Ecommerce Store Features You Need to Scale for your DTC brand


Jun 1, 2023


6 min read

With the rise of technology and changing consumer behaviors, the world of e-commerce has become fiercely competitive. As a novice entrepreneur venturing into the realm of online retail, you are undoubtedly aware that building a thriving e-commerce business requires much more than just selling products online. It demands a strategic approach, careful planning, and the integration of key features that can elevate your store’s performance.

While finding the right products, legally establishing your business, and creating a captivating web design are critical components, focusing on customer satisfaction and addressing their needs holds the key to unlocking your business growth. This is where the importance of implementing indispensable e-commerce store features comes into play.

In this article, brought to you by an experienced ecommerce development company, we will explore the essential features that can empower your e-commerce store to scale new heights. Whether you’re using Shopify, Shopify Plus, or any other e-commerce platform, these features are universally applicable and can be implemented with ease. From enhancing the customer experience to streamlining operations, these features will help you establish a strong foundation and secure a competitive advantage in the vast digital marketplace.

E-Commerce Features You Need to Consider

  • Navigation

When it comes to designing an e-commerce website, few aspects hold as much significance as simple navigation and an intuitive layout. As a rule of thumb, users should be able to access any information on your website within three clicks. In the case of an e-commerce site, the ultimate goal is to lead customers to the checkout process smoothly, and this is where superior navigation truly shines. Here are a few features that you should consider adding (if you have not already)

  • Breadcrumbs

Breadcrumbs greatly improve user experience by serving as a visual guide, indicating the user’s location within the website’s structure. They are particularly beneficial for e-commerce websites with numerous product categories organized hierarchically. Displayed as a list of links separated by symbols (such as “>”), breadcrumbs facilitate navigation and provide valuable insights for users and search engines.

  • Advantages of breadcrumbs include
  • User Orientation: Breadcrumbs help users understand their location within the website’s hierarchy, allowing them to easily trace their steps and maintain a sense of orientation.
  • SEO: Breadcrumbs present a clear structure to search engines, aiding in indexing and understanding the website’s hierarchy. This can improve visibility and search engine rankings.
  • Efficient Navigation: Breadcrumbs enable users to move seamlessly between product catalogs, categories, and homepages. Clicking on a breadcrumb link quickly takes users back to a higher-level page, saving time and effort.
  • Menu

A user-friendly menu is a crucial feature of any successful e-commerce website. Users typically expect to see a horizontal menu across the top of the website or a vertical menu down the left side. However, there are various options available to enhance navigation and improve the user experience.

One such option is a mega menu, which offers an expandable menu with a two-dimensional dropdown layout. It simplifies website navigation by combining text, links, and graphic elements. Mega menus provide a comprehensive view of various categories and subcategories, allowing customers to easily find the information or products they are looking for.

  • Search and Filter

Search functionality and filtering options greatly enhance the user experience in e-commerce. Incorporating AI-powered search engines predicts user queries and provides relevant results. The advanced search function goes beyond keyword matching, utilizing AI and machine learning to understand user intent and deliver accurate results. Filters allow shoppers to narrow down product lists based on criteria like price, brand, size, color, or ratings. This streamlines the browsing experience, saves time, and improves user satisfaction. Combining advanced search and intuitive filtering empowers customers to find desired products easily, leading to increased conversions and customer satisfaction in the competitive industry.

  • About Us

The About Us page is vital for an e-commerce website, serving multiple purposes beyond building trust and loyalty. Surprisingly, it can also enhance user navigation. It provides an opportunity to introduce your team, share your mission, and showcase your products. An engaging and easy-to-read page with storytelling elements creates a meaningful connection. Including clear and compelling calls-to-action (CTAs) prompts users to take action, improving engagement and potentially driving conversions.

  • High Resolution Pictures

High-quality product photos optimized for page load are essential for any ecommerce store. Here are some key tips:

  • Image Quality: Use high-resolution images that showcase products clearly.
  • Visual Appeal: Capture photos professionally with attention to lighting, composition, and background.
  • Optimization: Optimize image file sizes for faster page load times.
  • Multiple Angles: Provide photos from different angles, especially for jewelry, watches, or customized items.
  • Consistency: Maintain a consistent style, background, and size for product photos.

Consider features like zoom functionality to allow customers to examine products closely. Remember, appealing product photos are crucial for attracting customers and boosting sales.

  • Swatches

Color swatches are a subtle yet powerful feature that can greatly enhance the user experience on e-commerce websites. These thumbnail images represent specific colors, patterns, and shapes for product variants. Unlike traditional drop-down menus, color swatches provide an instant visual representation of the product, allowing customers to quickly and effortlessly visualize different options without the need for extra effort.

  • Product Page

An informative and engaging product page is crucial for an e-commerce website. It not only showcases the value of your products but also helps customers determine if they want to make a purchase. Here are some tips for designing an effective product page:

  • Featured Products: Include sections highlighting featured products, best-sellers, exclusive items, related products, or top savers. This encourages customers to explore more of your website.
  • Upselling: Show product bundles that are frequently bought together, offering customers additional value and increasing sales.
  • Conversion Rate Optimization (CRO) Techniques: Implement CRO techniques on the product page to improve conversions. This can include adding customer reviews, product recommendations, pop-ups, and micro-animations.
  • Micro-Animations: Utilize micro-animations to enhance the overall user experience (UX) and draw attention to key areas of the page. Examples of micro-interactions include confirmation messages, hover animations, scrolling visuals, transition animations, sound effects, and error messages.
  • Reviews

Customer reviews are indeed a valuable and creative e-commerce website design feature that can drive social proof and improve customer loyalty. The statistic you mentioned, about 88% of consumers trusting online testimonials as much as personal recommendations, highlights the significance of customer reviews in influencing purchasing decisions.

  • Offers and Discounts

Special offers, discounts, and freebies on your e-commerce website can drive sales and engage customers. By prominently displaying these deals on the product page, you create a sense of value and urgency, encouraging customers to make a purchase. Limited-time offers and promotions like “buy one, get two” can motivate immediate action. Offering free shipping can also boost sales by removing a potential barrier for customers.

  • Purchase and Checkout

In an ecommerce website, the goal is to make the purchasing process as seamless and user-friendly as possible, just like in a brick-and-mortar store. Here are some key features that contribute to a smooth purchasing experience on an ecommerce website.

In Conclusion

Incorporating the right features on your ecommerce website can make a significant difference in attracting customers, boosting sales, and enhancing overall user experience. By prioritizing a user-friendly interface, you can build trust, engage customers, and drive conversions. Remember to continuously monitor and optimize your website’s performance to ensure a smooth and efficient shopping journey for your visitors.

If you’re ready to take your ecommerce website to the next level, consider partnering with Saffron Edge, a leading provider of cutting-edge digital-tech solutions. With their expertise and innovative approach, they can help you implement these essential features and create a captivating online store that stands out from the competition. Don’t miss out on the opportunity to transform your ecommerce business and achieve unparalleled success.

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