When was the last time you purchased something online? Perhaps it was last week’s groceries, the newest smart watch, or even your car. It probably goes without saying that more consumers are shopping online than ever before. Previously, brands were fighting for foot traffic. Today they’re just as interested, if not more concerned, with consumer’s digital traffic. Top brands like Amazon can offer virtually any product within 2 days from the point of purchase. So how do you compete to capture a digital consumer’s attention? The first step is to focus on ensuring consumers have an enjoyable online experience while shopping on your site. Here are 3 must-haves for your e-commerce channel, regardless of industry or product category.
Responsive Web Design
One of the biggest pitfalls of e-commerce sites is not having the experience optimized to the device the consumer is browsing on, or in other words, not having a responsive website. Currently 77% of Americans own a smartphone and 51% of those people have made a purchase on their mobile device. In fact, today more people are purchasing goods with their mobile devices than desktops. If consumers are unable to easily shop and buy, they will shop elsewhere, costing you sales and ROI. With so many consumers shopping across various devices, an e-commerce website can’t survive without responsive web design.
Layout and Navigation
Have you ever been to a webpage that’s overly cluttered with information or is hard to maneuver? Chances are you probably didn’t stay long. Your website is what represents your brand, and your homepage is it’s first impression. When a consumer comes to your website, they don’t want to feel overwhelmed. Make sure your design is easy to navigate and laid out in a thoughtful, strategic manner. Consumers are accustomed to looking for a link to contact information in the top right hand corner of a web page. Best selling product? Place it front and center (or the first item in a drop down menu) so it’s easier to find.
Product Detail and Imagery
Online shopping is much different that traditional shopping in that there are no goods to physically interact with. Therefore, first-time purchasers, rely on the product description and supporting imagery to make their purchasing decisions. We recently put this insight into action when redesigning the website for Meat Mitch. Working together with the client, we took great care in both the photo selection and product description for each product. Including multiple images of a product and having a clear and concise description allows the consumer the confidence to purchase.