These have been bugging me recently. Nutrition companies (I won't name any) create these really great sites which are mobile optimized and have excellent branding, then they make ridiculously simple mistakes or lack features from the user perspective. Here are three that should be an essential part of any nutrition ecommerce site:
Make the search bar big
I often shop online using my iPad, and my big fat fingers just don't go well with a tiny little search bar. Sometimes it's so annoyingly small to click that I just give up out of principle. Make it big, make it obvious, and test it with fat mans fingers on an iPad.
Give users something else to browse
Whether it's on the shopping cart, a blank search result or on the sidebar of a blog page - give the user something else to click on. Maybe it's your best or worst selling products, or even better, offer related products. This is particularly important on landing pages: don't just present one product, offer a few more alongside it.
If you have a referral scheme, make it really bloody obvious
I've seen so many great referral schemes, and nutrition companies do this particularly well. Yet they hide the referral code or link away in some section of your account management page. Make the code obvious! Stick it on the homepage, basket, or main account page where it's easy to see. Don't introduce a great referral scheme then hide it away.
Also: put it on the delivery note!! So many nutrition companies send referral scheme cards in the deliveries that have a blank section for the customer to fill in the code. Then the only way the customer can get their code is by logging in - too much inconvenience. Put it on the invoice, it'll then be in the same package as the cards.