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Elements Which E-commerce Website Should Have

Have you wondered what are elements which E-commerce website should have? For many businesses, their website is the first point of contact between buyer and seller. Many people do their shopping online now, for all sorts of goods and services. This means that having a website that’s both a visually pleasing and easy to use brochure of your website may not be enough. Depending on your niche and industry, having the option for users to purchase your products or services directly from your website can be vital to ensure you don’t lose out on custom, or even fall behind competitors already offering this as an option.

E-commerce Website
Shop and AI. e-commerce concept.

Guest Sign Ups on E-commerce Website

Laborious registration forms can increase the likelihood of your customers abandoning a purchase at checkout. So the best choice is to give customers the option to checkout as a guest rather than register an account. Online shoppers are keen to make their purchases quickly and can easily be distracted, so help them (and you) achieve their goal by giving them a quicker option to check out as a guest user. Therefore, give the customers the option even they start to shopping at the landing page and they would be happy to do that. This is because by the time they proceed to payment, all they want is to complete the payment and wait for the products. They would not want to complete any form.

Easy Navigation on E-commerce Website

Ecommerce brands are spending huge amounts of money to bring visitors to their websites. It is crucial for brands to build websites that can guide visitors to make a purchase.

That’s why your site’s navigation should help shoppers find products quickly and easily. Good navigation can help you improve user experience and lead to more sales and revenue. On the other hand, poor navigation can annoy users and lead to a higher bounce rate.

The following tips can help you improve your site’s navigation:

  • Main navigation menu: Follow common design and navigation conventions to make things easier for users. You should include your site’s main navigation menu at the top of the page or on the left side of the page.
  • Product categories: Organize your product listings using meaningful categories, subcategories, and labels. For instance, if you’re a clothing brand, you can use labels like “Men,” “Women,” and “Kids” to categorize your collection.
  • Search bar: You should also include a search bar towards the top of every page on your ecommerce website. This will help users to instantly find the products they want.

Detailed Product Descriptions on E-commerce Website

This may sound obvious, but clear and accurate descriptions about your products are important to help buyers make the decision to purchase. You should avoid any unnecessary confusions and try to make it direct to the point. Your descriptions act like your store’s sales staff so it needs to be informative and the right tone for your target. 

Include an FAQ’s section too to help alleviate any doubts about your products. Include information about

  • clothing size
  • texture
  • dimensions, weight
  • materials or fabric used for the products
  • warranties
  • colours

Capture the imagination of your customers and be creative with your descriptions, tell the story of your product and how it can benefit your customer. Will it save them time, money, make them more productive or keep them safe? Appeal to your customer’s emotional needs and show them the benefits of your product and how it will make their life better. 

The Baking Portal is a good example.

Be honest about pricing

Honesty is always the best policy. When designing your ecommerce website, remember to always be upfront and honest about the price of the products or services you are selling. Don’t try to hide the information or make it difficult for visitors to find on your site. You never want your website visitors to feel that they are being deceived or tricked. Burying pricing information on hard to find pages of your website can actually be detrimental. Instead put it somewhere easy to find and simple to understand.

This rule also applies to shipping. Always be upfront about shipping costs on your products as well as shipping policies customers may need to know about. Studies show that displaying shipping information too late in the purchase process leads to increased cart abandonment rates. Make sure your customers can see the total cost of a product, including shipping, prior to making a purchase.

To prevent customers getting the wrong idea, vendors should put the pricing details straighforward and as clear as possible. With or without shipping fee should be placed right beside the price of the product. Therefore, customers would immediately calculate the subtotal by themselves.

Related Items

Simply seeing the phrase, “you might like this” causes a serotonin release signalling curiosity and excitement.

A ‘Related Items’ feature on an e-commerce site creates the desirable stickiness effect that so many marketers strive to achieve.

It happens like this:

You saved the AeroPress coffee maker to your shopping cart.

A section emerges that says, “you might like this.”

Would you like some freshly roasted, fair trade whole coffee beans?

Maybe a digital scale to measure the exact amount of coffee grounds to achieve the perfect cup of coffee?

It is important to put the picture of the related product and also the price right after the customer saves or purchases a product. This might give customer an “opportunity” to impluse purchase. When an online seller uses the related items feature to sell more, it’s actually signalling to the buyer that “they get me.”

Related items can also include similar product categories to comparison shop, “people who bought this item also searched for”, and so on.

Contains a Clear Returns Policy

The first part of a good returns policy is to try to prevent the return. People return their products when they’re disappointed so write clear and accurate product descriptions. However having a well structured and easy to find returns policy can actually help your customer make the decision to purchase because they feel confident they can get a refund or exchange easily if there’s an issue.

  • make your policy easy to find
  • write in easy to understand language, no legal or internal policy jargon
  • don’t include hidden return costs, be explicit and clear about costs (if there are any)
  • be clear about whether the return is for cash, exchange or credit

For websites selling clothes which people might ask for a return, it is good to insert the return policy at the end of your purchase page. Therefore before customers proceed to payment, this could act as a final reminder to the customers so they would be clear of the policies involved. This goes the same for refund and exchange policies.

Security Features

Online transactions are an integral part of our lives. As such, ecommerce websites can be a lucrative and vulnerable target for cybercriminals. It’s crucial that online sellers take the initiative to protect customer information and take steps to ensure privacy.

It all starts with a secure ecommerce platform.

With their sophisticated security features, it’s no wonder that Magento and WordPress paired with WooCommerce are the top two platforms for online sellers.

Other must-have ecommerce security features to consider are:

  • SSL certificate: Establishes secure connectivity between a user and the website. Look for HTTPS and a green lock in the address bar before trusting an online store with your information. Select an SSL certificate vendor with name recognition. The enterprise ecommerce giants almost always use Symantec.
  • Two-factor authentication: Adds an extra layer of security by requiring username/password and a system-generated code sent via email or text.
  • Use a firewall: Provides a gateway or wall between two networks and permits authorized traffic and blocking malicious traffic.
  • Privacy policy link in footer: Addresses the website’s privacy policies and promises customer data is not shared with third parties.

It’s not that complicated. Just take a look at our e-commerce website package.

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