E-Commerce Website

6 Key Characteristics of a High Performing E-Commerce Website

Business owners are constantly seeking new ways to increase their profits. With this in mind, creating an online store is the obvious next step for new businesses. It must be done smartly if you want to attract online shoppers and convert visitors into paying customers. 

Below are vital characteristics your website must have to be a productive tool for your business.

You Website Must Have a User-Friendly Shopping Cart

Using an e-shopping cart can boost productivity. Customers can store and manage multiple goods, and their purchases can be tallied and paid for in a single transaction. However, they can be misdirected towards cart abandonment if your site is poorly designed. You can lose important sales because of this issue.

Customers being required to enter their personal details before completing a transaction is also a common reason to abandon e-shopping carts. To avoid this, provide a guest checkout option or clearly lay out the procedures so that users are aware of their current position in the checkout process.

It Must Have a Secured Payment Network

Your e-commerce site and merchant bank are connected by a payment network. It authorises credit and debit card payments for your customers, much like a cashier at a physical store register. If not correctly set up and protected, it can be another source of cart abandonment.

Customers want to know that their personal information will be kept safe online. Therefore, most e-commerce companies adhere to industry best practices and guarantee that their payment gateway encrypts and protects personal information.

It Has to Be Mobile-Ready

What is the significance of mobile responsiveness? More people shop on their phones every year, so you’ll be left behind if your online store doesn’t provide a mobile-friendly shopping experience.

Not having a responsive design means your site will load slowly on mobile devices. An inconvenient layout that requires zooming and scrolling to view the text, are all factors that contribute to unhappy visitors and will deter them from converting into customers.

It Must Be Optimised for SEO

Your e-commerce site has to be SEO-optimised to succeed. Achieving this will place with your business higher in search engine rankings. It’s important to put the appropriate keywords in the proper places and make sure your site is well-structured and user-friendly.

Additionally, starting a company blog will allow you to post regular, relevant content, which is another SEO plus.

It Should Utilise Effective CTAs

If consumers don’t know where to click, you have a problem—even if your website looks wonderful and functions efficiently. A call to action (CTA) is useful and directs visitors to what they should do, where they should click, and what they should buy. Some examples of a CTA are “See more products” and “Proceed to checkout.”

It Should Attract Visitors with Deals and Special Offers

Customers love to get a good deal, so you’re missing out if you don’t provide deals and discounts on your e-commerce site. You can offer coupon codes, free delivery, freebies, and many other enticing deals.

You should operate a discount engine on your site to help with this. Many e-commerce platforms include one by default. This allows you to set up and manage a wide range of promotions on your e-store.


Even though you’re eager to have your e-commerce site up and running, you have to make sure it has the necessary characteristics to draw in customers before launching it. Take the time to get it right, and your company will benefit. It’s important to test each component before, during, and after launch and continue to evolve in response to consumer needs.

If you want a successful e-commerce website in Wagga, Jam Digital will make it happen. We provide a high-quality website design service as well as social media marketing, graphic design, video content, SEO, and Google ads. Contact us today to get started!