Often, e-commerce executives are laser-focused on increasing their revenues through smarter marketing efforts, and this sometimes may cause them to neglect fields where they can leverage quicker returns. And these fields can even be at the core of what they are all about: their webshop.
The e-commerce market has become harshly competitive and now each and every website should be offering a top-notch design matched with the best messaging. Consumers would not be shy skipping your webshop if you ever fail to deliver them what they expect or even more than that. In this regard, your site should have a superb uptime, quick loading, and should offer the feeling of solid security.
Almost immediately loading pages
In our digital world, time is everything. Metrics are calculated in minutes, if not seconds. And surely, time is money. Each click brings up excitement for the customers in their shopping journey and the expectations are quite harsh in that respect. Customers expect almost immediate responses for their actions, so, presenting a high-speed webpage is no longer a nice-to-have for e-commerce companies.
Delays and waiting times reduce conversion rates dramatically. There is a serious amount of research on this particular subject, conducted by likes of Amazon, Google or Microsoft.
Acceptance levels of such delays also change in time, thanks to the advancements in technology. For example, back in 2006, customers expected an average of 7-8 secs or less for a webpage to load, but today, more than half of consumers click off if it takes more than 3 seconds.
In short, if your webshop does not respond as quickly as what consumers expect, they might just bounce away to your competitors, and the worst part is that they might not even come back again.
Superb uptime of nearly %100
The real success appears in tough times. There is no exception to this when it comes to handling web site traffic. As American author James A. Michener once said, mostly, we are not ready for what we expect.
Most of the effort of e-commerce companies go into marketing, and after there, into increasing the visits and expanding the user base. However, when there are desired peaks in website traffic, these websites simply crash or find themselves in a bunch of technical setbacks. This can occur during a Cyber Monday, Black Friday or even after sudden word-of-mouth on social media.
E-commerce companies should never worry about whether their webshop is live and functioning or crushed. Setting a solid and website as a must-have within the overall business strategy is at the core of achieving growth with a loyal customer base.
Secure and peaceful shopping
E-commerce pioneers worked hard to prove to consumers online stores are secure platforms for shopping. Site-wide HTTPS, DDoS mitigation when needed, and PCI compliance are must-haves to speak of a secure online shopping experience.
PCI Security Standards Council Compliance
PCI SSC, i.e. PCI Security Standards Council is an institution that sets specific data security standards that should be adopted by online merchants of all sizes. An e-commerce company should be closely following the updates of the security standards set by PCI, and this process constantly requires a certain amount of resources allocated to it.
The reason behind such standard security compliance is crystal clear. E-commerce companies deal with credit cardholder data, namely, the credit card number, cardholder name, expiration date, and security code. All these data should be guarded safely no matter what and data security must be a top priority for e-commerce companies of all sizes.
Achieving this compliance might not be very easy for SMBs on their own, thus, some of the top e-commerce SaaS platforms offer security solutions within their packages.
DDOS Attack Mitigation
No one warns you before they strike your web site with an attack. Mostly such attacks come from outside parties with hostile efforts and are mainly triggered by bots that search the web with a particular focus on common vulnerabilities. Again, just as PCI, DDoS mitigation is also taken care of by the major e-commerce SaaS platforms, but in the case of a self-built e-commerce site, the business must devote a certain amount of money and time to for security issues.
Using HTTPS has two major advantages: a much better ranking in Google search and increased customer trust thanks to the higher site security.
HTTPS is a site-wide SSL (Secure Sockets Layer). SSL is the security standard to set up an encrypted link between the browser of the users and a web server. This makes sure that all the data transfer occurring through his link stays private and integral. Transfer on unencrypted channels is insecure and can be intercepted. Ensuring that any transfer happening within your store is private and well under control gives your customers the feeling of security when giving personal information.
E-commerce is a game where many factors come into play. The tech stack of your webshop is just another crucial weapon in this battleground, and it would not be an exaggeration to state that it comes before almost everything. Create an online shopping experience in which customers can feel safe. Remember speed and security are essential components of a good shopping experience.