When you’re starting with eCommerce website design, you’re working with a mix of art and science. So your final design is worth as much consideration as you can give it. Your clients, too, are worth as much consideration as you can give… After all, customer service doesn’t end at bricks and mortar stores. If you’re trying to maintain your own online store, you need to provide the optimal shopping experience. The face of your business online might not be quite human, but it still needs to interact positively with your customers. Here’s how to make it happen…
Your eCommerce website design should be….
Clear and simple design
Whilst it seems blatantly obvious, it’s important that your website is simple to navigate. For your products page, make sure that the photos are nearly arranged on results pages with important specs and price. Visuals, in most cases, are key. Pay close attention to how products are categorised, too. Simple subcategories make things a lot easier. Search engines on your page are a necessity for customers who come to a site knowing what they want to purchase. If a page is difficult to navigate then this can often deter and frustrate users, which is the last thing you want.
Your eCommerce website design should be…
Easy to spend with
When they come to the checkout (after you’ve worked so hard to get them there) you don’t want to blow it. So here’s what’s on their minds: convenience and security. What reassures users that your site is actually secure? At the checkout end, it’s those signifiers of security, backed up by real security. You’d be surprised by what an SSL certificate and little padlock can do. Another way to make your customers feel safe is by offering multiple payment methods– credit card alongside PayPal or similar services.
Another way to make your customers feel safe is by displaying the fact that you offer multiple payment methods – methods they already recognise or trust, like VISA or PayPal. Services like PayPal also give a streamlined payment process alongside their assurances of security – double win.
On every major eCommerce platform, you’ll see the same thing – these little icons… They’re not wasting valuable page real estate for no reason – they’re a much-needed reassurance for many a buyer.
Obviously, if you want to remove all barriers for your customers, providing millions of payment options and their corresponding logo might be a poor move. But choice is currency wherever you can offer it, – with shipping options as well as payment options. Express, Regular, Tracking, No Tracking, gift wrapping where appropriate. The balance here between streamlined forms and giving your customers the choice.
And speaking of choice – give them options they didn’t even know they had! Amazon is a gun at this – see what they’ve done with the ‘Frequently Bought Together’ section? Now, you’d feel stupid buying that ‘Colour-Me-In’ doona without the washable pens!
Your eCommerce website should be…
Backed up by a marketing strategy
It might be a little outside of the true boundaries of eCommerce website design as such, but it’s important for you to know this: marketing and design have to work together here. Globally, three-quarters of all online shoppers abandon their carts before payment. And it’s not always because your website’s not the prettiest. Maybe their wifi broke down, or their head won over their heart and they decided they no longer needed the products. Solution? Abandoned cart emails! These emails remind the customer of what sweet opportunities they have lost by not buying their products. They’re proven to be highly successful, with over a third of emails leading to purchases from the same user later on. For those head-versus-heart buyers, you’d do well to incentivise them! Offer them some free shipping! Give them 25% off! Bring them back!
So when designing your web page, remember to think of your users’ experiences online and to keep it as simplistic yet as endearing as possible. Customise your site to fit the feel and vibe of your brand. Yes, there are rules and guidelines, but it doesn’t mean you can’t create something beautiful.
We design and build beautiful eCommerce websites that marry marketing, security, and style. If you’re looking for some help getting started, we’d love to chat. Get in touch below!