eCommerce is growing at an incredible rate. Nasdaq estimate that by the year 2040, 95% of all purchases will be made through eCommerce stores. Platforms such as Shopify have made it possible for anyone to create an online store and start selling their products with ease. However, not everyone knows where to start or which pages to include in their store. A store with too many pages may appear cluttered and confusing. Equally, one with very few pages may look incomplete, unprofessional, and even untrustworthy.
In this article, we will discuss the only pages you really need in order set up your eCommerce store and start making money. We hope you find it useful!
1. Home Page
This one is obvious: you need a home page. What isn’t so obvious is what to include on your home page. Sleeknote created an informative list of home page best practices, which we’ve summarised for you below:
- Display your unique value proposition – Tell your customers why they should buy from you over the millions of other stores out there.
- Display an eye-catching sale section – Make your bargains easy to find.
- Demonstrate site security – Display trust badges (e.g. PayPal Verified) and your SSL certificate to increase trust between you and your audience.
- Make your search bar stand out – Help your site visitors find what they are looking for.
- Display product categories with images – Show your visitors what you sell and encourage them to explore further.
- Feature your best products – Help visitors make a purchase decision by recommending products for them to buy.
- Display key information first – For example, display your shipping and returns policy at the top of the page.
- Place further information in the footer – Make your site easy to navigate by adding links to every page in your footer.
- Personalize your home page – Use customers browsing and purchase history to suggest items they may want to buy.
- Keep your design simple – Declutter your home page and remove any unnecessary images.
- Have a simple navigational structure – Use categories and sub-categories that are descriptive and easy to follow in your menu.
- Design for mobile – Ensure that your website is mobile-friendly.
- Ensure your home page loads quickly – A delay of just 100 milliseconds can reduce conversions by 7%!
Every store requires different information on their home page. But, if you try to follow these best practices you shouldn’t go far wrong.
2. Collection Page
Create a collection page in order to allow your visitors to browse your products. Typically, products should be displayed in a grid layout with thumbnail images. Provide your visitors with the option to filter your products. Examples of filters include:
- Product type
- Stock level
- Delivery options
You should also allow your visitors to sort your products. Sorting categories could include:
- Our favourites
- What’s new
- Price (high to low)
- Price (low to high)
- Discount %
- Name (A to Z)
- Name (Z to A)
Finally, it is extremely useful to allow your visitors to favourite products so they can easily view them again after they’ve finished browsing. This will improve the user experience and make visitors more likely to make a purchase.
3. Product Pages
Your product pages are extremely important in persuading your visitors to purchase from you. As stated by Big Commerce, there are 7 key product page requirements:
- Feature image (a zoom in and zoom out feature in desirable)
- A gallery of further product photos
- Product overview, including title, price, features, CTA and customization options.
- Product description.
- Social proof, including review and ratings.
- Similar product suggestions (upsell and cross sell).
- Human interaction (e.g. a chat bot) and a link to FAQ’s for any help or guidance needed.
4. Checkout Page
It is a common mistake to overlook the quality of your checkout page. Just because a visitor has added a product to their cart, they have by no means carried out their purchase. Optimize your checkout page by implementing Oblero’s following tips:
- Skip the mandatory registration and allow your customers to checkout as guests.
- Offer multiple payment options.
- Add security seals and payment logos to make your customers feel more secure.
- Offer a money-back guarantee and free returns/refunds.
- Add an option to “save the cart”.
- Offer free or cheap shipping (even if this means slightly increasing the price of the product itself).
5. About Us Page
The about us page is your opportunity to connect with your visitors on a personal level. You should include explanations of:
- When and how you started your business.
- What you do.
- What makes you unique.
- Why your customers should care.
- What your brand mission is.
- What your brand values are.
Use this page to build trust with potentials customers and make them fall in love with your brand!
6. Disclaimer Page
7. Shipping and Contact Pages
Your shipping page should include the following pieces of information:
- Shipping options: Standard, First Class, Click & Collect?
- Shipping costs: What is the cost of each shipping option?
- Duration of shipping: How long will each shipping option take to be delivered?
- Handling time: How long after an order has been placed will it take for it to be shipped?
- Restrictions: Are there are restrictions on your delivery e.g. countries you don’t deliver to?
Furthermore, contact pages are essential if you wish to provide your visitors with high quality and easy to access customer service. First, it is useful to provide a list of FAQ’s with a search bar at the top of your contact page. This will hopefully answer any questions your visitors have, without them having to contact your directly. Examples of FAQ topics include:
- Other product information
Nevertheless, you should provide the following details to your customers should they wish to contact you directly:
- Emails (sales, press, careers)
- Telephone number
- Opening times
- Social media accounts
- General enquiries contact form
8. Terms of Service
A terms of service page provides you with legal protection and builds trust with your customers. As outlined by ecommerceguide.com, your terms of service page could include:
- An information accuracy statement
- Terms of sale
- Payment terms
- Shipping and delivery terms
- An intellectual property clause
- A disclaimer of liability
- An external links statement
- Loyalty programs and promotions provisions
We strongly recommend reading ecommerceguide.com’s full article on this topic before creating your store.
Thank you for taking the time to read our article. We hope you now have a better understanding of what you need to include in your eCommerce store to start making money. If you have any questions regarding the topics discussed in this article, please don’t hesitate to get in touch. We would love to hear from you!