The Seven Features of ECommerce
The Seven Features of eCommerce
Not so long ago, it was uncommon for companies to have websites.
Today, e-commerce sees billions of dollars traded annually. No large company
with any commercial presence can afford to be without a website. For many
companies, their presence on the internet is their window to the world. Some
companies operate solely as e-commerce businesses. While all websites are
unique, there are seven elements that every website site should have to stay
relevant and competitive
Provide
Ubiquity to Increase Sales
Ubiquity
means that the commercial transaction or activity is available at any time from
anywhere in the world. Today consumers rely heavily on their cell phones and
tablets to access the internet. So make sure that your website is mobile
friendly. Having a responsive website that intuitively adapts to whatever
device is accessing it provides a user friendly experience.
Ensure
Global Reach and Security
E-commerce
allows your company to reach consumers anywhere in the world. Global reach, or
world wide access, is the highest number of potential consumers a business can
reach. Of course, when working globally, security is key. You must protect your
customers’ information and ensure their privacy with a secure e-commerce
platform. Security features should include a Secure Sockets Layer certificate
that establishes secure connectivity, two-factor authentication, a firewall and
a privacy policy.
Have
Universal Standards
Universal
standards mean that your website operates on standard platforms with agreed
upon methods and systems. This includes ease of use of your e-commerce site and
ensuring that you’re keeping it simple in design and content. One study showed
that 76 percent of consumers say the most important characteristic of a website
is its ease of use. The objective is to help shoppers get to what they want
fast and without running into unnecessary obstacles that can hinder their path
to purchase.
Don’t
Skimp on Richness
Richness
refers to the amount of content on your website and how it’s used by consumers.
To ensure richness on your site, provide a variety of messages and means to
enhance the shopper’s experience. Videos, text, pictures, sound and links can
all enhance the customer experience. Make sure you have high-resolution photos
and video. Feature multiple images to help customers get a better feel for your
products. Images make the sale, not text. Also make sure that all images load
quickly to the page.
Think
About Interactivity
Interactivity
is the relationship a consumer has with your site. It corresponds to face to
face customer meetings in traditional business transactions. Increasing the
amount of interactivity you have with a consumer lies, in part, on your ability
to connect with them on an emotional level. This creates brand trust and
loyalty. Make sure your social marketing efforts are linked to your e-commerce
site. Engage with your customers. It shows authenticity and they won’t feel
like they are just being sold to all the time.
Strike
an Information Density Balance
Information
density is the amount of digestible material in a unit of computer screen, like
a square inch. There is no right or wrong amount of information density to have
on your website. How much you have will depend on a number of factors like the
product you’re selling and your target market for it. While you want your
website to grab shoppers’ attention, too much text, pictures and videos can
overwhelm them. One way to strike the right balance is to navigate your website
as if you are a customer. You might also ask a friend to do this and give you
feedback.
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