November 6, 2016
Consumers today demand the highest quality web experience, and that includes being informative in an engaging way. If you own an ecommerce business, there are design features that could help avoid cart or website abandonment.
We asked 12 entrepreneurs from Young Entrepreneur Council (YEC) the following question: What’s one must-have website design element or feature that helps an ecommerce business create an easier and more enjoyable customer experience?
Every ecommerce website should feature reviews or testimonials from past customers. These reviews are incredibly important in the buyers' process and positive reviews can add trust to your product or service. Consumers will also spend more time on your site reading reviews rather than bouncing back to Google to search for other product reviews away from your site.
– Guillermo Ortiz of Geek Powered Studios
Video can help create a delightful, positive customer experience or landing page. By sticking to the basics and explaining one specific feature at a time, the product becomes more digestible. Not only will this be a better experie
nce for the consumer, but having smaller, bite-sized videos on your site will actually encourage more engagement.
– Chris Savage of Wistia
Customer Support Chat
More and more online shoppers prefer to chat rather than call. Having a lightweight customer support chat box on the bottom of the screen allows users to ask questions easily and helps capture sales that may otherwise be lost. There are also dedicated customer support chatbot companies to help manage online inquiries and keep the conversation flowing.
– Adelyn Zhou of Alight Labs
An Informative FAQ Page
A lot of people would prefer to search for information on their own before they commit to jumping through hoops to talk to customer support. Invest in a detailed, helpful FAQ page that not only directly (and scalably) answers a question a customer already has but gives him or her more information about your brand and offerings.
– Roger Lee of Captain401
Clear Contact Information
There's nothing more frustrating to a customer than to try to find where they can get support. Include clear contact information “above the fold” on every page of your site. Placing it in the header or near the navigation bar makes this easy. At the very least, include phone and email information. Visible contact info adds huge credibility to your site.
– Alex Miller of Upgraded Points
High-Quality Blog Content
Quality content helps to provide additional sources of information and help with buying decisions or how to use the products in a more effective way.
– Cynthia Johnson of Ipseity Media
Visual Heat Maps
Knowing where your customers are interacting on your ecommerce site is one of the most important factor you can monitor on your website. Using visual heat maps allow you to see where people are scrolling, clicking and moving about on the site. This will tell you where to move content, what to remove, and what may be needed to convert web traffic into customers.
– Tommy Mello of A1 Garage Door Service
A Call to Action Near the Price
It's important to have either a phone number or a clickable/actionable order button in close proximity to the price. As specialists driving offline phone conversions in online shopping environments, we use multiple occurrences of unique toll-free numbers near each line-item price in a shopping cart.
– Michael Gleason of Consumer Brands, LLC
A Mobile-Friendly Interface
With more customers purchasing through their smartphones it's important to have a responsive and mobile-friendly website. Without a responsive site, you will experience decreased Google rankings and decreased conversions.
– Duran Inci of Optimum7
It is the most important piece to drive conversions. Most people do not purchase a product the first time they click onto a site. By collecting emails right away, you will have the ability to follow up with a large number of your visitors, which will significantly increase your revenue.
– Erik Huberman of Hawke Media
Limited-Time Coupons and Deals
For the impulsive shopper, a limited-time coupon can create urgency and discourage purchasing doubt. You can use strategic discounting to encourage buyers to add items to their cart and reap the benefits of their purchase much earlier.
– Firas Kittaneh of Amerisleep
Detailed Product Descriptions
It helps to have a very detailed product description rather than one that might be supplied by a manufacturer. The more engaging or entertaining the website, the more I feel like I might want to buy a product. Plus, I love pictures that show me the product from all angles because I'm not able to touch it at all.
– John Rampton of Due
The answers above are provided by members of Young Entrepreneur Council (YEC), an invite-only organization comprised of the world's most promising young entrepreneurs. In partnership with Citi, YEC recently launched BusinessCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.
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