The features of a successful eCommerce website vary greatly depending on the business model and the products or services on offer.

But when it comes to the essential features of an eCommerce website, what are the must have elements to make it a success?

In this blog post we’ll look at the 7 features every successful eCommerce website needs.

1. New Customer Incentives

Encourage visitors to your website to convert into customers by offering incentives to those making their first purchase.

If your website sells a product that’s widely available you’ll obviously want to be the business they choose to buy from.

By offering an incentive such as discount codes or coupons to new visitors you’ll encourage them to purchase from you and they’ll feel valued as a customer.

2. Real Reviews

Reviews left by previous happy customers can easily help to sway visitors to make a purchase but its also really important to ensure that these reviews are the real deal!

As tempting as it may be to purchase fake reviews they could do your business more harm than good!

Of course with real reviews there is always the risk that a customer may leave a negative review – deal with any criticism constructively and professionally.

If functionality allows have the option for your business to publicly respond to reviews so users can see you are prompt to solve any queries or concerns – at the same time you’ll be showing the high standard of customer service on offer.

3. Product Photos & Descriptions

Consumers are visual creatures – they want to see exactly what they’re getting for their money!

Include high quality product photographs taken by a professional photographer if its within your budget, if you plan on taking these photographs yourself, check out these tips.

Product photographs help your potential customers find out more about the product and more often than not is the first experience they have of your product so make them count.

Team these photographs with clear, accurate descriptions to inform and educate users on the product.

4. Relevant Information

When it comes to information on your eCommerce website there are without doubt certain information you should include:-

  • FAQ’S
  • Returns Policy
  • Shipping Information
  • Payment Options
  • Terms & Conditions

Having set policies in place not only protect the customer but they also protect the business.

For example having a clear returns policy in place can minimise any conflicts with customers who do want to return a product that’s past the cooling off period or having clear shipping information can instil confidence in the buyer that your business has a reliable system in place.

5. Security

eCommerce websites require certain documentation when it comes to processing payments. You should have a valid SSL certificate installed on your website which will encrypt data and ensure that any personal information is protected.

Having security measures like the above in place will reassure customers that their information is safe and they are purchasing from a website that can be trusted.

6. Responsive Design

With more and more users using mobile phones for their online shopping, a website which is fully responsive is a must.

A responsive website will adjust to the screen it’s being viewed on allowing users an easy and hassle free shopping experience.

7. Fast Loading Speed

How fast your website loads is crucial for the customer and the business!

A slow loading website may leave visitors seeking the same product from a competitor, not to mention the negative impact it could have on your SEO efforts.

In order for a website to load within the recommended time it is essential that you choose fast, reliable hosting from a reputable company who you can contact if/when you need to.


Are you looking to launch a new eCommerce website for your business? Our award winning web design team work with businesses across the UK, contact them here to discuss your new project.