14 Essential Web Design Features For Your Ecommerce Website | OOm Singapore

The success of an ecommerce business not only depends on the quality of products and services it offers to its potential customers but also on implementing effective ecommerce search engine optimisation (SEO) strategies to campaigns. The way the ecommerce website functions is also one of the factors that affect your ecommerce website’s performance. 


But what features are essential and contribute the most to the success of an ecommerce website? As an ecommerce SEO agency, let us show you those essential features you should include in your ecommerce website.

14 Essential Features For Your Ecommerce Website


1. Domain Name

The domain name is part of the URL of your ecommerce business. It is the first thing that your potential customers will see once they go and land on your ecommerce website. Think of it as the front door of your physical store (if you have one). 


what is a domain name


The domain name of your ecommerce business is what most people remember. It is the one responsible for your potential customers landing on your ecommerce website and not on your competitors’. That is why you should choose your domain name wisely. Make sure it is simple, so it will be easier to remember for customers.


2. User-Friendly

The only way to make your ecommerce website user-friendly is to keep the ecommerce simple. The simplicity of your ecommerce website will make it convenient to use and navigate for everyone, including people who are not tech-savvy.


According to HubSpot, 76% of consumers prefer a website that is easy to use. It helps them find what they want a lot easier. To guarantee that, here are the user-friendly features you should implement on your ecommerce website. 


  • Autocomplete Option

Without typing the exact name of the product, your ecommerce website should be able to provide suggestions with the autocomplete option.


Amazon sg autocomplete option


  • Product Categories

This user-friendly feature allows customers to find something under the product categories they want. If they plan to give toys to children, they can click on Toys & Games to view all related items.



3. Mobile-Friendly Website

The convenience of mobile devices does not end with browsing the internet. People nowadays also use their smartphones to shop for things they need, whether for personal or business use. 


That is why you should make your ecommerce website mobile-friendly since there are around 7.1 billion mobile users worldwide. With a responsive feature, anyone visiting your ecommerce website will be able to view the text and images as clearly as possible.


For example, if your ecommerce business is Shopee, its website will look like this in desktop mode:


Shopee desktop landing page


Meanwhile, if your customers have visited your ecommerce business on their smartphones, your ecommerce website should look like this:


Shopee mobile device landing page


Did you see the difference between the two images? Shopee made that happen by adjusting all ecommerce elements and features according to the device the potential customers are using.


LEARN MORE: Mobile SEO: A Guide To Optimising Your Website For Mobile Phones


4. High-Resolution Photos & Video

As the ecommerce industry continues to rise, shoppers are becoming smarter with their purchases. Posting one picture of a product with bullet points will no longer work. 


For customers to decide on their purchase, they want to see the item from different angles. As much as possible, they want to feel the product as if they are purchasing it in person. 


You can do that by posting high-quality photos and videos and allowing your customers to zoom in to get a clearer picture of the items. You can also offer an AR view of the products like other brands like Apple. 


Shown is an example of AR that Apple provided when they released the iPhone 13 Pro and 13 Pro Max. 


AR From Apple


ALSO READ: SEO 101: How To Optimise Your Images For Search Engines?


5. Reviews/ Testimonials

Another way to further convince your customers to purchase is through customer reviews. According to Finstack, 95% of consumers often read customer reviews before buying anything. 


By reading every feedback, a customer can consider whether they should buy the product or not. Though that does not mean you should only display all the positive customer reviews. Otherwise, some people will be doubtful of the positive ones.


A great example of customer reviews on an ecommerce website is Mega Furniture, an online furniture store in Singapore. As shown below, Mega Furniture allows its customers to share their insights through texts and stars. 


Reviews Testimonials


6. Add to Wish List

Even though it is no longer a holiday season, many people have a wishlist. It is a list of things they wish to have. The problem, however, is that some people do not know what they want until they spot something that entices them, and that is where discovery commerce comes into the picture.


ALSO READ: What Is Discovery Commerce?


