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The Important Features Your eCommerce Site is Missing
November 11, 2017
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The Important Features Your eCommerce Site is Missing

Your eCommerce site is the face of your business – without optimizing it, you could lose major sales. That’s why having the right features in place is critical. Missing a security certificate or customer testimonials, for example, could spell failure for your eCommerce business.

Don’t take any chances –  especially with the holidays coming up. Triple check your website to ensure that these important features are in place. If they’re not, plan to tackle each one individually so that you can start seeing conversions.

Conversion-Optimized Product Pages

You know you need strong product pages to drive sales, but do you think the content is compelling, or have you tested it to find out? Running A/B tests is an easy (and fun!) way to make sure that your pages are optimized for driving sales.

CrazyEgg shares a few tests you can run in just 15 minutes:

Image Versus Video

  • Determine whether you should use photos, videos, or both. Test different multimedia components against each other to find out which one is the right fit.

CTA (Call to Action)

Product Descriptions

  • Test phrasing, length, format, location on page, and absence of a description altogether.

The most important factor when conducting A/B testing is to make one modification to the page at a time. This allows you to focus on what changes are most effective. If you see conversions increase, but have multiple tests running at the same time, you won’t know how to attribute it. Therefore, you’ll decrease your certainty in the results and overall success.

If you want to run multiple tests, set a plan and follow it. That way, you won’t be in a hurry to complete the tests all at once.

Proof of Security

A lack of proof of security is one of the many reasons for cart abandonment. It seems like there’s a new security breach every month, and due to this, consumers are becoming apprehensive about sharing their private information online. To remind customers that you’re trustworthy, you need to have your proof of security visible throughout the checkout process, and on your website.

Start with implementing the basic security certificates. In 10 Steps to Successfully Starting an eCommerce Business, experts at Selz suggest the following:

  • SSL certificate: This is a digital certificate responsible for authenticating your website’s identity and encrypting sensitive information sent to the server. This is a minimum must-have for your business’s website.
  • Payment Card Industry Data Security Standards Compliance: Also known as being “PCI Compliant.” This lets customers know that your eCommerce business meets the minimum-security standards of the Payment Card Industry, and that their payment information is secure.

Other security or authenticity badges you can add to your site include:

  • Better Business Bureau rating
  • TrustPilot
  • TRUSTe
  • Norton Secured

Note that in June 2018, some of these compliance standards will be changing, according to PCI. Implement the security certificates now, and stay up-to-date about requirement changes.

Social Proof

You’ve experienced social proof in action when you’ve purchased something because a friend shared it on Facebook, or went to a restaurant based on its Yelp rating. Consumers make buying decisions based on the “social proof” that is provided to them – which is something you should consider when marketing your business online.

Social proof for eCommerce businesses is pivotal, as it shows that other patrons believe in and have made purchases from a website. What makes them effective is that – in most cases – these people are not related to the brand, they’re objective, which makes them powerful.

Including this information is often critical for increasing conversions in an eCommerce business. In fact, nearly 70 percent of consumers read reviews before making a purchase.

Here are two ways to bring social proof to your eCommerce site:

Testimonials: You likely have numerous testimonials, both formal and otherwise, across your various social platforms, review sites and customer email responses. Don’t keep them hidden away; display them on your site!

Press Mentions: If your eCommerce business has received press attention, or you have been featured in industry-wide, or otherwise well-known publications, make it known. To easily illustrate your press mentions, add an “As Seen In” or “Featured In” bar to your site.

Other potential social proof options include:

  • Client logos
  • Statistics
  • Customer videos
  • List of business partners

Get Your Site Ready

If you want to attract visitors to your eCommerce site, and receive more sales, optimize your eCommerce site using the tips featured in this post.

Fora Financial

Editorial Note: Any opinions, analyses, reviews or recommendations expressed in this article are those of the author's alone, and have not been reviewed, approved, or otherwise endorsed by any of these entities.

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Jessica Thiefels has been writing and editing for more than 10 years and is now a full-time writer and consultant. She's been featured on Forbes and has written for a wide variety of sites, including RetailNext, Virgin, Manta, StartupNation and more. Follow her on Twitter and connect on LinkedIn.
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