Ideal for businesses of all sizes, an eCommerce website is an essential tool. Why? Not only does it help you reach a larger customer base outside of your local area, but there are no opening hours.

This means you can make sales anytime, anywhere. Rather than jumping in headfirst, take your time to consider what your website needs to be successful. You don’t want to put in all that effort for it not to get any clicks, after all.

Turning those clicks into sales isn’t as easy as publishing any old site; there are a few features that are essential in boosting your reach and sales.

High-quality design and images

The look of your website is important, particularly the front page as it acts as your shop front. Ensure you’re happy with the way it represents your business; does it attract the right audience?

When building your eCommerce website, it’s important to consider just how you can portray your brand identity. Consider this with the colours, language and general features you use.

You can have the sleekest design in the world, but if your products don’t look good, you won’t make sales. Spend time taking high-quality photos of each product from different angles - depending on what it is - and write out detailed descriptions for each one.

Mobile optimization

One of the best things about having an online store is that people can shop at any time, anywhere. Many of these potential customers will be browsing from their mobile, making it vital that your site is set up with mobile capabilities.

Not doing so can cause it to glitch, not resize properly and just generally look unappealing. Work on introducing mobile functionality before launching your site in order to cater to users who prefer to buy from their phone.

Different payment options

A seamless checkout is important, otherwise, your customers may just give up and go elsewhere. Nobody wants a complex task when simply trying to make a purchase.

Accept different payment options, such as Apple Pay and Paypal, alongside the traditional debit card options to make it easier for customers to use, as well as ensuring the checkout process is clear yet quick.

This includes making it clear how to access your basket, a clean design and not giving previously unmentioned costs right at the end.

Social media links

A website is a great way to subtly promote your other digital platforms. Don’t advertise it in an obnoxious way such as having a logo link-through that takes up a great deal of space, but rather keep icons in the header and at the bottom of the page.

You can, of course, link it when it fits in naturally and include it on the completed checkout page after the customer has placed a purchase. It’s also wise to put the web address of them on receipts, emails and any other communication you have with the customer, particularly if you use them as a means of customer service.

Ability to sign up

Ensure customers stay loyal by setting up an online loyalty plan or rewards scheme of sorts. Offer a small discount for signing up, send out marketing newsletters with exclusive promotions - things like this are great at creating a customer base that keeps coming back for more.

Make this a quick and easy process so they don’t click off in frustration. Offering exclusive discounts is a great way to convince a customer to sign up and come back, even if it’s just a one-off code.

Build your eCommerce site with the aforementioned features and you’re sure to see those clicks convert to sales.