eCommerce: which pages are decisive for making it work?

eCommerce: which pages are decisive for making it work?

The spaces and contents of an electronic commerce system are not all the same or of equal importance: here are the ones that count the most

A young Asian entrepreneur dealing with a review of her eCommerce
A young Asian entrepreneur dealing with a review of her eCommerce

What are the most important pages of an eCommerce project? Have you ever wondered that? Of course, product pages are invaluable and should be carefully designed by a professional. All the others often tend to take second place. And this is a small mistake that can irreversibly break the trust of a potential consumer.

In this small overview, we're going to illustrate the elements that make the difference and that can help you not only to better position the site, but also to make it more spendable in the eyes of the beholder.

Here's a quick list of the important pages:

  • Product page;
  • Product listing page;
  • Home page;
  • Cart;
  • Checkout procedure and thanks for payment;
  • Information page on shipments and returns

In detail, let's analyze them one by one to help you understand their potential. You are probably already aware of it, but we need to make you understand what really makes the difference between a good eCommerce and an excellent one.

Product page

We have already talked extensively about every single detail of the product pages, from photos to descriptions, passing through the buttons and the number of clicks which can structure a sense of trust or distrust in those who would like to shop.

This is the page that determines much of a potential buyer's decision-making process. A customer could land directly on this page, via a direct link from friends or perhaps from social networks. Who enters from the homepage, as a rule, knows your eCommerce by reputation or hearsay. Anyone who lands on a product page has been drawn to what it contains, and expects to find some very important and very specific information.

It starts from photo, then moving on to the name of the product, the description (materials, composition, features, specifications), the sizes, the price, information on the type of payment and delivery times. Each element must help create a sense of comfort and ease of use.

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The term eCommerce refers to various forms of electronic or Internet commerce
The term eCommerce refers to various forms of electronic or Internet commerce

Product listing page

Le list pages with products present in yours eCommerce they must be easy to load, smooth to navigate and beautiful to look at. It doesn't matter to resort to the latest inventions in terms of carousels or programming: what matters is that you see the name of the product, a nice representative photo and above all the price.

I smart filters of the research should be varied, comprehensive and illustrative. For example, you could opt for a search filter in order of price, ascending or descending, but also one based on popularity. Besides the traditional search engine, this tool plays a key role in usability. Inserting specific variables regarding the product you sell, on the other hand, helps the user to have specific overviews of the products that may interest him. A classic example is the length of the sleeves, or perhaps the specific brand.

Last specification that we would like to give, but not least: the nunumber of objects visible on a single page. There are never enough, as long as the loading speed is not compromised by an infinite list. No one likes to “go to the next page”.

Home

Why the homepage is that important in eCommerce project? Instinctive buying decisions aren't made on this page, but this is where many people land from via organic search. On this page, you'll need to be able to give a complete picture of yourself, your brand and what you're selling, without giving up a touch of seasonality and activity. In fact, it is from the homepage that people can understand if an eCommerce is active, followed and cared for: this can be seen from the discounts, small details and updates that are made.

The homepage is yours business card, It allows the brand to explain to visitors what to expect, and what target audience the site is aimed at.

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The virtual shopping cart is a key element in all eCommerce practices
The virtual shopping cart is a key element in all eCommerce practices

Cart

By adding the products to the cart, prospective buyers need to have a clear idea of ​​what they are buying, how much they are spending (the working total), and shipping costs. If for you who own eCommerce this is nothing more than a transition page, know that it is usually right here that less convinced buyers suddenly stop.

In addition to providing the necessary information: subtotal, shipping costs, payment methods, estimated delivery times – you can use the cart to provide valuable buying advice to your visitor. This means that from here, by analyzing the list of products, you can suggest others that he might like. And here a simple transition can turn into an opportunity!

Numerous strategies combine to grow corporate ecommerce
Numerous strategies combine to grow corporate ecommerce

Checkout procedure and thanks for payment

Now that it has reached the checkout, the customer is almost convinced. The purchase procedure from here on must take place without surprises. For example, no one wants to arrive here and be:

  • Additional costs
  • Obligation to create an account in order to make a purchase
  • Checkout procedures too complicated
  • Biblical delivery times
  • Crash

In short: all additional costs they should already have been reported to the customer, who must be certain not only that his data will be safe with you, but also that if there is any problem, the return is simple and feasible.

Remember that the page of happened payment and thank you it's important. Not only from a customer loyalty point of view, but also from the point of view of opportunities. You could recommend other products, or give a small discount on your next transaction. The only limit is your ability to render a service.

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eCommerce or electronic commerce or Internet commerce often requires cheap credit card transactions
eCommerce or electronic commerce or Internet commerce often requires cheap credit card transactions

Information page on shipments and returns

Even before analyzing the product pages, the customer wants to know who he is getting into. It is very likely that he will look for yours before making the purchase shipping and return information page. In this way he will know how long it takes for the product to arrive, yes, but also what to do if this does not meet the needs.

This page must present precise and schematic information. If the return is paid by the recipient, don't go around it too much. It will be worse if he finds out when it's too late.

The dynamics of eCommerce are many and delicate. What are the elements that you consider most important for creating a reliable and trustworthy structure?

eCommerce and user or customer experience in website design
eCommerce and user or customer experience in website design

To conclude, when you are designing your eCommerce: think about it. What are the steps that cannot be missing from your purchase procedure, when you are the first to buy online? What do you expect to see from an eCommerce that inspires trust and reliability? Come and have a chat with us at Innovando, but above all keep your eyes peeled. Each digital shopping opportunity will be one for you great lesson on what to do and what not.