People nowadays are browsing the internet without having a specific product category in mind. They scroll through one ecommerce website after another until they find the one that tempts them to get one for themselves. 


By incorporating discovery commerce into your ecommerce website, your customers will be able to see the random items they can add to their wish list. With this, they will have more time to weigh their options and decide whether they should consider buying it (officially) now or soon.


On Amazon, that is what most of their customers do. They save the item they are planning to buy next time by clicking on the Add to Wish List button.


add to wish list

Amazon’s add to wish list feature on its ecommerce website


If your ecommerce website has this web design feature, your customers can now shop, save, and share the items they are eyeing to buy.


7. Find-in-Store

Even though most ecommerce websites do not have a physical store, if your ecommerce business has one, you should include this feature. With find-in-store, your customers can visit your shop right away instead of waiting for their parcel to arrive in the mail.

Not to mention, adding a physical address can make customers trust your ecommerce business more as it increases its credibility. Besides adding your physical address, consider linking to Google Map so it will direct your customers to its exact location.


8. Related Items

When your customers see the words “you might like this,” they will become excited and curious about what that related item is. This feature initiates the desired effect on customers who are considering buying the suggested products. 


That is why you should add a list of related items on your ecommerce website since it might influence customers to make add-on purchases.


related items lazada


9. Frequently Asked Questions (FAQ)

Humans are curious by nature, and having generic questions answered readily will benefit both of you and your potential customers. Instead of asking you via call, email, or chat on social media, they can go to the FAQs section on your ecommerce website to find the answers to the questions they have in mind.


With this, you can save time and efficiently manage your ecommerce business operations. Your staff will no longer need to answer generic questions frequently asked by your potential customers.


When creating the FAQ page, make sure to list all the common questions and their answers, so you will not spend most of your time responding to queries.


Here are some of the questions you might want to include on the FAQ page of your ecommerce website.


  • How can I change my shipping address?
  • What happens if my order got damaged or lost during the delivery?
  • Is there a way I can track my order(s)?
  • May I know how to cancel my order(s)?
  • How many payment methods do you have available?


10. Live Chat Support

Another way to answer the queries of your customers is through live support. By adding this web design feature to your ecommerce website, they can easily reach out to you in case they have any specific questions in mind about your product. 


11. Social Proof

With the continuous growth of social media users worldwide, adding social media icons to the bottom of your ecommerce website will help your customers learn more about you and your products.


Moreover, the social media icons also give your customers another way to contact you. The same goes for you since they might not only chat with you about their concerns but also follow you on your social media account, allowing you to expand your social media presence more.


12. Security Features

One of the most crucial parts of any ecommerce business is security. A robust firewall and two-factor authentication on login and contact forms, in addition to a Security Sockets Layer (SSL) certificate and Payment Card Industry (PCI) compliance, should be included on your ecommerce website.


13. Advanced Payment Features

Advanced payment options are a must-have web design feature for an ecommerce website in the age of Apple Pay and PayPal. With this, your customers can order the item they want to get and have an option to pay for it later.


Here is an example of an advanced payment feature from Sephora. 



The brand is able to include this in their ecommerce website due to their collaboration with Atome, a payment gateway that allows customers to paylater.


14. Return Policy

Every ecommerce website needs to add a return policy. It should be well-written so customers know when and how to return the items they have purchased on the ecommerce website.


Also, with a return policy, customers will consider trusting the ecommerce website more since they return any items that are damaged or wrong.

Build An Incredible Ecommerce Website For Better Customer Shopping Experience!

Apart from including these essential features in your ecommerce website, make sure to update all content, from images to texts. Outdated information can be a huge turnoff to potential customers, and relevant content can keep them more engaged! 


Now, build an increased ecommerce website with these ecommerce features so your customers will have a better shopping experience.


If you need help, reach out to our website creation team to include these essential features in your ecommerce website on your behalf. Contact OOm at +65 6391 0930 or leave a message on our website today! 

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