So earlier today I came across this article outlining the top 5 ecomm features.
I thought it was a fantastic article that really resonated with me as it’s all the features I’d now expect off a ecomm site.
There are a few things that I do think it’s missed that would be really beneficial as well:
1. Social Media Sharing
This is a really big aspect of modern websites now, to ensure that you’re site is able to be easily shared socially.
A company that I really admire for constantly looking at ways to improve their website and the user experience is Kogan. In the above screenshot from one of their product pages you can see where I’ve highlighted the like button with is specific to the individual product on the page.
A like button is far more effective than a share due to it’s simplicity of use, whilst still driving social value from alterting a users friends about what they find desirable.
Including features like these product specific ‘like’ buttons really improves the user experience with specific products a company may be selling.
2. Category & Sub-Category Pages
Category pages are a great way to slip in a little bit of extra content on a site whilst still providing a granular and simple structure. Rather than providing a filter for products, which if you have many can quickly get confusing and slow to operate. Categories provide you with simpler choices. I.e. in the case of Ironman 4×4’s upcoming site, having category pages for vehicle brands, then sub-categories for specific models, and below that sub-categories for products groupings allows for a more logical selection and discovery of a users desired products, whilst also providing additional, deeper pages of content for users to drop into from search/links offsite. This helps provide more pages with which you can potentially rank for SEO, especially in broader categories that you otherwise wouldn’t be able to fulfill.
3. Content Management System
This may seem like a no-brainer, but I felt it’s worth a mention. Content management systems are any non-techies dream. They allow you to quickly and easily make changes to the website, without the need for much technical skill. Whether its simple tasks such as editing content on products, right through to creating new categories and product listings, all of this can easily be done through a content management system. And to make things even better, there are fewer things that can go wrong, as most of the structure is already templated.
Tracking is a essential for any website, but again, should make mention when talking ecomm sites as well. At the very least you should be using an analytics package such as Google Analytics but there are other analytics alternatives that I’ve talked about previously.
You should also be adding tracking code for remarketing lists to assist with ongoing consumer communication as well as any other analytical tools you can find to help you understand what users are doing across your site (http://www.crazyegg.com/ is a great additional tool).
Remember that every website is it’s own entity with it’s own needs and goals. Not everything mentioned will be specific to your needs, but it’s always important to keep these in the back of your mind when trying to further develop your website.