E-commerce businesses should prioritize website features that improve payment and checkout to avoid abandoned sales, new survey finds.
WASHINGTON, DC, November 15, 2017 — Over half (60%) of online shoppers complete purchases after only one day, with nearly half (44%) spending between $1 and $25. With limited time to persuade online shoppers, e-commerce businesses should focus on four key website features: detailed product descriptions, images, reviews, and a seamless checkout experience, according to a new survey by Clutch, a leading ratings and reviews platform for business services.
Nearly one-third (31%) of online shoppers use a shipping cost calculator or save their credit card information (29%) for faster and more transparent checkout. With online shoppers using digital wallets such as Apple Pay, Amazon Pay, and PayPal to speed through checkout, e-commerce businesses should be prepared to accept payment beyond traditional credit cards.
As Vice President of Nielsen Norman Group, a leading user experience and research firm, Hoa Loranger conducts research and training on best practices in interface design. User experience, not the latest technology, should determine how e-commerce businesses approach website updates, according to Loranger.
“Find the easiest way [to complete a purchase] from a user’s perspective,” said Loranger. “If it’s too finicky or requires customers to learn something new, you might risk alienating people.”
Before investing in a new website design, e-commerce businesses should make sure their website provides a smooth experience for customers.
To provide a user-friendly shopping experience, e-commerce businesses can add detailed product descriptions and pictures. In fact, online shoppers said detailed product descriptions (29%) and pictures (27%) influence their online purchases. E-commerce businesses should keep product descriptions short and focused, using bullet points when possible to help potential customers find the information they need.
Leo Castro, Vice President of Marketing at BigCommerce, emphasizes the importance of optimizing e-commerce websites for mobile. Businesses that do not allow customers to browse and complete purchases on mobile could risk losing sales.
“So much e-commerce now is started on mobile devices, if not all the way through to the checkout,” said Castro.
BigCommerce and other leading e-commerce website builders are already optimized for mobile devices and are updated regularly to keep pace with various operating systems as they evolve.
The full report included 1,000 consumers who made an online purchase in the past week.
Review the complete report and source the survey data: https://clutch.co/website-builders/resources/best-website-features-ecommerce-business.
For the raw data, a comment on the findings, or an introduction to the industry experts featured in the report, contact Michelle Delgado at [email protected].
A B2B research, ratings, and reviews firm in the heart of Washington, DC, Clutch connects small and medium businesses with the best-fit agencies, software, or consultants they need to tackle business challenges together and with confidence. Clutch’s methodology compares business service providers and software in a specific market based on verified client reviews, services offered, work quality, and market presence.