Sure, there are no universal features or design options which guarantee that your online shop will become popular but there are several general essentials and desirable things which should be taken care of when creating an online store. Those things are especially important for the home page because often it forms people’s opinion on your store and your products. It’s no different from a brick and mortar store.
So what’s essential? Building your store with sales in mind, helping your visitors make the decision about their purchase, building trust with them. It all starts with grabbing people’s interest quickly and keeping them interested while they go from your home page to the rest of your store.
Ann Davlin suggests several design features which will probably help you improve your web store usability and increase its profitability.