Website design can make or break a customer’s first experience. In fact, 38% of people would stop using a website if the layout or design is unattractive according to a recent SAGipl Study. Web design is arguably the most important factor in determining the credibility of a business, and for E-commerce websites, credibility, and a seamless UX and an attractive website are essential.
E-commerce website design is the process of creating an online store for your business to sell goods digitally to target consumers. To design an ecommerce website, you need to conceptualise, plan & arrange your content and products for effective display on the Internet. Design is one of the core ingredients for making your e-commerce website a success, so we gathered 5 unbeatable practices that are sure to gain and retain customers to your online shop.
E-commerce website design is the process of creating an online store for your business to sell digitally to target consumers. To design an ecommerce website, you need to conceptualise, plan & arrange your content and products for effective display on the Internet. Design is one of the core ingredients for making your e-commerce website a success, so we gathered 5 unbeatable practices that are sure to gain and retain customers to your online shop.
What Makes These Website Design Practices So Good?
Implementing these practices during your e-commerce web design process is important for both a user and a developer, here’s why:
- They provide the best possible customer experience: A great customer experience is about making ite easy and enjoyable to buy from your website, while also making it a pleasure for them. The most important objective is creating a website that YOUR customers will love.
- It will boost sales through conversion rate optimisation: Great design will help you convert more website visitors into paying customers, boosting your sales whilst enhancing business performance.
- Improves customer retention: You don’t want website visitors or existing customers to leave your website and buy the same product from someone else. A great design will help you grab the attention of your website visitors, and ultimately encourage your customers to be loyal to your brand.
- It reinforces your brand: Flawless design will speak volumes about who you are, what your company stands for, and how Google and users perceive your brand.
- It builds customer relationships: Users tend to trust websites that are designed well, and therefore will want to engage more with that website. This helps build great customer relationships with credibiltityat the foundation.
Ultimately, making a good first impression on your E-Commerce site is largely due to the way it’s designed. It has a direct effect on how much time users are going to spend, and how much they buy. It shows how important all the design aspects are: from the beautiful UI (user interface) to the elaborate overall UX. With e-commerce web design, it’s not just about how the website looks but how it works. With that being said, here are our 5 best practices for e-commerce website design.
1) Homepage Design
The homepage of your e-commerce website is your shop front. It’s what creates the first impression in your customer’s mind about who you are, what you do, and if they should transact with you. Think about it the same way as you would with a physical store. If you saw a shop with an inviting, well designed front, you’d be more obliged to walk in and communicate with the reps inside.
On the other hand, if the shop front was, messy, damaged or unclean – you’d stay away. In fact on average, 69% of website content is never seen by users according to ContentSquare. Imagine taking the time to create web pages, and they never be seen by your audience! It’s imperative that your homepage is enticing, attractive & easy to navigate so users can discover the remainder of your contents and can reach their desired destination on your website. Great homepage design is about:
- An eye-catching first impression that holds the interest and attention of your audience. This can be done via a bold message, an amazing banner image, background video – the choice is yours! The homepage must hold your users’ interest in less than a second, especially since consumer attention spans are at their lowest of 8 Seconds according to a Microsoft study!
- Building trust with your audience through excellent communication. Your homepage must rapidly convey an image of credibility, authority in your domain and should tell a story that resonates with your consumers.
An excellent example of a well-designed homepage is the below. This is perfectly aligned with what a customer expects, so they’re not wasting their time on the website and know upfront what to expect.
2) Responsive Design
According to Statista, over 50% of all website traffic comes from smartphones! This highlights the importance of mobile an tablet accessibility, not just desktop. Responsive web design enables your website to adjust itself to the device it is being accessed from – including all the elements within the website such as images, videos or copy so that the overall customer experience is not compromised.
3) Product Pages
The main goal of an e-commerce website is to sell products or services. Therefore, the pages on which products are displayed on the web page have a massive impact on whether the customer journey results in a conversion/purchase.
The following elements can improve product pages to make them more engaging, attractive and persuasive:
To properly display a product, you need professional product images that best showcase your stock. Some e-commerce websites use videos as well as images to truly show your products in the best light.
Once you’ve got your visitors engaged after they see your product images, they will need to know more about it by reading the product description. Ensure your product descriptions mention the benefits the products provide – without just listing features. It’s important to make an emotional connection with your customers through the words in the description.
No matter how great your product images or descriptions are, customer reviews are the golden ticket that win your customers confidence. They provide website visitors with the much-needed assurance by sharing what others think about your products.
Your call to action buttons should always combine simple text with colours to encourage users to take the desired action. It’s important to not make them to “salesy” but balance between action oriented and customer focused.
Many businesses choose to order their product pages with price first or product first. The truth is there is no correct order. It will depend entirely on your e-commerce business – Forever 21 have optimised their product pages to support a pleasant UX.
4) Social Media
E-commerce website design and social media go hand in hand. Online shopping can easily become a social experience if your customers share it, talk about it, or show off their purchases. That’s why including social share buttons on product and checkout pages & promote your brand for free!
Social engagement in the form of likes, comments and shares enhances the e-commerce customer experience, and contributes to the potential virality around a product that’s being bought. The power is too valuable to ignore. A study from Buffer reinforces this and shows that 73% of marketers believe that social media marketing has been either “somewhat effective” or “very effective” for their long-term business goals.
5) On-Page Navigation
The best navigation design is one which doesn’t make customers think too much while navigating a website. Your website navigation should be intuitive and feel natural to users. Apple is the master of UX. They believe in simple, efficient designs that even a 10 year old could navigate. E-commerce UX design is no different, and involves a high degree of empathy and understanding of your customers.
Good navigation will allow visitors to browse your site for longer, giving them confidence in where they are and what they can receive from your website. The 2 main benefits of a smooth navigation from your website are:
- Increased Visit/Session Duration – an easily navigable website increases the time a visitor or customer remains on your website. This allows users more time to explore your website and discover information about your company.
- Reduced Bounce Rate – If customers find your online shop difficult to navigate, they may not be encouraged to complete a purchase. A bounce occurs when a web visitor only views a single page on a website rather than continues viewing other pages within the same site.
Contact Us About Professional Website Design In Taunton
The more you follow best practices in e-commerce web design, the higher your chances of creating an unforgettable e-commerce customer experience. The aim of every online store is to sell, and a solid e-commerce website design helps achieve that goal. Web design is an incredibly valuable skill and one that will never go out of fashion. By always working to sharpen your existing web design and e-commerce management skills, as well as acquiring new ones – you’ll find that new changes to technology and practices won’t affect you.