A successful e-commerce website is going to take work. Loading products onto a page won’t be enough to generate the sales you’re looking for. Your entire website needs to be optimized for your customers – they deserve a great experience.

If you’re looking to get more sales from your e-commerce website, there are certain features that you need to have to ensure customers have that great experience. Keep reading to learn about five of the most important features to encourage customers to make a purchase.

1. Clean, User-Friendly Design

One of the most important things customers want to see on your website before making a purchase is a clean, user-friendly design. If your website is difficult to navigate or cluttered with too much information, customers will quickly become frustrated and click away.

A good rule of thumb is to keep your website design simple and easy to understand. Use clear and concise language, and organize your content in a way that makes sense. Customers should be able to find what they’re looking for without difficulty.

Here are a few ways to ensure user-friendly design:

  • Accessible navigation bar with clear categories
  • Organized homepage that summarizes what your business is and does
  • Detailed ‘About Us’ page that explains who you are and tells your story
  • Important information above the fold (content a viewer sees before needing to scroll down)
  • Customer-focused content
  • Noticeable calls-to-action, such as the ‘add to cart’ button
  • Consistent fonts and color combinations that are easy to read and see

A website design that focuses on customers, rather than the company, will see better success as an e-commerce platform.

2. Detailed Product Descriptions

Another important thing customers want to see on your website before making a purchase is detailed product descriptions. Customers need to know what they’re buying, and simply listing the features of your product is not enough.

Your product descriptions should be thorough and explain in detail what the customer can expect when they receive the product. Be sure to include any relevant information such as dimensions, weight, materials used, etc. The more information you can provide, the better.

3. High-Quality Product Photos

In addition to detailed product descriptions, customers also want to see high-quality photos of your products. Stock photos are fine if you don’t have professional photos of your own, but avoid using low-resolution images as they will make your products appear untrustworthy and unappealing. If possible, use multiple angles and close-ups so customers can get a good idea of what they’re buying.

P.S. We recommend scheduling a professional photoshoot to capture images or tutorial videos for your unique products. These will set you apart from competitors and provide inspiration for how your product can be used. You can also encourage customers to share photos or videos, with permission to use these on your website.

4. Customer Testimonials

Customer testimonials are essential for building trust with potential buyers. According to a 2021 study by statista.com, nearly 70% of online shoppers typically read between one and six customer reviews before making a purchasing decision.

When considering whether or not to make a purchase on your website, customers will often look for reviews or testimonials from other customers who have purchased from you in the past. Include positive customer testimonials on your website, preferably with photos or even video if possible. If you don’t have any testimonials yet because you’re just starting out, consider reaching out to family and friends who would be willing to leave you a review (as long as they’ve actually tried your product).

Authenticity is key, so don’t falsify reviews and mislead your customers.

5. Secure Payment Processor

Finally, a secure payment processor is absolutely necessary to protect information about your business and customers. These days, online security is more important than ever, and customers will not make a purchase on your website if they don’t feel confident their personal and financial information is safe. Be sure to choose a reputable payment processor, such as PayPal or Stripe, and include your privacy policy information so customers know their information is being protected.


If you’re planning on selling products or services through your website, make sure your site has features that potential buyers are looking for. A clean and user-friendly design, detailed product descriptions, high-quality photos, customer testimonials, and a secure payment processor are all essential for creating an enjoyable and trustworthy online shopping experience for your customers — and boosting those sales numbers in the process.

Need help getting started with a successful e-commerce website? Vervocity offers in-house web development and website design in Quincy, IL, the surrounding areas, and across the country. No project is too big or small. Contact us today for a consultation!