14 Website Features That Will Help E-commerce Sales

E-commerce SEO

Whether you’ve been running an ecommerce website for a while now, or you’re new to life as an online seller, you’ve probably caught on already that there are lots of moving parts and considerations that affect ecommerce sales.

Does your site look appealing? Is your ecommerce site easy to get around? Have you got enough images and videos to show your products off properly? Is the checkout process working properly and is it easy enough to follow?

This, plus many, many, many more things are probably keeping your mind busy all hours of the day or night.

Believe me, we get it.

We’ve worked with hundreds of ecommerce clients over the years to increase their sales.

We’ve helped them come up with strategies and implement tactics to get their website performing as well as it can.

If you’re selling online and are worrying whether your site is performing and driving the number of sales you should be getting, keep reading to find out what features of an ecommerce website we’ve found to work the best.


Buy Now, Pay Later offer

A study by payment option provider Klarna recently found that retailers which added a “pay later” option to their checkout saw a 15% increase in average order value, a 20% higher yearly customer purchase frequency, and 7% higher conversion rate compared to simple pay now card transactions.

Pay later offers have benefits for both retailers and consumers – as long as everyone follows the rules.

Consumers get to buy the things they want with no upfront costs and no risks of credit charges, and retailers make money.

Klarna are one provider of these Pay Later facilities that you could use to increase your ecommerce sales, although there are more out there.

Whichever one you choose, the research would suggest providing this option could increase your ecommerce sales.


Delivery Countdown

Waiting for a delivery is probably the worst part of buying something online – especially if it means you have to wait around all day with no real idea when the item will arrive.

If you want to get more ecommerce sales, you could simply include a delivery countdown system as part of your service.

The technology already exists.

If you’ve ever used Uber, or got a delivery from Amazon, then you know how reassuring it is to be able to get real-time delivery information.

If your customers know that they’ll get real-time information delivery, it could have a big impact on your ecommerce sales.


Product Videos/360 Images

Did you know that nearly three quarters (73%) of customers are more likely to buy something online if there is a product video as part of the listing.

Adding a product video or 360 degree image of your product gets over one of the biggest barriers to increasing your ecommerce sales.

That is that customers struggle to get a proper idea of what a product is like, or what it does when buying online, because they can’t physically touch it and demo it beforehand.

If you’re going to use product videos or images, make sure they’re of good quality or you risk doing your products a disservice and putting people off buying them.


Shopping Cart Abandonment Software

There are all kinds of studies about the problem ecommerce companies have with shopping cart abandonment.

Depending which study you look at, the rate of abandonment sits somewhere between 69% and 75%. Just think about that. Three quarters of ecommerce shopping ends with the customer abandoning their cart.

That’s money you’re missing out on.

There’s any number of reasons that consumers abandon their cart.

Maybe they get a bit of a shock when they see how much they’re about to spend.

Maybe your checkout process is too long and they just can’t be bothered.

Or, they got side tracked by something else and just forgot to go back to it.

Investing in shopping cart abandonment software can help you get over this hurdle by automatically re-engaging with those who have abandoned their cart mid-purchase and help drive more ecommerce sales for your business.

Using this kind of software you can send personalised reminders to customers reminding them to come back and easily complete their purchase either via email or text.

These kinds of technology can also use remarketing techniques to connect with shoppers and help reduce your abandonment rates.


Live Chat

Live Chat can act almost as an online concierge for your ecommerce business, ensuring customers get the information they need and find what they’re looking for with minimal effort.

It can also do what even your best salespeople can’t.

Deal with multiple customer enquiries at once.

Instead of having customers waiting in a queue to talk to a person, Live Chat can take their questions and if they’re common questions (which they usually are) give them the information they need immediately.

By using Live Chat effectively on your website you can remove friction for shoppers while offering a quick, personalised service that would normally cost you thousands in staff hours.

Not only that, but by using Chat on your checkout pages you can use shopping data to recommend other products to your customers based on what other customers added to their purchase when buying similar items.

And all of this is done automatically.


Product Reviews

Reviews from real buyers will give other customers more confidence in your product or service than any of your marketing ever could.

In fact, in the UK 77% of consumers say they would consult a product review before making a purchase.

Plus, not only do product reviews build trust with other customers, they can help towards your ecommerce site’s SEO goals as Google will view the review as new content.


Page load speed

Page load speed is one of the biggest factors on the conversion rate of an ecommerce website.

Research by Cloudflare analysing how load speed impacting conversion discovered the following:

  • At a page load speed of 2.4s, conversion rate was 1.9%
  • At 3.3s conversion rate dropped to 1.5%
  • At 4.2s it dropped to less than 1%
  • At more than 5.7s conversion rate fell to less than 0.6%

Because they have a lot of content like images, videos and graphics ecommerce websites can be susceptible to slow page load speeds.

This is one of the issues we’ve covered in more detail in this blog on generating more ecommerce sales.


Blog on your ecommerce website

It is widely accepted that ecommerce websites with a blog outperform those without one.

There’s a couple of reasons for this.

First, having a blog on your website means you’ll have more updated content on your website than those without a blog. This gives you a higher chance of ranking high in search, driving more traffic to your site, and increasing sales.

Having a blog also continues to provide results long after you first publish an article.

Let’s say you’re selling golf equipment and you write a blog on how to fix the most common golf swing problems.

You might get 200 views and 20 leads from that blog the first day, then a few more the next day and the next day.

But once search engines have crawled your content your blog might be ranking at the top of search for a lot longer and continue to bring in traffic and leads.

Not sure how long your blog post should be to help with SEO? Have a read of this blog.


Points of conversion

The whole point of your ecommerce website is to drive conversions.

So you shouldn’t limit your points of conversion to just a “buy now” button on a category or product page.

Be sure to include points of conversion on every page and particularly at the top of your home page.

If you have an offer on, make sure it’s the first thing a visitor to your site sees.


Simple checkout

We’ve already talked about the problem with cart abandonment.

Well having a complicated checkout process is one of the main reasons for it and one of the biggest factors towards customers not buying from you.

Ideally you want your checkout process to be no-more than three to four steps from the point a customer adds an item to their basket to the moment they pay.


Multiple payment options

The number of Apple Pay users today is about 441m according to Statista.

Not to mention the number of consumers using an Android alternative.

Basically, consumer spending habits are moving away from the traditional debit and credit cards.

If you don’t provide the payment options your customers want to use, they’ll go somewhere else.

So ensure you offer as many payment options as possible.



Your customers are handing over very sensitive information to your website when they buy something, and they expect that information to be protected.

Firstly ensure you have a secure ecommerce website, but also make sure you advertise the fact that your site is secure to give customers peace of mind.


Easy navigation

If you have a lot of products and category pages it can become easy for your ecommerce website to become a confusing maze and for consumers to get lost in the navigation.

This can be particularly frustrating when your customers are trying to switch back and forth between products.

Adding in breadcrumb links and building an easy to navigate architecture into your ecommerce website can improve the customer experience and increase your chances of getting conversions.



Finally, if you want to increase the conversion rate on your ecommerce website, ensure you are measuring, analysing and reporting on every aspect of your site’s performance.

If you have a number of high performing pages, analyse why they are successful and try to replicate it across the rest of your site.

If your site is underperforming use customer data to see how they use and get around your website to see if there are common problems or themes occurring that you can fix.

There are plenty of tools available that can help with reporting for an ecommerce websites.

We’ve written this blog which goes through 12 tools you can use now to help generate more leads to your site.


Looking for a bit more help to increase your ecommerce sales? Get in touch for a free, no obligation assessment of your current site.

Get in touch here.

Leave a comment