1. Easy to use navigation

The navigation system of every website is vital to its success. An online shop is no different.

Divide your products into various categories and subcategories. Make sure your products can be accessed by more than one category. Users browse in differing ways - some like to scan the whole shop, others like to go directly to a region within the shop.

Often users already have a product in mind when they come to your store. The quickest way for them to find it is by search. Search feature should be in a prominent position on your website. 

2. Detailed product information

Each product should have descriptive information answering all commonly asked questions. Think of the product pages as the sales person talking to the consumer.

If your product information is well written and includes keywords, it can assist with your search engine optimisation and in-site search as well.

3. Clear product photos

Product photos must be large enough that users can easily see all the details. Include as many photos as is necessary to showcase your product, accessories or additional product features. You may want to consider 360 degree product viewing or zoom.

Remember, your customer can't touch, taste or smell your products, so good photography is a must.

4. Encourage impulse buying

Dont miss an easy opportunity to increase your average sale. Suggest related products. Associate linked products. Have limited time offers!

Don’t just tell shoppers what an item costs. Let them know what they are saving. Show the RRP (recommended retail price) and clearly indicate any promotions or discounts on the product page. Everyone likes to think they are getting a good price - especially online where consumers assume your overheads are lower so your markup should be too.

5. Free or cheap shipping prices

The number one cause of people abandoning their shopping cart and not completing the order is overpriced or hidden shipping costs. You should make it clear how much postage will be upfront so users are not stung by an unexpected freight charge.

You can also raise your profit margin by offering free shipping for multiple-item orders or orders that reach a certain dollar level. This will encourage users to purchase more.

Also offer standard and express shipping options. 

6. Guest accounts

Users should not have to create an account before adding items to their shopping cart. Allow them to shop as a guest and include the account creation as part of the checkout process. You should also offer the option of not creating an account.

7. Customer service

Shoppers want to know help is available if something goes wrong. Your customer service contact information should be clearly visible on every page - not just email but also phone.

Your FAQ page should include all the commonly asked questions.

8. Clear security information

Security is always a top concern for customers. Ease their mind by displaying security information such as your SSL logo prominently.

9. Optional PayPal payment

Most internet shoppers have experienced PayPal. When a payment is processed through PayPal, all financial data is kept confidential on PayPal’s secured servers. PayPal takes an aggressive approach to security and offers a solid buyer protection plan, which helps alleviate the concerns of purchasing online.

There is no fee for opening a PayPal merchant account and no monthly fee. You will be charged a small percentage for each transaction.

10. Reward the regulars

One of the biggest mistakes with websites is that businesses are constantly hunting for new customers so they  forget their current customers.

The most successful ecommerce websites take advantage of their ever growing customer database by contacting them with special offers, new product news and other promotional material.

Discounts and promotions can offer great incentives for customers to revisit your store.

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