10 essential features for your Ecommerce website

10 essential ecommerce features from LCN.com

There are countless design trends in the world of Ecommerce websites, from mesmerizing animations to advanced filtering options, captivating videos, and even 360-degree product previews. However, it’s important to note that these trends alone do not guarantee sales. To truly stand out and remain competitive, every Ecommerce site should incorporate specific features. That’s why we’ve compiled a list of must-have features that will not only attract visitors but also increase your conversion rate.

Easy website navigation
Search option
Clean website design
High quality content
Accurate product descriptions
Suggestions for upselling
Delivery and returns
Selling points
Quick checkout
Website security

Easy website navigation

Having easy-to-use navigation is crucial for the success of your Ecommerce website. When visitors can easily access your products or services and find what they need, their chances of making a purchase greatly increase. A well-structured website with clear and intuitive navigation not only enhances the user experience but also improves the visibility and ranking of your site on search engines like Google.

By categorising your products, you make browsing easier for your customers. Organising your products into relevant categories and subcategories allows visitors to quickly find what they are looking for. This not only saves them time but also increases their chances of finding exactly what they need. Additionally, search engines like Google rely on a well-structured website to crawl and index your pages effectively. When your site is organised, search engines can easily understand the content and rank your site higher in search results.

Simple navigation is important to ensure that visitors can quickly check out and complete their purchase. A complicated or confusing checkout process can lead to frustration and abandoned carts. By streamlining the checkout process, you can provide a seamless experience for your customers, increasing the likelihood of completing a purchase. This includes offering a guest checkout option, allowing customers to make a purchase without creating an account on your website.

Search option

Every successful Ecommerce website should have a user-friendly search box prominently displayed. This feature enables visitors to easily find the exact product they are looking for. The longer it takes for a visitor to locate what they need, the lower the chances of making a sale as they may navigate to a competitor’s site instead.

Here are some fantastic examples of how other businesses are making it incredibly simple for their visitors:

Ebay prioritise the search box as the primary search option instead of relying solely on navigation.
Amazon’s search option stands out against their dark navigation bar.

If visitors can easily find exactly what they are looking for, it increases the likelihood of converting them into customers.

Clean website design

Fun fact: Did you know that visitors make a snap decision within 3 seconds of landing on your website?

That’s why it’s crucial to have a website design that leaves a positive and lasting impression on your visitors. A clean and clutter-free website is key, as it allows your business and products to shine. By creating an enticing and visually appealing homepage, you can immediately capture the attention of your visitors and encourage them to explore further.

One important aspect of a successful Ecommerce website is to ensure that your homepage showcases your products and categories in a visually appealing and organised way. This will make it easy for visitors to find what they are looking for and navigate through your website seamlessly. By providing clear and intuitive navigation, you can guide your visitors to the products they are interested in, increasing the likelihood of them adding items to their cart and completing their purchase.

In addition to a clean design, it’s also important to optimise your website for mobile devices. With the increasing number of people accessing the internet through their smartphones and tablets, it is essential that your website is responsive and mobile-friendly.

The loading speed of your website as another factor you need to consider. Visitors expect a fast and seamless browsing experience, and if your website takes too long to load, they may become frustrated and leave. Optimise your website by compressing images, minifying code, and leveraging caching techniques to improve loading times and provide a smooth user experience.

By focusing on creating a visually appealing and user-friendly homepage, you can leave a lasting impression on your visitors and increase the likelihood of them exploring your products and completing their purchase. Remember, the first impression is crucial, so make sure your website design reflects the professionalism and quality of your brand.

High quality content

In today’s competitive online marketplace, it is crucial for Ecommerce websites to provide high-quality, tailored content that engages and informs visitors. By doing so, you not only encourage them to stay on your website but also increase the likelihood of them making a purchase and returning for future transactions.

When it comes to content, quality is key. Your content should be informative, providing valuable information to your readers that helps them determine if a product is suitable for them. Your content should meet the following basic criteria:

  • Provide useful and informative information to your readers
  • Offer more value than your competitors
  • Establish credibility and trust with your audience
  • Engage and captivate your readers

To ensure that your content is of the highest quality, it is important to go above and beyond what your competitors are offering. This means providing more value, whether it’s through in-depth product reviews, detailed buying guides, or informative blog posts. By offering unique and valuable content, you not only attract visitors but also keep them engaged and coming back for more.

