If you operate an eCommerce shop, you want to generate as many sales as possible. After all, that’s how you grow your business and maintain success.
However, there’s more to running an online store than just making a sale. You need to drive traffic, generate leads, and guide people down your sales funnel.
And even then, after people get all the way to your site’s checkout page, they still sometimes need an extra push before finalizing their purchase.
That’s why understanding the key elements of a successful eCommerce shop is necessary for creating a customer-centric experience that encourages people to spend their money.
Take a look at the 7 essential elements that make up a high-converting online store that you can add to your online shop starting right now.
1. Custom Logo
Part of attracting, converting, and retaining customers is creating a recognizable brand.
And, there’s no better way to do that than by adding a custom company logo to your eCommerce shop.
Think about it. Walmart uses a yellow spark, Target uses a simple red bullseye, and eBay relies on a simple company name in Google-esque colors.
An instantly recognizable logo can go a long way with your eCommerce business. It instills trust with customers, signals longevity, and builds lasting relationships.
2. Catchy Headline
Anyone that writes content for their website knows that catchy headlines are the key to getting people to engage. And, the same thing rings true for eCommerce sites.
One of the first things people will see when they land on your website is the headline.
This headline will create an instant first impression, let people know if they’re in the right place, and either convince them to continue exploring or abandon right away.
Here are some best practices when it comes to your eCommerce shop’s headline design:
- Make sure it shows above the fold
- Aim to capture the attention of people who will be looking for your products or services
- Include a value proposition, or a compelling reason to purchase
- Address pain points and offer an immediate solution (can be in the form of a subheadline)
- Make the design bold, colorful, and large enough for people to see right away
- Come up with lots of ideas until you pinpoint the right one
For instance, Lobagola, a Croatian bed & breakfast, makes great use of their headline space:
The reference home, which is inviting, and note that it’s a “home away from home,” which of course is what a bed and breakfast should be.
3. Customer Support
There will be times when people come to your online shop and have questions. Don’t risk losing a sales opportunity because potential customers don’t know how to get in touch.
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You should include a contact form, telephone number, email address, and physical store address in easy to see locations on your website.
In fact, the sidebar, header, and footer sections all work. And, don’t forget a dedicated Contact Us page, like the one seen on Capellos:
In addition, you should know that 69% of people prefer chatbots for quick communication with the brands they know and love.
With a chatbot, support is available 24/7, which goes a long way with current and potential customers.
Not to mention, it takes less manpower for you to set up automated chatbot responses than to have a support team on hand around the clock.
4. Search Bar
Making your website easy to navigate is one of the most important parts of running a successful online shop.
However, if someone lands on your site either looking for something very specific or not knowing at all what they’re looking for, a search bar can make things a lot easier.
Requiring people to click on multiple navigational menu items at a time to land on one product page can lead to frustration and site abandonment.
Search functionality is an easy solution for visitors that want to find exactly what they’re looking for right away.
It gets even better when you enable things like autocomplete and search suggestions to help people out.
5. Seamless Speed and Performance
If you aren’t sure how your website’s speed and performance affects your shop’s bottom line, check out these surprising statistics:
- 50% of people will abandon your site if it doesn’t load within 2 seconds (meaning nearly half of site visitors won’t even see your products)
- 79% of shoppers won’t return to your site to buy again if they have trouble with page loading
- 46% of consumers say waiting for pages to load is their least favorite part of shopping via mobile
One of the best ways to improve your shop’s site speed is to use a content delivery network (CDN).
In fact, Adore Beauty implemented a CDN during their peak selling season in an effort to boost site speed, performance, and overall sales.
In doing so, they found their images were optimized and loading faster than ever and that more customers made it to the checkout page to finalize transactions.
6. Highlighted Deals
71% of people believe that shopping online will net them a better deal.
That’s why including a special deal section on your eCommerce site is crucial to securing more sales and retaining satisfied customers.
This strategy works best if you place your exclusive deals on your site’s homepage. It also helps to add a countdown timer to instill a sense of urgency and get people to buy sooner than later.
Include things like free shipping, percent-off sales, discounted items, or bundles to encourage people to buy more than what they had originally intended to.
7. Secure Checkout
There’s a lot that goes into creating a secure, and effective, check out page for your eCommerce shop.
That said, here are the key elements all online shop checkout pages should have:
- Icons for accepted payment methods
- Trustmark for companies like VeriSign, TRUSTe, or BBB
- The ability to checkout as a guest
- Wishlist functionality so people can return to finish their purchase
- A progress bar so they always know where in the checkout process they are
- An SSL certificate signaling financial data is secure
- Shopping cart descriptions and images for review
- Automatic tax and shipping calculations
If you include all of these elements and make the checkout process as easy and simple as possible, you’ll see a rise in sales in no time.
And there you have it! You now know the essential elements that make up an effective eCommerce shop that will have products flying off your virtual shelves in no time.
Remember, driving traffic to your site is only half the battle.
You have to wow site visitors with great design, an exceptional user experience, and a simple purchase process if you really want to grow your business and compete with your industry competitors.