Digital Storefront Essentials

Search functionality is a key characteristic of user-friendly websites. Include search boxes in noticeable locations across your site, such as above or next to the global navigation.

Pictured below, Mushie includes a search icon next to their global nav, and this layout is consistent across every website page. 

Nike does the same, including a search box next to the search icon. Generally, we recommend this practice for optimal accessibility.

Payment variety is a must for competitive ecommerce sites. Why? Because prospective customers expect to be able to pay in multiple ways. If you don't take a particular payment option, consider explaining why. For example, if you don't accept Bitcoin, add a blurb about why you avoid it for technology-savvy buyers who may look to use this payment option.

Apple wows.

Starbucks tantalizes.

These brands use beautiful visuals to ignite an emotion that demands a response: make a purchase.

Can visitors easily access your shipping and return information? Your policy should be linked on your website in an intuitive location, such as in your website’s footer.

You can also include shipping and return details during the path to purchase – such as on the item listing page or in checkout – to improve conversion rates. For example, if a customer can return an item they are dissatisfied with, they may be more likely to make the purchase.

Wish lists allow customers to bookmark items they want to buy in the future, even if they are unable to make the purchase immediately. Lists are regularly sent to friends and family members, driving traffic back to your site.

Amazon is a prime example (no pun intended). Amazon allows users to add products to custom lists, wish lists, registries, holiday shopping guides, etc. Alexa product owners are alerted when an item on a wish list goes on sale.

Additionally, wish lists are goldmines for remarketing campaigns. If you have the capability to add lists to your digital storefront, do so.

Content is important, even for ecommerce websites! Whether you’re writing blog posts, awesome product pages, latest news articles, or how-to guides, high-quality and informative content provides opportunity to rank for relevant searches on Google and demonstrates industry expertise.

Home Depot is an excellent example of writing step-by-step how-to guides and DIY project ideas that encourage customers to use their products in creative ways. 

Have you ever found an awesome product online only to find that the item is out of stock when you’re about to checkout? This can be frustrating! You may even leave a particular site to find a similar item elsewhere.

To reduce frustration (and keep your customers), include a prominent indicator of item availability on every product listing. Thus, if an item is low in quantity or out of stock entirely, your prospective customer will know immediately.

In the image below, the SOLD OUT display tells customers to choose another product or inquire about a restocking timeline.

Make it easy for your website visitors to find the hottest, newest products. Apple does a great job of this. Apple visitors are met immediately with a snapshot of the next biggest thing.

Your FAQ page will likely change throughout the lifetime of your ecommerce business! Initially, consider a few questions your users have asked or will likely ask, such as “where is my order?” In time, you may realize that your customers frequently ask other questions, and these can be incorporated into your page.