What site structure comes to mind when you hear the words “web storefront”? Your first impulse is most likely to think about the strict basics:
However, a professional e-store involves more than just those. The quality of your site will determine customer satisfaction – and implicitly the amount of sales you make.
And the quality of your site is directly related to that of the site’s pages. With that in mind, we’ve put together a list of essential subpages your site should have for optimal results.
As you will see from the following paragraphs, every page serves an important purpose.
This page is paramount. According to Time Magazine, 55% of people spend less than 15 seconds on a website.
Better make that first impression count, then! What should you include to capture the attention of your visitors?
Try these for starters:
Aside from the above, you’ll need to include the bread-and-butter of your company: your value proposition. Not paying attention to this section of your web storefront can significantly reduce your success rate.
After all, that’s what all consumers are looking for. It’s human nature to seek the value in everything. Whether it’s free shipping, best prices, branded items, make sure your customers see it.
As we said, the homepage is significant. But it’s not the only page that requires your attention. Don’t think your job is done yet. On to the next page.
If you have a large selection of products, keep in mind that nobody will enjoy wasting time sifting through pages to find what they want.
Add a category page and sort out your items so your customers can find what they need easily. After all, easy navigation is one of the hallmarks of a successful web storefront.
Let’s say you’re selling sportswear. Examples of product categories can include:
Don’t forget to add an instant search button for your website. The search results should reflect the categories you’ve deployed.
Next, we’ll discuss the product pages themselves.
You can’t have an eCommerce page without products – and finding the optimal way to present them is essential for the growth of your business.
This page will include all the details of particular items in your selection.
Include a related products section. This way, you improve your chances of “tempting” shoppers to spend more money on additional merchandise they might enjoy.
Item reviews are not necessary, but they do add an extra layer of trust to your business. Don’t underestimate the power of social proof for your sales strategy.
And speaking of social, you can also consider adding social media share buttons to the page to increase your online visibility.
Now that we’re done with merchandising, let’s move on to the Cart Page section.
This is where shoppers make some of the most important decisions. It’s where people go before the checkout process to decide whether they’ll purchase everything or not.
If you don’t include free shipping, now is your chance to give your customers an estimate.
Statista reports that 56% of shopping carts are abandoned because customers are presented with “unexpected costs.” You don’t want to become a part of that percentage, do you?
In any case, you can also add a Promo code field if you include that as part of your strategy. This page also offers a good opportunity to showcase related products to encourage people to buy even more products.
We’ll discuss the final part of the buying process next, namely the checkout page.
Some users don’t mind creating user accounts on trusted, major eCommerce websites. If they are repeat buyers, their information will be saved for their convenience.
On the other hand, if you’re just starting out in the field, it may be a good idea to include a guest checkout option.
StoreFront’s software includes anonymous checkout as an option. It’s because we understand the importance many people place on privacy.
After your buyers have completed the process, you have the option of pushing a Sign Up form. It’s the best way to get valuable customer data while increasing business trust and improving your conversion rates.
If you get a lot of user sign-ups, you should consider incorporating the following page into your site.
This section will include all the settings your customers need to customize their purchase experience.
For example, they can choose between:
These are the essentials. The more options you offer your users, the more they’ll feel in control.
Now that we got that out of the way, it’s time to tackle more customer-related aspects. Like the Returns page.
A good return policy is an extra method of reassuring your customers. No matter how much quality you offer, unwanted situations can occur. And it’s better to be prepared when they happen.
Make the “Returns” button visible in your Home Page footer, and also during the checkout process.
That’s usually when customers remember that companies can choose not to have return policies! It’s also one of the key moments when shoppers can decide to abandon their cart or finalize their purchase.
The final part is a favorite of eCommerce providers: The Contact Us page.
Alternatively, use it as Help/FAQ Page.
There are quite a few uses that make this part of your site an essential one. For instance, you can:
Offering proper customer support helps increase trust in your brand. As we’ve mentioned in the beginning, social proof is one of the best ways to improve business.
Make sure your clients have only good things to say about your website!
There is a myriad of different ways you can design your web storefront. What matters is that you include these eight essential parts into your site.
All of them serve their own purpose:
Want to find out more ways of improving your eCommerce business? There’s an easy way to do it! Go ahead and check out StoreFront’s blog for more relevant information.
If you want more direct communication, don’t hesitate to contact us. Call us today at 1.800.437.0144, or reach us by email at firstname.lastname@example.org.
We will be happy to answer any questions you might have.