Google wants to see websites that are user friendly. So build your website for the user and you’ll be on the right path to seeing your Google rankings improve as visitors stay longer on your website, make more purchases and keep coming back.
The examples below are all websites that put customer experience first, and as a result have come out on top of Google too.
Great use of product images
Made.com have really put a lot of consideration into providing images of their products. Each product page contains photos of the piece of furniture from every angle, close ups of the fabrics and materials, images with the dimensions clearly labeled, and showing the relative size of the piece compared to a person. What more could you ask for without actually touching it?
Easily accessible delivery and returns information
Trust is a huge factor in online retail. Delivery and returns information must be easy to find and adhered to unfailingly by e-commerce websites. These two topics are ‘pain points’- in fact 44% of carts are abandoned because of high shipping costs. Being upfront about delivery and returns ensures that the customer doesn't feel like something's been sprung upon them.
Notonthehightstreet.com does a great job of this, giving delivery dates and prices for several UK and international delivery options as well as a simple returns policy. Both these pieces of information are available on the product page allowing customers to continue with their shopping uninterrupted.
Fast repeat purchase
Mark Cuban, an American billionaire said this: "Make your product easier to buy than your competition, or you will find your customers buying from them, not you".
Speedy repeat purchases not only helps your customers, it helps you! Amazon the kings of e-commerce lead the way with this offering purchase with just one click. For websites who have many returning customers this is a must.
Attention grabbing deals and bestsellers on homepage
Deals on your homepage will grab your customers’ attention when they arrive; this is crucial if you want to stop them from hitting the back button. Bestsellers work really well on the homepage because they get customers to their favourite products even faster.
You've heard the saying, you are what you eat; well, e-commerce websites are what they sell. By having your bestsellers and deals on your homepage customers can easily see what you’re about, the price bracket you sell in and if you make use of reviews how much your customers have loved your products. B&Q do a great job of this.
Onsite product reviews put to good use
According to Reevoo, onsite reviews produce an 18% increase in sales on average. That’s huge. Just think what you could do if you had 18% more income from your website.
So who’s doing this well? The North Face have a well thought through review system tailored to each category of product. What we like about this review system is the use of tick boxes and sliders, great if you don’t want to write loads!
As well as showing star ratings on the product category pages this website actually highlights products with the most reviews and the best ratings.
Well optimised Thank You page
Thank you pages are often overlooked as they come at ‘the end’ of the customer journey, but if you can retain your customers then you've won half the battle. Thank you pages give you the perfect opportunity to leave your customers feeling appreciated and looked after.
Jezz Bezos, the CEO of amazon.com said this: “If you do build a great experience, customers tell each other about that. Word of mouth is very powerful”.
Here’s one thank you page that we like, masterofmalt.com, as it makes it really easy for customers to quickly leave a review and to stay in touch.
Hope these examples have given you a little inspiration to put to work on your website. Let us know if you've got any favourite examples of the these e-commerce best practices.
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