In addition to engaging and informative content, it is important to optimise your content for search engines. By incorporating relevant keywords, meta tags, and headings, you can improve your website’s visibility in search engine rankings, such as on Google. This can drive more organic traffic to your website and increase the chances of attracting potential customers.

Accurate product descriptions

Product descriptions play a vital role in increasing sales and ensuring that your customers have a positive experience on your website. To create effective product descriptions, keep the following tips in mind:

Provide comprehensive information about your product or service: When writing product descriptions, it’s important to provide all the necessary details about the product to help customers make an informed decision. This includes dimensions, materials used, specifications, and any other relevant information. The more information you provide, the easier it will be for the customer to understand the product and its benefits.

Avoid unnecessary words and keep your descriptions concise and to the point: Customers typically skim through product descriptions, so it’s important to get to the point quickly. Avoid using lengthy paragraphs or filler words. Instead, use bullet points or short sentences to highlight the key features and benefits of the product. This will make it easier for customers to quickly grasp the important information.

Make sure each product has a unique description, tailored to its specific features and benefits: Avoid using generic descriptions for multiple products. Each product should have a unique description that highlights its individual features and benefits. This will help customers differentiate between products and make a more informed decision.

Write your descriptions with your visitors in mind, addressing their needs and concerns: Think about what your customers would want to know about the product and address those needs and concerns in your description. For example, if you’re selling a skincare product, mention the specific skin concerns it addresses and the results customers can expect. By addressing your customers’ needs, you’ll be able to create a stronger connection and increase the likelihood of a sale.

Always double and triple-check your descriptions for any spelling or grammar errors: Spelling and grammar errors can make your website appear unprofessional and decrease trust in your brand. Make sure to proofread your product descriptions multiple times and use grammar-checking tools to ensure they are error-free. This will help create a positive impression and instil confidence in your customers.

Include at least one high-quality image to give your customers a clear visual representation of the product: Images are incredibly important in Ecommerce as they allow customers to visualise the product before making a purchase. Make sure to include high-quality images that showcase the product from different angles and in different settings. This will help customers get a better understanding of the product and increase their confidence in making a purchase.

By following these tips, you can create compelling and effective product descriptions that will engage your customers, increase sales, and enhance their overall shopping experience on your website. Remember, the goal is to provide valuable information, build trust, and make it easy for customers to make a purchasing decision.

Suggestions for upselling

Related product recommendations are a great way to boost your sales. This amazing feature not only enhances the overall customer experience by allowing visitors to explore more products in your shop, but it also helps to upsell accessories and related items.

For example:

From the example above, we can see that when we added a pair of trainers to our basket, the website also suggested adding socks. And when we added the socks, it showed us even more items that we might be interested in.
By simply adding the hat to the basket, the initial purchase of £80 has now become a larger sale of £111. This increase in value is all thanks to the suggestions of additional products based on our shopping behaviour.

Keep in mind that the longer visitors spend browsing your site, the more likely they are to remember the value you provide. Not only does this encourage them to buy, but it also keeps them coming back for more.

Delivery and returns

When you make a purchase online, it’s natural to want to know when your item will arrive. Additionally, it’s important to understand the process for returning an item and receiving a refund, if needed. Delivery and returns information are essential features for Ecommerce websites, as they play a major role in building trust with customers.

Knowing the delivery timeframe is crucial for customers, as it allows them to plan accordingly and anticipate when they will receive their purchased items. Providing clear and accurate information about shipping times, along with any tracking options available, ensures transparency and helps customers feel confident in their purchase decision.

Typically, you can find the delivery and returns information page in the footer of an online shop. This information is particularly valuable for retailers, as the industry often experiences a high volume of returned items.

Amazon displays their returns and delivery options prominently in their ‘Let Us Help You’ section located in the footer.

Remember, the delivery and returns process is an opportunity to showcase your commitment to customer service and build trust with your audience. By providing clear and detailed information, offering convenient return options, and being responsive to any customer inquiries or concerns, you can create a positive and satisfactory shopping experience that encourages repeat business and word-of-mouth recommendations.

Selling points

So, what sets you apart from your competitors? Why should customers choose to buy from your website? These are important questions to consider in the world of ecommerce, where competition is fierce. It’s crucial to highlight the unique advantages and benefits that your customers will gain by choosing to shop with you.

