Posted on December 19, 2020 by admin
An ecommerce site is distinct in many ways from an informational site, in that it must not only provide business or organizational information, but also offer the ability to easily complete a transaction.
Just as the layout and presentation of merchandise in a physical store will affect an individual’s decision to buy, from the moment a user enters an ecommerce site, its appearance, organization, and navigation will influence whether or not a purchase is made. Here’s how to get the most out of your ecommerce site.
Design for User Experience
From the layout and navigation, to the images, copy, and content, everything about an ecommerce site should be developed with the user in mind. User experience is the buzzword of the day, and as more and more businesses begin taking advantage of online selling, a memorable UX might well be the deciding factor between success and failure. The difference between a good website and a great one comes down to far more than the goods available for sale; your ecommerce site should be interesting, exciting, and engaging. Businesses that develop a genuine connection with their audience stand to benefit from more repeat customers and organically grown traffic than those who rely on a nice looking website alone.
Provide a Straightforward, Functional Layout
More is not better when it comes to the amount of content appearing on your ecommerce site. Rather than appealing to users by offering a variety of options, pages that are too busy and overly cluttered can become overwhelming, leading to discarded carts and abandoned searches. Simple layout, carefully curated product categories, and minimalistic design are ecommerce trends that most appeal to online shoppers.
If your business offers a wide variety of goods, a search bar and product filters are must have features.
Simplify the Shopping Experience
In additional to thoughtful organization, the entire shopping experience should be optimized for quick searches and hassle free checkouts. Many online purchases are impulse buys and user abandoned carts make up as much as 81% of transactions in some industries. To avoid becoming a statistic, all potential barriers to completing checkout should be removed. These include:
• High unexpected shipping costs
• No clear return policy
• Limited payment options
• User must create an account prior to completing checkout
Information is key. Not all businesses can offer free shipping or free returns, however the policy should be clearly noted. Offering free shipping over a certain order amount on the homepage is an effective way to address this issue, while encouraging increased sales.
There are many benefits to both the business and the consumer in creating an account, however businesses should be conscious that not all users want to have an account. To circumvent this issue, guest checkout should be made available, with the option to then use the information to create an account after the purchase has been made.
Provide User Feedback
Over 90% of online shoppers read reviews prior to making a purchase, with positive reviews having a direct impact on sales. The ability to provide and read feedback, particularly when a business takes the time to respond, helps a business build trust with their audience. For a business with limited products or services, testimonials can be included beneath product descriptions, or on the homepage; otherwise, a dedicated feedback page can be created.
Enhance Website Quality
Every detail concerning your ecommerce site should exude professionalism. From the imagery and visual media, to the copy and content, what you put forth to the user will influence their opinion of your business and their decision to buy. Visuals, including any product images, descriptions, or video content, should all be high-quality or professionally done. Your website copy should be concise, on-point, and on-brand. Content should be well-written, informative, and most importantly, relevant to your intended audience.
Mobile Optimization is a Must
Looking good is only half the battle, your website performance is equally as important, and with over half of browsing traffic coming from mobile devices, mobile responsive design is no longer an option, it is a necessity. This process does not have to be painful, nor does it require that separate websites be developed for mobile and desktop browsing, responsive design can accommodate both with images and content that automatically adjust to screen size, without obstructing navigation.
ecommerce site actually has more in common with offline shopping than it does with an information only website. To that end, your ecommerce shop should be designed with flow, form, and function in mind at all times.