Attributes of a successful e-commerce website

by Eliisa L.

07 April 2020

Consumers make purchases online because of the undisputed time and convenience related benefits. Just like people are able to book their flight tickets and hotel rooms for a holiday in advance, they expect to be able to book their next rental gear conveniently online.

Actually, one-third of the consumers rather perform the booking online. The online customer experience is a key factor for high conversion rates in e-commerce. In this article, we go through the basic attributes of a successful e-commerce website so that your rental shop can fulfill the expectations of a modern customer.

Visual appeal ✨

First impressions are 94% design-related. The way the website looks, the quality of the photos used, the overall layout directly affects business’ image and most importantly credibility. 75% of consumers admit to making judgements on a company’s credibility based on their website design. Think about it, a poorly designed website may lead to potential customers not trusting your business.

If you and your competitor’s offering exactly the same, it’s guaranteed that the customer will choose the one who is more visually appealing and more legit looking. 

Just imagine a fruits and vegetable department in a grocery store. Ask yourself as a consumer, do you prefer doing your groceries in a store that has the fruits and veggies in the cardboard boxes where they are transported or do you instead go to a supermarket where the presentation is well-thought and finished? Exactly. 

Ease-of-use and navigation 🧭

A website that is hard to use causes confusion and ultimately develops frustration about the shopping experience, which can lead to users abandoning the purchase process or leaving the website. 

Let’s put it this way: you have approximately 10 seconds to make an impression on your potential customers. Therefore, don't overwhelm your website visitors with complicated design, unclear navigation or too much of text. 

In other words, keep your website simple and straightforward. If your most important objective is to get customers to book and pay their rental gear online, make sure that the desired conversion is as visible as possible. Don’t forget your call to action buttons too!


☝️Clear call-to-actions make navigation on the website clearer and increase conversions.

Response time ⏲️

A website that doesn’t react to commands or is just plain slow is never an enjoyable experience, right? Apart from a disappointing experience, this affects reaching potential customers - according to, majority of consumers expect a web page to load in 2 seconds or less, while a whopping 79 percent of online shoppers stated they will not return to the website again.

Moreover, the speed of the website has been one of the most crucial factors affecting your search engine rankings almost a decade now. The difference can be significant that only a few seconds shorter page load time can do to your search engine ranking, and therefore, your organic website traffic. Here you can test your website speed.

So, make sure your website is fast enough and commands are clearly reacted because a slow website does harm to your website traffic, conversions, and therefore, online sales.

Mobile experience 📱


A responsive website that scales from desktop to mobile is nowadays a requirement for a successful e-commerce business. In January of 2020, nearly 52% of total web traffic globally was generated from mobile devices. 

Mobile responsiveness does not only improve the on-site experience but it also enhances your visibility in search engines. In 2018, Google announced that they are gradually moving websites to mobile first indexing, meaning that the company gives more visibility to websites that provide good browsing experience with a mobile device.

With an increasing amount of traffic generated from people browsing the internet and using applications with their smartphones, it’s crucial to make sure that the website as well as the shopping experience in the online shop are adapted for mobile usage.


For more tips on e-commerce in our e-book! Download for free here

Eliisa L.

The storyteller that spends her time in the studio, outdoors, or creating the best, most relevant content for rental shops.

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