Every online retail business or ecommerce website today looks to reach the maximum number of users with a goal to showcase their products and convert them into paying customers. While website responsiveness, product presentation, and aesthetics are some of the important factors that help ecommerce websites to grab more user’s attention. But if you wish to convert them into paying customers, online retail businesses should look to improve their website accessibility.
The reason why today most retail businesses looking to hire an experienced website design company for their business is because they are aware of the fact that experienced hands always keep accessibility, responsibility, and aesthetics as their first priority while creating an ecommerce website design for the business. Mainly after the introduction of ADA compliance, it has become essential for every public and private website to make their web design accessible to every user regardless of the impairment they have.
If you are scrolling to the internet to look into how you can improve your ecommerce website accessibility then you have landed on the right article where we are going to highlight some of the important reasons why businesses should make their ecommerce website design accessible. Not only that but we will also be offering a detailed idea about why you need to focus on improving your ecommerce website accessibility for better traffic and conversion. So make sure you stick to the end of this article.
If you are looking to enhance your ecommerce website design sales then make sure to check our blog on E-commerce Website Design Tips For Better Sales (10 Proven Tips To Consider In 2021
An overview of ecommerce website accessibility
Website accessibility is one of the most important but least talked about aspects of web design. Your business might be offering products that can help users in different ways. But to convince buyers to become your paying customer you need to ensure that they are able to get every small detail about the product and your business. It can be only achieved when you plan to create and offer an ecommerce website design with optimized accessibility.
Today almost every shopper prefers to make their purchase online whether it’s buying groceries, appliances, clothes, furniture and more everything is done online. But have you ever wondered whether all the shoppers landing on your ecommerce website are the same or not? If you haven’t then it’s the right time to do it because people have different kinds of disabilities, among them visual and hearing impairment is something found very common in most people.
If you look at the statistics, a report by WHO states that 1 billion people live with some or other type of disabilities. Not only that but 26 percent (one in four) of people in the US have some kind of disability. Among them, 5.9 percent of the people are either deaf or have some serious hearing problem. And nearly 4.6% of the users suffer from visual impairment or have visual disabilities.
While the number might shock you, you need to accept that even after having these kinds of disabilities their need is very much similar to other users. That means they might be looking for the products you are offering on your ecommerce website. By enhancing your ecommerce website accessibility you ensure that every user landing on your website is easily able to access the web design and the product page regardless of the impairment they have.
The reason why today most businesses look to hire an experienced website design company is that they are aware of the fact that experienced professionals can help them to create a highly responsive ecommerce website with better usability and accessibility. Today every shopper’s landing on your website will have different ways or we can process to view and engage with your website and product.
They might be using different devices and tools to engage with your ecommerce website and the product page. By making your ecommerce website accessible you ensure that they are able to use these devices and tools effectively or we can say your website delivers proper response when users try to access your website using different devices and tools. If you haven’t planned to improve your ecommerce website accessibility then it’s the right time to do it. But the question comes down to how?
Don’t worry we have got you covered. In the coming paragraphs, we are going to highlight every small tip and technique that can help you to enhance your ecommerce website accessibility. But before that let’s take a look at why businesses should improve ecommerce website accessibility?
If you are looking to know the best ecommerce web design practices to improve your existing ecommerce website then make sure to check our blog on Ecommerce Website Design Best Practices: 8 Tips Every Online Store Owner Should Consider In 2021
Why should businesses improve ecommerce website accessibility?
The ecommerce website accessibility is directly related to the user experience of your website. If users landing on your website are failing to access the web design or the products page then it will directly impact your ecommerce website reputation. There are a number of reasons that can tell you to quickly get your ecommerce website redesigned by an experienced website design company for better accessibility and responsiveness. One among them is the accessibility guideline offered by the web standard organization.
If your business is operating in the US then you can ignore ADA compliance as many leading websites including Amazon got into legal trouble due to poor ecommerce website accessibility. The WCAG 2.0 guideline clearly indicates that every website should make its design and the elements inside it accessible to every user landing on the website. A poor ecommerce website accessibility not only impacts website conversion but also the business reputation which can directly impact your future goals.
Your site visitor might be using different tools and devices like the screen reader and other equivalent tools to access your website. Not only that but users who can not use conventional point-to-interact devices like a mouse are totally dependent on the keyboard to access your ecommerce website design and the elements inside it. If your website is failing to respond to these tools and devices then the user will leave your website without having any second thought.
