A couple of days ago, I was invited to complete a survey for a company that I’ve made a few purchases from recently. After giving them a solid 10 out of 10 rating, they asked me to explain why I gave them such a high score. That simple follow-up question got me thinking about my use of food and drink business websites, what makes a great online customer experience and, ultimately, how to increase food business e-commerce sales.
The company I was reviewing really does so much right. It’s consistently a pleasure to shop with them, and every touchpoint with their brand leaves a positive impression. So I thought, why not share the reasons behind my rating? If you’re running a food business online, these insights might help you reflect on your own customer journey and potentially spot areas for improvement. Take a moment to see if your business is offering the same level of customer experience—and if not, there may be opportunities to enhance it and grow your sales.
1. Visually Appealing Website Design
One of the first things I noticed was their website design. It’s visually stunning. The branding is cohesive and appealing, and they’ve invested in high-quality lifestyle photography that creates an emotional connection with the products. You don’t just see what the food looks like; you get a sense of how it might feel to enjoy it. Alongside those lifestyle images are sharp, clear product photos that make it incredibly easy to know exactly what you’re buying. There’s no ambiguity or confusion about what’s being offered. A great example of this kind of design approach is the London Apron website, which also showcases beautiful food photography that can really elevate a customer’s perception of your brand. Food business e-commerce sales aren’t just about optimisations and conversions, it’s also about the experience you create.
2. Clear Pricing and a Direct Call to Action
Another strength is the clarity of their pricing and the ease of navigating to purchase. Right on the homepage, product options and their prices are visible, along with a bold, inviting “Shop Now” button. It’s a small detail, but it eliminates the friction many online shoppers experience when they have to dig around just to figure out how to buy something. The call to action is front and centre, which shows they’ve really thought about online shopper behaviour and the customer journey.
3. Transparent and Inclusive Pricing
How many times have you abandoned a purchase because the delivery was more than you expected? One way to make it smoother is to offer free delivery. Now, we all know that “free” shipping is usually baked into the product price somewhere, but the psychology of seeing a flat cost – without extra fees popping up at checkout – makes the buying process feel more transparent. No hidden surprises mean fewer abandoned carts.
4. Seamless User Experience
The usability of their website is also top-notch. It loads quickly, is easy to navigate, and is mobile-friendly – three factors that are critical to converting website visitors into customers. A slow or clunky website can quickly turn people away.
5. Reliable and Timely Delivery
Every time I’ve placed an order – whether for myself or as a gift – it has arrived on time, exactly when they said it would. That reliability builds trust and ensures that I’m comfortable returning again and again. Knowing your package will arrive on time makes all the difference, especially for gifters.
6. Proactive Communication
When I’ve sent gifts through them, I’ve always received a notification when the item has been delivered. This small touch eliminates uncertainty. It means I don’t have to follow up with the recipient or wonder if the order arrived. It gives me peace of mind.
7. Loyalty Rewards
After my initial few purchases, I was offered a voucher toward my next order. This kind of loyalty reward goes a long way in building ongoing relationships with customers. It’s not just about getting the first sale, it’s about giving customers a reason to come back.
8. A ‘Thank You’ That Matters
When I completed the survey – which only took about a minute – they sent me another voucher as a thank you. It felt like a genuine gesture, not just a marketing ploy. Gratitude is powerful in business. It can leave a lasting impression.
9. Thoughtful, Relevant Emails
They don’t overwhelm my inbox. And when they do email me, the content is relevant and purposeful. Whether it’s a special offer, a new product launch, or a reminder about something I may have left in my cart, their emails always feel well-timed and helpful, not spammy.
10. Smart Product Recommendations
Finally, they often suggest complementary products during checkout. Done intelligently, it’s a smart upselling strategy that doesn’t feel pushy. Instead, it comes across as helpful, like a good, old-fashioned shop assistant. It’s a subtle way to increase average order value while improving the customer experience.
Food Business E-Commerce Bonus: Reviews
What other shoppers think and experienced really matters. It’s well worth putting time and effort into collecting reviews. Then make sure they’re displayed both with the relevant products as well as around the website.
Hopefully, this has given you some ideas to think about in your own business. If you’re looking for ways to increase your food business e-commerce sales and would like me to review your website, I’d be happy to have a look, just get in touch.
Alternatively, watch the free webinar E-Commerce Tips for Food Businesses for more tips and insights.