Website design can make or break the customer experience.
38% of individuals would stop employing a site if it is design or layout is unattractive. And above 48% of individuals reported site layout because the most significant element in determining the trustworthiness of a business enterprise.
Since design is among the core components for creating your eCommerce site a success, we assembled a number of the best practices to follow.
As Alina Wheeler, a leading branding and design expert, stated “Design is intelligence made visible.” So let us allow you to do precisely that!
Why Do You Need to Follow These Best Practices?
This is why implementing those practices is essential to your eCommerce site:
To offer the best customer experience possible: A fantastic customer experience is all about making it very simple for clients to purchase products from your site, while also making it a fantastic pleasure for them. These practices can allow you to make a web site experience your clients will love.
To improve sales through conversion speed optimization: Great layout can allow you to convert more site visitors into paying clients, boosting your revenue and improving business performance.
To boost customer retention: You do not want site visitors or current clients to leave your site and purchase exactly the identical product from somebody else. A fantastic layout can help you catch the attention of your site traffic , and invite your clients to be faithful towards your own brand.
To fortify your brand: Great layout will speak volumes about who you are, what your brand stands for, and also assist you to be perceived suitably. In the conclusion of the day, layout is all about fantastic communication!
To build customer relationships: People have a tendency to trust sites which were designed well, and so, will wish to participate more together. This assists with building excellent customer relationships with confidence during its base.
Best Practices for eCommerce Website Design
1: Responsive Design
In accordance with Similar Web’s”The State Of Mobile Report”, over 56% of customer traffic to the top US sites is from cellular devices.
This highlights exactly how important it is to your eCommerce site to be available not just on desktops, but also on cellular and tablet devices.
Responsive layout enables your site to fix itself into the device it is being obtained from. Every one the elements inside the site, such as graphics, video, or text, will align themselves in a means that will not undermine the total consumer experience.
Reactive design can also be significant in the SEO standpoint . Ensuring that your eCommerce site is responsive can allow you to offer an outstanding customer experience for everybody.
2: Homepage Design
The homepage of your web design company is essentially your store . It is what generates the first impression in your client’s mind about who you are, what you can do, and when they ought to transact with you.
Consider it the exact same manner as you would using a physical shop. If you watched a store with an inviting, nicely designed entrance, you would be keen to walk inside, and speak with the repetitions inside. On the flip side, if the store front was cluttered, broken, or unclean, you would stay away.
Fantastic homepage layout is all about:
An eye-catching first belief that retains the attention and interest of your viewers. You can do it via a daring message, an wonderful banner picture, or desktop video, the decision is yours! The homepage must maintain your audience’s interest in under a moment, especially considering that customer attention spans are getting to be shorter.
Building trust with your audience via exceptional communication. Your homepage needs to immediately convey a picture of authenticity, authority on your domain, and ought to tell a story that resonates with your clients.
A superb illustration of a well-designed homepage would be your Dropbox Business site.
Notice how obviously the site communicates the principal advantage of this item, directly at the center. It tells the client what Dropbox can do to them, and provides them one easy decision to make: to test it for 30 days, or only buy it straight away. This is perfectly consistent with what a company client expects, so they are not wasting their time on the site and understand upfront what they could anticipate.
3: Product Pages
The chief objective of an eCommerce website is to market merchandise or solutions. Hence, the pages where goods are displayed on the site, have a huge effect on whether the item ends up being bought.
Designing high quality merchandise pages is an artwork, and have to incorporate the vital components which make it wonderful. Some of those elements are:
Product Images: To exhibit a product nicely, you will need to take excellent photographs of it! Purchasing specialist product photography will help showcase your product in an outstanding manner.
Ensure that you add the very best product pictures to impress your site visitors. Some eCommerce sites utilize product videos also, which can make your product seem alive. Pick videos or images based upon your budget.
Product Description: Once you’ve obtained your customers’ eyes gleaming after they see your product images, they will want to know more about it by reading the product description.
Ensure your product descriptions mention the benefits the product provides, and isn’t just a long list of features. Establish an emotional connection with your customers through the words in your product descriptions.
Customer Reviews: No matter how great your product images and description are, customer reviews are the secret sauce that win your customers confidence to transact with you.
They provide your website visitors with the much needed assurance by sharing what other customers think about your product.
Call to Action Buttons: Your call to action buttons should combine simple text with colours to encourage users to take the desired action.
Don’t make them ‘salesy’ or you might scare your customers away, but definitely make them action oriented and customer focused, so your customers feel like clicking on them.
Have a look at what the ideal anatomy of a product page looks like below:
4: Shopping Cart Page Design
A shopping cart page is a page that’s perpetually accessible throughout the eCommerce website experience. No matter what stage of the buying journey a website visitor is at, they should always be able to click on ‘View cart’ button on the website’s interface and see all of the products they’ve selected in a well organised manner.
The important thing to note here is that a shopping cart should allow website visitors to do exactly what an actual shopping cart would allow them to do! This includes being able to add or remove products, check prices, apply any discounts or promotional codes, and know when they would receive the products they’re ordering.