If that is the case then it will not only increase your website bounce rate but also lower your ranking on the search engine result page. Apart from that, there are high chances that users might start writing negative reviews about your website and business which can directly impact your business’s online reputation.
If you see this from a business point of view then every user landing on your website matters as they can buy your product and become a paying customer. Today every user has a number of options in their hands. If your website is failing to engage them or convince them to buy your product then they will switch to your competitor’s website without having any thoughts. There are other reasons why businesses should improve ecommerce website accessibility. Let’s take a look at some of them:
1. Allows you to offre enhanced user experience (UX)
One of the primary reasons why businesses should look to improve ecommerce website accessibility is because it helps in enhancing the overall website user experience. When it comes to ecommerce business then everything depends on the user experience you create when users land on your website and when they leave your website. While creating user-centric website design should be the primary goal, incorporating accessibility allows the website to take its design to the next level.
By making your website design accessible you are ensuring that every disabled user is able to get the same experience as another user landing on your website. But for that you need to ensure that your website is making use of different features like keyboard-based navigation, performing searches by voice, allowing screen readers to deliver the purpose of the web page, and many more.
There are other factors like video transcript and more which we will be highlighting when we start discussing how businesses can improve ecommerce website accessibility. So if you wonder why you need to improve ecommerce website accessibility then remember it helps in enhancing website user experience.
Apart from accessibility, the user interfaces you create and offer also decides the effectiveness of your ecommerce website design. If you are looking to improve your ecommerce website UI then make sure to check our blog on Ecommerce UI Design Guide: How to improve e-commerce Website UI Design For User?
2. Enhances business and ecommerce website reputation
By improving your website accessibility you are not only improving your website user experience but also delivering a positive message that leads to a better market reputation. In today’s competitive marketplace the reputation you create will play a major role in deciding the traffic and conversion you get on your website. Every user today is willing to purchase the product from the brand and website whom they can trust.
Undoubtedly the user experience plays a major role in creating a sense of trust but your business and website reputation will also decide whether users will trust your brand and business or not. If your website is getting too many negative reviews and comments then even though your website product and design is effective, users will not show interest in buying products from your brand and ecommerce website.
These types of negative reviews websites start getting when the users fail to access the product and design they are offering. You can imagine if a user who desperately needs your product lands on your website but fails to access the design and elements inside it. Even If they don’t want to, their frustration will encourage them to write negative reviews that they experienced in your website design.
On the other hand, if a user with visual or hearing impairment lands on your website and they are easily able to access your website design, then it will encourage them to explore more about your website and perform the desired action. Not only that but there are high chances that they might share their experience with others, and recommend your website to their closed ones. All these will result in improving your business as well as your ecommerce website reputation.
So if you wonder why you need to improve your ecommerce web accessibility then remember it helps in creating a positive brand image that leads to a better reputation among your audience. If you are looking to create an ecommerce website design that is related to your site visitors expectation and encourages them to perform the desired action then it’s always recommended to get your website design by an experienced website design company who can bring their years of experience in creating a highly attractive and conversion-centric ecommerce web design for your business.
3. Get better visibility on the search engine result page (SERP)
When you plan to make your website accessible then you need to look into optimizing and adding multiple things like adding alt text, using video transcript, and more. These components are essential when it comes to making your ecommerce website accessible because it helps the user with visual or hearing impairment to understand the purpose of the video and image. The search engine bot landing on your website for indexing purposes can’t see what you are offering or can’t hear what your video is trying to convey.
By adding the transcript and alt text you are not only helping disabled users but also allowing search engine bot to understand the purpose of the elements. The more clearly the search engine bot understands your website and web page purpose the higher chances will be to get a higher ranking on the search engine result page. It’s true that there are a number of factors that decide the ranking of a web page but the accessibility of the website also plays a crucial role in enhancing ecommerce website ranking.
When designing a website business needs to add semantics in the website codes so that it allows the search engines to understand the purpose of each component. If you are getting your website design by an experienced ecommerce website design company then you don’t have to worry about the semantics. An experienced hand ensures that your website design is optimized for every small aspect for better ranking and conversion.
