Ecommerce websites have different design requirements than personal websites or blogs. Businesses looking to attract customers and generate sales need to focus on style elements that will help achieve these goals.
Optimize for Load Time
Customers come to an ecommerce website looking for specific items. If pages take too long to load or are bogged down with too much media, visitors are likely to click away before making a purchase. The optimal layout for ecommerce is clean, eye-catching and easy to navigate. Sticking to these design basics should result in fast load times for all pages.
Provide Clear Navigation
Knowing what they want to buy but not being able to find it is another turnoff for customers. Ecommerce websites should include intuitive navigation. Dropdown menus organized by category allow customers to click through directly to the pages that they want. Providing a search bar makes finding products even easier and can help streamline the shopping process.
Optimize Product Pages
Product pages should provide clear information in a concise format. Price, color or size options, product availability and any special delivery information should be at the top of the page along with an eye-catching product image. Providing a link to product details further down the page allows customers to read more if they desire, including any user reviews that have been posted.
Include Product Promotions
Promoting products throughout an ecommerce site shows customers what other options a business offers. Placing links to popular products, current sales and coupon codes on the homepage entices customers to click through for more information and can lead to a higher volume of sales. Product pages can also include promotions, such as displaying similar products that other customers have viewed or purchased
Use a Direct Call to Action
Visitors are more likely to buy when “Add to Cart” or “Buy Now” buttons are highly visible. These create a clear call to action (just like they did here with field service software) without using a lot of ad copy or overwhelming customers with sales pitches. Where sales language is necessary, businesses should strive to make it enticing without being over the top. Like the copy on a product page, a call to action should make customers want to buy right away.
Make Checkout Simple
Checking out should be a quick process. Businesses should aim to remove any clutter from checkout pages and focus on allowing customers to enter information and make their purchases. Showing a clear path through the checkout process helps customers to see where they are in the transaction and how many steps are left to go before a purchase is complete. Adding an option for guests to checkout makes the process even faster for those who would prefer not to create an account.
Shopping online means sharing sensitive information and a secure checkout area is a must for all ecommerce websites. Without the assurance that addresses and credit card numbers are safe, customers aren’t going to want to complete their purchases on your site. Before even setting up an ecommerce website, businesses should be sure that their chosen provider offers a security certificate as part of the hosting package.
A well-designed ecommerce website gives customers the best possible shopping experience and makes them want to return for future purchases. Keeping the focus on design and user experience, businesses can help to ensure that their websites are optimized to drive sales and turn visitors into repeat customers.