Unless you’re living under a rock, you’re no-doubt aware that eCommerce is growing by leaps and bounds globally.
The impact of this massive growth is such that, in the United States alone, profits from eCommerce are expected to cross 434 billion US dollars by 2017, at the bare minimum.
The primary objective of any eCommerce website is to convert the viewers in to potential buyers, and finally to generate profits. Moreover, customers are strapped for time and can’t afford to endlessly hunt through a website to find what they’re looking for. So, eCommerce sites have to function fast and effortlessly to make a positive impact on revenue. As and online shopper there is nothing more annoying than an eCommerce website that doesn’t function smoothly.
That’s why I’ve teamed up with John Atkins (see bio at the end) to write a post about the fundamentals of web design, specifically for eCommerce sites. We hope you enjoy it!
With eCommerce growing at such an enormous rate, customers demand greater support from websites, and expect them to steer clear of any form of complexity. And in addition to being easy to use, online stores have to not only drive new traffic and convert visitors to leads and buyers, but also retain their interest. E-stores have to grab the attention of the masses with more engaging websites, yet find a balance between clutter and design.
To succeed, eCommerce sites have should strive for optimal design. They need to follow the Basic Golden Rules for Modern eCommerce Web Design, which should include the following:
- Responsive Web Design: The popularity of mobile devices demands for websites that are effortlessly viewable on all portable devices. The panning and zooming should be at the minimum for greater navigation flexibility. To make the most out of this scenario, the modern concept of responsive website design has become the standard. The focus is on the products. Unlike before, complicated and arty designing is no longer the expected approach.
- Easy Navigation: Sites should offer easy navigation such that potential customers can view what exactly they are looking for, without much hassle. eCommerce websites typically have many products on display, and more often than not, the numbers keep growing over time. So, products should be properly categorized, to render ordered viewer access. The menu should be simple with the possibility of detailed levels of filtration.
- Satisfying Display of Products: The products on display should have clear images with best possible resolutions, providing customers with all the detail they need to make a buying decision. The graphics should be simple yet of such quality that the buyers can gain greater understanding of the products. If possible (if it’s within your budget) and where applicable, they should be able to view the item from all possible angles by rotating, zooming-in or out of the image.
- Detailed Product Descriptions: Product photos alone cannot be expected to provide a full understanding of the product. The array of products on display should have distinct and clear product descriptions. This helps potential buyers to make the right choice of goods that they wish to purchase. Studies have shown that the highest converting product descriptions highlight the benefit to the customer, rather than just the features of the product. Moreover, great product descriptions can also eliminate the overhead of customer inquiries. Anticipate and answers their questions in the content of your website, and you’ll reduce the number of support calls and emails you receive.
- Product Reviews and Ratings: Reviews and ratings such a powerful addition to any eCommerce site. They provide so much value… Feedback that your customers can use to make more informed purchasing decisions, and you can use to determine what your customers prefer. And, the added bonus of regularly updated content on your website.
There are of course many other factors that contribute to a well-designed eCommerce experience. Some of these include – Avoiding unnecessary pop-ups, advertisements, etc. which degrade the customer experience; Offering 3rd party logins via Facebook or Gmail, etc. without having to create a new account; offering live chat as a means to quickly get in touch with you; and providing content that far exceeds your customers’ expectations.
At the end of the day, all of this design stuff ads up to a better shopping experience for your customers and more sales for you. It’s a win-win.
John Atkins lives in Santa Ana, California. He works in an eCommerce web design company. He also loves to write, and in this post, he talks about the guiding factors for effective eCommerce web design.
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