Sometimes high bounce rate also becomes the primary reason behind low visibility in the search engine result page. On the other hand, if your website is able to hold your site visitors then it might help you to gain a better ranking but for that, you need to ensure that your ecommerce website is accessible by anyone and everyone landing on your website design. So if you wonder why you need to improve your ecommerce website accessibility then remember it helps in improving visibility in the search engine result page (SERP).
If you are facing difficulties in getting your website and web pages ranked on the top in the search engine result page then we recommend you consult with an experienced SEO company for your ecommerce website and business.
4. Helps in improving site usability
As we have mentioned earlier, by improving ecommerce website accessibility you are not only improving your website and business reputation. But also ensuring that every user landing on the website is getting access to online stores optimized for usability. The usability and accessibility of a website go hand in hand. If your ecommerce website is not optimized for accessibility then it will directly impact your website usability which will result in lower traffic and conversion.
In today’s competitive market place it has become essential for every website to create a design optimized for better usability. Or we can say the usability of your website decides whether the user landing on your website will perform the desired action or not. By enhancing your ecommerce usability you will be able to offer a positive experience which can result in encouraging users to share their experience with their closed ounces.
So if you wonder why you need to improve your ecommerce website accessibility then remember it can result in better traffic and conversion on your website. But for that, you need to ensure that you are getting your ecommerce website designed by an experienced website design company that can help you to create a user-centric ecommerce website that drives more engagement and conversion on the website.
6. Save your ecommerce website and business from legal hurdles
By now you must have read how accessibility can help you to improve your website user experience, search engine ranking, reputation, and usability. These reasons might convince you to make a strategy to improve your ecommerce web accessibility but there is another point that you need to take into consideration. By improving your ecommerce website accessibility you are helping your business to save a lot of time and cost the most of the top websites like Amazon, Netflix, and more have spent in getting out form legal hurdles.
If your ecommerce website and business are operating in the US then you need to ensure that your website meets the American with disability act (ADA). The ADA act ensures that very public and private websites operating in the US must ensure that users with disabilities are able to access the website design easily and effectively. If you are failing to offer a website design optimized for better accessibility then it can land your website and business in some serious legal trouble.
Once your business and ecommerce website get into legal trouble then you might have to spend money on various expenses like settlement fees, legal fees, public ratio, and many more. Costing and time are among the main reasons due to which no business wants themselves to land in legal trouble. Instead of that, you can hire an experienced website design professional that can help you to optimize your ecommerce website design so that it meets ADA guidelines.
7. Accessibility allows user to access the website from a wider range audience
By enhancing your ecommerce website accessibility you ensure that your prospects are able to access your website design from different devices and browsers. Most of the time devices and browsers become the primary reason behind poor web accessibility. If elements like the CTA, images and more are failing to support the devices or the browser then users landing on your website might face difficulties while accessing the elements in your web design which can lead to lower engagement and conversion.
Apart from that if a visually impaired user is making use of any devices embedded with a screen reader then they might face difficulties while accessing your website. By ensuring that your website is accessible by all the browsers and devices you are enabling users to easily access the elements in your ecommerce website design without any issues. Mainly with the increase in the use of the smartwatch you need to ensure that the element in your website needs to be accessible on all devices and browsers.
The accessibility guidelines clearing indicates the compatibility with the new devices for better results. As mentioned earlier, by improving accessibility you are not only helping shoppers to have the best experience but also allowing your ecommerce website and business to grow in the competitive market palace. If you are looking to create a highly responsive and accessible website design for better traffic and conversion then it’s always recommended to hire an experienced website design company for your website and business.
By now you must be having a clear understanding of why e-commerce websites should focus on improving their website accessibility. Next, we are going to highlight some of the important tips that you can look into when planning to improve your ecommerce website accessibility.
Best practices to improve ecommerce website accessibility
When a business plans to build an ecommerce website then they mostly focus on the look and feel of their ecommerce website design with the help of vibrant color, beautiful fonts, and attractive visuals. Undoubtedly these are some of the important aspects that help online stores to grab their site visitor’s attention and keep them engaged on the website. By making your online store attractive you might be able to separate your website and business but might face a lot of difficulties when it comes to driving sales online.
If you are looking to create an ecommerce website that allows you to drive more traffic and sales online then it’s recommended to keep accessibility and responsiveness as the first priority. Users landing on your website should be able to easily access your storefront regardless of the impairment they have. Below we are going to highlight some of the proven best practices that you can consider when planning to improve your ecommerce website accessibility.
