Entering the e-commerce world can be overwhelming. Competition is rife, no matter which industry you trying to break into.
When it comes to selling things online, your website is all prospects have to go off when browsing your products and forming opinions about your brand. If your site isn’t up to the mark, you risk your brand’s reputation being tarnished.
Whilst it’s recommended to work with professional web developers for your ecommerce website design, there are certain aspects to keep in mind to make sure your site is converting. The chances are that, if your website traffic is steady but your conversion rates are dropping, there is an area of your site that needs improvement.
Let’s take a look at some expert tips for making sure that your ecommerce website design offers an exceptional customer journey, represents your brand, and most importantly, converts.
User experience tips
First things first, your e-commerce site needs to offer a simple yet impressive user experience. It may be tempting to show off by trying to incorporate fancy navigation buttons and such, but actually, as consumers people much prefer to move around a site that is as minimal as possible. Minimal sites leave no room for confusion about where to click – consumers are far more likely to add items to their baskets and make a purchase if your site is easy to navigate. If not and your site confuses people, your conversion rates will be affected.
A tip for improving your customer experience is to always have baskets and search bars visible – on all pages and screen sizes. This way, users can check what’s in their basket and the price at any point, rather than having to leave the page they are on. Having a search bar available to browsers also allows them to quickly find something specific, rather than having to browse through a full product catalogue.
Minimal effort required = maximum conversions, when it comes to e-commerce.
When it comes to designing your site structure, it may be best to seek professional help. If not, you avoid building a site that doesn’t sell your brand or products in the right way. Bigfoot Digital are an ecommerce website design agency who have helped many clients across the UK to build unique yet completely user-friendly sites that send conversion rates through the roof.
High-quality images and detailed descriptions
As well as ensuring your customer journey is as smooth and easy to follow as possible, you should make sure you provide browsers with sufficient materials for them to use to make their buying decisions. For most online businesses, this will mean taking professional or at least high-quality images of your products from multiple angles so there is nothing left to the imagination.
You can take this even further now by taking videos of your products in action, such as being worn, to enable customers to really get a feel for the items.
If you’re thinking, ‘but my product isn’t physical so how can I photograph it?’ – in this instance you should make sure you optimise the content in your product descriptions so that it goes above and beyond when outlining details about the product(s).
Allow filtered browsing
A final tip from the experts for nailing your ecommerce website design is to allow browsers plenty of opportunity to filter your products. We have all been there where we are looking for a certain type or colour of a product but have to scroll through thousands of products to track them down. By allowing browsers to filter and refine their searches, they will be much more likely to find what they are looking for and thus make a purchase!
To give an example of this, if you are running an e-commerce store for a clothing range, you could allow browsers to filter products by size, category, colour, length and more.
User accessibility tips
As important as it is to make sure your site offers users a minimal and positive experience, you need people to find you first! One hugely important aspect that every e-commerce site must take into account these days is whether your site is responsive to different devices.
If not, Google will penalise you and you won’t achieve top rankings, no matter how amazing your ecommerce website design may be. As well as a responsive site being important for SEO purposes, if people visit your site on their mobile and are unable to easily navigate or make a purchase, your conversion rates will suffer.
SEO and Social Media
Even once you are happy with your ecommerce website design, you can’t stop there. SEO and social media are ongoing responsibilities that must be taken into account to bring in leads and raise your brand awareness. There is almost no point having a brand new site that you’re proud of if no one can find you or if no one knows you exist.
Make sure every page of your site is optimised correctly to allow Google bots to crawl your site and boost you up the rankings accordingly. By this we mean your heading structures, meta tags, image alt text and much more…
When it comes to social media, include social sharing buttons on every page so people can essentially promote your products, without you spending a penny. You should post regularly and develop a brand persona to form relationships with potential leads or customers by responding to queries and/or complaints in a friendly manner.
These are just some of many ways to improve your ecommerce website design – to keep leads coming in that stick around, or even better, that make a purchase.