E-commerce Website Design | 12 Min Read
Posted on: Friday July 3, 2020Reading Time: 12 minutes
Having an e-commerce website is not just the product that sells online. Moreover an online purchase is a result of a desire for purchasing certain product or service.
But this long existed desire found by brick-and-mortar businesses long ago, is the result of a multi-layered and complex process influencing the consumers behavior. Again this process is similar to what’s referred as the user experience. The gap in user experience is one of the precise reason explaining the difference in the curve of highest and lowest conversion rates in e-commerce industry.
Big question here is that 2 competitive online stores dealing in the same products can be equally positioned at highest place if any 1 of them has inferior user experience? Well answer is clear ‘no’. A recent case study indicates that retailers have grown their revenue by 76% with only a small change in user experience: capability to filter products. There are several ways by which improved user experience have proven helpful in converting more visitors into prospect customers. In this post we will discuss how user experience insights are most pertinent to the e-commerce sector. Here’s a list of 6 design strategies to ensure that an e-commerce website is pushing gear for your sales objective –not a barrier!
1. Foresee Customer Expectation
Generally potential customers fall into 2 major groups:
E-commerce web design companies accomplish their website building process to give store owners the capability to cater both these groups effectively with the aid of bringing effective search capabilities and navigation features.
Those offering a single product (or a few), search functionality is often needed. It gets more required, if showcase a huge variety of products. It’s imperative to have a search function on your landing page, that’s clearly visible and easy to use.
We all know that an average online visitor have low attention span and does not prefer loosing much time in searching – especially if they have awareness about what they desire for. Customers looking to buy a specific product wants to do it quickly and in hassle free manner. Everything else in between the process is rarely delightful and often more distracting. Also your search function must have the core functionalities allowing searches on the basis of keywords and tags where you can also perform search refinement on suggestions and results.
The second type of potential customers are those having a loose idea of what they are desire or they want to go through your product range and take their time. These will require a navigation system to get a complete idea of everything on display and proceed easily between product categories. It’s required that navigational structure must be easy-to-use and continual throughout the website and allow for intuitive filtering and reversing choices. The use of search function gets obvious apart from indexing, effective taxonomy is of the utmost importance here. Website owners require to have a definitive idea about different products groups and management. Application of user-centric taxonomy is a key factor for effective search and navigation on e-commerce websites. Effective designing of search and navigational features is like a two-way-route for people to shop and increase conversion and AOV (Average Order Value) whereas reducing bounce rates for online store owners.
2. Provide Personality To Website
This point cannot be stated objectively, every website have distinct personalities.
An ecommerce website is a huge reflection of brand’s identity and tool for conveying the values and attribute every online store owner want their products to reflect. Imagine your website as an individual and think of one word (or a few) to describe how you would prefer your potential customers to see it. Words like ‘chic’ would be suitable for an apparel brand, ‘homely’ for a family owned restaurant and ‘trustworthy’ for financial services. After finalizing the personality of your e-commerce store, you can proceed towards key factors like color scheme, layout choice and images you will use. It’s important to note here that ‘giving it personality’ do not refer to make it bold or flashy, but reflecting what it really means for.
3. Create Product Groups
The tendency of human brain is more towards sorting and organizing things in order to make them sensible. In e-commerce websites, one can link one object to another through their proximity. Also you can boost your conversions and AOV by grouping all the products categorically – whether they are complimentary (shoes matching with a dress your customer is seeing) or merely recommended (based on what other users are buying).
4. Capitalize Quality Photography
Apart from above mentioned points, websites is a visual medium and having high quality photographs is a dominant trend in web design in past decade.
In physical world, user can easily look and touch the product they are looking to buy, but online stores doesn’t offer them this luxury. Here they need to go through product imagery.
Moreover any online store owner wouldn’t like to get his/her products by bad photography. Services like Stock Photo or Gratisography have made it very easy and pocket friendly to get visually enticing product photography on your ecommerce website!
5. Purchase Process Optimization
A purchase process that’s easy, direct and without any distraction will definitely gain high conversions. A general thumb rule clearly indicates that nothing more than two (straightforward and minimally designed) pages must be there between your customer clicking the ‘Add to Cart’ or ‘Buy’ button and final checkout.
Making customers to register themselves is another point to be avoided before they can make a purchase. This process of obtaining your customers’ contact information might driving them away sometimes. Those using Shopify as an enterprise for selling products must keep the check-out pages simple and distraction-free. Also you must keep the shopping cart icon visible every time. It’s a classy form of reminding potential customers that they are expected to buy and it also acts like a pacifier favorably likening the online purchase process to its more reliable physical counterpart.
6. Design For Mobile
Perhaps the most important factor you should always remember is growing number of online visitors from mobile internet– and not desktop or laptops. This is the precise reason why a mobile-first strategy for user experience often leads to driving up more conversions.
A recent study shows that 60% of website visits are done from mobile phones and highly recommends improvising the mobile experience to increase your website’s conversion and ‘stickiness’ (a key measurement of acquisition and landing page performance). A good mobile website emphasize on hassle-free browsing and view products with easy check-out pages providing necessary options like delivery and payment option in the cart view page itself.
The above listed strategies are devised as per ecommerce perspective strictly, but for a successful ecommerce website providing conversions; designing and sales efforts must go with each other.
Let us know about your own experience with ecommerce strategies in the comments below.