If you’re planning an eCommerce website you have one simple goal – keep the customer on the site. 21st century online shoppers love choice – and there’s plenty of it – so if they’re not grabbed the moment they land on your home page, they’ll simply click away to the next option. Knowing how to keep shoppers engaged from first contact, is the foundation of successful eCommerce web design.
At Imagefix we create a step-by-step customer journey as the initial stage of any eCommerce design. This varies, dependent on the brand and products we’re dealing with, but the basics always remain the same. Because they’re essential to successful conversions. In this blog, our web design team take you through the 9 must have features for any eCommerce site.
More than half of all online shopping starts on a mobile device. So it’s essential that your site works as well on mobile as on desktop. Sounds obvious, but it’s amazing how many designs are desktop oriented and look dreadful on a mobile screen. Responsive design ensures your site looks good, navigates well, and loads fast on mobile devices.
The navigation bar is one of the first things visitors look at. We’re all short of time, so it’s important to show shoppers that it’s easy to find what they’re looking for on your site. Keep the tabs to a minimum, but make sure that the descriptors work for visitors. If your biggest seller is cushions, that’s what visitors will look for – so don’t hide it behind ‘homeware’. Whatever customers want should be no more than 3 clicks away.
This is so important that we wondered whether to put it first! Calls to Action should help visitors to make decisions about buying from you. The job of a designer is to ensure that help is offered where it’s needed, prompts provide ‘next steps’, and finding additional information is simple and fast, through a chat feature, for example. They don’t need to be aggressive, just well-designed.
Decide which content is most valuable, and provide clear, well-written copy. For eCommerce sites the most important copy will be Product Descriptions. Before writing, find out what shoppers want to know about the products you sell. This helps to ensure that your descriptors give them useful content. Format it carefully, so the text isn’t overwhelming. Rather shoppers can find out more if they need to.
Visuals sell more products than text does, so invest in top quality images of your products. Remember, if your visitors were in a physical shop, they’d probably pick up the product, or feel the texture. Your imagery needs to give them an equivalent experience. Use product videos where it’s helpful, or offer an option to see the product from every angle, and in close-up.
Trust is an important factor when it comes to buying online. Shoppers want to know from other shoppers:
Without at least 8 or 9 customer reviews that are obviously authentic (so not all gushing and 5 stars), visitors may hesitate to buy.
The current cart abandonment rate stands at 69.57%. That’s 7 out of 10 shoppers who leave the site without buying the product they’ve placed in their cart. The most popular reasons for abandonment is having to create an account (remember, people are busy), high shipping rates, or a sub-standard returns policy. The customer journey continues right up until the moment the product is successfully delivered. Support and care is necessary at every stage.
Being ‘recognised’ when you return to a website is as important as being recognised when you return to a restaurant. Use your customer’s name, where you can, demonstrate an awareness of previous visits. Keep it light touch, though. Remember, anything you do has to support and help the customer, rather than making them feel they’re being pushed towards a sale.
Imagefix is a web design and digital marketing agency with a growing and committed team. Over the past 12 months we’ve seen increased demand for eCommerce web design which means we now have more professionals working in this area. What hasn’t changed is the very personal service you can expect from Imagefix. We’ll always pick up the phone, and we’re here to help and support our customers when they need it, not just during office hours.
Looking for an eCommerce web design? Call the Imagefix team today to get started – 01525 715608
Imagefix Web Design,
Brickhill Drive, Bedford,
Bedfordshire, MK41 7PH.
Imagefix Ltd, Building 52,
Wrest Park, Silsoe, Bedford,
Bedfordshire, MK45 4HR.
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