1. Place yourself in your prospects shoes
When you plan to improve your ecommerce website accessibility then the first thing we recommend you to do is start seeing your website from your prospect’s point of view. In the coming paragraphs, we will be highlighting various tips that can help you to improve your ecommerce website accessibility. But before that, you need to be in a position to analyze what problem your site visits might be facing after landing on your website? Which and all elements are becoming barriers that are stopping users from becoming yoru paying customers.
The shopper landing on your website might be visually impaired or have a problem like color blindness or hearing impairment. These types of disabilities should not stop them from engaging with your website design and performing the desired action. That is the reason why it’s essential for websites and businesses to look at their ecommerce website from a user point of view. It will help in getting a detailed idea about where you need to make improvements.
There are a lot of elements and design problems that can hamper website accessibility. Below we will be highlighting some of them but once you place yourself in your prospect’s shoes then you will be able to get a better understanding of where you need to make improvements in your ecommerce website design. To do that
- Start exploring your store on your own keeping the shoppers with disabilities in mind. You can also ask your closed ones to review your ecommerce website.
- When you get started with the evaluation process it’s recommended to look at the images, buttons, and another important element in your ecommerce website for accessibility.
- Pay close attention to the colors you select in your ecommerce website
- Check whether your ecommerce website is accessible only by keyboard or not
- If you are making use of any multimedia files then it’s recommended to check whether a user with disabilities is able to access those media elements or not.
There are other things that you can look at like the design, placement, and many more. The reason why today most businesses look to hire an experienced website design company for their business is that they are aware of the fact that experienced web design professionals always keep aesthetic, accessibility, and responsiveness as their first priority.
3. Take the help of the tool
The above-mentioned process needs to be done manually, however, to get a more detailed idea about what is working for your website and elements that are not optimized for accessibility, you can take the help of online tools. There are different online tools available that can help you to check your web accessibility one among them is WAVE (the web accessibility evaluation tool). It is a helpful and most effective tool to check website accessibility.
Using WAVE you can identify the elements that are failing to meet accessibility guidelines or we can allow site owners to find the elements that are not accessible. To check your website accessibility you need to visit the tool and just paste your ecommerce website URL. You will be able to find the list of errors in your ecommerce website that is damaging the site visitor’s shopping experience.
While the WAVE (the web accessibility evaluation tool) will help you to identify what is hampering your website functioning and shopping experience. To get a detailed audit of your web accessibility it’s always recommended to consult with an experienced website design company that can help you to identify why your website is failing to drive desired results and what changes you can make during a website redesign to create a more effective and result-driven ecommerce website for your business.
4. Make use of ALT text for images
By now you must have a detailed idea about how you can evaluate your ecommerce website accessibility. Next, we are going to highlight some of the points that you can consider while improving your website accessibility. The first thing we have in our list is using ALt text for images. Undoubtedly every ecommerce website is filled with a bunch of images that help the user to check different angles of the product. To make your ecommerce website more accessible we recommend you use alt text for every image you add to your website.
Images are considered as one of the most effective ways to drive user’s attention but what if your site visitor has a visual impairment. It will become difficult for them to access the images you have displayed on your website. With the help of alt text, you will be able to highlight what the images are about regardless of the impairment users have.
As mentioned earlier every visually impaired user makes use of the screen reader tool to access the website design. If that is the case then the screen will be able to read the alt text displayed on your website and deliver the purpose of it. Adding alt text not only helps visually impaired users but also allows search engines a bit to understand the purpose of the images. Because search engine bot can’t see or hear what your website has to say they just crawl the text inside it to understand its purpose.
Yes, in the near future we can expect the search engine bit to be smarter but for now, the search engine identifies the purpose of the page depending on the text inside it. So, by adding the Alt text you ensure that every user landing on your website is clearly able to understand what your images are about. Apart from that you also get the benefit of ranking better in the Google images for better traffic and results.
In short, adding alt text on your website design can offer you a number of benefits right from getting a better ranking to conversion on your website.
5. Make your online store keyboard accessible
When it comes to improving ecommerce website accessibility then it’s always recommended to ensure that users landing on your webiste are easily able to access the element with the help of a keyboard. Today most of the users who can not use conventional point-to-interact devices like a mouse make use of the keyboard to access the element and interact with the web design. If your product page is having multiple buttons like add to cart, buy now, and more then all of them should be easily accessible by the keyboard.
