What Do High-Performance eCommerce Websites Do Differently?

High-Performance eCommerce Websites

The companies that take a more structured approach towards conversion optimization have higher chances of succeeding twice as much as compared to other companies that have a regular traditional approach towards business and growth. In today’s ever so changing world of eCommerce, a proper functioning website is an important factor that will make or break a business.

But with so much competition in the eCommerce space, it can be tough for you to establish your ground. Not only are you competing with your local regional brands, but you also have to deal with international giants such as Amazon and Walmart which makes it even harder to stand out and do good without doing things “Differently”.

So what are those special set of qualities that can set you apart from the rest?

Core Qualities

1. Make Their USP Clear


Your Unique Selling Points or your Unique Value Propositions. As soon as the prospective customer visits your website, they should get a loud and clear idea of what you do. What does your business specialize in. To begin with, create a Logo that resonates with your idea of the whole business. A logo is the first and foremost placement of your website that people will notice, the size, the color, the design everything should be just perfect. Your logo doesn’t just connect you to your audience but is an identity to your overall brand. The next thing I can think of is your Tagline; Your tagline should be catchy and understandable enough for your customers to relate to your brand quickly, it should not be something that is confusing. Your tagline just like your logo should be able to define your business’s vision and mission. A great example of this would be Mailchimp

2. Online PR & Efficiencies of Scale

The one thing that top-performing websites are now doing differently is to focus on an extra budget back up towards the top of the funnel (TOFU). The best way to kill the competition when people search for you is to have the audience’s first search, which should be your brand. Outmarket your competition by generating more of your best-converting traffic. We saw correlations with Average Order Value from websites that got higher than average referral traffic. We know that when volume increases, cost per unit decreases. It’s called economies of scale. But what do you call it when it’s revenue per unit that’s increasing with volume? It is called  “efficiencies of scale”. And this is the key insight for marketers to act upon in order to succeed in 2020.

In other words, the core role of the marketer is to create a smooth journey across various touchpoints throughout the website to deliver a person from two click prospects to five click purchasers. Any activity which increases sessions per visitor will automatically increase conversion.

3. Test Their CTA’s


Hubspot featured a company on their blog that increased their conversions 105.9% by having a clear call-to-action that leads to a whitepaper. In this whitepaper, the company informs the visitor about the company & what they offer.

Some ideas to optimize your CTA’s would be, You can divert the attention of your confused visitors from decision fatigue to the important content on your website by inserting a clear call-to-action button. Add the CTA at a prominent position on your website and use a fill color that stands out from its background. There should be a clear point of focus. The visitor’s eyes should be drawn straight to a CTA button or products you sell since it is the first thing your customers see when they visit your website. Your CTA button could be anything, say, “BUY NOW” or “RUNNING OUT OF STOCK SOON” or maybe something like “SALE ENDS TONIGHT”. This makes the customer curious and forces them to take any action that you want them to. So don’t make your home page so coiled that people get confused. Use large font, go generous on the content, and create clear pathways to the channels they need to purchase your product, Just have one CTA at a time, period!

4. Simple Checkout Process


Keeping it short should be the new mantra! You need to eliminate lengthy checkout processes which include unnecessary forms. Honestly tell me, have you ever had to go through the tiring checkout processes where you felt like giving up even before you completed your purchase because you couldn’t figure out the way to the final checkout process? Disappointing, isn’t it? Don’t make it a guessing game for your customers and make them go in circles it is a very unpleasant experience. 

Each additional step at the checkout process will only increase the chances of a customer abandoning their cart resulting in your loss. Just provide essential information that is required for the customer to know while they make a purchase with you, there’s absolutely no need to ask them silly questions that have nothing to do with the whole process.

The best way to do is to create a Guest Checkout instead of forcing the visitor to create a profile first.

5. Fast Load Time


Research shows that the loading speed is directly proportionate to customer conversions. The faster a page loads the more customers will be engaged and do business on your site.  It might be nice to have a trendy looking website, but visitors won’t hang around more than 10 seconds for it to load anyway. Spectate your page speed and optimize your web performance and your customers will thank you, trust me! Make sure your website loads faster.you can use page speed tools to enhance the performance. This may lead to higher user engagement, retention, and conversions. Remember, customers will leave your website if it doesn’t load properly.

6. Navigation

Users only lookout, for one thing, that is ease. Your website may not be all that fancy yet be customer delight, simply because of, it’s UI/UX. Users require simplicity and ease in terms of interface. When a visitor lands on your eCommerce website they’re probably looking for a specific product. They are usually in a hurry. Navigation through your site must be logical, robust and intuitive. Lost visitors equal lost sales so make sure the customers do not wade through layers of pages of your website for nothing.

Website navigation is the key to the success of any e-commerce website. It should be clean, clear and user-friendly. The two main aspects that help to develop a relationship between client and products by completely eliminating any sort of confusion are the UI (User Interface) and UX (User Experience). The reaction of users towards the site can be determined with the help of the user interface. UI deals with the technical features of a website. UX, on the other hand, deals with how the user feels while browsing your website so it’s basically about the whole look and feel of the website.

7. Simplified Menus


Menus are a great way to stay organized and group what you’re selling. But, you don’t want to overcomplicate things. Too many menu categories will confuse the consumer, preventing them from finding what they actually came looking for. Your menu shouldn’t be super-specific. Instead, use broad terms to categorize your products. Also, don’t forget to add a Search Bar to your website. It immensely helps your customers to track what they want. This will help you incorporate ceratin similar items into one menu rather than having different menus for each; that makes the website look clutter-free as well.

8. Share Feature

This is one of my most favorite features that many websites are now offering. It makes it so easy to ask for suggestions if and when unsure about the product of your choice. The sharing feature allows you to share the product outside of the website on other social platforms. Some kind of sharing button is a must for online marketing and to encourage the visitors of your site to share your content. In today’s digital age, shareable content plays a crucial role as it drives traffic to your website.


Running an eCommerce business is not an easy task and making it a hit is all the more difficult. But you can refer to the above pointers which will make sure you score points in the areas you might be lagging behind. You can do these on your own or hire experts or omnichannel marketing firms to take of these for you. Keep updating your website from time to time. One of the most important things I would like to mention here is, whatever you do to uplift the experience just don’t forget about the security of the website and your customers by going the extra mile and get an SSL certificate.wigzo cta

Pritika Dewan

Pritika Dewan

Pritika’s bio is short and sweet but is packed with interesting information. She is a Web Content Developer at Wigzo. However, when she isn’t reading or writing, she’s probably dancing, cooking Thai food or binge-watching her favorite shows.

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