What static pages should your e-commerce website include?

Building a well-structured and optimized e-commerce website requires time, effort, and investment, but it sets the stage for driving traffic, generating sales, and achieving your business objectives. Selecting a niche is the first step in launching an online store, and we have covered this topic in a previous article, which we recommend you read, especially if you are new to e-commerce.

Once you have determined your niche, it is crucial to consider the architecture of your website. This step may appear overwhelming, particularly if you are not an experienced strategist. In today's article, we will outline the essential static pages that should be included in any e-commerce website. Furthermore, we will provide examples of both good and bad static pages to help you gain a clearer understanding of what constitutes a solid foundation for your online store.

1. About us & Terms and conditions

The presence of certain pages on your e-commerce website is crucial for establishing trust and ensuring the security of visitors' personal information and payment transactions. Without these pages, potential customers may hesitate to provide their sensitive details or make purchases using their credit cards.

To inspire trust and instill confidence in your customers, it is essential to include basic information about your company. This includes details such as the company's founding date, location, and legal information like VAT or identification numbers. It is also important to clearly communicate the terms and conditions that apply to orders placed on your website. This should encompass how you protect customers' private information, the types of cookies used on your site, and the circumstances under which personal data may be shared with third parties.

Including information about the board or founders of your company is considered good practice, as it demonstrates that your business is operated by real individuals rather than being a fraudulent or illegitimate online store. Additionally, having a dedicated section for company news, along with a blog if available, provides an excellent opportunity to share your business's aims, commitments, and vision. This not only helps to establish transparency but also helps build confidence and trust with potential customers.

Here are 25 creative and engaging About Us pages from Search Engine Land. You can customize this page with useful information for your visitors, without compromising on design. If you choose to work with us, our e-commerce themes come with templates that will be very handy.

2. Shipping and cancellation policy

When it comes to online ordering, customers may feel hesitant, particularly if they are unfamiliar with a new store or its products. It is essential to provide reassurance by offering a clear and customer-friendly cancellation and return policy. Including this policy page on your website demonstrates transparency and gives customers peace of mind, knowing they can easily cancel an order or return a product without incurring any cancellation fees. Upholding these terms, even if it may not be immediately profitable for your business, helps build trust with your customers and encourages them to make repeat purchases if they feel they made an initial product choice that didn't meet their expectations.

Additionally, it is crucial to have a well-defined shipping policy. Clearly stating whether customers are responsible for covering shipping costs in case of canceled or returned orders is important. Offering free shipping is a highly valued perk for online shoppers and can help foster trust. However, it is important to recognize that the appeal of free shipping may vary across different age groups and niches. If providing free shipping is not feasible, be upfront about the costs in your Shipping policy page. Transparency is key to avoiding any unpleasant surprises for customers during the checkout process. Clearly communicate all costs associated with shipping, including fees for orders below or above a certain amount or for repeat purchases. By the way, our CloudCart shipping optimizations allow your store to calculate the shipping costs for the end client in real time.

To provide a seamless checkout experience, consider including shipping information, such as details on different shipping methods, on the checkout or cart page.

By prioritizing clear cancellation and return policies, along with transparent shipping information, you can establish trust with your customers and enhance their overall shopping experience on your e-commerce website.

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3. Loyalty plans

Loyalty programs often go unnoticed, but they can have a significant impact on e-commerce shops. People are drawn to discounts and the sense of belonging to an exclusive club. This is particularly beneficial when selling products that are readily available offline. Implementing a loyalty program can effectively encourage repeat sales and boost long-term profits and sales. To achieve this, it is crucial to create a dedicated page for your loyalty program and ensure its visibility.

If possible, include the loyalty program in the main menu or feature a prominent banner on the homepage to attract attention. Monitor clicks and visits to the loyalty page to gauge engagement and interest. Clearly outline the program's terms and conditions, such as the criteria for earning discounts or incentives, the number of orders required, and whether customers need an individual code. Consider whether customers' relatives can also benefit from the program. Specify if there are any time limits or restrictions, and determine if loyalty points apply to all product categories. Additionally, clarify whether the discounts are applicable to already discounted products.

By implementing a well-structured loyalty program and providing transparent information about its benefits and requirements, you can enhance customer engagement, foster loyalty, and ultimately drive sales and profitability in your e-commerce business.

Here's an example of a nicely organized Loyalty program page from Cargo Cosmetics, via sweettoothrewards.com.

4. Payment terms and payment confirmation

Having a dedicated page for payment conditions is essential for any online shop. This page should provide clear information about pricing, including whether or not it includes VAT, any additional costs such as shipping fees, and any discounts available for orders above certain amounts. It is advisable to include this page in the footer of your e-commerce website, alongside other important pages like Terms and Conditions, Privacy Policy, Shipping and Return Policy.

In addition to the payment conditions page, it is crucial to have a confirmation page that informs customers that their payment was successful. This page does not necessarily need to be included in the main menu, but it should be tracked for analytical purposes. Even if you offer electronic products such as e-books or software, it is still important to include this confirmation page. Consider displaying it after free downloads as well.

The content on the confirmation page does not need to be complicated. Its purpose is to reassure the customer that their payment or download was successful and that they will receive an email confirming their order shortly. It is also helpful to include a contact address for customers to reach out to in case they do not receive their confirmation email. Lastly, provide information on how customers can modify their order in case they notice any mistakes after making a purchase.

By including a dedicated payment conditions page and a confirmation page, you ensure transparency, reinforce trust with your customers, and provide them with important information regarding their purchase.

5. Contact us, plus live chat functionality

It's important to cater to different customer preferences when it comes to communication. While some customers prefer contacting businesses through social media, others prefer using the live chat function or contact form on your website. To accommodate these preferences, it is essential to include a Contact Us page in both the header and footer of your website.

When designing the contact form, keep it concise and straightforward. Typically, requesting the customer's name, email address, and/or phone number is sufficient. You can enhance the form's usability by including a drop-down menu with various options for customers to choose from, such as Product-related questions, B-2-B queries, Terms-related questions, Security-related concerns, and more.

By providing accessible contact options and a user-friendly contact form, you enable customers to easily reach out to you and address their inquiries or concerns. This enhances customer satisfaction and fosters a positive relationship with your audience.

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6. FAQ & Help

A Frequently Asked Questions (FAQ) page and a Help page are essential components of any e-commerce website. These pages are particularly useful for new customers who may have numerous questions or require additional assistance. Including comprehensive information on these pages can help reduce the influx of unnecessary emails.

On the FAQ page, provide as much relevant information as possible concerning various aspects of the customer experience, including ordering, shipping, returns and cancellations, discounts, account creation, and payment processes. While some details may overlap with information found on other pages, the FAQ page serves as a dedicated resource for addressing common queries. Don't forget to include this page as it is crucial for ensuring a smooth customer experience.

Alternatively, you can create a Help page that offers comprehensive guidance on navigating and using your website. Explain the terms of use, outline the use of cookies, and provide instructions on how customers can contact you for assistance. Consider mentioning the contact address and provide clear instructions on the best way for customers to get in touch based on the nature of their specific issue. For technical matters, direct customers to the technical department, while for product-related issues, direct them to the customer support team.

By including a well-crafted FAQ page and a comprehensive Help page, you equip customers with the necessary information to navigate your website and address their inquiries. This enhances their overall experience and ensures they feel supported throughout their customer journey.

I hope this will take away some of the stress and help you structure your newly created e-commerce website better. If you have questions or comments, don’t hesitate to post them below, and if you need help building an online store, get in touch using the Contact page.