This way you are not only encouraging your site visitors to perform the desired action but also ensuring that they have the best shopping experience regardless of the impairment they have. To do that you need to ensure that your ecommerce website is arranged in the right order. You also need to ensure that the navigation of your web pages is clearly structured so that users are easily able to access it with the help of a keyboard.
When it comes to structuring the website in the right way then the website information architecture and visual hierarchy are among the two important aspects that every website and business should look into. It will help you to decide how easily users are able to access the website with the help of a keyboard.
If you are getting your ecommerce website designed by an experienced website design company then you don’t have to worry about keyboard accessibility as they will ensure to create a website design that can be accessed by any user landing on the website with the help of any tools and devices.
6. Place the important elements on the top
As mentioned earlier to improve web accessibility websites need to ensure that their design is easily accessible with the help of a keyboard. Just making your website design keyboard-friendly will not help you to drive the desired amount of results until you make the important element in your website design quickly accessible. Because placing the important elements at the bottom or at an unrecognizable place can directly impact the shopping experience which can result in low conversion.
By placing the important element in the middle or at the button you are not only reducing the chances of conversion but there are high chances that users might leave your website without performing the desired action. To place the important or the essential element on the top first you need to start with identifying the important element in your ecommerce web pages. The product image is one of the essential elements that need to be placed on the top then the button along with the product description.
To make the process more effective you can start listing the important element from your shopper’s point of view. Doing it from your business internet can make the design more confusing and lessen its effectiveness. That is the reason why it’s recommended to decide the element depending on the user’s needs. Once you successfully discover the important element then you can also look into how many times a user needs to tap the tab button to reach the element.
The lesser the time is the higher chances will be to convert them into paying customers. On the other hand, the longer it takes to reach the important element the higher chances will be of getting more cart abandonment rate on the ecommerce website. Earlier users with disabilities used to adjust with the type of website business. But now with the increase in the number of websites every user has a lot of options. If your ecommerce website is failing to offer an easily accessible website design then they will simply abandon your website and look for other options.
So your goal should be to engage more and more site visitors the moment they land on your ecommerce website. To have such a type of website for your business it’s always recommended to hire an experienced website design company that can help you to create a highly attractive and conversion-centric website design for your website and business.
7. Make use of the transcript for the video file
In today’s competitive marketplace websites have started to adopt different techniques to enhance the shopping experience. Some of the ecommerce websites have started to offer a detailed video on how the product can be used and the benefits with a goal to drive more conversion on the website. While videos are one of the effective ways to grab more site visitors’ attention and encourage them to engage with the video file. What if the user has a hearing impairment?
If a user with hearing impairment lands on your website then the first thing they will look for is the video transcript. It allows them to understand the purpose of the video and encourages them to make the final purchase on your online store. Not to mention but every user looks to have a detailed idea about what the product is about and how it can be used.
So by offering video transcripts you ensure that users landing on your website are able to engage with the video content regardless of the impairment they have. You can also make use of the transcript to add the target keyword for better ranking. If you are looking to improve your ecommerce website accessibility then make sure to use the transcript for video and audio files.
8. Make sure to prioritize the text accessibility
Accessibility is not only about making your design accessible to disabled users but sometimes even abled users fail to access the online store due to poor text color and size. When it comes to creating a highly accessible ecommerce website then businesses need to ensure that users landing on your website are easily able to access the text content.
Whether it’s the title of your product page, features section, or review section every section in your product page must be having a text content. By improving ecommerce website accessibility you measure the users landing on your website are easily able to access the text content.
Undoubtedly the images are the key play for every ecommerce website but the text content allows them to get a detailed idea about what the product is about and how it can be used. In short, we can say it allows shoppers to get a detailed idea about the product features.
To make the text in your web pages accessible you can ensure that users landing on your ecommerce website are easily able to resize the text or change the color. The reason why businesses look to hire an experienced website design company to help them build an ecommerce website is that they are aware of the fact that every experienced professional keeps responsiveness and accessibility as their first priority while designing a website.
