No matter what your product or market, some core website development principles apply. Here are 7 tips for seamless eCommerce design:
1) Simplify the checkout process
59.8% of customers abandon shopping carts before the payment screen (Marketing Sherpa). Two of the biggest reasons cited are over-long forms or confusing navigation.
Users are time-pressed and nervous about giving over unnecessary information.
Where possible, add fast, one-page checkouts, or pared-down registration forms. Don't ask for any information that you don't need.
2) Foreground the product
Design that detracts from the product is not doing its job.
Great eCommerce design backs up, rather than distracts from what you're trying to sell. Include clear, sharp product photos that are easy to access and view.
3) Foreground the deal
Have a sale or promotion on? Make it clear, make it stand out make it attractive!
The same applies to any USP (unique selling points) that your business offers. Are you the only company to offer free shipping? The only one to offer a particular product?
eCommerce sites exist to sell so make anything that helps in that goal a design priority.
4) Think convenience
Does it take two clicks to view a product where one will do? Is the navigation bar crammed full of categories? Is it hard to find the add to cart button? Is the search bar prominently placed?
The easier a site is to use, the less customers you'll lose.
5)Be transparent
Most web users are concerned about security, privacy, and hidden charges. The more you can reassure your customers about all of these, the less likely they are to leave your site.
Clearly display your security certificates, make your privacy policy easy to read and always show what the shipping/tax charges are as soon as possible (i.e. before the customer arrives at the final confirmation page).
6) Call your user to action
Most pages have a specific goal. In the case of an eCommerce site, it's usually to sell a particular product.
It's crucial to make sure that the user isn't bombarded with calls to action. Choose one or two and make them stand out on the page.
7) Explain everything a customer needs no less, no more
Often, designers make one of two mistakes when it comes to product descriptions - they either assume that nobody is interested in product information, or add way too much info.
The key is to add just as much information to both sell the product and provide feature details.
The amount of info depends on the type of product and its expense. You're unlikely to need reams of copy to sell a child's rubber ball for 99p. However, you may need to allow room for features, benefits and sales copy if you're selling a £25,000 car.
While there are dozens of variables when it comes to specific sites, following these key tips could help your site convert more customers and make more sales the goal of any successful eCommerce site. Oliver Pluckrose
1) Simplify the checkout process
59.8% of customers abandon shopping carts before the payment screen (Marketing Sherpa). Two of the biggest reasons cited are over-long forms or confusing navigation.
Users are time-pressed and nervous about giving over unnecessary information.
Where possible, add fast, one-page checkouts, or pared-down registration forms. Don't ask for any information that you don't need.
2) Foreground the product
Design that detracts from the product is not doing its job.
Great eCommerce design backs up, rather than distracts from what you're trying to sell. Include clear, sharp product photos that are easy to access and view.
3) Foreground the deal
Have a sale or promotion on? Make it clear, make it stand out make it attractive!
The same applies to any USP (unique selling points) that your business offers. Are you the only company to offer free shipping? The only one to offer a particular product?
eCommerce sites exist to sell so make anything that helps in that goal a design priority.
4) Think convenience
Does it take two clicks to view a product where one will do? Is the navigation bar crammed full of categories? Is it hard to find the add to cart button? Is the search bar prominently placed?
The easier a site is to use, the less customers you'll lose.
5)Be transparent
Most web users are concerned about security, privacy, and hidden charges. The more you can reassure your customers about all of these, the less likely they are to leave your site.
Clearly display your security certificates, make your privacy policy easy to read and always show what the shipping/tax charges are as soon as possible (i.e. before the customer arrives at the final confirmation page).
6) Call your user to action
Most pages have a specific goal. In the case of an eCommerce site, it's usually to sell a particular product.
It's crucial to make sure that the user isn't bombarded with calls to action. Choose one or two and make them stand out on the page.
7) Explain everything a customer needs no less, no more
Often, designers make one of two mistakes when it comes to product descriptions - they either assume that nobody is interested in product information, or add way too much info.
The key is to add just as much information to both sell the product and provide feature details.
The amount of info depends on the type of product and its expense. You're unlikely to need reams of copy to sell a child's rubber ball for 99p. However, you may need to allow room for features, benefits and sales copy if you're selling a £25,000 car.
While there are dozens of variables when it comes to specific sites, following these key tips could help your site convert more customers and make more sales the goal of any successful eCommerce site. Oliver Pluckrose
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