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7 website features to help improve the ecommerce experience

As more people purchase medical equipment and pharmaceuticals online for home delivery, ecommerce trends are becoming increasingly important. Offering a wide assortment of popular healthcare products online is an essential step toward riding this wave and retaining customers. In order to expand appeal and gain the business of most ecommerce shoppers, a retail website must include the features that potential customers want.

In fact, according to Inc. magazine, 38% of consumers stop engaging with a website they find unattractive, while 39% leave a website if the images won't load or take too long to load.1 Therefore, to gain market share in the competitive healthcare space, retailers must provide a simple and secure ecommerce experience.

Here are seven essential features consumers are likely to expect from your healthcare ecommerce website.

1 | Thoughtful site design holds visitors' attention

Your retail site should aesthetically please visitors or many of them may leave without buying anything.

But it's also essential the design doesn't overpower the site's usability. Operational simplicity is crucial for ecommerce shoppers, so your design should feature relevant images and high-quality content that clearly and succinctly demonstrate your products, availability and prices.

When designing your site, consider the user's experience at every step. The site should have a straightforward and functional design, making it easy for users to find what they need.

2 | Fast site load times improve the ecommerce experience

When an ecommerce site takes too long to load, many consumers navigate away from the site.

Here are some common reasons why a site may take long to load:

  • Broken links on the page
  • Oversized images
  • A web host that isn't robust enough

Hence, designing an ecommerce experience with quick load times is one of the easiest ways to beat out the competition.

According to digital marketer Neil Patel, ecommerce retailers can make back-end adjustments to speed up load times, such as setting image dimensions or using a content delivery network.2

Additionally, you can carefully consider your site's content to avoid slowing down pages with unnecessary features — especially those that rarely or never get clicks.

3 | Easy searching simplifies online shopping

When consumers need medical equipment or pharmaceuticals, they're rarely interested in time-consuming browsing. Rather than forcing a site visitor to scroll through endless pages or categories, your ecommerce site should make searches easy. 

Consumers want to find items:

  • Quickly, by way of a user-friendly search bar or search feature
  • At affordable prices
  • With fast delivery options

Also, consider implementing rich-text auto-complete in your site search. This feature offers phrase suggestions and top product results based on what users type into the search bar, even before pressing "enter" to complete the search.

4 | Relevant content drives ecommerce trends

Healthcare ecommerce shoppers often have little to no experience with the products they want to purchase. To help them make more informed decisions about what to buy and how to use the product(s), consider including relevant articles and resources in the search results on your site.

For example, a shopper who searches for "shower chair" may be interested in an article that explores various products that help with bathing after an injury or details all the items they'd need when recovering from hip surgery.

It may also be a good idea to include extra resources helpful to ecommerce shoppers, such as shopping guides for specific diagnoses.

5 | Simple shopping creates return customers

Consider including "Add to Cart" buttons next to each product on the search results page. That way, shoppers can easily add items to their cart without clicking on individual product pages.

For shoppers who want to learn more information by clicking through the product pages, make sure those pages are easy to decipher.

Each product page should ideally have:

  • A consistent layout
  • Standardized product descriptions  
  • A "Buy Now" button to expedite the checkout
  • Recommendations for other products often purchased with the item
  • User reviews, user photos, star ratings and the number of ratings on each product page

6 | Intuitive recommendations drive additional purchases

The best ecommerce sites use a visitor's shopping history to recommend additional products and services. Amazon does this exceptionally well, often reminding visitors of products they've previously browsed or recommending similar products purchased by other shoppers.

McKesson Medical-Surgical's retail ecommerce solutions can help you seamlessly implement suitable recommendations based on your shoppers' past purchases and visits, which can help drive future purchases.

7 | Immediate confirmation reassures ecommerce shoppers

When making online purchases, consumers want:

  • An instant sales confirmation
  • Payment verification
  • Delivery information

A successful ecommerce experience should immediately provide:

  • A purchase confirmation screen, including a reference number for customers to use in case of issues
  • An automatic email to your customer, including purchase information
  • A follow-up email with shipping information, including a tracking number

Today's consumers are increasingly comfortable purchasing medical equipment and pharmaceuticals online, but they choose retailers that provide them with a seamless ecommerce experience. Make sure your ecommerce site includes these seven features to capitalize on the expanding healthcare-at-home trend.

Is your ecommerce strategy ready to grow with consumer demand? With the right products & services, your business can be prepared to meet your customers' needs. We offer a full range of services to help you capitalize on the healthcare ecommerce market. See retail ecommerce solutions >


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