocity in modern times and therefore, commercial organizations should devote time and effort to design the mechanics of an e-commerce website. We will discuss some of the methods by which a business can implement customer-friendly features in modern business websites.

An attractive home page is necessary to create a successful e-commerce website. The said page must be visually exciting and must prominently feature shopping deals and discounts. We note that these devices help to lock in customer attention and can lead to enhanced transactional activity on the e-commerce website. In addition, these deals and discounts can help a commercial operator to move inventory and to attain greater speed in business transactions. That said, we note that deals and discounts must be appended to attractive product imagery in the interests of website aesthetics. Bright on-screen colours, unusual fonts, and a certain degree of animation can breathe new life into the age-old tactic of using discounts to boost business. We note that these devices can be useful to attract customer attention and to secure larger volumes of transactions per customer.

Free shipping is considered a classic allure in the modern e-commerce website. Online shoppers consider this indispensable and therefore, online businesses must deploy free shipping offers generously. This technique leverages customer behavioural mechanisms wherein, a free shipping offer is automatically associated with a buying proposition in the customer’s mind. A wider variety of merchandise should attract free shipping offers; this enables Internet businesses to boost business transactions. A significant part of the mechanism operates when online customers order a certain product in bulk, sanguine in the well-founded belief that the e-commerce website will pay for the shipping charges. Therefore, in line with such aspects of customer behaviour, an online business should promote free shipping offers in a bid to spur consumer spending.

Popular products should find pride of place in the webpages of an e-commerce website. We note that high definition images of these products serve to boost the visual appeal of the website and promote customer engagement. For instance, a smartphone manufacturer can choose to feature the most popular devices on its e-commerce website. The attractive price points are certain to drive customer traction and the up-front presentation of the product will help to guide consumer choices. Interesting product colours and variations can be positioned in additional web pages in deference to the concept of promoting consumer choice. Market research indicates that such positioning helps to boost the uptake of popular items of merchandise and drive bottom line gains in online business enterprises.

A search field is important in every e-commerce website. Online businesses need to acknowledge the vitality that attends said device. Modern customers tend to be time-deficient and therefore, e-commerce businesses must work to ease the customer’s navigation experience on the website. A fast and responsive back-end must be engineered, so that customers can view the results of a search query in near real-time conditions. The search field should ideally be positioned on top of the website so that online visitors can detect and use this function intuitively. Customer-friendly e-commerce businesses can also elect to create elaborate search algorithms to help buyers secure the exact information they need to complete their shopping. This can be accomplished when website search fields empower customers to check, un-check, clear, and re-launch a search query in the quest of the desired products or services.

Minimal web design is important in certain design frameworks. An e-commerce website must keep the customer’s convenience in mind. Therefore, any visual clutter that arises in website design processes should be consigned to the recycle bin. This approach helps consumers to focus attention on their search activities and reduces on-screen distractions to a minimum. Intelligent website design should also enable the use of attractive colour combinations that are pleasing to the human eye. This is critical because it enables an e-commerce website to stand out in crowded online markets. In light of the above, we note that online business operators should subject their website design to multiple phases of revisions and product testing methodologies.

Product images that feature in a website should be vetted carefully for high definition. This approach should apply to every product image that is positioned on an e-commerce website. Attractive product imagery enables a business to attract customer attention. Similarly, every product should be recorded from multiple angles so as to render said product from every visual perspective. We note that modern customers tend to be discerning entities that need to satisfy their buying instincts. Therefore, online business operators must also enable the ‘roll over’ feature on product images. This creates a bigger image when customers place the cursor on a certain product image. We note that this feature is crucial to an e-commerce website because it satisfies the visual curiosity typical of online visitors, while assuring them of top-notch product quality.

Underperforming items of merchandise must regularly feature as discounted items on the home page of an e-commerce website. We note that every brand enjoys bestsellers, but certain pieces of merchandise may not enjoy market traction. This is common to most markets and e-commerce is not an exception. That said, online business operators must work to push these underperformers into sale baskets in a concerted effort to clear product inventory. Similar tactics can include offers that enable customers to pay for two items and add a third item free of cost to their shopping carts. We note that these product dynamics can be observed minutely in conjunction with shopper behaviour. The outcomes of such observation can enable e-commerce website operators to refine their product inventory techniques in a bid to weed out underperforming products.

Online payment systems represent the crux of e-commerce websites. Every online business operator must note that the business hinges on customer payments and therefore, operators should engineer smooth transaction processes. International credit cards, debit cards, and electronic wallets are some of the payment methods of choice for most online customers. Therefore, e-commerce websites should be optimised and to process such payment devices. In addition, online businesses must add certifications to the e-commerce website to the effect that every transaction is fully secured against any leaks or attempts at online malfeasance. We note that this particular feature enables customer confidence and boosts the number of business transactions.

In the preceding paragraphs, we have examined some of the preferred features that distinguish an e-commerce website from a customer’s point of view. Online businesses can elect to refine and re-define the scope of these features with a view to capturing additional market share and to reinforce the prospects of future business transactions. In addition, they must work to expand the scope of best practices in the construction and development of e-commerce websites. These actions will enable business operators to compete in future markets.

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