Ecommerce is perhaps one of the few industries that have managed not just to survive but witness significant growth since the onset of the coronavirus pandemic. Even brick-and-mortar retail chains have tweaked their business models, opting for virtual stores to get on with the times and ensure continuity of their business.
A strong foundation is crucial for an online store to attract traffic, keep visitors engaged, process orders, and to receive payments. Most e-sellers take care of primary factors like ease of use, fast loading times, accurate product descriptions, and a quick checkout experience for visitors. However, other requisites often fail to get attention. Ecommerce sites can get the best out of sizable opportunities if they include functionalities and extensive features that modern shoppers consider essential.
Here are five must-have functions that every ecommerce portal should aspire to provide.
1. Knowledge base
2. Responsive online store templates
3. Landing pages matching with ad text
4. Payment options based on customer’s location
5. Dedicated page and tools for shipping information
A knowledge base can enhance customer experience on the virtual store
The pandemic had forced countries around the world to enforce lockdowns to various degrees, which led to call centers in many countries remaining closed as well. Although 2021 is almost upon us, customer experience teams working for most businesses still face a massive backlog of helpdesk tickets. Studies have pointed out that companies which provide options such as self-help centers and knowledge bases for customers reported a lesser rise in the number of tickets.
These firms also witnessed a spike in help center page visits and usage. Put simply, a knowledge base acts as an ultimate ecommerce customer service tool as customers are empowered to obtain answers to their queries by themselves by providing them the necessary means and making this process seamless and effortless.
Buyers can make informed purchases due to the ready availability of answers to common questions for which they need not interact with an executive. Such self-service tools boost customer satisfaction and leads to reduced support ticket volumes for organizations. Concisely written and well-structured content in the knowledge base can be embedded with keywords to boost search engine ratings. Such practices ultimately result in better rankings, while also going a long way to ensure optimum utilization of resources and keep a check on unnecessary call volumes. These practices lead to satisfied customers as well as a healthy bottomline for the organization.
Responsive online store templates
Stats highlight that more than 50 percent of online transactions happen via mobile devices. This number has further increased due to pandemic related lockdowns and the increased work from home occurrences. People are spending more screen time on their phones than before.
No doubt, launching a native, hybrid, or progressive web app is crucial for online sellers. However, businesses cannot afford to ignore traffic coming from mobile browsers. Several users with low-end devices prefer to use a web browser to visit online stores rather than downloading the application. They like to use the A2HS (Add to Home Screen) option and save a short-cut to the website on their home screen. So, businesses should ensure their online selling portal supports A2HS.
Making your online store mobile-friendly and responsive increases mobile transactions as it supports a better purchase experience. Such websites also rank better on Google search parameters conducted using smartphones.
Landing pages must match the text used in ads
Landing pages are designed to encourage visitors to act on an offer and websites that complement digital ads can drastically increase the conversion rate.
When it comes to ecommerce landing page necessities, displaying certain elements is crucial. Aspects like a magnetic headline, social proof, trust indicators, and product or service benefits when presented to visitors at a glance, can compel them to click on the CTA button. The page should contain every bit of information that helps buyers make an informed decision there and then.
Never set up expectations in ads that landing pages cannot meet. The page should deliver everything promised in digital ads that drives the buyers to your website. The page should contain keywords that match with your ad copy. Most importantly, optimize your landing pages for the mobile market.
Payment options based on customer’s location
This is the era of PayPal, Apple Pay, Google Pay, and recently launched Facebook Pay as well as WhatsApp Pay. The choice of payment methods may vary from one city to the other. Urban consumers may prefer using digital wallets, while rural buyers might opt for debit card payment or cash on delivery. If your business operates across multiple countries, offering location-based payment gateways can be a good idea.
Remember, not accepting specific payment methods can lead to shopping cart abandonments as well. Ecommerce stores should understand their buyer’s needs and implement appropriate payment gateways that are most used and in demand in their particular location.
If your ecommerce store does not support a payment method, it is advisable to explain why you cannot do so in the FAQs to build trust among shoppers.
Dedicated page and tool for shipping information
Several ecommerce stores share shipping information, including the cost, as a part of the checkout process. Displaying this information on the product page itself can help reduce the cart abandonment rate considerably. This is because when customers see an unexpectedly high shipping charge on the checkout or cart page, it may cause a last-minute disappointment for buyers, which may also end up spoiling their experience and lead to negative feedback.
Customers appreciate websites that provide a dedicated page for shipping information. A tool that can display shipping options with delivery times and associated costs based on the buyer’s ZIP code can do wonders. Customers often do not mind paying a little bit more to get their hands on the product early. So, every online seller must join hands with multiple shipping companies to ensure quick delivery of products. Multiple shipping plugins and widgets on the ecommerce site can do the trick.
If you are looking for an ecommerce web development firm that can assist you in integrating these and other functions on your website, you should connect with engineers at Smart Sight Innovations today.
