It’s no secret that the ultimate goal of an e-commerce site is to convert site traffic to sales. Selling online has become a convenient way to reduce the traditional cost of a brick and mortar store for many businesses and provides an avenue for sellers and consumers to connect in a unique way that once was impossible. But how does the design of an e-commerce site influence the likelihood that consumers will convert? There are a few key things to keep in mind to create an exceptional customer experience and ultimately put dollars in your pocket.
Know what makes your customer tick.
Any type of marketing or selling begins with understanding your audience. E-commerce is no different. You must cater to your audience, creating a fun experience, easy checkout process and then follow up by delivering on the promise of an exceptional product.
People tend to shop in very unique ways whether it be in a physical store or online. Some know exactly what they are looking for and want to quickly find it so they can move on with their day. This type of consumer seeks out an obvious and effective search bar so they can easily find that perfect item. Confuse them or make them search for more than a few seconds and you are likely to lose the sale.
Others visitors will spend the better part of an hour on your site, just perusing and likely not purchasing a thing. They just get a thrill from looking. You may be wondering why to even worry about these visitors since they have the tendency to leave without a purchase.
After all, we did say the ultimate end goal of an e-commerce site is to convert.
It just so happens that these chronic browsers are also spontaneous. Hook them for long enough and pair it with a fun experience and they just might bite. This provides a grand opportunity to create a visually inviting site that they’ll want to spend time on. It doesn’t need to be over the top. In fact some of the most popular sites boast a clean, simple design with a few unique elements.
Many people are not as tech-savvy and may be leery of purchasing items online. This a third broad category of online consumer. To assuage their concerns, emphasize the security of the checkout process and make it seamless. Offering free returns and shipping often lessens the perceived risk surrounding the purchase. Once you gain the customer’s trust through excellent customer service, it’s likely they will return to your site.
When you understand what drives your visitors, deliver the key messages and visuals to get them to keep coming back for more.
Focus on the goods.
Product shots should be clean and simple plus visitors should be able to enlarge them to get more detail. Images that are as true to the actual look and feel of the product will build rapport with your customers. Another vital element to e-commerce design, is the ‘Add to Cart’ button. It’s best to make this big and bold on the page so it catches the attention of visitors. And be sure to display the price clearly. It does you no good to try to hide it or make consumers sign up for something to find out. This deters them from even getting that far.
We choose a few sites we think do a superb job of pairing simple design with clear navigation. Happy browsing!