As online shopping becomes increasingly popular with more and more retailers joining the online marketplace, it’s important to stand out from the crowd. Fortunately, there are a variety of strategies you can employ to showcase why your website is the best choice for customers. Here are a few ideas to consider:

  • Free delivery: Offer free shipping, either as a standard policy or on orders over a certain amount. This not only provides an incentive for customers to make a purchase, but it can also help boost your average order value.
  • Next day delivery: Building trust with your customers is essential. Offering next day delivery can help establish a reliable and efficient relationship with them, encouraging repeat business.
  • Reward points program: Implementing a reward points program can be a great way to build a loyal customer base. By offering incentives for repeat purchases, you can encourage customers to choose your website over others.
  • Percentage-based sales: Consider offering periodic sales that provide a percentage discount on certain products or your entire product range. This can create a sense of urgency and drive sales.
  • Buy one, get one: Another effective strategy is to offer buy one, get one free or buy one, save on the second purchase. This kind of promotion can entice customers to make additional purchases and increase your sales.

By highlighting these unique selling points, you can clearly communicate to your customers why they should choose to shop with you. This will not only increase your sales but also enhance your brand awareness. So, get creative and start promoting the advantages that set you apart from the competition!

Quick checkout

Your checkout process should be quick and simple, making it easy for your customers to complete their purchases. The smoother the checkout, the more profit you can make.

If your checkout process is complicated, you run the risk of having a high number of abandoned carts. To prevent this, consider implementing a guest checkout feature on your website. This will give customers the option to buy products without the hassle of creating an account.

A guest checkout feature allows customers to quickly and conveniently make a purchase without the need to create an account. This can be especially beneficial for customers who are in a hurry or those who prefer not to share personal information. By offering this option, you remove any barriers that may prevent customers from completing their purchase, increasing the likelihood of a successful sale.

In addition to a guest checkout feature, there are other strategies you can implement to further simplify the checkout process. For example, you can offer multiple payment options, such as credit cards, PayPal, and digital wallets, to cater to different customer preferences. You can also include an auto-fill option for shipping and billing information, making it quicker for customers to enter their details.

Website security

In today’s digital landscape, where cybercrime is becoming increasingly prevalent, safeguarding the security of your customers is paramount. It is essential to go above and beyond to protect their valuable information from the hands of hackers and malicious individuals.

One highly effective measure to enhance the security of your website is by obtaining an SSL certificate. This certificate serves as a powerful tool to encrypt sensitive data, such as credit card details and login credentials. By encrypting this information, SSL certificates ensure that even if hackers manage to intercept the data, they won’t be able to decipher it. This provides an additional layer of security and peace of mind for your customers, knowing that their personal information is safeguarded.

SSL certificates can also help with your website’s visibility and search engine ranking. Google, for instance, considers HTTPS as a ranking factor in its algorithm. By implementing SSL, your website will be assigned the coveted “https://” prefix, indicating a secure connection. This not only instils trust in your customers but can also boost your website’s visibility in search engine results.

Info: You’ll find that nearly all of our Online Shop, WordPress and Web Hosting plans come with SSL, but if you don’t have your hosting with us or use a plan where an SSL isn’t included, don’t worry. You can still make sure your website is safe and secure, and currently save 25% on the cost of 1 year, with one of these SSL certificates.

By prioritising the security of your website, you not only protect your customers’ valuable information but also strengthen their trust in your brand. This trust, in turn, leads to increased customer loyalty and fosters long-term relationships. In an era where online privacy and security are paramount concerns, investing in website security measures like SSL certificates is a proactive step towards safeguarding your customers and your business.


Creating a successful ecommerce website goes beyond following design trends. It requires incorporating specific features that attract visitors and increase conversion rates. Easy website navigation, a user-friendly search option, clean website design, high-quality content, accurate product descriptions, suggestions for upselling, clear delivery and returns information, highlighting selling points, a quick checkout process, and prioritising website security are all essential elements.

By implementing these features, businesses can enhance the user experience, build trust with customers, and stand out in the competitive online marketplace. So, whether you’re a new ecommerce business or looking to improve an existing website, consider incorporating these must-have features to drive sales and foster long-term customer relationships.

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Written by

Rich Kenwrick

Rich is passionate about all things marketing and web design related, as well as growing beards. He's part of the LCN furniture and takes pride in keeping our customers updated on our latest product offerings, and how they can take advantage of the current trends in digital marketing.