How to improve your e-commerce website…
Your ecommerce website design can, quite literally, make or break your business.
With people increasingly opting to do the majority of their shopping online, it’s time for e-commerce businesses to shine – if you get your website right.
However, as the world of online shopping blows up, so does the fierce competition for online traffic and conversions.
48% of people stated that a business’ website design is the number one factor in determining the credibility of a business.
So, what makes for an effective ecommerce web design?
To sum it up, your online store should be both simple, visually appealing and easy to navigate. You are completely missing the mark if your site is too hectic, difficult to use, or unattractive.
We decided to provide the top tips from our experts to help you make sure your site looks the part, but most importantly, converts like crazy.
The essential components for achieving e-commerce success…
First things first, make sure your branding is on point. Effective branding is unique yet easy to identify, so people are immediately aware of who your site belongs to.
Most consumers won’t be willing to hand their money over to a site if they are unclear who the brand behind it is. It’s simply a matter of trust.
Your website is the first thing people use to form a judgment on your business and what you have to offer. Hence, if it isn’t obvious who you are when people are browsing your site, your brand’s online reputation and conversion rates will be severely limited.
Incorporating strong branding throughout your ecommerce web design doesn’t necessarily mean throwing your logo and brand name in people’s faces at every given opportunity. There are far more effective and subtle ways to go about it using colour schemes, icons, animations/video, and much more.
If your business is embarking on an entirely new ecommerce website design, why not reconsider your business’ branding? Does it suitably represent your services/products? Does your colour scheme trigger the right emotions in your target consumers? If not, it is definitely worth working with a graphic designer – having a brand image that makes you easily recognisable and that helps you to stand out from your competitors can be the ticket to e-commerce success.
Plenty of visuals.
Leading on from the importance of branding throughout your site, e-commerce web designs these days must be visually appealing. When browsing products online, people don’t want huge chunks of text describing a product – they want to see it for themselves.
38% of website visitors will stop engaging with a site if the content or layout is unattractive.
Include plenty of high-quality images to show your products in their best light. Leave nothing to the imagination about your products’ appearance or function. If consumers are left confused or unsure of how your product would contribute to their daily life, they will be far less inclined to make a purchase. Don’t include blurry or unprofessional photos as this will immediately de-value your brand and product(s).
Don’t limit yourself to images either. Video is becoming the most effective medium for promoting services/products these days, simply because it can go one step further than a static image. Depending on what your business has to offer, try your hand at some filming to emphasise to consumers what your products can do for them.
Logical product categories.
The chances are that your website visitors won’t have the time or patience to figure out how to navigate your site for themselves; you need to spell it out for them.
One way to do this is by keeping your site’s menu and product categories as simple and clear as possible. Try to put yourself in the shoes of your target consumer, what would their thought process be? What are they most likely to be looking for?
Make sure that your most important product categories are displayed and accessible straight away from your homepage. A good example of this is with ecommerce fashion brands, who will usually have their main product types highlighted on the homepage, such as ‘tops’, ‘dresses’, ‘accessories’, ‘shoes’, and more. Strong categories allow your website visitors to access the type of product they want with one simple click, rather than having to navigate a complex menu.
Allow filtered searching.
For businesses that offer a wide range and/or large volume of products, your ecommerce web design must allow consumers to filter their browsing.
There is nothing worse than having to scroll endlessly to try and locate a specific type of product on an ecommerce site. The majority of consumers simply won’t waste their time doing this, they will instead drop off and find your product elsewhere.
By including a range of search filtering options into your website, you can help your target market to find exactly what they’re looking for. The more of your potential customers that can find their perfect product on your site, the more conversions you can bring in – it’s simple really.
By nature, consumers are resistant to trusting information that comes directly from a brand itself. Without evidence for the quality of your products/services, you are just another brand name.
Let’s face it, most of us go straight to look at the reviews of a product, before we even begin to consider buying. So, to reel people in and make sales, you need social proof.
What counts as social proof? Think client testimonials, customer reviews, user-generated images/videos of your products, and more. Any positive information about your product(s) that comes from your happy customers instead of direct from the horse’s mouth can be the final push a consumer needs to make a purchase.
Smooth checkout process.
The importance of your ecommerce web design doesn’t stop once people have reached the checkout stage of your buyer journey. After all, nearly 70% of shopping carts are abandoned at the last minute. Why? Usually, because a business’ checkout process is over-complicated or time-consuming.
To try and minimise the amount of abandoned shopping carts on your site, aim to make your buying process as simple and minimalistic as possible.
For example, don’t make it compulsory for browsers to create an account or sign up for something before they can buy; it just puts another obstacle in your way. Don’t add on any extra hidden costs at the last minute either, as this is the number one reason why people abandon their purchases.
If you can, make shipping free and offer a range of shipping options to suit the different needs and budgets of your target consumers.
To sum it up, the quicker and easier a consumer can complete the buying process on your site, the more likely they are to do so.
Work with ecommerce web design professionals…
To make sure your ecommerce web design is impressive, unique and highly functional, it is always best to work with professionals. Fail to do so, and you risk a poor design significantly affecting your conversion rates – and not in a good way.
At SEO Yorkshire, our passionate and highly skilled web team would love to chat to you about how we can help to transform your ecommerce web design and send your conversion rates through the roof.
Don’t hesitate to get in touch by giving us a call on 01226 720 756 or dropping us an email at [email protected]!