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18 Must-Have Features For Your Ecommerce Website

mini shopping cart with tiny boxes inside on top of a laptop

We’ve been in the ecommerce game for quite some time now, and if there’s one thing we’ve learned, it’s that having the right features on your website can make or break your online store. It’s not just about looking pretty – it’s about functionality, user experience, and ultimately, driving those all-important sales. So, let’s dive into the must-have features that we believe every ecommerce website should have.

Essential Features for Your Ecommerce Website

User-Friendly Navigation

First things first, your customers need to be able to find what they’re looking for without breaking a sweat, which is why a clear, intuitive navigation structure is absolutely key. We always recommend keeping your menu simple and logical, with categories and subcategories that make sense to your target audience.

Search Functionality

Even with the best navigation in the world, some customers will always prefer to search directly for what they want. A robust search function can be a real game-changer. Make sure it can handle misspellings and show relevant results – your customers will thank you for it.

Mobile Responsiveness

These days, more and more people are shopping on their phones. If your site isn’t mobile-friendly, you’re potentially losing out on a huge chunk of sales. We always ensure our clients’ sites look and function great on all devices.

By the way, if you’re thinking of giving your ecommerce site a facelift, you might want to check out our guide to redesigning an ecommerce website. It’s packed with tips on how to update your site without losing your SEO juice.

High-Quality Product Images

We can’t stress this enough – great product images are worth their weight in gold. They’re often the first thing that catches a customer’s eye, and they can make the difference between a sale and a bounce. We always recommend using high-resolution images that show the product from multiple angles, ideally branded images.

Detailed Product Descriptions

While images are important, they can’t tell the whole story. Detailed, well-written product descriptions are essential for giving customers all the information they need to make a purchase decision. Plus, they’re great for SEO when done right.

Clear Call-to-Action Buttons

Your ‘Add to Cart’ and ‘Buy Now’ buttons should be impossible to miss – we always make sure these CTAs stand out and are placed strategically throughout the site.

Secure Payment Gateway

In this day and age, security is paramount, and your customers need to feel safe when they’re entering their payment details. We always recommend using reputable payment gateways and displaying security badges prominently. It’s also a good idea to have several different payment options available aside from card payments, such as Paypal or Buy-Now-Pay-Later schemes.

Customer Reviews and Ratings

Social proof is a powerful thing, so allowing customers to leave reviews and ratings can significantly boost trust and credibility. Plus, it provides valuable user-generated content for SEO.

Wishlist and Save for Later

Not every visitor is ready to buy right away; a wishlist feature allows them to save items for later, increasing the chances they’ll come back to make a purchase.

Social Media Integration

digital concept of social media

We always recommend integrating social sharing buttons and displaying your social feeds on your site; social media can be a great tool for building brand awareness and driving traffic to your shop, while also engaging with customers looking for your type of business.

Responsive Customer Support

Customer service can make or break an ecommerce business, so we always advise our clients to offer multiple support channels – live chat, email, phone – and to make these options easily accessible throughout the site.

Product Recommendations

‘You might also like’ sections can be incredibly effective for increasing average order value. Intelligent algorithms can suggest relevant products based on browsing and purchase history, increasing conversions or your average order value.

Advanced Search Filters

For stores with large product catalogues, advanced search filters are a must; they allow customers to narrow down their options quickly and easily, improving the overall shopping experience.

Guest Checkout Option

While creating an account has its benefits, some customers just want to make a quick purchase. Offering a guest checkout option can reduce cart abandonment rates significantly.

Inventory Management System

A good inventory management system helps you keep track of stock levels and automatically updates your site; running out of stock is frustrating for both you and your customers, and loses you money.

Order Tracking and Status Updates

We all like tracking our online orders, so make sure you offer postal tracking so buyers can follow the journey of their purchase from dispatch to delivery. This can greatly enhance the post-purchase experience and cultivate trust.

Multi-Language and Currency Support

If you’re selling internationally, offering your site in multiple languages and currencies is a must; not only does it make your store more accessible, but it can significantly boost your global sales.

SEO-Friendly Features

Last but certainly not least, your ecommerce site needs to be optimised for search engines. This includes things like clean URLs, optimised meta tags, and a logical site structure. Ideally, you’ll want to enlist the help of a top SEO agency for ecommerce for this – they’ll know exactly how to optimise and improve your website for Google’s fickle and ever-changing algorithm.

Final Thoughts

If you’re feeling overwhelmed by all this, don’t worry – it’s a lot of information to take in, and implementing these features to your site can be a complex task! But that’s where we come in! As an award-leading SEO ecommerce agency, we’ve helped countless online stores boost their performance and drive sales. Why not get in touch and see how we can help take your ecommerce site to the next level?

Article by:

Joshua George is the founder of ClickSlice, an SEO Agency based in London, UK.

He has eight years of experience as an SEO Consultant and was recently hired by the UK government for SEO training. Joshua also owns the best-selling SEO course on Udemy, and has taught SEO to over 100,000 students.

His work has been featured in Forbes, Entrepreneur, AgencyAnalytics, Wix and lots more other reputable publications.