When you’re designing your new eCommerce website it’s important that you factor in customer usability as well as aesthetics. Of course you need to capture the attention of prospects, but once they’ve been tempted to browse your site, you should make it easy for them to take that next step and buy your products.
Think about your own experiences on eCommerce sites, what works for you and what doesn’t, and follow these five tips for optimum results.
eCommerce Web Design Tips
1. Make it easy for customers to search
It doesn’t matter what page of your site they’re on, they should always be able to see the search box in case inspiration strikes. Making it easy for visitors to browse your site should be high on your list of design priorities.
2. Use comprehensive filtering
Let customers use filters to narrow down what they’re looking for in terms of product, style, size etc., so they know exactly what’s available to them. If they have to click through each product to see whether it’s available in the type or size they’re looking for, they’re more likely to click away and go to a competitor that does give them this option. Make it easy for them to clear the filters as well, because they might decide that a certain parameter isn’t as essential as they first thought, and they won’t want to have to go through the whole process again.
3. Display ‘out of stock’ notifications on items
You may think that showing what stock you don’t have will put off visitors to your site, but look at it from another perspective – if you were shopping online and got to the checkout only to find that half of your selected items weren’t available, how would you feel? Consider adding a function that lets customers add their email addresses and receive an email when the item is back in stock, and you’re more likely to get the sale.
4. Use high-quality photos
It might seem like an obvious consideration, but the quality of the photography isn’t always a high priority when people first start designing their eCommerce sites. Not only is it essential for the aesthetics of your site, it means that customers are more likely to buy your products. The clearer the photo, the easier it is for visitors to your site to see every aspect of the products on offer, and be able to fully measure the quality of your goods.
5. Write excellent product descriptions
Every item you’re selling should have detailed and eloquent descriptions to go with the high-quality photos. If you’re not sure you have the ability to craft words in ways that sell, sell, sell, then consider hiring a freelance writer who has experience of creating compelling product descriptions. You’re looking for words that ‘wow’ and paint a picture for your customers, so they see how their lives will benefit from your product. Don’t forget that Google penalizes sites for duplicate content, so make sure that every description is unique – not just the same text with only the colour of the item different in each one.