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E-commerce Website Design | 13 Min Read

What Do Customers Want From E-Commerce Websites?

e-commerce websites

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Post Views: 684 Views

Posted on: Monday June 29, 2020

Reading Time: 13 minutes

Every e-commerce store owner would be required to focus on improving their ecommerce business. They might have ample ideas on their own, and so do their team members and external stakeholders. Moreover there are endless advices from industry leaders and subject experts.

Implementation of this process is quiet tough and capable to make your head spin – you might feel like adapting every idea – latest design trends, ui|ux concept, conversion optimization metrics or ecommerce tech tool hailed by everyone as the biggest business game-changer.

Keeping this in perspective. These might bringing revenues to your ecommerce website, but your customers always do. It’s evident that every e-commerce outlet is different, and so is the audience. So there are no cut-and-dry rules to follow that’s applicable to every situation. This is another reason why one should ideally be asking for reviews from user community about what changes they’d prefer to see on the existing e-commerce website. A lot can be easily learnt by implementing post-purchase polls or by user heat maps.

However numerous studies have already been published in past few years pointing out some defining elements that all ecommerce shops must include virtually. Since every situation is unique, but dependent on how commercially powerful your e-commerce website is, so you can easily gain access to original data with sample sizes where research projects got tapped.

Here’s a list of some crucial elements which research indicates that ecommerce customers eagerly want from their shopping experiences.

1. Free Shipping

The trend of online shopping have gained huge popularity in past few years, but traditional brick-and-mortar retail has its own advantage. Shipping charges are still considered as the biggest deterrents to ecommerce transactions.

Several studies have concluded that free shipping is a crucial factor most likely to attract people for purchasing from any e-commerce website (83% success ratio). Whereas some fulfillment-relating factors that’s highly popular among respondents included one-day shipping (61 %) and same-day shipping (43%).

Many shipment companies researched on their collected data of customers and figure out that 67% consumers considered increasing the order value so they can qualify for free expedited shipping. This scenario also indicates that free shipping can create or destroy the whole shopping experience. Another research on global e-commerce website data showcase that 85% consumers have abandoned their shopping carts once or twice in the past due to expensive shopping, while another 38% did the same due to free shipping not getting offered. For delivering a robust experience that’s aligned with what your customer’s desire, try offering free shipping on orders surpassing a given threshold for shopping cart total. Also promote this feature on your homepage, product pages and checkout experience screens.

2. Personal Recommendations

The rise of big data, artificial intelligence and machine learning has leveraged various companies in learning everything about website visitors. But what’s the actual use of all this information? Well, this data would be helpful for e-commerce store owners in promoting specific range of products having higher possibility of getting viewed and purchased to get identified user conversion optimization opportunities and personalized shopping experiences.

As per recent studies by leading marketing firms, 54% online buyers prefer seeing offers customized according to their individual tastes and preferences, while another 44% think that product recommendations seen by them are lacking in relevance and remains unsatisfied. Again 50% buyers are frustrated as their personal choice and preferences is not reflected in the product ads they see online, while 52% prefer that promotional messages they receive from ecommerce companies must consider the facts like personal taste, style, age and location into account. In-order to get benefitted from available visitors data to serve up personalized recommendations, use SaaS tools for putting the right products in front of your customers’ eyes at the right moments.

3. Special Deals

Majority shoppers are “just curious” to have a decent amount of purchase intent just to show up. They hop on their cars, search for parking and roam around a store in search of what they require. But ecommerce has a different story as the experience is far more fleeting. It takes only a few seconds to search for a product offering discounts. Also there are websites for doing price comparisons and blogs delivering complete information about the best available deals. Ensuring that your prices are competitive can easily make a big difference to your business.

A global survey clearly indicates that 56% consumers prefer buying from an online store rather than a physical store if pricings are low. More than 79% of respondents signify that “limited-time sales offer” is a crucial factor while shopping. And 85% said that an email having coupon code can convince them to continue back an abandoned shopping cart. Experimentation of bringing sales at regular intervals to the core of e-commerce website experience is easy. Initiate the process by using sidebar banner ads to promote discounted products, and configure content management system for promoting on-sale items to relating category pages with visually pleasing badges. One can also have a look at specialized tools for offering special deals to visitors joining the email lists.

4. Customer Reviews

One of the biggest advantage of digital era is the accessibility of information about products and vendors. Highly rated customer reviews appear more authentic and therefore are highly trusted than anything you can say or license about yourself. Several studies have shown that using social media to influence the purchase decision is getting more fruitful as the time passes. Approx. 27% conveyed about visiting social media platforms to get a feedback relating to any brand, while 23% penned their experience with products, and 21% prefer viewing user-created videos about the products on social media.

In addition, would like to say that “great reviews” can create a huge influence on the shopping experience of any visitor. Those looking to begin the process with publishing only can prefer Yotpo to verify the review authenticity, publish comments and serve up re-targeting ads on Facebook with reviews appearing in the ad creative.

5. Product Returns

Any buyer can only realize whether his purchased product is fit or not, after going home and check it properly. If it’s not up to expectations then he/she will preferably return. The return process is relatively easy in traditional stores as you only need to go back with purchase bill/receipt and return the goods. With e-commerce stores, the return process is bit complex, and also vary drastically from store to store. Sometimes consumers also require to contact helpdesks of an e-commerce store to get the return package facility. Many researches have clearly indicated that this range in return protocol convenience creates a huge difference to ecommerce customers. Another study indicates that 22% consumers prefer offline shopping due to convenience of easy returns. This data also signify that possibility of free returns motivates 65% first time users to purchase from websites as opposed to brick-and-mortar retailers, and easier returns motivates some 51% of respondents. For gaining more sales from online visitors of your e-commerce store, ensure that your return policy is user-friendly and promoted repeatedly. Have banners created for pointing how easy it is the process of returning products and get them displayed at strategic touch points (product pages and shopping cart pages) in the conversion journey.


There’s no need to get overwhelmed by ideas to improve your online shop. The data is out there. When you pay attention to what customers want, it’s easy to determine what your most pressing opportunities for improvement are.