Dec 02, 2020

5 Elements of a Successful eCommerce Website (Plus Bonus Points for These Features!)

You’ve invested a lot in your private label skin care business—and not just financially, but creatively as well. 

From the products you’ve chosen to the labels and packaging you so thoughtfully designed, every last detail has been given careful attention in order to entice your customers and help you grow your beauty enterprise.

So, when it comes to building your eCommerce website, shouldn’t the same method apply?

Online sales are a vital part of your business, especially nowadays with many spas, salons, and retail stores seeing fewer in-person clients due to health and safety concerns. And guess what? Experts say the upsurge in online shopping will likely continue even after the pandemic, especially in the personal care products category. That said, this might be a good time to take a look at your website and see where there might be room for improvement. 

Attract more customers and boost sales with these 5 important website elements.

1 – Simple design. If your website is poorly laid out, looks too cluttered, or is generally difficult to navigate, visitors may leave before they even find what they are looking for. Aim for a clean, simple design that allows customers to quickly and easily search for the products they need, and eliminate any unnecessary text or images. Make sure your site is user friendly, your categories and product pages are well organized, and your buttons are prominent and easy to locate.

2 – Robust product pages. You want to make it as simple as possible for potential customers to locate and purchase the products they want and need. This means well-thought-out product pages and navigation that allows users to search by product (e.g., facial cleanser), category (e.g., hair care), and/or area of concern (e.g., dry skin). On the actual product pages, be sure to use multiple, high-quality images and robust descriptions that list the features and benefits of each product, as well as how and when to use them.

3 – Multiple (secure) payment options, fast and easy checkout. Did you know that about 70% of online shopping carts are abandoned before shoppers make a purchase? Cart abandonment is a significant source of lost revenue for eCommerce retailers, but providing a fast, simple, and secure checkout experience can go a long way toward reducing the problem. 

First and foremost, your site should be capable of accepting a range of secure payment options to accommodate all shoppers. This includes all major credit cards and PayPal as well as mobile payment options such as Apple Pay and Google Pay. Next, make sure your shipping costs are visible so customers can estimate at a glance how much extra they will need to pay for shipping, and include an easy-to-spot “view cart” button so they can quickly view their items and get a running total. 

And finally, request only the information that is absolutely necessary: name, address, and payment information; if you’d like customers to create an account, give them the option after they have completed their transaction.

4 – Fast page speed. If your website pages take too long to load, you can say ‘so long’ to your potential customers. Statistics show that if a page takes longer than 3 seconds to load, more than 25% of visitors will click away—and the same goes for mobile users. Check out this easy-to-understand blog about analyzing and improving page speed for your site.

5 – Optimized for mobile. And speaking of mobile users, did you know that more than 75% of Americans are smartphone users and nearly 80% of them have made a purchase on their phone in the last six months? Not only that, but by 2021, mobile eCommerce sales are expected to account for 54% of total eCommerce sales. A website that is optimized for mobile viewing will automatically adapt to any screen size or device; you may just have to double check things like images and call to action (CTA) buttons. 

All boxes checked? Get bonus points for these helpful features. 

Now that we’ve covered the basics, let’s touch on a few more important website elements that will help you build a strong customer base and bring in more online sales. 

Customer reviews/testimonials. This often overlooked feature can be a big selling point for potential customers, especially when it comes to skin care and beauty products. Knowing that someone had a positive experience with a product and, even better, seeing their results from using that product, builds trust in your brand and can be a big motivator for someone to make a purchase. What’s the best way to solicit customer reviews? Check out our testimonials blog for some smart and simple tips.

Trust badges. Trust badges are icons or symbols that you can place on your website to show visitors that your business is legitimate, safe, and trustworthy and that you stand behind the quality of your products. Why are they helpful? Because studies like this one have proven that having trust badges on your website can significantly increase your conversion rate. Some examples of trust badges include: Guaranteed Secure Checkout, Money-Back Guarantee, BBB Accredited Business, Free Shipping, and, in the case of products, Cruelty Free, Eco Friendly, 100% Vegan. 

Frequently Asked Questions (FAQs) page. The more information your customers have, the more likely they are to make a purchase. If they have questions during their shopping journey about product ingredients or directions, shipping and handling, or even your return policy, an easy-to-find FAQs page (here’s ours!) lets them get answers quickly so they can continue on and complete their purchase. 

Social links. Including social links on your website is another great way to increase engagement with your customers and establish your business as a leader in the skin care and beauty industry. Encouraging customers to follow you on Facebook, Instagram, and other sites keeps your brand at the forefront of their mind, especially if you include valuable content that users are more likely to share. 

How does your eCommerce website measure up?

Even if you haven’t checked every box on this list, the good news is that you can start small and make gradual changes to your site as you have the time and resources. 

Be sure to check out our blog for more tips on launching and promoting your business, pricing your products, and even capturing high-quality product images for your website, and don’t forget to join the Onoxa Insiders Facebook group to get even more helpful tips from like-minded beauty retailers!