Customers that abandon the shopping cart page or exit the eCommerce website without making a purchase should be tracked. It’s important for you to follow up with them with an email or an ad and remind them about their unfinished purchase.
5: Search Functionality
One of the main differences between shopping in a physical store and online is the search functionality. Offline shopping doesn’t always enable customers to find what they’re looking for in an instant. But in case of online shopping customers can simply look for the product via the search bar.
The search bar is like a’miniature search’ engine within your eCommerce website, so making sure it’s well positioned and visible at all times is key.
Amazon does a pretty good job with this. On searching for Christmas lights on their homepage, they display a range of available products, along with a Christmas theme banner image, with the search bar remaining visible, accessible, and ready to function.
Look how the search bar automatically populates suggested searches when you type the word ‘christmas’:
Amazon takes their customer experience very seriously, as the search bar is designed to help the customer find what they’re looking for with as little effort as possible.
6: Checkout Page Design
The last page before a customer makes a purchase on an eCommerce website is the checkout page. This page can encourage them to finish the purchase or drive them away, so it’s extremely important.
The checkout page must provide the customer with payment options, and should not allow them to make the purchase without completing all necessary fields. This is to avoid the scenario where a customer makes a purchase and forgets to leave their address where the product should be delivered, or other cases that may contribute to a poor customer experience.
Another important thing to note here is that the page should prompt customers to complete all necessary information fields, but shouldn’t delete previously entered information as that may frustrate customers making them do more work than necessary to make a purchase.
All colours on this page should be geared towards helping the customer take the desired action and make a purchase as easily and effortlessly as possible.
7: Out of Stock Items
It’s important that your eCommerce website actively tracks any items that are low on stock or about to go out of stock through by having it integrated with your inventory management system.
Any items that are about to go out of stock should be flagged on your product pages, so both customers and inventory specialists at your business are notified. For items that go out of stock due to excessive demand, you should mark them as ‘out of stock’ and, ideally, mention the date on which it’s likely to be back in stock or offer an option for the customer to leave their email address and get notified.
Remember that design is all about communication! So informing users whether your products are in stock or not is an integral part of this communication.
Design is also about creating a visual appeal that represents your brand. The colours you use, the language you write, the images and videos you display, and navigation experience you provide — all do the’speaking’ for your brand.
Ensuring there is consistency in your visual appeal across all marketing channels is key. For this reason, a lot of brands develop a colour palette or design palette specifically mentioning the colour codes and shades they use, so there’s no room for confusion when communicating with designers and web experts.
For instance, when you think Apple, you think of the white Apple logo against a black background, when you think McDonalds, you think of a yellow “M” against a red background, and so on. Your customers have these colour combinations stored in their minds, without them even knowing it. It’s like a subconscious branding related expectation, so make sure you meet it.
9: Social Media
eCommerce website design and social media are closely interlinked. Just like offline shopping can become a pretty’social encounter’ if your customers talk to their friends about it, the online experience can be quite social if your shoppers share it, talk about it, or show off their purchases.
That’s why including social share buttons on product and checkout pages, encouraging customers to share their shopping experience, gives them an option to connect with their friends.
Social engagement in the form of likes, comments, and shares enhances the eCommerce customer experience, and creates a certain’virality’ about a product that’s been purchased.
The screenshot above exemplifies a fantastic positioning of those social sharing programs.
10: Building Trust with Certifications
Another design component, which provides your eCommerce site more credibility and instantly creates trust with clients, is badges and certificates. Employing known industry approved certificates and badges show your clients that you just take your eCommerce business seriously, and are interested in being a long-term player.
A good instance of that is revealing SSL certificates to show to clients that it is safe to transact with you personally, and their payment information will not be compromised. You are able to use badges and certificates to provide more confidence of your merchandise quality also.
Colours add spirit into your own design. It is what gives life to a layout layout and design components. A little difference in the colors you use in your phone to action buttons may lead your prospect to creating a purchase or not.
Dominant colors like black or red, for example, may be a terrific selection for call to actions buttons since they feel more lively to customers. Green is very good for representing character, health or anything natural, although blue is very good for professionalism, confidence, and credibility.
Choose colours that reflect your brand character, create the ideal client awareness, and inspire actions.
The very best navigation layout is one that does not make clients think too much whilst browsing a web site. Your site navigation ought to be intuitive, and feel natural to customers.
Apple is the master of designing consumer experiences which are instinctive, as they believe in ease, such that a 10 year old may figure where to click for their preferred page. ECommerce user experience design is the same, and entails a high level of compassion, together with a deep comprehension of your clients.
We would recommend going through a practice of performing client personas, consumer research, and performing wireframes of your site , and that means you’ve got a feeling of how your site will stream, and also feel like for your clients.
Wrapping It Up
The further you follow best practices in site design, the greater your odds of producing an wonderful eCommerce customer encounter.
A fantastic way to check your site design endeavours would be to utilize A/B testing. By designing at least two variations of the exact same website/webpage, you are able to test it with consumers to determine which drives better outcomes. Heat maps are just another instrument that permit you to catch where clients spend time on your site, and aspects of it that they socialize with, and that means it’s possible to double down on what is working, and remove the rest.Read More