One of the best ways to succeed is to learn from the best.

By analyzing numerous successful eCommerce websites you can gain a great understanding of things you could be A/B testing on your own site. There are numerous tried and true strategies that the best eCommerce companies have implemented that are a good basis to form test hypotheses from.

I have scoured through some of the most successful eCommerce websites to share with you the recurring trends and styles to keep you up to date.

So here you have it, 8 things that successful eCommerce websites have on their site that you should strongly consider trying on yours.

1. Create Urgency

Urgency is a unique motivator because it creates the need for shoppers to make a decision sooner. Seeing a deal only lasts for another day can persuade them to make the purchase now instead of leaving the site.

There are numerous ways to create urgency such as a countdown clock, showing the number of products left, and advertising the final day of a sale.

Beyond the Rack is a great example for this seeings their entire business model is based on urgency.

In the top right hand corner they have a countdown clock letting you know when this event will end, making this product and deal no longer available. This shows the shopper how long they have left to make a decision, encouraging them to make it sooner.

Another approach in creating urgency is seen on Amazon’s site:

They highlight that there are only 3 of this item left in stock. This is useful for the customer so they understand if the product they want is available and that they need to order this product soon, as it may become unavailable.

Urgency is a great way to nudge the browsers to complete the purchase now.

2. Are Upfront About Shipping

A major objection that shoppers have on eCommerce sites is they don’t know the shipping policies, cost, or delivery time. Being clear about shipping is a great way to overcome that barrier.

It is one of the first things you see on JimmyJazz’s homepage. There is no question as shoppers browse around; they can expect to pay $7.95 on shipping when they checkout.

Being upfront about shipping also acts as an opportunity to increase your average order value. Many top sites have offers of free shipping for orders above a certain dollar amount. This encourages shoppers to purchase more and avoid the fee.

Toys R Us mentions it on their homepage that if you spend over $49 shipping is free. From the beginning of the shopper’s journey they know that if they reach that threshold they won’t have to worry about the shipping cost, encouraging them to spend more, while also giving them a better online shopping experience. 

3. Personalize the Shopper’s Experience

Shoppers have an overall better experience on your site if the experience is targeted to them. There are numerous ways to do this through localization, remembering name and information, and understanding their unique customer journey.

Sephora recognized that I was in Canada and their homepage reflected that.

They also went above and beyond by not just saying “Canada” on the homepage, their images reflect the Rocky Mountains, Toronto, and the East Coast, which instantly made me feel more connected to the brand.

4. Recommend Products

Another key part of personalization and a feature that successful eCommerce websites have is product recommendations.

By recommending other products for the shopper they may find something they are more likely to purchase or add more products to their cart from suggested complementary products.

Bed Bath and Beyond recommends other products for the shopper that they may be more inclined to purchase, as well as complementary products.

This is a great way to offer a seamless shopping experience and allow customers to browse for exactly what they are looking for.

5. Are Timely and Seasonal

Regular website updates are always necessary, but changing the main focus of your homepage to represent the time of year is something the most successful eCommerce companies have began cashing in on.

It speaks to the shopper and they have a much higher chance of relating. It puts people in the mindset of what they could be shopping for.

Kate Spade knows their target audience is female professionals who are probably around the wedding stage of their life, whether it be their own or they have RSVP’d to 8 this season. So when landing on their page this summer you immediately thought wedding and, even though it may not be what they came for, there is a strong chance the shopper begins browsing their bridal section.

6. Have a Clean, Easy to Navigate Design

Simplicity is key. Taking a minimalistic approach to your website and making it easy for your shoppers to navigate is crucial.

ConversionXL states that simple websites are scientifically better and the concepts shown make sense. If you make it easy for shoppers to find what they are looking for there is an increased chance that they will follow through with a purchase.

On Bouclair’s site you see their main message, then scroll down to see everything neatly arranged in categories, making it easy to jump to the products that interest you most.

Lululemon is simplistic for similar reasons. Their homepage is short and sweet, while easily letting you navigate to the product area that is most relevant to you.

7. Highlight a Sale or Discount

Even though price isn’t the number one factor influencing a shopper’s buying decision, it plays a part and can excite the shopper enough to keep them on the site.

By seeing “25% Off” or “Big Sale Event” it gets the shopper eager to browse through and see what deals they can find.

IKEA shows the current event they have going on when you land on their homepage and encourage you to shop more, while not making it tacky with large discount banners and announcements.

Hollister takes the approach of a 50% off banner, with a “Shop Guys/Shop Girls” call to action below. The banner is neatly added in to match the theme of their site and maintain consistent with their branding. Hollister has also taken a pop-up sale approach to create urgency. By saying “Today Only” shoppers get excited and feel the need to make more purchases now.

8. Show Customer Approval

Shoppers want to know what other customers think. The concept of word of mouth marketing is huge as the approval of a fellow shopper can be persuasive. This is why testimonials have the strong impact that they do.

Under Armour ensures that their previous customers seal of approval is present when current shoppers are making their buying decision. Right at the top they show the star rating that purchasers have given the product and the complete review is placed below.

To Conclude

To ensure your online presence is top notch and that shoppers have the best possible experience while on your site it is important to stay up to date with new strategies and trends. By understanding what the most successful eCommerce sites are doing, you can learn from them and find useful tactics to test on your own site.

By following in the footsteps of these great brands, you’re on track to having an excellent user experience and hopefully having a significant impact on your revenue as well.