9. Spend time selecting the right set of color
When we talk about accessibility then color is something that should be present in every list. Many times the color you select for your ecommerce website becomes the primary reason behind poor web accessibility. It might be helping you to improve your website aesthetic but users landing on your website might be facing a lot of difficulties while engaging with your product or category page. When it comes to ecommerce websites the color you select will play a major role in deciding whether users landing on your website will engage and convert or not.
As we have mentioned earlier, color blindness is nowadays found among most users. Mainly the cases of red and green color deficiency are continuously growing so every ecommerce website needs to ensure that they use colors in the ecommerce website wisely. If you are making use of green and red colors to highlight important elements in your website design then it’s recommended to use some alternative color. Mainly if your website is making use of red and green colors for CTAs then you need to make changes to make your design more accessible.
Yes, it’s true that every user landing on your website might not be having the same problem but you need to accept that every single customer landing on your website matters. That is the reason why you need to ensure that your ecommerce website has a color that makes it easy for the user to access your website. By selecting the right color, you ensure that your site visitors are able to differentiate between the background and foreground color.
So to make your website accessible you need to ensure that your website is making use of the right and light color for better results. Most of the website makes use of a color tool that allows users to make changes in the website color depending on their needs. However, if you plan to integrate such a tool into your website then it’s always recommended to consult with an experienced website design company for better and more effective results.
10. Make Sure The Form Is Easily Accessible
The forms in your ecommerce website help users and yoru business in different ways. It acts as the communication channel using which users are able to content your business and you are able to get their information which can be used in the future for marketing purposes. While form is one of the essential elements of a website design but most of the time users feel confused while filling the details in the form that makes it inaccessible.
Wonder what makes a form inaccessible? Well, not the CTA button or the design, but the fields or options you add in your form make it inaccessible. Most of the time users fail to identify what they need to fill in the given field. It generally happens when the website offers ambiguous fields in the form. If you are looking to ask your site visitors full name then instead of labeling the field in the form as “Name” you can label it as full name.
This way you will make it clear to your site visitors what they need to fill in the listed field. Apart from that, you can also divide the name section into three parts “First Name” ”Middle Name ”Last Name” to make the forms in your ecommerce website more effective and user-friendly.
Most of the time users accessing the website design using the keyboard face difficulties when moving back and forth in the form. To make your form accessible you need to ensure that users are easily able to move back and forth in yoru forms. So, when you plan to improve your ecommerce website accessibility then it’s always recommended to enhance the forms for better results.
11. Using the heading correctly
The heading in your ecommerce website plays a crucial role in grabbing user attention and offering them desired information about the product. Before users start to scroll your product they first look at the heading of your product to determine whether the product is right for them or not. The heading in your website also helps users to find the right product that they are looking for in your ecommerce website design. While the heading can encourage users to explore more about the products, an inaccessible heading can drive users away from the website.
Most of the time ambiguous heading becomes the primary reason behind higher bounce rate and lower conversion rate. Shoppers making use of screen readers might find your web page more confusing if the heading is failing to offer what the user will find on the web page. That is the reason why we recommend you create a heading that relates to the content inside your web page and offers a reason to explore more about your website and product.
So when it comes to making your website accessible then it’s recommended to use the right heading for your ecommerce website. Apart from that, you can also look into the header tag by arranging them into the right order (H1, H2, h3, H4…..). By doing so, you are not only making your website accessible but also improving the SEO of your website. If your existing website SEO is failing to drive the desired amount of results then it is recommended to hire an experienced SEO company for your website and business.
By now you must be having a clear idea about how you can engine your ecommerce website accessibility. The recent COVID19 pandemic has made many people realize the importance of having a responsive and accessible website design for their business. Mainly when it comes to retail business most of them have seen the result an ecommerce website design can bring for their business. Most of the shoppers have already shifted to online platforms. That is the reason why it has become essential for businesses to make their business online.
However one should know that the market is highly competitive so it’s not only about creating and offering an ecommerce website design but also ensuring that design is accessible to anyone and everyone. If your business is operating in the US then you need to make your ecommerce website ADA compliant to make your website accessible to disabled users.
If you are getting your ecommerce website design by an experienced website design company then you don’t have to worry about ADA complaints because every experienced web design company is aware of the legal hurdles a website can face if its website is not ADA compliant. By hiring an experienced professional you ensure to create and offer a website design that helps you to drive more traffic and offer a reason to your site visitors on why they should select your ecommerce website over others.