The product itself is no longer the most important influencing factor when buying – there are now many online webshop features that are aimed at convincing the customer.
The turbulence of the last 2 years has had a positive impact on online commerce worldwide. Global sales of online retail stores have increased from USD 3351 billion in 2019 to USD 4938 billion in 2021. And a further increase is predicted for 2023. However, the massive demand has also generated greater competition. An average user may visit four or more online shops to find the best deal. In this uncertain economic situation of 2023, consumers are making more conscious choices.
7 webshop features that are essential for sale
Searchability
When consumers are searching for certain products with the awareness of a problem, your Google search ranking is the most important factor. Google Shopping and Google Ads are a matter of paid campaign setup and bidding, which will not be discussed in this article. However, the order of organic results depends mainly on the placement and density of the keywords used in your webstore.
Therefore, it makes sense to include search-optimized keywords in your webstore menu, product page headline and product description.
Manageability
Planning the website user journey is a multifactorial and never-ending process, which is only marginally covered in this article.
According to research, users spend an average of 54 seconds on a website trying to understand its value proposition and navigation. That’s how much time you have to clarify what you’re selling and to make a positive first impression. This gives you a chance to convince users to buy from you.
The best way is to have a single value proposition on the main page and clear navigation, but it is also useful to provide several routes for the user to reach the product range.
Eyetracking research shows that users spend 80% of their time on the left half of the screen, so we recommend a vertical menu alignment on the left-hand side.
In terms of manageability, some important webshop features include product filters, a built-in search bar, hyperlinks, footer navigation, and elements that enhance the efficiency of the checkout page.
Product info
The product page is undoubtedly the most crucial component of a successful webshop. It is where a potential customer decides whether to purchase or not, making it the final touchpoint in the purchasing journey. As a result, it’s essential to make it as attractive and engaging as possible.
High quality images and videos contribute to 93% of the purchase decision. It is recommended to include a hand holding product image. Apple has some excellent examples of this:
User-generated content (UGC) and reviews have a stronger impact on prospective customers than the product image or description itself. Reviews have a persuasive effect on 89% of customers.
Placing FAQs (Frequently Asked Questions) below the main product information can help the customer to make a purchasing decision and at the same time relieve the workload on customer service.
Users like to ask for confirmation from relatives and friends before making a purchase, so placing social sharing buttons below the products is very effective. The point is that they can send the product page to their acquaintances via Messenger, iMessage or email with a single click.
Information
The e-commerce explosion in 2020 has led to a 30% increase in the use of chatbots. They can answer simple questions immediately or give you a link to the relevant FAQ. For more complex questions, they can direct users to a human customer service team.
It is advisable to clearly communicate the shipping cost and return criteria on the product page and later at checkout. 75% of customers are driven in their purchasing decision by the fact whether the product is delivered free of charge. 68% expect shipping costs to be communicated in advance. Furthermore, 92% of shoppers prefer a simple and transparent return process, which can significantly impact customer retention.
Professional software is now available for parcel tracking after the order has been placed, which provides a more user-friendly presentation of courier service data to customers.
The feeling of being inside
Everyone likes to belong to an “inner circle” where they can receive insider information and enjoy privileges. Your customers may feel the same way. In the world of e-commerce, loyalty programmes and personalized content can provide this feeling for users. It is true especially at lifestyle brands.
Earning badges and achieving levels, well-known from gamification, generate returning customers.
Another way to enhance the insider feeling is through personalization, for example discounts based on personal events: first purchase, registration anniversary, birthday, exclusive access to discounts, and invitation-based (referral) discounts, etc.
Security
To encourage users to shop on your site, some security webshop features are required. One of these is an SSL certificate.
During the checkout process, it gives users confidence if the shop uses known payment gateways (Stripe, Braintree, Viva Wallet) along with two-factor authentication.
Customers who are not confident prefer to pay by cash on delivery, while the more adventurous ones prefer to pay by installments or delayed payment (BNPL = Buy Now Pay Later).
TIP: Pay particular attention to the number and quality of additional software (plug-ins) belonging to the webshop engine, as they may slow down the loading speed of the page. They require constant updates and development control to work properly.
Responsiveness
Since 2020, the number of purchases from a mobile device has increased by 56%. When developing a website, it is not only expected to be mobile responsive but also to have your own mobile app.
A mobile app has the advantage that the webshop is quick and easy to access without opening a browser. The discounts available and redeemable within the app can be used to re-attract users from desktop to mobile.
In addition, with instant notifications, users can be notified immediately of discounts and news, so they don’t have to visit the site or check emails.
